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Founding Fathers, Statues, America, Democracy

TomRiceToday Tom Rice answers the three questions about Media and PR impressions in 2013 that we asked our PR consultants around the world from the perspective of a US PR specialist specializing in B2B technology PR and general B2B markets:

1.     How did the global recession affect the demand for PR in the USA in 2013?

BigDataUSAOur agency, with its focus on B2B technology market, saw an uptick in business in 2013 so the recession was not really a factor. We continued to see strong interest from prospects in the technology market and from existing clients looking to do additional work.  Sectors such as big data, analytics and IT security were the fastest growing.  The sequestration crisis in the government did cause some of our government IT clients to pause on some projects. PR needs were strong across the board but the strongest need was more integration with our creative services division. Read more

Bridge in Sao Paulo, Brazil

Marta Dourado_BrazilTime for our our interview series about international PR to take a look to the west of the Atlantic Ocean and visit South America. Marta Dourado of our São Paulo based team at Fundamento PR shares her impressions of the year 2013 in Brazil.

1.     How did the global recession affect the demand for PR in Brazil in 2013?

The Brazilian PR market has been growing in the past years and we expect this trend to continue in the next years. Despite the country’s poor economic performance in 2013 – GDP is expected to grow only by 1 percent this year – we have been watching an increase in companies’ investments in PR projects in Brazil. Many reasons have been attracting eyes, and capital, to the country such as the upcoming international events such as the World Cup, in 2014 and the Olympic Games, in 2016 or the pre-salt layer exploitation scenery. Read more

Finland

Two weeks ago Sergej Trofimenko from Russia reported on trends influencing PR and media in 2013. This week we will take a look on Northern and Northeastern Europe. Jukka Laikari offers a short glance at impressions from Finland.

 

1.     How did the global recession affect the demand for PR in Finland in 2013?

The way of doing PR has changed dramatically in Finland. There are several reasons for that – not only the recession. Finnish readers have really moved to the digital media during 2012-2013. The traditional media is on the downturn, the circulations are  declining as people have chosen to use tablets and smartphones instead of printed papers, traditional TV and other old-school media.

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Spain

The last quarter of the year has already started, therefore we asked our PR consultants around the world to answer three questions on developments in 2013 in their regions. Stay tuned for updates from our teams in Spain, Russia, Argentina, Taiwan, Finland, China, France, Latvia, the USA, Poland, Israel, the UK, Italy, the Middle East, India and many more — each Thursday on the GCPR blog. Today our Barcelona based colleague Josep M. Iglesias reports on the situation in Spain.

1.  How did the global recession affect the demand for PR in your country in 2013?

It has definitely had an effect in our business here in Spain as consumption has gone down. This means that some brands have cut down their marketing and communication budget for the Spanish market. Having said this, it is also true that PR and communication have probably been less affected than advertising, because the budgets for public relations firms are usually lower and the return on investment can be very high.

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World Map in icons

In our interview series “Tops and Flops in global PR” we asked several PR consultants of our 70 partner agencies of the GlobalCom PR Network which PR topics and methods are especially successful in their respective markets and from which measures they prefer to desist. Furthermore, the PR professionals from all over the world told us about the significance of market expertise in their work and whether international presence is important for their clients.

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Czech Republic

Today our series features Jan Hrabovský from Heretic PR, GlobalCom PR Network partner in the Czech Republic, who gives us some insights into “Tops and Flops” in the Czech market.

 

PR topics: tops and flops – what works best in your market?

When communicating with the media, PR professionals in the Czech Republic struggle with one problem: journalists are very cautious about any efforts to gain publicity for brands and commercial subjects in general. Therefore communication strategies often have to be based on topics which are not primarily targeted towards brand promotion and are at the same time considered newsworthy by the media. It is a good idea to include your own, unique and objective information  as it makes some kind of sourcing leading to the client’s publicity. This approach is turning out to be much more effective than relying solely on corporate and product press releases, although their distribution is still crucial part of the PR communication because it supports overall awareness about the client  in the media.

 

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The United Kingdom

Today our series features Pat Pearson from Firstlight PR, GlobalCom PR Network partner in the UK, who gives us some insights into “Tops and Flops” in the British healthcare market.

PR topics: tops and flops – what works best in your market?

The old adage ‘content is king’ has never been truer than in the UK healthcare arena. It’s tough to get uptake on a story unless it’s linked to the changing healthcare agenda, or a significant scientific breakthrough. There was once a time when you could get coverage for a new medicine launch. Provide some interesting spokespeople – a leading doctor and a patient – and some background on the disease area. Even a minor disease might expect some solid coverage if your execution was good.

However today, journalists want to know the medicine will be approved for use by the National Health Service (NHS). They need to be convinced that it isn’t a ‘me-too’ treatment, and represents a significant step forward. To put it bluntly, its extremely tough getting column inches.

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Germany

Today our series features Daniel Pohl from 360Concept, a GlobalCom PR Network partner in Germany, who gives us some insights into “Tops and Flops” in the German market.

 

PR topics: tops and flops – what works best in your market?

Our PR Agency is strongly committed to high-tech and sustainable management topics. Therefore market knowledge and technology know-how is key for our PR work. Understanding where the customers are communicating along the value chain helps to avoid PR wastage. A producer of solar modules that might directly be accessible for end-customers and installers do have different needs in PR and communications than, for example, a supplier of high-tech machinery. A further trump card we can play is our market research background. We do not “stab around in the dark”; we rely on proven primary-data for each communication challenge. In a nutshell: speak the customers’ language, understand the customers’ needs and rely on your market knowledge – this will bring you success.

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Turkey

Today our series features Jack Jacob of ProMedia GlobalCom PR Network partner in Turkey, who gives us some insights into “Tops and Flops” in the Turkish market.

PR topics: tops and flops – what works best in your market?

The common mistake in Turkey is to build relations with Turkish media using the same methods they generally use in foreign countries. Since communication and personal relations are essential, many practices in PR and media relations in different countries show similarities for sure. However, it should be noted that Turkey’s cultural, religious and traditional characteristics are determinant in communications. Media relations in Turkey are based on close and personal friendships, rather than corporate and standardized practices as in the EU and the USA. It would be too optimistic to e-mail press releases to Turkish media and expect them to be published, because the desired result can only be achieved with a media pitch via telephone or visits.

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The United Kingdom

Today our series features Duncan McKean, Account Director Telecoms at CCGroup, GlobalCom PR Network partner in the UK, who gives us some insights into “Tops and Flops” in the British market.

PR topics: tops and flops – what works best in your market?

In the UK, how to communicate, or more precisely, what to communicate depends very much on who we’re attempting to influence and why. Trade reporters, for instance, will have a greater interest in market dynamics and how a client fits into what’s happening across the industry. Meanwhile, national & business reporters will be more interested in how a client is reshaping or disrupting an industry or a pre-conceived way of doing things. For business reporters, insight into industry/corporate financials is almost imperative.

Whether trade or business, reporters will expect to hear strong opinions and carefully thought through arguments, and will reject without question any content or views which use arcane, trite phrases such as “…the world’s leading” or “end-to-end solution”.

 

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