5 things you may not know about pr in Australia

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Total Communications System Inc. 2014 5 THINGS YOU MAY NOT KNOW ABOUT PR IN AUSTRALIA

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A short presentation for: - Foreign companies doing PR in Australia; and - PR pros working with Australia-bound clients

Transcript of 5 things you may not know about pr in Australia

Page 1: 5 things you may not know about pr in Australia

Total Communications System Inc. 2014

5 THINGS YOU MAY NOT KNOW ABOUT PR IN AUSTRALIA

Page 2: 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

Page 3: 5 things you may not know about pr in Australia

Total Communications System Inc. 2014

“Ethical” is “Transparent”

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Total Communications System Inc. 2014

Australia has a formula for building, maintaining a reputation …

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Total Communications System Inc. 2014

“Ethical” = “Transparent”

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Total Communications System Inc. 2014

Stakeholders expect companiesto be 100% transparent.

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Total Communications System Inc. 2014

Not just reporting biz results, but green and social performances, too.

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Total Communications System Inc. 2014

“Social License to Operate”

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Total Communications System Inc. 2014

“Social License” = level of acceptance or approval continually granted to an organization by stakeholders.

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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

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Total Communications System Inc. 2014

Failure occurs when a company sees SL as merely permission to perform a series of tasks or transactions.

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Total Communications System Inc. 2014

So never forget: Companies must continuously earn their Social License.

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Total Communications System Inc. 2014

G'day, Mate – The Aussie Way

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Total Communications System Inc. 2014

Australians are straightforward – they build relationships quickly and are receptive to new ideas.

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Total Communications System Inc. 2014

Australians appreciate modesty, so don’t oversell your company/services.

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Total Communications System Inc. 2014

Australians abhor aggressive sales techniques, so don’t be pushy.

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Total Communications System Inc. 2014

Be factual, friendly and to the point.

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Total Communications System Inc. 2014

Australians are self-deprecating, but never play along with self-criticism.

You’re quite the knucklehead! Grr … Say what?

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Total Communications System Inc. 2014

Work “With” the Media

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Total Communications System Inc. 2014

Media relationships are still key but engagement is now targeted and tailored. So when pitching …

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Total Communications System Inc. 2014

Have a powerful narrative relevant to the media’s audience …

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Total Communications System Inc. 2014

Promote immediate engagement with pictures/videos …

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Total Communications System Inc. 2014

And have local spokespeople available for commentary.

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Total Communications System Inc. 2014

Cold calls are okay – but you’d better have your story straight.

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Total Communications System Inc. 2014

Finally, exclusives are condoned.

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Total Communications System Inc. 2014

Thick Skin Helps

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Total Communications System Inc. 2014

If you’re challenged to a contentious discussion in a meeting, don’t take it personally …

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Total Communications System Inc. 2014

Aussies like debates and provocative statements, so respond with humor.

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Total Communications System Inc. 2014

THANK YOU AND GOOD NIGHT.

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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