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We have asked Ms. Paula Jones, in charge of PR outreach
programs at Tensilica (www.tensilica.com), to share some of her
insights.
We would also like to share with you some "Do’s and
Don’ts" of international PR, which
might help you avoid some common mishaps and be more successful
with your international PR.
Paula Jones is a seasoned PR pro who has worked in PR for more
than 30 years. She headed communications at VLSI Technology, Cirrus
Logic, Synopsys, and MMC Networks. For four years she consulted
with start-up companies such as CoWare, IC Media, Silicon Perspective
(now Cadence), and many more under her own firm “New Ideas
in Communications” before she joined Tensilica in 2002.
Globalpress: What percent of your PR efforts
are focused internationally?
Paula Jones: This is hard to answer because
of the word “focused”. Essentially, everything we do is
focused on a worldwide basis. Yes, there are some minor press releases
that we issue only in the U.S., but all major announcements (once
or twice a year) are planned with our major international markets
in mind: Europe, Japan, Asia. So, I guess my answer would be that
3/4 of what we do is focused internationally.
GP: How has this percentage changed over
the past few years?
PJ: Much stronger emphasis on international,
particularly Asian PR.
GP: How do you see the percentage changing
in the future?
PJ: Continue leaning toward Asia, as more
and more design activity moves there.
GP: How much of your company’s business
depends on sales or relationships in Europe and/or Asia?
PJ: Probably about half of our business
comes from outside the U.S., and we see that percentage increasing
in the years ahead.
GP: What is the CEO’s, executive staff’s
and board’s attitude toward international PR? Do they see it
as a necessary evil, a tremendous opportunity, a waste of time,
an added bonus, or what?
PJ: Everyone here has been very supportive
of international PR. They realize that the U.S. press is dwindling,
as is chip design activity in the U.S., so we need to support our
international markets. Our CEO, in particular, is very actively
engaged with our PR programs and is an excellent spokesman for the
company.
GP: Do you prefer outbound or inbound international
PR activities (i.e., your executives traveling to Europe and Asia,
or international editors visiting you in the U.S.)? Why?
PJ: I think you need a healthy mixture
of both. For major announcements (once or twice a year) it's good
to go visit the editors in their countries. We can usually combine
that with customer visits or seminars as well. But it's also a good
idea to let editors see us when they come to the U.S. When they
can come to our office, we appear more real and memorable.
GP: If you do a combination of outbound
and inbound efforts, what is the approximate proportion of each?
How did you settle on this mix? Do you plan to change this mix in
the future?
PJ: I'd say it's roughly 80% outbound
and 20% inbound – a figure that wasn't planned, it just worked
out that way. I imagine that this mix will stay at about this rate.
The biggest difference between the two is the cost of having agencies
in various countries, which is essential.
GP: How often do you get your company’s
CEO in front of European and Asian editors? Do you feel this frequency
is too little, too much or about right?
PJ: Once a year at the Globalpress Electronics
Summit plus once a year for other press tour activities, plus various
speaking (not one-on-one) opportunities all over the world. I'd
like to do a little more, but I don't want to over expose him.
GP: Do you participate in European and/or
Asian trade shows? If yes, what has been your experience at these
trade shows -- what worked, what didn't? Do you have plans to try
anything different for trade shows in the future?
PJ: Yes, we participate in trade shows
in both areas. We are increasing our spending on Asian trade shows
and find that they are well attended. We also have had success with
customer seminars in Asia. The engineers there seem very anxious
to learn about new technologies. We plan to increase our participation
with both larger booths and more seminars as we grow.
GP: What do you find is the biggest challenge
in your international PR efforts?
PJ: Good translations and keeping in touch
with the editors. That's why it's good to have PR agents in various
places.
GP: What approaches or programs that you’ve
tried have you found most successful?
PJ: The Globalpress Summit has been very
successful and a nice addition to our program of yearly international
press tours. We're seen more as a major part of our industry at
the Summit (rather than just an individual company coming around
on a tour). Contributed articles have been very successful. I followed
up with editors we met at the Globalpress Summit and was able to
place several articles that way.
GP: Are there any new approaches or programs
that you want to try in the future?
PJ: I’m always on the lookout for
new ideas.
GP: What has been the most fun international
PR experience you’ve enjoyed so far?
PJ: Socializing with the editors at the
Globalpress Summit.
In each GlobaL-ink we will publish a few tips.
Here are a few do’s and don’ts for you to consider when
going on an outbound press tour or meet with international editors
at your headquarters.
- Tailor your presentation to PRESS, start with the news first,
then general overview
- Make clear what your product does for the USER
- Communicate the benefits/values over other products
- Say "USER of our product" not customer when talking
to press
- Translate/localize your press materials
- Contact editors four weeks before you want to meet them in Europe
or Asia
- Understand their magazine – even if it is in Korean or
German; get help from your sales office or distributor
- Truly know the readership
- Find a convenient location – editor’s office, hotel
in central location with easy public transport access or parking.
- Learn and respect major international customs such as timelines.
Things happen at a slower pace in Europe and Asia.
- Invite a French or Italian editor for a breakfast meeting
- Refer to yourself as the LEADER = let them determine it
- Assume the editor knows all about your company
- Add too many quotations in your press release, unless they are
from analysts, customers or neutral sources
- Present at your fast talking pace like at home. You might lose
the editor’s attention
- Make assumptions. Ask questions, nicely. We’ve found that
editors around the world are good people trying to do the best
job possible, and they appreciate questions and want to work with
U.S. companies
If you would like to check out Globalpress' home page, please
go to: www.globalpresspr.com
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