Public relations
Four keys to media success
PR AGENCY DAVIES TANNER’S ASSOCIATE DIRECTOR KEN KELLING OFFERS HIS TIPS
FOR INITIATING A SUCCESSFUL INTERNATIONAL PR CAMPAIGN
any venues and destinations
face a familiar problem of
getting their brand name in
front of international event
planners and buyers. One fool-proof way
of promoting facilities, capabilities and
services is via a strategic international
PR programme. Here are four top
takeaway questions to consider, in order
to succeed with international media:
Why are you targeting international
press?
If you don’t have a clear answer to this
then the chances are that it’s too early,
or not the right strategy for you to
consider international media
engagement.
You need to begin with a strong
notion as to the results you want to
achieve from this activity. Engaging
with international media can be
time-consuming and expensive, so you
need to know that it will be worth the
investment.
Set clear, realistic objectives and work
out how you’re going to measure
success.
Consider how you will track coverage
and its impact, especially when it’s
published in a foreign language.
Ultimately, you don’t want to spend all
your efforts in securing coverage in
international publications, to later
realise that all your key messages
weren’t included.
What countries are relevant to you?
Just because you’re looking to engage
with an international audience, doesn’t
mean it has to be global. Consider where
is most important for your brand to
raise awareness and hone your efforts.
Do your research in terms of your
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CONFERENCE & MEETINGS WORLD
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target market. What aspects of your
product/offering will attract that
audience and how can you position it to
be of interest to them?
Once you have a better idea of whom
and where you are targeting, then it
should be easier to determine which
media titles are best for you to approach
and what features or opportunities will
be most relevant for your message.
Be sure to use the correct medium for
your message. Different countries use
different media platforms, for example,
in China WeChat is ubiquitous.
Are you pitching blind?
Gone are the days where a blanket email
or release generates mass coverage. It’s
all about a tailored approach and
personal relationships between brands,
agencies and journalists.
You have one chance with a
journalist. Before approaching the
publication, have a clear idea as to who
you need to speak to for the specific
column or feature you are interested in.
Consider what sort of information they
will need and ask for and have it
prepared, ready to send.
ISSUE 100
Above:
Ken Kelling, PR
agency Davies
How will you overcome language
barriers?
It might be prudent to get content
translated – but don’t rely on Google
Translate or Babelfish. Copy needs to be
translated professionally to ensure key
messages aren’t misinterpreted.
Think about how your messaging
and even your brand name, translate in
order to avoid embarrassing moments.
KFC made Chinese consumers
apprehensive when ‘finger licking good”
was translated as ‘eat your fingers off’.
Tone and style are important too, for
example, in South America content
works best when it’s more colourful and
emotive as opposed to Germany, where
a more business-like tone is preferred.
Tanner’s Associate
Director
“People
may speak
your
language
for the sake
of business
but it
doesn’t
mean they
think in the
same way”
Have you considered cultural
differences?
Due to differences in attitudes, beliefs
and language, even a simple message
may have very different meanings when
transmitted to various cultures.
Without doing due diligence, it can be
easy to unintentionally make a cultural
faux pas. Be aware of cultural holidays,
traditional siesta times and time zones
when pitching and engaging with these
new territories. There’s little point
going out with your great story if no
one will be awake or around to listen.
How are you going to activate this?
Understand the local media landscape
– are there lots of well-connected
freelancers you could use or agencies?
Meet people and ask questions – PR is a
personable profession and you need to
see that they will be able to do your
brand justice over the phone with
journalists. It always pays to ask your
network for recommendations.