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A introduction to international public relations - what it is, how it differs from advertising, how PR in Israel differs from North America, and how to work effectively with the media.
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InternationalPublic Relations
Josh TurnerJosh Turner Communications & Public
Relations
Agenda
What is public relations?PR vs. advertisingPR in Israel vs. North AmericaWorking effectively with the media
What is public relations?Explaining to the public what an
organization does, so they will understand it and approve of it.
Approval can lead toIncreased salesNew investorsStrategic partnershipsPeople who want to work for you
Media relationsWorking with reporters, editors and
producers
Giving them an opportunity to do a news story on your company
Reporters love hearingabout great storyopportunities
How to get media attention?Make sure you have an interesting story
or something interesting to say
ExamplesNew productCompany milestoneInteresting statisticNew strategic partnership
How to approach reporters?Make a pitch with an opportunity
InterviewVisit facilityAttend an eventPress release about
the company
Set appointment with reporter
Reporter submits his or her news story
Effective press releaseDOES YOUR CHILD HAVE A DRINKING PROBLEM?
Recent statistics show that only 66% of children in Ontario aged 6 to 11 drink enough milk on a daily basis
Issued by the Dairy Farmers of Canada
Led to several stories in the mediathe next day
PR vs. advertisingPublic Relations AdvertisingFreeCredibleThe main “story”Quicker to launchContent (uncertain)Timing (uncertain)Placement (uncertain)
ExpensiveBiasedThe “filler”Slower to launchContent (certain)Timing (certain)Placement (certain)
PR vs. advertisingNo one
buys a newspaperwatches TVlistens to radiosurfs the web
for the ads.
PR vs. advertisingPublic Relations AdvertisingFreeCredibleThe main “story”Quicker to launchContent (uncertain)Timing (uncertain)Placement (uncertain)
ExpensiveBiasedThe “filler”Slower to launchContent (certain)Timing (certain)Placement (certain)
Major event dominating media
Media relations inIsrael and North America
Differences: Israel and N. America1.Pitch locally
2.Reporter – PR relationship
3.Media landscape
Pitch locallyPitch to local interest of the region
Success in Israel does not mean North American media coverage
Even internationally read papers try to appeal to their main readership
Pitching to North AmericaIs your product or service available in North
America?
Are some of your key managers from there?
Do you have business partners or investors there?
Do you have customers from there?
Reporter-PR relationshipRelations between reporters and PR
consultants are less close in North America than in Israel
Very strict line between PR and journalism in North America
More room to develop new relationships with reporters
Media in Israel vs. N. AmericaRegional news is national news in Israel
Canada and US news much more localized
Wider array of publications inNorth AmericaTrade and special interest
magazines
Sudden newsStory can easily be pushed out with sudden
news in Israel
Many conflicts or events inregion to report onEgyptSyriaYemen
Fewer dramatic news stories in North America
Common mistakes with mediaIgnorance of the media agenda
Poor preparation/no story
Feeling obliged to talk
Lapsing into a conversation
Good media relationsTreat media interviews like important
business meetings
Prepare and rehearse your messages and answers
Be polite, accessible, helpful and careful
Accentuate the positive with future oriented language
And finally…Always tell the truth
The truth, the whole truth and nothing but the truth
Go for two out three
A bit about me…
Ten years’ experience in international PR
Business-to-business and consumer market
Helping businesses find new customers and new business relationships
