Last week PR expert Martin Frydl talked about current PR trands in the Czech Republic. This week he shares general differences in the local PR practices with us.
* The series is based on phone or face-to-face interviews and written input, therefore please excuse language mistakes which might reflect foreign language influences.
1. Are there PR practices in which you think your region differs from PR in other part of the world?
Martin Frydl: Although it has belonged to communist block in the second half of 20th century, Czech Republic has been historically more part of western than eastern Europe. This is a fact which clients coming from the west tend to forget. Media and journalists here are therefore for instance very independent and their behaviour is close western model.
The Czech Republic is also very good base for further expansion east. On one hand, clients can work in the business environment almost identical to western standards, on the other hand they can utilize our understanding of the markets lying further east.
2. Can you describe common mistakes foreign companies make?
Martin Frydl: I think this is the same all over the world… Implementing global strategy locally without giving space to local specifics is the worst you can do. Fortunately, this is much more frequently seen in ATL and other marketing fields than in PR. PR is lucky to get relative independence. This is where international PR comes in and makes a significant difference.
3. What do clients from other markets need to keep in mind when they plan to do PR in your region?
Martin Frydl: Listen to your local team and your local agencies. More: encourage them to tell you what they think. Only they can tell you what works on the local market and what does not. If you do not listen, you will invest a lot of time and money into activities without corresponding results.
Lear how the media landscape and communication practices changes in Argentina next week – where German companies have established very successful Facebook presences with the help of a local agency and press releases are more and more often accompanied by videos.
Martin Frydl has worked for the past 15 years as an Executive Partner of AC&C Public Relations, one of the leading Czech communication consultancies. He is responsible for the key clients service coordination and for strategic planning of communication programs for clients such as Nokia, T-Mobile or Honeywell He is also involved in activities of the Association of Czech Public Relations Agencies (APRA) as an executive board member responsible for external communication. In early 90s he worked as a reporter in the business news section of the publicly owned TV broadcaster Czech TV and subsequently as deputy editor-in-chief of the leading national business daily Hospodářské noviny.