5 things you may not know about pr in Australia

transcript

Total Communications System Inc. 2014

5 THINGS YOU MAY NOT KNOW ABOUT PR IN AUSTRALIA

A SHORT PRESENTATION FOR:- Foreign companies doing PR in Australia; and

- PR pros working with Australia-bound clients

“Ethical” is “Transparent”

Australia has a formula for building, maintaining a reputation …

“Ethical” = “Transparent”

Stakeholders expect companiesto be 100% transparent.

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

“Social License to Operate”

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

SL varies between stakeholders and across time and has 4 levels:

1. Withdrawal 3. Approval 2. Acceptance 4. Psychological identification

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

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

G'day, Mate – The Aussie Way

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

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

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

Be factual, friendly and to the point.

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

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

Work “With” the Media

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

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

Promote immediate engagement with pictures/videos …

And have local spokespeople available for commentary.

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

Finally, exclusives are condoned.

Thick Skin Helps

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

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

THANK YOU AND GOOD NIGHT.

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

5 things you may not know about pr in Australia

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