The next time you think you are having a tough day in PR dealing with media in the U.S., count yourself on the lucky side. You could be dealing with media around the world. Time zones, language, culture and other factors make dealing with international media much more complex and difficult than strictly doing U.S. media outreach.
Impacting an audience starts with understanding that audience. So, if you want to encourage a specific behavior with your audience (such as making a purchase), then you need to understand their preferences, concerns, and behaviors.
Developing a unique writing voice can be a challenge. Add in the fact that many PR pros work at agencies where they have multiple clients across different industries and you’re likely facing the dilemma of pinpointing and utilizing many different voices. Here are some tips for identifying your client’s brand voice for better, more efficient written material.
One of the first lessons you learn in tech PR is to avoid making announcements that conflict with major news events. Don’t make an announcement during an Apple event, the saying goes. But what if you could use Apple’s star power to your advantage? Another company’s news is your chance to earn coverage as a thought leader.
PR veteran Arthur Solomon has changed his mind about Hillary Clinton holding a press conference, which he thought she should do many weeks ago. The reason for this change of mind is that she is excelling at another method of reaching the public: answering media questions from local reporters during her campaign stops and individually with selected national reporters.
Clients that truly want to identify and hire the very best PR agency, whether for a short-term project or an ongoing contract, should undertake the same level of due diligence, review and evaluation as their human resources departments would put into the hiring of a new staff of public relations professionals—because that’s essentially what the new agency will bring to the organization.
A large law firm can be a source of great PR potential, with exciting news and high-profile clients. Sometimes, getting the news out or commenting to reporters can be sticky. The problem can boil down to internal rules and policies and client conflicts that prohibit talking to the media on certain topics, or need multiple layers of approval to do so.
With more than 2 billion people on Earth now using social media, social strategies have become a core component of most global public relations campaigns. The platforms that are most popular in the U.S.—such as Facebook, YouTube and Twitter—rank as the most widely used in many other countries around the globe. However, this does not mean that a single social media strategy will work internationally.
Athletes are always on stage and they carry a tremendous amount of responsibility by representing not only themselves but also their sponsors (and their sponsor’s customers), their sport, their teams and their countries, which means they have much to lose when things go awry.
In today’s content-driven marketplace, airtime is pretty competitive in just about any venue and even more so on the web. From my experience, the process of developing a position of credibility for a particular market space comes down to three key factors. Once you have your three factors down and you have a clear picture of why you are different, what you specialize in and how you will produce content to support your “smartness,” it’s time to execute.