Stephanie Teuwen was only looking to pitch a story to a French newspaper, not to byline one. In June of 1999, the co-founder of Teuwen One Image Inc. sent a release to
French media about a wine-tasting that her New York-based agency helped organize. The release, which touted wine producers in western France's Loire Valley, was so well received
that bits of it appeared in three French newspapers. One paper even ran it sans edits.
"They printed it verbatim," she says. "They didn't even cut out any of several quotes from my clients that were obviously self-promotional."
Granted, this publicist's dream-come-true happened partly because of hometown bias; the aforementioned papers are distributed through the Loire Valley. But the practice of
printing release copy word-for-word also happens with some regularity in the European media, while most U.S. journalists would sooner drink their own printer-toner.
Even Teuwen, who is, herself, French, was surprised when the release ran as a story, although she acknowledges that it underscores a host of differences between reporting
practices in the U.S. and overseas. These differences will no doubt become more apparent as corporations expand into new global markets. And media relations professionals will
be well advised to know what the differences are - and how to exploit them.
Rule one for media relations in Europe: journalists enjoy being wined, dined, showered with gifts, and taken to sporting matches. (Of course they do here also. But most
American and Canadian news organizations have strict policies limiting gifts and entertainment to stress-balls and the occasional dinner at Chili's.) Also, European journalists
welcome overtures from PR people as perks of the profession, whereas most in the U.S. view such practices as a threat to their objectivity as reporters. Journalists in the U.K
even go so far as to write about preferential treatment from the movers and shakers making news. And, unlike in the U.S., it's accepted practice in Europe to let sources approve
copy before it goes to print.
I See London, I See France. I See My Company Make the Paper in Cannes
This is not to say that bribery will land your company on the front page of the Financial Times, warns Katherine Delahaye, president of Delahaye Medialink, a media
research firm based in Portsmouth, N.H. Before you start schmoozing European journalists, take note of cultural differences (even in English-speaking countries), and make sure
your pitch can in no way be misconstrued. Case in point: the title of the Mike Meyers' movie, "The Spy who Shagged Me," was bloody offensive to British audiences, considering the
word "shag" is the counterpart to a certain four-letter word in the states.
Also, says Delahaye, it's key to take note of hot-button social issues in a local area before you pitch. Europe is a pretty socially charged place, after all. (Remember last
September when farmers blockaded the French-English tunnel to protest rising fuel prices? Like that would ever happen in New York City.) Environmental, health, labor and
public safety matters get considerable coverage, and if you can spin your company on the positive side of these issues you may land some favorable press.
Delahaye also points out that much of Europe's media remains parochial, despite the emergence of the European Union. For example, she recently returned from a media trip to
Turkey promoting an American client's investment in a large Turkish company. (Delahaye says half of Turkey is considered Europe, so we're going to run with it as an example.)
Despite other major stories dominating the national Turkish media, regional press gave her client a considerable amount of the spotlight. "Hewlett Packard can come over there and
announce a next-generation PC that weighs and costs half as much," she says. "But if they also announce they are partnering with a company in Dusseldorf, odds are that will get
more local news coverage."
Euro-Media Relations 101
It goes without saying, if you're starting an overseas media campaign, you can benefit by outsourcing to a local agency or consultant who already has a media relationship
there. And there are also the global agencies of the world - a la Brodeur, Fleishman, Ketchum, Burson and the gang. Outsourcing at ground zero not only helps bridge the cultural
gap, but also means avoiding the hassle of international calls and time-zone differences.
If a tight budget makes outsourcing unfeasible and you're saddled with the task of pitching foreign journalists yourself, at least know the language. John Hellerman, executive
VP of Levick Strategic Communications based in Washington, D.C., has guided media relations for several global firms, including the Cleveland-based Jones Day, which has more than
1,400 lawyers worldwide. Hellerman says that although most journalists in Europe do speak English, many will skirt calls from American publicists like they avoid giving directions
to American tourists. However, he adds, "If you call up a publication and make the effort to communicate in their native language, they are more likely to appreciate the effort.
Your pitch will have a better chance." That is, of course, unless you accidentally introduce yourself as a jelly donut.
One more rule of thumb in courting the European media? Don't vilify your competitors. Rather, it's in your best interests to communicate in your pitches that you understand and
respect your competitors in the market you're entering. Arthur Gallego is director of corporate communications for Coty, Inc., a manufacturer of women's products based in New
York. Having pushed his company wares to Spain and France, he says currying favor with regional journalists is easier when you show your knowledge of local brands held in high
esteem - and don't give the impression you're a threat to their existence. You can use this as a starting point for conversation with journalists that evolves into a mutually
beneficial relationship. "The minute reporters feel like they are getting crap from you," he says, "they will no longer want to hear from you."
Bon chance.
(Teuwen, 212/244-0622; Delahaye, 800/926-0028; Hellerman, 202/973.1300; Gallego, 212/479-4300; Knipp, 011/322-741-1341)
Media Mirrors Life
Why is the European press so much more open to the charms of the public relations industry?
Thomas Knipp, an associate editor in The Wall Street Journal's Brussels office, hypothesizes that it's because the media tends to mirror the culture about which
it writes. The U.S. is a more competitive place than Europe economically, so likewise is the media in the states. (Not that we wouldn't mind taking the entire month of August off,
like they often do in France.)
But, Knipp predicts this will change as the Web increases the demand for timely news and local publications lose ground to national ones.
"The Financial Times and the Wall Street Journal are expanding into new markets and quickening the pace of journalism," he says. "More of these markets will have
to face up to competition."