The internet has transformed the way companies operate. They can scale up to reach a global audience from just a desk and computer (ok, the desk is optional). There are no mountains, rivers or seas high enough, wide enough or deep enough to stop them reaching their audience – whether that be customers, partners, investors, or stakeholders.
With access to the internet, the only real barrier is that of language. Cloud services and mobility have made access to computing resources even easier. Companies don’t need to invest a fortune in an IT infrastructure, back-up, storage or computational power to operate a business anymore.
But how can companies connect at both a 1:1 level with customers, whilst also maintaining an international appeal and have geographical reach?
Developing messages and PR campaigns that work on both levels is not without its challenges. According to leading advertising pioneer Sir John Hegarty, creating communications to scale ultimately weakens messaging. He recently told The Independent, “Globalisation has made it hard. I have to create a piece of communication that works not only in the UK but in Malaysia, in Germany…and all the vested interests are hard to convince.”
This doesn’t necessarily mean that all global PR campaigns will need to be watered-down to work. There are two key challenges in developing and executing international campaigns: firstly, communications professionals need to develop a campaign that can work both locally and internationally; secondly, they need to understand and effectively communicate with the various decision-makers within the business (who will often represent various geographic regions).
With these things in mind, do businesses always have to sacrifice effective and creative PR campaigns so that it can fit a one-size-fits-all approach for all its targets markets?
Having lived, studied and worked across various markets in the US and the UK, I have realised that the most effective campaigns are developed by teams made up of diverse backgrounds and diverse knowledge.
When working with a team made up of individuals from different international backgrounds, you’re not limited to a singular viewpoint. International teams are more adaptive to trends and have a better understanding as to whether an integrated campaign will work across some or all of the targeted markets. On the flip-side, international teams have the unique ability to adapt campaigns to meet various regions’ needs. And finally, through creative conflict and the collection of diverse perspectives, you will find improved creativity, problem-solving and decision within international teams.
In terms of communicating with the various decision-makers during the campaign development and execution stages, an international team will overall be better at liaising with foreign decision-makers and other relevant parties. The team will provide more effective customer service by understanding and accommodating the various groups and needs. More importantly, they will be more convincing when putting campaign ideas forward. As a result, more creative ideas will make it through the approvals process.
As a result of globalisation and technology trends, the world as we’ve known it has changed and will only continue to do so. Businesses must be able to speak to their various markets on both a local and international scale—but without watering down the key messages.
Global businesses need a PR team that can effectively communicate to all targeted audiences on both levels. At Firefly we understand that having an international team to support PR campaigns is important to future business success (a third of our own team in London is from outside the UK!). The benefits of incorporating an international team simply makes good business sense—you need to choose a communications team which can help you communicate effectively across the globe and let you get on with helping your business take on the world.
It’s hunting season for many agencies – not that we condone blood sports of any kind, just to be clear. It is the period, post summer holiday and pre-New Year, that companies go hunting for new agencies to head their PR roster for the next year.
The hunt is there to cull the weak and find the fastest, fittest PR animal in the isles. Even if you have a great – if not the very best – agency, aren’t you concerned that the teeniest bit of complacency has crept in or are you intrigued to see if there is a bigger and better beastie just around the corner?
So, it’s time to don the deerstalker and get down to business. But don’t underestimate your quarry. Just be wary of some of these classic pitching tactics agencies use to win business. When work starts, make sure you don’t end up stepping on a bear trap of your own making…
PR agencies are busy places and sometimes the team you want to work on a project just aren’t available to work on the big pitch. Holidays, illness, or – dare I say it – those darned clients, just keeping getting in the way.
In pursuit of success at any cost, watch out for the pitch and switch tactic. The most senior team, or the ‘hunters’, will arrive to present the ‘all-singing, all dancing’ killer pitch. You are wowed. Within weeks (or even days), the composition of the team changes to (how shall we say?) the less dazzling players.
What should you do? If you like certain people, or feel you will gel better with certain people, make sure you make a point of having them named in the contract. If team members do switch, get on board with the interview or selection procedure for a replacement. Make sure the agency picks up the cost for any changes to personnel!
A new agency comes in and waves a magic wand. They promise they will turn grit to gold and craft press releases of polished prose. All will be well with your PR world.
Take a reality check – this is not Disneyland. Ensure from the off that the promises are realistic and tied to specific KPIs. A Statement of Work will tie an agency down to a specific list of objectives, targets and evaluation. It is up to the agency to deliver the value, impact and results they have promised.
But as the client you need to fulfil your part of the bargain too. Like a Faustian pact, it can’t all be one way. Make sure you fulfil your side of the bargain too, providing quick turnarounds, rapid response, and spokespeople when needed.
How to compare one agency with another? Similar-looking agencies can propose very different approaches. You will probably err towards the people and personalities, rather than the ideas. They can be changed, unlike somebody’s persona. However, there are some very simple benchmarks that you can apply:
We’ve been pitching for so long we’ve forgotten why we’re doing it this way. It must have seemed a good idea to somebody at some point. But pause a little and consider the alternatives.
How about interviewing the team members, individually, to check the intelligence, skills, experience, contacts and motivation of each member – top to bottom. Following this, bring the team together and set a little challenge, observe them and see how they work together.
This tactic is fundamental to obtaining a clearer picture of the team chemistry and personality. It demonstrates what brings them together and, crucially, what drives them apart. Sure, they’ll be on their best behaviour, but it’s far more informative to hear, see and maybe even feel the team dynamics. You could join the challenge too and see how they cope with that. No pressure!
Research your agency before you meet. Five agencies is a maximum long list, which should enable you to invite two to three back at the next stage (presentations, interviews, whatever you have devised…). Anymore than this is superfluous unless you have plenty of time on your hands, and who has?
Save yourself hours in pitch meetings by restricting the amount of information you receive (5-10 pages max) and the time you have together (45 – 60 mins). That way, everyone is focused.
It’s harder for an agency to impress in five pages, than waffle on for 50 with a whole load of irrelevant, generic slides or ‘ologies of information. If the agency has been in business for a while, it is a given that they know how to do PR.
Give them a very specific challenge to address, perhaps a particular announcement or typical scenario, or a few examples and see how they approach it. Be selective in what you need to know. You’ll quickly learn who impresses you.
Most business happens over the phone or email, so why not use the same format as part of the selection process? It’s more realistic than a formal presentation. If the account exec doesn’t impress you on the phone, how will they impress any influencers on your behalf? It’s the execs who do the sell-ins, after all.
Or perhaps, conduct a brainstorming exercise or pull together a real-time campaign, with the agency in the room. Observe how they work together, or perhaps work with them. How creative is the thinking? How thoroughly do they plan? How results focused are they?
A Pitch in a Day (PIAD) certainly isn’t necessarily very representative of real working life. But we do have to think fast, we do have to work together on challenging briefs, and ultimately we do have to deliver impressive results. This method will expose any cracks in the team, and test the management and leadership skills of the agency directors.
At the end of the day, it is all about competency, cost and that good old magic ingredient – chemistry – that will give you the real feel of the agency that is just the right fit for you.
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