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COPYRIGHT © 2014 ALM COMMUNICATIONS INC.

by Amy MuniceALM COMMUNICATIONS

Secrets of Global B2B Public Relations

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Global Branding? Worldwide Leads?

Can B2B PR help?What is Global B2B PR anyway???Now, Amy Munice (President of

ALM Communications) breaks ranks with those in-the-know to give you—“SHH!—Secrets of Global PR”

Wish her well because exposing insider information like THIS has landed others in the pokey—OR WORSE!


Secret #1 Speak to Your Audience

It’s natural for any company to develop its own

shorthand speak—but don’t expect your sales

prospects to UNDERSTAND it.

If you are in charge of PR its up to you to find a way to keep that company jargon inside company walls.

Know what your prospects THINK about and start com-munications there.

Your words will be music to their ears

Secret #2 Less How, Less What, More WHY

Most others just want to know WHY they should care.

It’s not Who-What-When-Where-Why-How.

In the B2B PR world, most of the time, it’s actually WHY, WHY, WHY.

Secondarily it’s usu-ally “How” and “What;” and just for the record “Where” and “When.” “Who” is your byline or company name when quoted—most of the time.

When an engineer, inventor or scientist makes a new mousetrap they often want all the world to

know “What” it is and “How” it works..But other than their proud mothers—who know

they are geniuses…


Secret #3 Tune Tech Speak to Perfect Pitch

You do math; they do math.

You’re an engineer; they’re an engineer.

Your scientific vocabu-lary is vast; so is theirs.

BUT—you have differ-ent SPECIALTIES than your prospects.



Secret #4 Tone Tech Detail Down

Usually you take

techie talk DOWN a NOTCH or two—even when you are selling to a rocket scien-tist.

Secret #5 Never Put Out News That’s ONLY Interesting to Your Boss

Oh—so it’s your company’s 50th

Anniversary??Nobody cares that

much about that outside your com-pany walls. No news is . . . NO NEWS.

The quickest way to excite an editor’s “de-lete button reflex” is to get your company name associated with non-news. DON’T GO THERE.



If you don’t know what you need

to say to every mar-ket you target—go back and DO YOUR HOMEWORK!

Secret #6 Map Your Messages

Know the market lingo , hot button issues and today’s top of mind concerns for all markets on your target list.

ON-TARGET MESSAGING is the most important arrow in your competitive quiver.

Secret #7 Stay on Target


Think that gorgeous website you spent a fortune building

brings in prospects in Singapore, Moscow, London, Chicago, Paris and Baltimore alike?

THINK AGAIN!Search engines worldwide will

return more local search results to any query. That could be mak-ing your company nearly invis-ible on the World Wide Web—and especially outside your country.

When you “get” local search bar-riers to being found worldwide you GET the need for a smart global PR plan. Learn more about local

search.

Secret #8 Get Hip to Local Search–Yesterday!

Hint: Translating your website won’t do a thing to solve this problem.


Secret #8 Get Hip to Local Search–Yesterday!



Secret #9 Get Editors What They Want and What They Need

Editors serve their readers; they don’t work for you.

If you are in charge of PR for your company you need to make sure that everyone who talks to the media knows this.

Editors need to give their readers a REASON TO READ their pages. Publishers want the same thing but more to the end of attracting adver-tisers. The walls between advertising and editorial are sometimes rock solid and sometimes non-existent.

General rule: SERVE UP QUALITY CONTENT and it will be consumed.

Hint: Media today are struggling with the same issues of figuring out how to build a website and

global visibility as you are.



Secret #10 Ride Waves of Media Pre-Occupation

The issues of our day—Another Recession?” “Renewable Energy Options” “Polls and Poli-

tics” “Oil Supplies” “Global Warming” “Cost of Living”—make the BIG HEADLINES.

Hint: Even editors of uber-geek-speak publications live in the REAL world.

Tie your story to these HOT topics that cut across all markets and geographies and your PR will be able to ride the waves of attention that they draw.

Stories with timely hooks get published fast-er and TIMELY TALES travel furthest—both in the real world and the web world.


Secret #11 Pay attention to where you put your ad dollars.

NOTE: Google ad campaigns have a voracious appetite and can bankrupt your marketing budgets very quickly. Many times this is because the managers of pay-per-click

campaigns are falling asleep at the switch.In the global B2B world, QUICK pay-per-click ads are essential to tuning your messag-

ing. However, ads in reputable trade media that serve the markets you want to sell to are usually the superior spend when you are seeking global leads and BRANDING.

Hint: Where you find best ad ROI is also the place to put your “pen time”, and vice versa.


Landing a story in the largest circulation newspaper in your country might seem

like a prestigious coup. But is it really where the buyers you seek for your B2B products and services go to learn how to do their job better or be more profitable? Is it where they will learn why you are IMPORTANT to their future?

If they are writing for dogs and you want to communicate with cats your PR pen time is be-ing wasted, and your ad dollars.

Anyone selling you media ads based on cir-culation or impression numbers is not giving you much REASON to pay for those ads. In web-speak, even “unique visitors” numbers don’t tell the real story.

Know where REAL people in YOUR WORLD go for information.

Worldwide, there are many publications in many quarters that are strictly print and still read. And, there are publications with both print and online editions, where publication audits and surveys still report that the print editions are more closely followed and read.

Secret #12 Circulation or impression numbers are meaningless.



Secret #13 Data Matters! Measure the Power of Your PR–Then Measure again!

Always make

sure you use DATA and math to DECIDE where to point your pen or spend your ad dol-lars.

Secret #14 You need more than Google Analytics

M easure Which Keywords Count

Mathematically measure your best keywords.

Use these keywords for in-bound links.

RESULT: Greater web vis-ibility and more market share.



Secret #15 Then, Advertise in your A+ media

Google analytics will tell you which online media

will boost your web visibility most. Put your ad dollars there too. Many publications are struggling today. Never let your A+ media go on life support.


Secret #16 Creativity Counts!

In global marketing PR, as in life— CREATIVITY counts. It Always

Has!Make sure you keep your PR team’s

muse well-fed, with HUMOR or whatever it takes.


Secret #17 Technology Yes–Fads No

DO PAY ATTENTION

to marketing technol-ogy innovations. How information travels is changing every day. Technology that works for marketing

PR in B2C is not the same as B2B, nor es-pecially global B2B.

But be DISCERN-ING and SKEPTI-CAL.


Secret 18 Seize the Moment

And while others chase fads and mirages . . .

Eat Up More MARKET SHARE!

Let Us Show You

How to Feast—


About the AuthorAmy Munice is President and Founder of ALM

Communications Inc. – a 25+ year-old global B2B PR agency that had been doing “content genera-tion” long before it was called content genera-

tion. From day one ALM Communications has given

all its clients guarantees. You pay to get pub-lished, not just for writing.

A ghostwriter of more published articles, white papers, blogs, tech bulletins than she can count, Amy Munice knows how to craft communications that convert B2B leads to sales.

A student of how search engines work, and published author on topics such as local search algorithms, personalized search algorithms and the futility of trying to game Google, Amy Mu-nice ensures that your PR is web-savvy.

Her writing forte is translating “technicalese” into plain-speak English.

In “Shh- Secrets of Global PR Success” Amy Munice shares tidbits of what it takes to make a successful global B2B PR Campaign. She will

share more of her secrets with you if you call +773 862 6800 or write info@almcom-munications.


About the IllustratorYou feel like you’ve seen his drawings before,

don’t you??? Well you have! With his fey pen, Van Howell has

cartooned his imprimatur far and wide. A decade+ of Wall Street Journal doodlings—from front page dothead portraits, to the Arts & Leisure pages, to more than a decade of political cartoons for their class- room edition, where he never was restrained from having his pen tell youth his vision of how the world as it should be, not just as it is. Newsday, New York Times, The Guardian or those memorable book and CD covers that jump off the bookstore shelves—there too you found his pen, or rather, it found you. At a show hosted by Royal Society of Portrait Painters or in that tavern where President George Washington often held court in lower Manhattan—his portraits and political cartoons swam and swim both ‘sides of the pond. You’ve seen his muse at work without enrolling, but the luckiest took his course at Oxford University on “Drawing as a Way of Thinking “

There is far more, but his credits are too long to list. Modern scanners can’t keep up with the pace of his doodling pen.

Sometimes in the United States and sometimes in the United Kingdom, and maybe soon in Australia, his muse follows wherever he goes. Whisper a cartoon idea in his ear and you will get an elaborate canvass with layers of meaning.

Want one of Van’s illustrations in this or other “Shh! Secrets of Global PR“ in poster or postcard format? Can do! Write to [email protected] to find out what’s on hand and what can be soon.

About the Book DesignersWhat would you recommend as a salad course to women who spend most of their

days minding typography for publishers of academic tomes? Maybe this cartoon tell-all is just the elixir needed.Day after day, Anne Kachergis and the entire team of book designers at Kachergis

Book Design spend their hours ensuring that Greek and Latin footnotes in scholarly books are error-free, that book jackets serve eye and author alike, and that poetry remains poetry on the page. They win many awards along the way.

They patiently explain en- and em- dashes to writers without eye for type or even proper grammar, now also quickly spicing cartoon prose with bold hot pink shouts—with the steadiness that is the panache of book design Pros.


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