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GlobalCom’s Blog lists articles, insights and thought leadership pieces written by Public Relations specialists spanning all continents, in several languages.

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Product recalls, scandals involving members of management, revelations about employee maltreatment – that’s the stuff of PR executives’ nightmares. The newly published ‘PR Trend Monitor’ by dpa subsidiary News Aktuell asked more than 500 PR Professionals which of the causes for a communication crisis they fear most and what should be avoided in handling a PR crisis.

According to the survey results, nearly two-thirds of PR professionals believe that trying to hide mistakes will most likely backfire. One in three respondents particularly fears crises due to the failure or a personal misconduct of the executives. Prosecutorial investigations are among the top crisis topics for one in four PR experts (26 percent), followed by social media shitstorms (24 percent).
Every fifth communications professional (22 percent each) fears the negative effects of defective products or false reports. Communication crises triggered by poor service and poor working conditions also cause concern among the respondents and occupy the last places of the crises Top 10.

Top 10 PR crisis triggers

1. Trying to conceal mistakes (63%)
2. Failures of top management (30%)
3. Personal misconduct of top management (29%)
4. Prosecutorial investigations (26%)
5. Social media shitstorm (24%)
6. Defective products (22%)
7. False reports (22%)
8. Compliance issues (19%)
9. Poor service (12%)
10. Poor working conditions (11%)

Not all crises can be avoided. Whether faced with a management mistake or an unexpected product failure –  the triggers for potential crisis situations often hit public relations teams without prior warning. Therefore it is all the more important for companies to agree on a general strategy for dealing with crises in regards to the communication. In case of an emergency, PR teams can then react much faster and more effectively, instead of having to tackle the entire coordination and approval process for crisis communication.

Wibke Sonderkamp

This post was first published by Melissa Drozdowski at the Interprose Voice blog.

“Influencer marketing” has a certain cachet these days; it’s the buzziest buzzword that ever buzzed. Everyone wants in on it. Brands want to know how to put it to use, while wannabe influencers want to capitalize on its popularity. But, what is it? And why does it matter? And how come it seems like it’s suddenly on the tip of everyone’s tongue?

The Cult of Personality

Influencer marketing is about tapping into the power of people – influencers, specifically – rather than relying on traditional marketing campaigns. Social media influencers are those who can affect the behavior and buying decisions of others. When you hear the term “influencer”, someone with the last name Kardashian likely springs to mind. And why wouldn’t it? Kim K. (who, by the way, charges between $300K and $500K for a single Instagram post) has built a whole empire on the premise of being the Queen of the Influencers.

Why are influencers so important? Because we like being reassured about our buying choices. We want influencers to tell us that whatever it is we’re spending our money on is worth it. It’s precisely for that reason that consumers want to know what products their favorite influencer is buying, eating, wearing, and using on a daily basis. This means they can have a powerful impact on the perceived desirability and value of a product or service, which in turn, can make or break your bottom line.

While influencer marketing clearly has a role in the B2C space, what about B2B? Getting an endorsement from a celebrity influencer, even if they are using your latest agile cloud-based, IoT-enabled big data widget, isn’t going to carry much weight with B2B decision-makers. The business crowd wants to hear the opinions of experts, respected practitioners, thought leaders, and content creators rather than someone who’s merely assembled a ginormous Instagram following (sorry, Kim). What’s really important is authenticity and transparency. Business buyers are looking to hear about the real-world experiences of someone who’s actually used your product or service.

Enter the micro-influencer.

Small, But Mighty

Even as the practice of influencer marketing has gained traction with brands, there’s been a significant sea change among audience attitudes toward its execution. The influencer landscape has become increasingly stratified, with influencers being classified by the size of their following. G2 Crowd has come up with a good definition of different influencer tiers, ranging from “mega-influencers” with audiences of 1M+ at the top end of the scale, to nano-influencers who have a mere 500 followers at the bottom.

While it never hurts to have a stamp of approval from a bona fide celebrity or mega-influencer, the sweet spot in influencer marketing has downshifted to micro- and nano-influencers. Why the change? One word: authenticity.

Even though these lower-profile influencers have less visibility, they’re often seen as being more “real” than their high-flying counterparts. Micro-influencers are frequently recognized as subject matter experts or credible advocates within their particular niche. They’re generally regarded as more trustworthy than someone who has amassed a gargantuan, faceless audience. And let’s face it – having a tight-knit group of followers can help foster a greater sense of community by presenting ample opportunities for genuine influencer-to-follower interaction. Is it any wonder that they have higher engagement rates than other influencers?

What’s Next?

So, we’ve now established that micro- and nano-influencers are the Next Big Thing in influencer marketing. But what about actually finding and engaging these mini-titans of social media? How do you go about effectively discerning between actual influencers and people who just like to tweet or post a lot? And what are the tangible benefits of working with micro- and nano-influencers? Is it worth it?

In Part II of this series, we’ll explore how to find and identify valuable micro- and nano-influencers in your space, why they’re a valuable yet untapped resource for the B2B community, what to do with them once you’ve found ‘em, and pitfalls to look out for when undertaking a micro- or nano-influencer marketing campaign. But just know this: if influencer marketing isn’t on your radar yet, it should be. But, just make sure you set your sights small.

Летний деловой сезон открыла ежегодная встреча руководителей и специалистов PR-агентств, которые входят в международную ассоциацию GlobalCom PR Network www.gcpr.net  Масштабная конференция состоялась на греческом острове Крит и собрала более 50 профессионалов в сфере связей с общественностью из 30 стран мира. Это больше, чем годом ранее в Стамбуле, когда на встречу приехали 45 специалистов из 29 стран.

 

Ральф Хартманн, глава ассоциации GlobalComPR Network

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Successfully Launching a Blog

This post was first published by Laurie Davis at the Interprose Voice blog.

As the unofficial “cruise director” for my family, I’ve planned everything from birthday parties to Disney World vacations – and yes, it involves a spreadsheet. How else are you going to coordinate our nearly 20-person clan? Needless to say I would classify myself as a planner. A good plan provides clarity, direction and alleviates a lot of stress and unknowns. Creating a plan is a great way to start any project – especially when you are thinking about launching a blog or refreshing an existing one.

You’ve heard about the benefits of starting a corporate blog – it can boost your organization’s search engine ranking (SEO), provide a platform to share your messages, establish your executives, partners and employees as industry leaders, support your social media initiatives, and so much more. While this all sounds great, it begs the question: Where do you begin?

Here are four building blocks to help you successfully architect and launch a blog.

Determine Your Goals

What are your goals for the blog? Before thinking about the what —the tactics and mechanics behind your blog—you really need to establish the why. These goals will help shape all your decisions moving forward—it is your foundation. Don’t rush this step; set aside some time to get them outlined upfront.

Is your goal to provide a go-to place for your customers, partners and members to learn about the latest products, services and activities in your organization? Is it to make your company a thought leader in a specific topic or industry area? Do you want it to attract new users or prospects to your community? Or perhaps you want to use it as a platform for your customers to get an inside look into your company’s culture and distinguish you from your competitors?

This important first step of goal-setting will help frame your content, style and other important success factors. And do remember to make your goals both specific and measurable.

Content, Content, Content

Consistent, compelling content is the engine that powers a successful blog. Often organizations launch a blog with a “bang,” only to find out they’ve run out of topics to talk about after only a couple of months. To prevent this from happening, start by developing a healthy editorial calendar that strategically maps out what subjects you want to address and when (for example, a series of posts tied to an event). Next, identify the spokespeople or writers for these blogs. Does your organization have the necessary resources to create ongoing content for a blog? You may need to consider bringing in additional writing support to fill the queue—new content should be added at least 2-3 times per month.

Establish editorial guidelines and set expectations for blog contributors upfront. Consider including a target word count, topics or theme suggestions, as well as a review and approval process for the draft posts. Additionally, you’ll want to consider including guidance to improve SEO. Well-crafted editorial guidelines can help accelerate the editing and review phase, enabling you to get content published quickly.

Set Up a Framework

Spend time initially with the blog taxonomy by determining the categories (top-level subject or topic groupings) and tags (specific keywords or topics that can span multiple categories) that are most important to your organization. Time invested in developing a framework first will improve your blog’s navigation, improve searchability, search rankings and ideally keep readers on the site longer by showing them related content. 

Give it Style

SoftwareFindr estimates that there are over 505 million blogs online. Cultivating a unique style is one way to stand out in this crowded space. While determining the look of your blog – layout, fonts and images – is one piece of the style puzzle, establishing your voice is equally critical. A unified, consistent voice knows its audience, topic areas and delivery. For example, you want to capture the essence of conversations that happen at briefings or trade shows? Do you want the blog’s voice to be more casual or formal? Whatever you decide, find your voice and stick to it.

Also, give your blog an identity by naming it. Sometimes a name comes easily; other times, it takes a bit of creative energy. Draw inspiration from topic areas, other industry blogs, or host a brainstorm session with a small group within your organization. For example, our blog is named Interprose Voice because we see the blog as the voice of our business.

Go Forth and Plan

With these tips you are ready to start your blog plan. Invest time in writing out and solidifying your goals and corresponding success metrics. Develop a healthy list of content you plan to share and how you might categorize different blog content by topics of interest and keywords. Establish a style and name that makes your blog stand out.

These building blocks will have you well on your way to starting or relaunching your blog. Once these are in place, it’s time to think about the actual launch and promotion, but that is a discussion for another time.

GlobalCom PR Network partner PRecious Communications turns seven

Lars Voedisch (centre), surrounded by PRecious employees, celebrating seven PRecious years with a groovy 70s themed party

 

50 PEOPLE, 5 OFFICES, 3 PRACTICES: PRECIOUS COMMUNICATIONS

LOOKS FORWARD TO ANOTHER 7 TO 70 YEARS

No signs of the seven year itch from this boutique-turned- integrated communications agency

 

SINGAPORE, 7 AUGUST 2019 – PRecious Communications, a multi-award winning integrated communications agency, celebrated its seventh anniversary alongside #FriendsofPRecious who have been supporting the company through the years, including alumni, friends, as well as clients both past and present.

From humble beginnings in 2012, the agency was just a one-person show with no formal office. In just seven short years, PRecious Communications has since grown into an integrated communications agency that employees 50 people, spread across its offices in Singapore, Australia, Indonesia, Malaysia, and Thailand.

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Public relations and marketing communications strategy in 2018 were defined by the demand for content and integrated communications. The conversations during the beginning of 2019 were around the rise of artificial intelligence in communications and the lack of public trust in the media due to fake news. The midway point of the year represents an opportunity for business leaders and public relations professionals to re-evaluate their communications strategy by understanding the key trends that have defined the field in the early part of 2019.

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In Vietnam, social media has become one of the most popular communication platforms. Despite the powerful effect of social media in conditioning a crisis, and the trend to integrate social media into crisis management strategies in many countries, Vietnamese companies have often ignored or underutilized these channels.

As part of my doctoral dissertation, I seek to compare the perception of social media in crisis communication in Vietnam to that in the U.S. As America has always been considered a role model and main influencer for Vietnam’s PR practice, the comparison can help understand the underlying factors contributed to that perception. I interviewed 12 Vietnamese practitioners and 8 American practitioners who have two to 25 years experience working in the PR industry in their respective countries.

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GlobalCom Annual Meeting

The GlobalCom PR Network Annual Meeting 2019 has come to an end – it was a fantastic event, with fantastic attendees and fantastic results! 

 

The Business Part 

This year’s annual meeting hosted 48 PR professionals from 30 countries around the world to discuss mutual business interests and how to work together as a global PR team. The number of attending partners was the highest number right after our meeting in Istanbul which had been attended by 45 professionals from 29 countries.

The agenda and working sessions in 2019 were structured differently compared to other global meetings.

The first meeting day was dedicated to new partner introductions and the discussion of currently hot topics. We are happy to welcome new members from Israel, RCPR managed by Idit Rosenberg and Michal Zilber, Ingenio Capital in the Dominican Republic by Marion Pages, Progess Communications from the Benelux, beautifully presented by our colleagues Stella Jansen and Miek Gielkens, EloQ Communications from Vietnam by Clara Ly-Le as well as Communication Works in South Korea.

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The use of KOLs (key opinion leaders or influencers) in marketing is getting more popular than ever. These KOLs have a significant number of followers, which makes it super easy to promote a brand or make something go viral. Since KOLs can bring instant awareness and sale, brands turn to KOLs as if it’s a must-have in their strategies. However, a poor choice or overuse of KOLs can make a marketing effort too promotional and unpersuasive.

If you are considering using KOLs in the Vietnamese market, here are a few things to consider:

1) Mind your objectives

It is important to decide which and how many KOLs to work with. If your marketing campaign needs a strong viral effect and wide spread, the option of choosing mid-range KOLs in large quantities is the most suitable. If you want sustainable credibility, you can opt for quality over quantity. Do not use KOLs with no clear marketing goals just because others are using KOLs too.

2) Create believable content

With the development of social media, brand names that a KOL endorse also appears on his or her personal profiles – where it’s supposed to have a keen sense of individuality. Posts with empty praising words are too often seen-and-ignored by internet users. The audience needs authentic product experience and useful information. Nowadays consumers are smart and starting to grow out of content that lacks the signature spark they love from their endeared KOLs.

3. Bear in mind that KOLs marketing is a double-edged sword

KOLs can get involved with scandals at any minute so make sure you have a backup plan handy for these unexpected situations. Also, be prepared for negative reactions on social media, keep a keen eye on the public response and be ready to cope with anything to come.

4. Maintain good relationships with KOLs

KOLs are just like any other consumers, they have their own favorite brands and products, they could naturally endorse these favorites to their audience. Therefore, always maintain good relationships with ones that are most suitable to your brand, both on and off contract, so that they’ll always speak kind words of you to everyone.

5. Monitor results

It isn’t a day’s work to measure the real effectiveness of using KOLs in your marketing campaign, it depends much on the objectives that you first set out to achieve as well as your choice of advertising tools.

If you run a branding campaign and need to spread information out widely, the number-one concern should be on the amount of interaction your KOLs bring, the reach and engagement. If the information is under a shared-link format, mind the number of direct clicks on the link or the number of likes to your post.

If you want a long-term result, comments and shares are numbers that speak. Whether to extend your contracts with KOLs then depends on the KOLs’ enthusiasm in engaging with their fans. The last thing you’d want is someone who leaves minimal or no replies to the comments of their interested fans.

To measure the success of your KOLs marketing campaign, set specific goals and specific KPIs. Keep track of these numbers and listen to the public opinion (negative and positive) to best utilize this marketing tactic.

 

This post was published by EloQ Communications, Vietnam, and written by Clāra Ly-Le, Managing Director of EloQ Communications, based on her academic research. It was originally posted to EloQ’s blog here.
EloQ Communications is an official member of the GlobalCom PR Network
GlobalCom annual meeting

It’s that time of the year again when the GlobalCom PR Network family gathers to discuss common business interests, how to work together as a global unit and to have a good time. With around 50 expected PR & Marketing professionals from about 30 countries worldwide, the annual GlobalCom meeting has grown to a respectable number and is becoming more and more popular amongst the network and PR scene.

This year’s get-together takes place on Greece’s largest island: Crete. Crete has been named one of the best-rated travel destinations in the world from the annual Travellers’ Choice awards, announced by Trip Advisor.

Before the island was called Crete though it had a number of names. One of them was ‘Kaptara’ which was given by the Syrians who first inhabited the island. The ancient Egyptians called the island ‘Keftiu’ before it was given the Latin name ‘Creta’. The GlobalCom attendees are already  very excited to visit this exotic spot on the planet and to spend a productive and fruitful time on the historical island.

True to the GlobalCom format, the meeting will start on a Wednesday evening, May 22, with a welcome cocktail to shake hands, meet new and familiar faces and get warmed up for the official business part. The business program starts on Thursday morning May 23, allowing attendees to attend inspiring discussions, new member introductions and exciting presentations all around business development for two days on a promising agenda. The GlobalCom management picked the Nana Princess as this years venue, located just outside the coastal resort of Hersonissos, facing the Cretan sea in northern Crete.

On Friday evening May 24, the group is then brought to Agos Nikolaos. With a fresh sea breeze and typical Cretan atmosphere, the 2nd edition of the GlobalCom PR Network Awards will be celebrated.
The awards are packed with outstanding submissions from about 30 participating agencies. With these fascinating case studies, GlobalCom once again proves the high quality of our network and our partners.

 

Furhter details and regular updates will be published on our blog and social media channels before, during and after the event. Look out for news and stay tuned.

We wish all participants a wonderful time and a successful get-together.