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Archive for International’ Category

5

Sep
2012
Comments Off on Global Best Practices

Global Best Practices

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A couple of years ago, a good friend asked me to show her what we perceived to be today’s Global Best Practices.  As the marketing officer for the Public Relations Global Network (PRGN), I found the request to be stimulating and it forced me to consider just what we have been able to accomplish as a network and as an interactive PR agency here at Stevens Strategic.

1. PRODUCT INTRODUCTION.  So you want to rollout a new product or service internationally? When we did this for one client, we pinpointed the countries around the world where we wanted our product publicity to appear, while we publicized it in the United States at the same time.  In this case, we selected Australia, Japan, the United Kingdom, Spain, Italy, Germany and France.  Each PRGN affiliate handled local translations, media relations and monitoring.  International and domestic efforts resulted in $21 million (USD) in sales.

2. TRADE SHOW PUBLIC RELATIONS.  In one case, PRGN found spokespersons in France, Germany, Italy and Spain.  After preparing PR and advertising materials, we pitched the media at selected trade shows.  Over 150 articles appeared, each examining misconceptions about the client’s product.

3.  ENHANCE A LEADER’S REPUTATION.  Whether you are president of a corporation or university, you may wish to enhance your stature to facilitate business growth or help your university attract students and faculty.  It worked for a university president who met with the media in Mexico City and Monterrey.

4.  BRING A PRODUCT/SERVICE TO THE UNITED STATES. Tap the major markets across the United States to introduce them to your products or services.  Global alliances such as PRGN offer access to media in New York, Los Angeles, Chicago, Boston, Atlanta, Dallas, Miami and more!  Member firms have excellent relationships with the media in the cities they call home.  So, when a French hotel chain wanted to build an American following, we did just that.

5. SURVEY THE WORLD.  As part of PRGN, we have cooperated on numerous surveys that allow us to take the temperature of a global economy and explore any number of topics.  We look at market areas as well as communication vehicles that work best for each part of the world.

Every day is a new day when it comes to Best Practices.  We learn more and more about new methods to better communicate with the world.  Research and experience help us understand what messages work, what kind of metrics we need to be “successful” and more.

Tell me your favorite best practice from around the world:  estevens@strevensstrategic.com.

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