30 lessons in global PR
Sunday, 11. October 2009, 20:18:38
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30 LESSONS IN GLOBAL PR
1. Give local team members global responsibilities/projects. It makes them part of the global machine.
2. Use embargoes, not exclusives in global tech PR. Use one universal time slot for all geographies.
3. Start treating journalists like analysts. Ask them questions back. You’ll be surprised at how much you’ll learn.
4. Social media is a natural part of every global PR campaign. But it requires people with language skills and local knowledge.
5. Carefully design your global analyst relations program. You can't brief every analyst on planet earth consistently.
6. Measure all global team members using the same KPI system. It’s the only way to truly compare performance on a global scale.
7. Hire local people who have experience with reporting to a foreign HQ.
8. Make global media results visible at HQ, even though they're in Japanese or Russian.
9. The major global newswires are still deadly effective in taking your message far and wide.
10. Use one, global media training platform for all spokespeople to enable streamlined global messages.
11. Regional team members need even more praise and recognition than your team members at HQ.
12. Never, ever assume that regional team members have the same data and understanding you possess at HQ.
13. Create one united and global vision for all team members. Repeat it whenever you get a chance.
14. Never lie to a journalist – or to anyone for that matter. There’s no difference which country you operate in: lying is the end of your career.
15. In today’s digital PR context, the quality of your relationships is even more important than before. Quality trumps quantity.
16. As head of a global PR team, you need to know the individual fabric of your team members. But you don't need to be anyone's shrink.
17. If you have two options on your hands, choose external execution, not another internal meeting.
18. Printed news still carries a lot of weight, both internally and externally. A front page story is a great brand builder.
19. Plan a strategy of instant gratification for media people. Quick answers equal media exposure. (This tip via @paalu)
20. Bring regional team members to HQ and have them run a big project for a few weeks. They'll realize that it's tough to work at HQ, too.
21. PR is not about your boss seeing your company on TV. It's about your customers interacting with your company on the Web. (This tip via @tmn84)
22. Only one company can get away with the "all PR is good PR" platitude, on a global scale: RyanAir. My message to all other companies: think twice...



















