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

Contact me anytime.

josh@joshturnerpr.com054-949-6526

www.joshturnerpr.com