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A short presentation for: - Foreign companies doing PR in Australia; and - PR pros working with Australia-bound clients
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Total Communications System Inc. 2014
5 THINGS YOU MAY NOT KNOW ABOUT PR IN AUSTRALIA
Total Communications System Inc. 2014
A SHORT PRESENTATION FOR:- Foreign companies doing PR in Australia; and
- PR pros working with Australia-bound clients
Total Communications System Inc. 2014
“Ethical” is “Transparent”
Total Communications System Inc. 2014
Australia has a formula for building, maintaining a reputation …
Total Communications System Inc. 2014
“Ethical” = “Transparent”
Total Communications System Inc. 2014
Stakeholders expect companiesto be 100% transparent.
Total Communications System Inc. 2014
Not just reporting biz results, but green and social performances, too.
Total Communications System Inc. 2014
“Social License to Operate”
Total Communications System Inc. 2014
“Social License” = level of acceptance or approval continually granted to an organization by stakeholders.
Total Communications System Inc. 2014
SL varies between stakeholders and across time and has 4 levels:
1. Withdrawal 3. Approval 2. Acceptance 4. Psychological identification
Total Communications System Inc. 2014
Failure occurs when a company sees SL as merely permission to perform a series of tasks or transactions.
Total Communications System Inc. 2014
So never forget: Companies must continuously earn their Social License.
Total Communications System Inc. 2014
G'day, Mate – The Aussie Way
Total Communications System Inc. 2014
Australians are straightforward – they build relationships quickly and are receptive to new ideas.
Total Communications System Inc. 2014
Australians appreciate modesty, so don’t oversell your company/services.
Total Communications System Inc. 2014
Australians abhor aggressive sales techniques, so don’t be pushy.
Total Communications System Inc. 2014
Be factual, friendly and to the point.
Total Communications System Inc. 2014
Australians are self-deprecating, but never play along with self-criticism.
You’re quite the knucklehead! Grr … Say what?
Total Communications System Inc. 2014
Work “With” the Media
Total Communications System Inc. 2014
Media relationships are still key but engagement is now targeted and tailored. So when pitching …
Total Communications System Inc. 2014
Have a powerful narrative relevant to the media’s audience …
Total Communications System Inc. 2014
Promote immediate engagement with pictures/videos …
Total Communications System Inc. 2014
And have local spokespeople available for commentary.
Total Communications System Inc. 2014
Cold calls are okay – but you’d better have your story straight.
Total Communications System Inc. 2014
Finally, exclusives are condoned.
Total Communications System Inc. 2014
Thick Skin Helps
Total Communications System Inc. 2014
If you’re challenged to a contentious discussion in a meeting, don’t take it personally …
Total Communications System Inc. 2014
Aussies like debates and provocative statements, so respond with humor.
Total Communications System Inc. 2014
THANK YOU AND GOOD NIGHT.
Total Communications System Inc. 2014
Icons made by Freepik: Slides 1-21, 23-29Icons made by Icomoon: Slides 17, 22, 28Icons made by Icons8: Slide 22All icons are from Flaticon.com and used under a Creative Commons 3.0 license.
PRESENTATION BY:
TOTAL COMMUNICATIONS SYSTEM INC.TOKYO, JAPAN
@TOCS_PR
http://www.pr-tocs.co.jp/?en
