business, brands and borders the role of public relations

Business, Brands and Business, Brands and BordersBorders

The role of public relationsThe role of public relations

in international companiesin international companies

CELSA, 16 January 2007

CELSA 16 January 2007 2

Susan Marro American / Irish Articulation / i&e Consultants / Disney 15 years’ experience in international communications management for global brands Development and implementation of strategic communications programs in Europe, North

America and Asia Public relations expertise: corporate and brand strategies, media relations, internal

communications, crisis and issues management Sectors: bio-technology, technology, telecommunications, retail and consumer goods

Who are we?

William Vollman American Articulation / Faurecia / Bite Communications / i&e Consultants / Omnium 15 years’ experience agency and in-house Development and implementation of strategic communications programs in Europe, North

America and Asia Public relations expertise: corporate strategies, internal communications, crisis and issues

management, writing, speechwriting and coaching, PR network development, financial Sectors: automotive, IT, financial services, telecommunications


Key factors in a company’s image What business? What international strategy? What communications?

International Image


Industry Products or Services Business-to-Business or Consumer Cycle: growth and innovation or Maturity

Company Ownership: private, listed, state-owned Size: start-up or multinational People / leadership Track-record of performance

Business


Going international takes on many forms: Export and Supply Franchises & Licenses International Subsidiaries Partnerships / Alliances / Joint-ventures Mergers & Acquisitions… and divestments Global Branding and Services

International Strategy


Market and Competition Tax and Regulations Financial Resources Human Resources Technology, Procurement and Processes Distribution and Customer service Branding, Corporate Credibility and Public Acceptance

Strengths, Weaknesses, Opportunities & Threats (SWOT)

Strategic Issues


Branding and marketing mix– Consumer and B-to-B communications

Influence on regulatory framework– Lobbying

Capital investment– Financial communications

Employee and business partner motivation– Internal and “Extranet” communications

Corporate goodwill– Community relations and crisis management

From Strategy to PR


Globalisation, Diversity and Individualism Instant information & Delayed intelligence Opinion

– Community interests– Ethics

Companies – Functional integration– Focus on value

Trends


End of linear, deterministic strategies– Too many trials, many failures

Network positioning– Understanding local context, the network and its

rules – Monitoring risks and opportunities, friends and

enemies– Leveraging goodwill internationally

Managing awareness, issues and reputation

PR is Key


Communications strategy and management Ongoing programmes and ad hoc activities Central communication resources Networking Evaluation

International PR


Defining strategy and tactics (the plan)Defining strategy and tactics (the plan) Understand business environment Understand business environment Determine and prioritise objectives Determine and prioritise objectives Identify target audiences Identify target audiences Develop key messagesDevelop key messages Design program of activities Design program of activities

Managing the program (the reality)Managing the program (the reality) Monitor new issues and opportunitiesMonitor new issues and opportunities Understand results and encourage initiativeUnderstand results and encourage initiative

PR Strategy and Management


Management training and crisis prevention Internal communications Media relations (international / local press) Opinion leader programs Public affairs and trade relations Financial communications Consumer information campaigns Sponsorship / charity programs Web-sites and publications

Ongoing PR


Brand launches and rebranding campaigns Product and service launches International events and trade fairsFinancial transactions such as Ms & AsSubsidiary or joint-venture creations and

closuresCrisis communicationsetc.

PR: Ad hoc


Advice, procedures and guidelines Press materials Speechwriting Position papers and Q&A’s Publications and newsletters Internet, intranet, extranet Exhibition & event materials etc.

Fundamental Components


Companies’ internal network best practice exchange support / coordination

Selection of local agencies tailor-made to each client’s needs and requests choice based on knowledge of market,

experience, creativity, commitment, budgets…

Brief and training of agencies client’s philosophy, objectives and priorities program of activities / transfer of know-how

The PR Network


Coordination and stimulation Counselling and support Reporting Performance evaluation Budget follow-up Centralised administration

The PR Network


EvaluationCompetitive media analysesPerception benchmarksCommunication audits

Review strategy and/or tactics, adjust Review strategy and/or tactics, adjust if necessaryif necessary

International PR


Tips on responding Tips on responding

to the PR briefto the PR brief


Who are you?Who are you?


PANIC! It’s too short!

Step 1: Take a deep breath

Step 2: Read, reread the brief… then read it again!

Fact: A PR brief in English is usually shorterFact: A PR brief in English tends to be straight to the point

The brief


A PR brief in English includes information about:– Company DNA – Specifics about the PR need (media relations, public

affairs, etc.) – Brief presentation requirements (what they are looking to

see in the presentation, including the format, time allotted, selection process, pitch attendees)

– Expectations of the winning team– Criteria for measuring PR success

The Brief: Basics


The prospective client:

– will expect YOU to ask the right questions

– DOES NOT expect you to become an expert on their business or product overnight

– client is looking to hire you because YOU are PR experts in the French market

– Expects you to show understanding of what is being asked of you!

The Brief: Manage Expectations!


Size up your prospect wellAsk questions and LISTEN to the answersHow do they respond to your questions? Do they use long sentences? Simple, complex or “jargon” words?Do they seem interested in your questions? Are they making time for you?

Know your audienceWho are you presenting to? What position(s) do they hold in the company? Are they the real

decision-makers?

What PR campaigns have they conducted in other countries? What is their experience in the French market?

Use some psychologyDon’t “bombard” your prospective client with too many non-critical questions Draft questions and offer to send them by email Time is money: assume your contact has other business issues to handleThe client will not usually “spoon-feed” you information. They will expect you to do your

homework.

The Brief: Strong Relations Start Here


Checklist You’ve read the brief You’ve drafted additional questions and have spoken to the

prospect You’ve understood what they need in terms of PR support You’ve understood what they DON’T need in terms of PR support You’ve understood that you CAN or CANNOT propose other PR

activities in your presentation You’ve understood what qualities they are looking for in a PR

partner You have your team in place

Now it’s time to get writing!

Preparing to Win


Start with the solution, not the problem.

(The client knows the problem.He/she is asking you to help solve it.)

Preparing to Win


Go easy on company facts and context! If the business objectives, market information, competitor issues and PR needs are clearly indicated in the brief, there is no need to use 15 slides to repeat the same information! Summarize to show awareness of key issues.

Get to the “heart” of the matter, the PR: • Research• Objectives• Target audiences • Strategy • Implementation• Evaluation

Provide information the prospect might not have – add value!:

Media audit: what do journalists think of substitute sugar? Consumer trends in France Etc. – this is a great area to show your creativity

Preparing to Win


The presentation format Make it interesting: use technology wisely! Lights and sounds must

support your PR recommendation, not take away from it!

All the technology in the world will never hide a poor presentation.

The slides are there as a support. Don’t read the slide!

Remember, people read faster than you can speak. Don’t put everything on the slide, so that you have things to say.

Consider using props, boards etc.

Give them something to take away that summarizes what you’ve said. For example, burn a CD-Rom with the presentation

Preparing to Win


10 tips for English documents Select English in the tool bar before starting a document

Keep it simple and clear

Be direct

Prefer verbs to nouns

Decide on a format for dates and stick to it!

Check all figures

Check punctuation

Watch your “s”s!

Check acronyms, technical terms and official names/titles

Use the right past tense!

Preparing to Win


Avoid the common pitfalls of losing agencies: Failure to follow the rules in an RFP or pitch meeting Failure to demonstrate that you are responding to the briefj

1. Overconfidence

2. Failure to edit work (when agencies share all of the ideas and focus on quantity, not quality)

3. Senior people presenting ideas when they won't work on the business

4. Lack of follow up and slow response after the pitch (show you want the business)

5. Too much about the agency, not enough about the client

6. Attacking a client's competitor in any way

7. Bad chemistry ( "try to be laughing and smiling when a client walks in" )

Preparing to Win


Final words of advice: Your PR proposal and pitch is NOT a theoretical or philosophical exercise, it

is a selling tool Your PR proposal is designed to convince the prospect that YOU are the best

PR partner to get the job done! Your PR proposal should make it clear what value you will bring to the client Get to the point: your future client needs help, so offer a solution!

For example, if the PR request is to launch a new product, begin by discussing how you would support them… “We would organize a high-profile media event to introduce this product… Then explain how you would go about doing this. And why it is an effective solution.

1 slide 1 message Measurement is key for English speaking audiences. Show how you plan to

evaluate your PR activities! Do not “fudge” the budget. Know what you are selling! The English and Americans want to clearly understand what they are

buying! And again: Don’t repeat the obvious!

Preparing to Win


Be Good

Be Professional

Be Passionate

Be Unforgettable

Be Yourself

And enjoy yourself! (if you do, others will too)

It’s Showtime!


THANK YOU!

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