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30 lessons in global PR

Starting today, I'll start sharing a daily lesson in how to run global PR operations. I'll share a total of 30 lessons - some small and tactical, others more strategic and some are things I've learned the hard way...

Follow me at @torotime to get the daily update.


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.

From the mini series "Tor talks about things he has no clue about." This time: Ukraine

One of the countries in serious trouble under the global financial crisis is Ukraine. Unemployment is up, GDP is (massively) down and the general mood is not particularly jolly. My colleague Katrin Jaakson and I spent a couple of days in Kiev to interview candidates for our Communications Manager position.


Pic: Katrin and Sergii (Mongoose) at the monastery Kiev Pechersk Lavra

Here's my (social science-free) take on Ukraine:

  • Ukraine is a potential political and economic powerhouse. It is operating and growing in the shadows of Russia. While it will never achieve Russia's political prowess, Ukraine can become a significant force with its strategic geographic location, large population (46+ million), vast resources and ties to Russia. I say "potential" because Ukraine needs to make moves to become a true market economy and fix its flawed political system (it seems too easy to influence their Constitution - e.g. on whether the Prime Minister or President is the one in real charge...).

  • Clearly, efficiency is needed. At the hotel we stayed at (a relatively modest, 3 star hotel with solid roots in the Soviet times), way too many people had nothing to do. Six people serving lunch to 5-10 guests is not efficient...

  • Kiev is a truly proud and beautiful city. If Kiev represents the soul of Ukraine, I want to come back again and again to learn more. People in Kiev take their past seriously - as made evident by the well-managed parks, historical buildings, churches and war memorials. Speaking of war memorials, I have never seen something as astonishing as their WW2 memorial. The insane sacrifices made by the Ukrainian people (16 million killed in fighting the Germans, I heard) truly deserve such a monumental park. But more important, perhaps, is our respect. It is this respect for the past and eye on the future that makes Kiev so interesting. The old Soviet regime is visible everywhere you go, but you also see globalism making an impact. Close to our hotel, there were no less than four sushi restaurants (and pretty much no other dining places). The citizens of Kiev seem to LOVE sushi. I was happy to observe that not any of those restaurants employed any people even remotely related to Asian descent. The underlying message: we're good enough to make our own sushi here in Ukraine. And I grant them two thumbs up in response.

  • We're humble and proud to have people such as Mongoose (also famed for operafan.net and with the real name of Sergii Prosianyk) stand in the frontlines of a large community of Opera users (millions of Ukrainians use Opera on their PCs and mobile phones). We're honored by their dedication and support in what we are trying to achieve - to make the Internet more useful to anyone in the world. Mongoose is an embodiment of the Opera personality: he's open, honest, passionate, knowledgable, creative and has an international mindset. Thank you for the Dynamo Kiev scarf, Mongoose! Hope you enjoyed the akevitt and the chocolate. Drink responsibly...



Pic: Katrin and Tor at the Museum of the Great Patriotic War

Twitter confessions of a PR guy

To some, twitter is a silly invention. Others love it.

My take is somewhere in between. As the head of Communications at a mid-size company, I'm interested in twitter from a professional perspective. I don't really look at twitter as something I would be very busy using for my personal life. I guess some people find friends, dates and more on twitter. Not me.

I've been twittering for 7-8 months now and here's why I keep using it:

1. You can get close to a lot of people really fast.
While there's a barrier to finding/accepting new friends on (e.g.) Facebook, twitter is different. Following someone costs nothing and they can easily follow me. We don't have to know each other. If I see someone who looks interesting in terms of profession, geography or the comments they make, I follow them. It's that easy. Over time, you can get to know people far away pretty well, simply by following their posts.

2. I can easily monitor ongoing discussions about Opera or industry issues.
You can pick up frustrations regarding your company early and respond to them on the fly. The comments are usually unfiltered and unbiased. So what you get are real opinions (most of the time...) I sometimes reach out to them but hesitantly so. I worry about what they think when someone suddenly responds to their outburst on something Opera-related... Perhaps I shouldn't worry about it, but I do.

3. Product support
I've had a lot of people ask me questions about Opera's products. They'll ask me about features they don't understand or why Opera Mini (one of our mobile browsers) don't work in their region/geography, etc.

4. It's perfect for the mobile Web
Me - and many I know - use their Opera Mini browser to read and write twitter updates. As such, twitter is part of making more people interested in going online with their phones.

5. I can help others and others help me
People ask for help all the time on twitter. Journalists look for sources, business people want ideas for their presentations, students want internships... In return, I look for help in learning how to better use my Mac or tips on how to understand a particular issue... People reach out and help each other because it's fast and non-committal.

Final words: It's obviously easy to complain that twitter lacks basic messaging features. Scrolling through old messages takes forever and I still don't know how to easily locate a friend's twitter updates without using google or remembering their user names. But perhaps that's ok. twitter is not supposed to replace your email client and it's not Facebook.

It's twitter and that's all it is.







Ten things I've learned so far...

Over the next ten days I'll post a personal life lesson every day. I'm not a philosopher, so please don't judge my lessons as anything but a normal guy trying to summarize some thoughts and make them public.

Lesson #1: Life is death. I say it out loud: “I will die one day”. So will you. So have billions of people before us. It’s completely unfathomable, but it will happen. One day, you’re 6 feet under with ants in your hair. Where I learned it: by my wife, who understands that there’s more to life than the next big job and the next big house.
Lesson #2: There is only one God. Religions are merely culture and human manifestations of a greater force. At the end of the day, all of us who believe, believe in one God. Where I learned it: since Day One.
Lesson #3: They may yell but they still love you. Sometimes, parents will make their kids lives’ hell with their yelling and insane requirements. But they truly love you. Where I learned it: in the car with my father, on our way home from basketball practice (yes, believe it or not, I actually played basketball back in the day). He had yelled far and wide about something and then suddenly uttered some words I’ll never forget: We may be angry at you but you need to know that we will always love you. Without condition.
Lesson #4: Good leaders know when to leave. The responsibility is always yours, no matter who screwed up in your organization. If the error was serious enough, you should leave with the culprit. Where I learned it: During my military service, a young soldier was killed during night training, by a passing civilian car. His sergeant had failed to put the necessary light signals in place as they walked down a road. Our battalion commander in chief first handled the crisis, and then stepped down a few weeks later in respect of the family and the system.
Lesson #5: Listen to the wind. Sometimes, you have so many (or so few) options that it’s impossible to make a decision. In those situations, let the wind take you. Just let whatever happens happen. Where I learned it: In the USA, where choices are so abundant. Not just in the supermarket aisles, but in every aspect of life.
Lesson #6: Just you and two suitcases. At least once in your life, you need to touch down on a completely foreign airport with two suitcases and not a single clue about how life will treat you in your new country. Where I learned it: When I moved to the USA in 1996 to attend college.
Lesson #7: Know your people. A good manager takes the time to understand the deeper motivations and background of the people who report to him/her. Not too deep, but deep enough to understand what truly motivates an individual to perform beyond expectations. Where I learned it: by my brilliant manager at the London-based PR firm I worked at prior to joining Opera.
Lesson #8: Standing still is also movement. Being a fighter is as much about patience as about agility and action. Where I learned it: in the military, where we spent hours standing still with full combat gear. The commander said: “The ability to stand still is as important as the ability to engage in combat.”
Lesson #9: You can spin but you can’t lie. You can select your facts to create a compelling story, but you can never lie. Where I learned it: I once lied to a journalist (in 2005) and it has tainted our relationship ever since. As a PR pro, it’s better to say no comment.
Lesson #10: You make two important decisions in life: Your partner and your career. Everything else is irrelevant. Where I learned it: In elementary school in the early 80s, by a female teacher who also urged us to rather have dessert after a meal than have a cigarette. Better fat than dead, she said. At that point, we were too young to smoke, but it was a clear message anyway.


White is not a color

Find out why in my latest photo album. See how beautiful fall colors suddenly disappeared when winter marched in.


The Pulpit Rock

One of the most spectacular rock formations in Norway is the Pulpit Rock - or Preikestolen in Norwegian. Here are pics from my recent trip there with Manju the Mountaineer.

Of course, just as we closed in on the destination itself, after a two hour trek, our digital camera broke down. So we had to resort to whatever quality pics Manju's Sony Ericsson phone could give us. Worst of all, it didn't store the pics of Manju sitting on the edge of the Pulpit...

See the pictures...

How to fall with grace when sledding

Two short lessons in how to fall with grace when sledding.

Footage from Røldal, Norway. Easter 2008.

Jumping a cliff:


A hard stop:

How to beat girls in sledding competitions

It took hard work (and some unconventional methods) to beat my friend Inga at a sledding competition.

(The competition took place at the mountain farm in Røldal, Norway. The first to pass the fence wins.)

(Inga in gray, me in black. Commentary by Manju)

Pimp my Opera Mini

Opera is off to Barcelona for Mobile World Congress. We're going to RULE the streets with our "Catalan Job" Mini Clubmans...

I think I want one of them...



Update:
And here they are in the streets of Barcelona...



Launching the Prague office

Meeting with journalists during the day. Partying with Opera users at night. That's the way to launch a new office.


To the right, a photographer from Czech Business Weekly takes pics.


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