"do you speak global?" internationale kommunikation und pressearbeit

DEMAND AUDIENCE ATTENTION (April 10, 2014)Ninan Chacko, PR Newswire @PRNewswire #VMOT

TRUSTTRUST RELIABILITYRELIABILITY DELIGHTDELIGHT


CHRISTOPHER BARRONSales Manager, D.A.CH and Mediterranean Regions

CHRISTOPHER BARRONSales Manager, D.A.CH and Mediterranean Regions

TODAY WE WILL TALK ABOUT…….

- Survey results- Americans- Chinese and APAC Regions- Demanding attention- Using Multimedia- Live examples


Publish a steady stream of content

Keep it relevant & interesting

Who is PR Newswire?Who is PR Newswire?

PR Newswire is the global leader in innovative communications

and marketing services, enabling organizations to

connect and engage with their target audiences worldwide.

Sampling of Customers

A GIFT FOR EACH OF YOU FOR ATTENDING THIS PRESENTATION………

Survey ResultsSurvey Results

Source: 2013 survey of corporate and marketing communications professionals by leading professional services firm.

We asked corporate and marketing communications pros:In what ways does content distribution add value?

Source: 2013 survey of PR Newswire for Journalists members.

We asked Journalists:What are your top 3 sources for stories?

Half of journalists polled check Wire services at least once a day.

Half of journalists polled check Wire services at least once a day.

Source: Burson Marsteller

Source: The American Journalist in the Digital Age – Indiana University May 2014

Multimedia Drives DiscoveryMultimedia Drives Discovery

“International”“International”

“Every country is different! There are pitfalls that if you don’t know about, can seriously damage the

outcome of your communications,”

What makes a truly good international press release?

1. Find the “Human Effect”

2. Make content locally relevant

3. Use multiple languages/formats

4. Use multimedia

5. Timing

此页有误吗？What’s wrong with this slide?

这里您能否看懂？Can you read this?

如您是记者，能否先将此内容译成英文，然后参考此内容撰稿，以上均需按时交付。If you were a journalist would you take the information here, mentally translate it into English, and then write a story on it, all while making Deadline?

如您无法做到，能否了解您为何考虑在中国发布中文通讯稿。If not, why would you send an English release to China?

This goes for all other countries too…

What release?

• When is your audience looking for news?• Simultaneous worldwide NEVER works, unless it’s an

entertainment event. Stagger announcements to coincide with viewer interest.

• Don’t issue releases on the hour or half hour. Be a rebel. Send a release at 9:17 am.

• Global holidays. Every other country has more than we do…. Knowing when they are is key.

• Remember – embargoes are not

commonly honored worldwide.

ASIA PACIFICTelling Your Story in Asia

Opportunities in Asia Pacific

e-commerce from China is strong, gross merchandise volume at Taobao surpassed Amazon & eBay combined

FDI (Foreign direct investment) into China increased by more than 20% in 2013

89 mainland Chinese companies are on the Fortune Global 500

China is the world’s biggest luxury market measured by the nationality of the buyer

CHINA

China’s passenger-vehicle sales rose 14% in the country in 2013

World's second-largest economy by both nominal total GDP and purchasing power parity (PPP).

2013 GDP growth rate at 7.7%. Average growth rate is around 8.8% Y-o-Y in the past 5 years.

The country budgeted $105.9 bn for railway investment in 2013, and plan to expand the network to 272,000km by 2050.


Famous for its tax-free retail shopping, the city’s total retail sales reach US$52 billion.

World’s 3rd Largest financial center

The world's most services-oriented economy, with services sectors accounting for more than 90% of GDP

The largest foreign investment source of the Chinese mainland

No wine duties since 2008. Quickly becoming the regional wine trading and distribution hub in Asia, especially China

HONG KONG

World’s 4th largest financial center

Singapore has the third-highest per capita income in the world.

Offering generous income-tax and capital-gains rates to attract wealthy spenders and taxpayers.

The top destination for U.S. investments in Asia

The technology sector contributes US$79 bn to the economy, represent at 23.0% YoY growth

SINGAPORE


Car sales are also growing rapidly with a 11% increase YoY, exceeding 1 million in 2013

Consumption accounts for almost 50% of GDP growth. Companies struggle to keep up with demand for the essentials of a consumer society.

It’s a mobile-first internet market with intense competition between mobile companies. Projected to have 149 million internet users by 2015.

Indonesia is creating a middle-class in a 30% growth rate, more than India and bigger than elsewhere in the region

Its fastest-growing product is ice-cream, followed by skincare products.

INDONESIA

Asia Pacific Media Landscape Overview

* Source: WAN (World Association of Newspapers)

Traditional Media: Print & Broadcast

• Top 3 largest national newspaper markets are all in Asia: China, India, and Japan (US is a distant fourth) *

• 8 of the world’s 10 biggest paid-for-daily newspapers are printed in Asia*

Digital Media

• 1.25 billion Internet Users in APAC with 32% Internet Penetration rate (47.5% of internet users are in APAC)

Mobile & Social Media

• Asia-Pacific has 56% of the world’s mobile phones, 52% of the world’s smartphones, and consumers spend more than two hours on mobile and tablet devices each day.

• 1.8 billion Active Social Network Users (52.2% of Global Social Media Users) with 26% Social Networking Penetration

Targeting & Distribution

Xinhua News Agency: the Primary News Agency in China

Xinhua News Agency •The largest wire service in the world, provides daily, 24-hour news information to the world in Chinese and English.

•The government’s primary collector and distributor of information in China

•The most authoritative source on Chinese government affairs.

•Responsible for creating many of the media controls regarding censorship in China.

China News Agency has a much smaller influence on all fronts


CCTV = CCTV

• With a penetration rate of 97%, television is the core method of news consumption for many of China’s 1.3 billion citizens.

• Strict censorship guidelines continue to pose an issue in China’s television space.

374 television channels 20 channels under the CCTV brand


China Search Engine market share:Google

Baidu continues to keep its grip on about 73% of the search engine market share, with Google hanging just shy of 5%.


China's Social Networking Landscape is Diverse and ThrivingTargeting & Distribution

Hong Kong & Macau

24 x 7 Local editorial support Dedicated media research team

Local support and capabilities

• Hong Kong has 51 daily newspapers, 684 periodicals, 2 domestic free television channels and 3 pay television service channels

• People read an average of two newspapers daily

• 69% internet penetration rate

• Facebook is the most popular social media platform, while Sina Weibo is also gaining popularity

• Google is the top search engine whereas Yahoo! Hong Kong is a close second

Taiwan

• Taiwan is ranked very high on global press freedom index, just behind New Zealand and Australia in APAC region

• There are over 2,000 newspapers and 8,000 magazines and 5 over-the-air TV stations

• Major news agency in Taiwan is Central News Agency (CNA)


• Yahoo! Taiwan is the top search engine followed by Google

Distribution & Targeting Singapore

• Singapore is a strategic centre for English speaking audience in South East Asia

• Top most influential newspapers: The Straits Times and The Business Times (published by Singapore Press Holdings)

• MediaCorp is the largest and only terrestrial TV broadcaster

• Top news sites include Yahoo! Singapore, AsiaOne, ChannelNewsAsia


• Google dominates the search market in Singapore

• Facebook, LinkedIn and Twitter are the most popular social media networks

Malaysia

• Most media outlets are either owned directly by the Government of Malaysia or owned by the major political party: Barisan Nasional

• Media Prima Group is the largest media group, with media assets across TV, Print, Outdoor, Radio, and Digital

• Broadcast media is still relevant and strong, but as conventional media is tightly controlled by government, digital platforms are growing very quickly. Online News portals such as Malaysiakini and The Malaysia Insider take advantage of the government’s pledge not to censor the internet.

• 66% Internet penetration, with 19M internet users

• Most popular social networks: Facebook, Twitter, LinkedIn

• Google is the most popular search engine in Malaysia

Japan

• Of the top 10 world newspapers by circulation, 50% are from Japan

• Kyodo news service and Jiji press are key news service agencies. Largest newspapers: Yomiuri Shimbun, Asahi Shimbun, Mainichi Shimbun, Nihon Keizai Shimbun, Sankei Shimbun

• NHK is the largest broadcasting station with 54 stations, 5 television channels and 3 radio stations. More than 66% of the population uses this channel as their key source of information gathering.

• The top 3 search engines are Yahoo! Japan, Google and MSN. Most popular portals: Yahoo! Japan, goo, livedoor, MSN and infoseek

•Japan is #1 in the world in terms of average time spent on blog surfing. Most influential blogs: FC2, Ameba, livedoor Blog, Seesaa Blog and Yahoo! Japan Blog

• Top 3 social media networks are Twitter, Facebook and Mixi

• In 2013, 42 % of the population are using smartphones and is expected to jump to 62% in 2014. LINE is the most popular instant messaging app in Japan which has 50 millions users

South Korea• South Korea is one of the most connected countries in the world with the fastest internet connection speed (Almost four times the world average) and a tech savvy population

• Korea has approximately 39 million internet users and has one of Asia’s highest internet penetration rates of 80.9%

• Mobile technologies are increasingly impacting how businesses reach their customers and clients. 1 out of 5 use mobile with 85.4% mobile penetration

• Broadcast is the most influential media. The major stations are KBS and MBC (public service broadcasters)

• Newspaper readership is high in South Korea with more than 100 national and local dailies including leading newspapers Chosun Iibo and Dong IIbo

• South Korea has one of the world's biggest blogging communities, second only to China. Popular blog hosting sites include Naver blog and Daum blog

• Global social media websites Facebook and Twitter are starting to become more popular, with Facebook surpassing local social network Cyworld

• Naver is the largest search site in Korea, followed by Daum being the second largest search site

Thailand

• The Thailand government has majority control over news corporations. Thai Rath is Thailand’s most influential newspaper. Most popular English-language dailies include Bangkok Post and The Nation

• TV is by far the most popular medium in Thailand, almost 80% of Thais rely on TV as their primary source of news. Major TV stations are owned and controlled by the Royal Thai Army.

• 35% internet penetration rate (25M users)

• Facebook , Twitter, and Instagram are the most popular social media platforms. LINE is the most popular instant messaging platform.

• After the Thai coup, on May 29, 219 sites were blocked because they were deemed a threat to the country. Facebook was blocked for 1 hour on May 23 as there was too much content on criticism of the Thai military.

Indonesia

• Indonesia has the 4th largest population in the world – 250M

• Internet population is 71M at end of 2013; penetration low at 28%. Projected to more than double to 149M by 2015

• Top and most influential newspapers: Kompas and Suara Merdeka. Largest English-language daily newspapers are Jakarta Post and Jakarta Globe

• 11 National TV channels: 1 state-owned public channel: Television of Republic of Indonesia (TVRI), and 10 national private channels. 350 local TV stations

• 64M Facebook users (90% of internet population), followed by Twitter (30M accounts), Google+ (612K, 5th biggest Google+ country)

• Google dominates the search market in Indonesia

Philippines

• Top 3 newspapers are Philippine Daily Inquirer, The Philippine Star and Manila Bulletin

•The largest broadcast networks are ABS-CBN and GMA. TV still consumes the most amount of media time •Internet penetration is about 36%, the 2nd biggest digital market and the highest in terms of mobile video usage in South East Asia.

•Top search engines are Google and Yahoo!

•Top social media sites are Facebook, Instagram and Twitter

• 39% smartphone penetration and 63% search on their smartphones everyday

Australia & New Zealand

• There are 2 national (The Australian and The Australian Financial Review) and 10 state daily newspapers, 37 regional daillies and 470 other regional/suburban newspapers. All major newspapers are owned by News Limited or Fairfax Media.

• 2 National public broadcasters, the Australian Broadcasting Corporation and the Special Broadcasting Service. 3 major commercial TV networks: the Nine Network, the Seven Network, and Network Ten

• 82% Internet Penetration

• Most popular social networks are Facebook, LinkedIn, and Twitter

• Google dominates the search market in Australia, followed by Yahoo!

One in five people

1 in 5 people

Multimedia

GRABS

ATTENTION

Multimedia

GRABS

ATTENTION

Source: PR Newswire web analytics.Source: PR Newswire web analytics.

more multimedia = more views more multimedia = more views

Increase in average online views per press release, when multimedia elements are added.

Increase in average online views per press release, when multimedia elements are added.

It only takes us 150 milliseconds

to process an image

Source: http://neomam.com/interactive/13reasons/

Multimedia

SIMPLIFIES

COMPLEX

IDEAS

Multimedia

SIMPLIFIES

COMPLEX

IDEAS

DALLAS, March 13, 2014 /PRNewswire-USNewswire/ -- Paleontologists from the Perot Museum of Nature and Science in Dallas have discovered a new genus and species of a tyrannosaur that once roamed the ancient Arctic lands of Northern Alaska. Compared to its cousin Tyrannosaurus rex, this new animal, which has been formally named Nanuqsaurus hoglundi, is a pygmy. The first name honors the Inupiat people whose traditional territory includes the land where these bones were found, and the second name is in honor of Dallas entrepreneur and philanthropist Forrest Hoglund, whose extraordinary leadership helped raise $185 million to build the new Perot Museum, which opened in late 2012.

The scientific paper describing the find – entitled "A Diminutive New Tyrannosaur from the Top of the World" – has been posted today on the prestigious science journal PLOS ONE, an international, peer-reviewed, open-access online journal that features reports on primary research from all scientific disciplines. Dallas paleontologists Anthony R. Fiorillo, Ph.D., the Perot Museum's curator of earth sciences, and Ronald S. Tykoski, Ph.D., fossil preparator at the Museum, co-authored the report. To read their entire manuscript and view renderings, go to http://dx.plos.org/10.1371/journal.pone.0091287.

"The 'pygmy tyrannosaur' alone is really cool because it tells us something about what the environment was like in the ancient Arctic," said Fiorillo. "But what makes this discovery even more exciting is that Nanuqsaurus hoglundi also tells us about the biological richness of the ancient polar world during a time when the Earth was very warm compared to today.“

Fiorillo, who was recently named a Fellow to the internationally renowned Explorers Club in New York City due to his stature as a polar dinosaur authority, discovered what would eventual be known as the Nanuqsaurus hoglundi in 2006 while excavating Alaska's North Slope in the Prince Creek Formation. The excavation site – about 13 x 13 feet in size – is located almost 400 miles northwest of Fairbanks and many miles above the Arctic Circle on lands managed by the Bureau of Land Management. The research was funded by the National Science Foundation Office of Polar Programs.

Perot Museum Paleontologists Discover Pygmy Tyrannosaur That Roamed Ancient Arctic Lands Of Alaska

Illustration By Karen Carr

Use Less WordsUse Less Words


Results displayed as an infographic, which was also published on both our blog and on PR News.

Partnering with PR News, we designed a survey about multimedia content

And smaller graphic elements to promote our the infographic blog post across our social channels.Converted infographic

into a presentation published to SlideShare

Results published in an article on PR News and a series of posts on our blog.

Walked through results in a live Webinar, which we promoted in our eNewsletter and via release.

From the webinar, we generated a recorded version as well as a deck to share on SlideShare.

CASE STUDY

Case StudyCase Study

EQ > IQEMOTION TRUMPS INTELLIGENCE

Multimedia CONVEYSEMOTION

Multimedia CONVEYSEMOTION

Multimedia

GRABS

ATTENTIO

N

Multimedia

GRABS

ATTENTIO

N

Multimedia SIMPLIFIES COMPLEX

IDEAS

Multimedia SIMPLIFIES COMPLEX

IDEAS

Multimedia

CONVEYS

EMOTION

Multimedia

CONVEYS

EMOTION

Multimedia is more often SHARED IN SOCIAL MEDIAMultimedia is more often SHARED IN SOCIAL MEDIA

On Facebook’s top brand pages

Videos are shared12 TIMES MOREthan text or links

12xPhotos receive TWICE AS MANY LIKES

as text updates. 2xSource: Inc. Magazine, 2013

68%Of us are likely to purchase based on their friends social media recommendations.

Source: Harris Interactive Poll, January 2014

STUDIESSTUDIESVIDEOSVIDEOS

PHOTOSPHOTOS

WHITEPAPERSWHITE

PAPERS

CASESTUDIES

CASESTUDIES

WEBINARSWEBINARS

INFOGRAPHICSINFOGRAPHICS

SLIDESSLIDES

ONESHEETS

ONESHEETS

of what they

SEE & DO

80%of what they READ30%

Source: Lester, P. M. (2006). Syntactic Theory of Visual Communication.

Multimedia also leaves a lasting impression


20102013Still, multimedia is added to only 14% of releases.Multimedia usage doubled.

Source: 2013 PR Newswire & PR News Multimedia Surveyhttp://blog.prnewswire.com/2013/08/27/79-of-pr-pros-believe-video-is-underutilized-infographic/

Source: PEW

Over half of consumers in Germany now use Over half of consumers in Germany now use a smartphone, compared with 41% in 2013a smartphone, compared with 41% in 2013

Plan for MOBILE viewing

60%

20%

of U.S. adults

Source: GFK Facebook study, March 2014

of U.S. adults

use 3 devices daily

use 2 devices daily

40% Start an activity on one device, but finish it on another.

Source: GFK Facebook study, March 2014

IT All Starts With A Good Headline

If Your Content Is A Gift, Then Your Headline Is

The Wrapping.

Would your rather get…..

…this?

…or THIS?

80/20 80/20 RULERULE

Headline

ArticleFor every For every 10 people 10 people that see that see

your your headline… headline…

…8 will only read the headline…

…and only 2 will make it to the

article.

• Make your news easy to read Make your news easy to read and digest. Think “info-snacks” and digest. Think “info-snacks”

• Use bold to separate ideas – Use bold to separate ideas – But But Don’t Overdo It!Don’t Overdo It!

• Bullet points are great to use. – Bullet points are great to use. – Make this your Tweet.Make this your Tweet.

•Think about having a “Quotes” Think about having a “Quotes” section instead of burying the section instead of burying the quote. quote.

•Easy To Read means Easier to Easy To Read means Easier to Use! Use!

Structure of Content

Image sources:•http://ebooks.adelaide.edu.au/f/fitzgerald/f_scott/gatsby/chapter1.html•AP

Text may tell the story, but visuals capture the audienceText may tell the story, but visuals capture the audience

Content Must Be AppealingContent Must Be Appealing


Publish a steady stream of content

Keep it relevant & interesting

"do you speak global?" internationale kommunikation und pressearbeit

Business

internet users

asia pacific famous

asia pacific ecommerce

asia pacific car sales

survey of pr newswire

internet market

gdp growth rate

marketing services