Global Public Relations Michelle R Nelson mrnelson wisc edu J201 March 8 2006 J201 Agenda Global Public Relations What do you do when your public are global Globalization influence Global strategy tactics Case studies building demand for consumer brands category introducing new products category level crisis communications trust Technology Media Global Strategy PR brand and brand trust anything can be branded Globalized Standardized Localized Tailored Glocalized Global Tactics Written word styles practices Communication media channels literacy rates Visuals colors Language s translation Grab some lederhosen Sutfin We re about to climb aboard the globalization bandwagon The Swinging Pendulum 1980s 1990s 2000s Global strategy Brand global Global creative Market local One size fits all Tailored approach Case study 1 Building demand for a consumer product at the category level Thanks to Golin Harris for this case study Peanut Butter Usage How many of you have tried it How many of you buy it regularly How many of you ate it this morning How many of you use it to cook burritos How is peanut butter marketed in the U S How would you introduce sell it to Canada Mexico without advertising Strategies Global strategy with local tactics product trial fun of peanut butter events multiple uses co marketing Canadian Tour Tour Sponsors Kraft Canada 1 peanut butter brand in Canada Planters Peanuts Introduced new vanillaand cinnamon flavored peanuts Retail Program In store sampling of Skippy peanut butter 24 Dominion A P stores in Ottawa but not Walmart Tour Stops Event Dates Attendance London Country Jamboree June 20 22 10 000 Ontario Place June 26 27 15 000 Wasaga Beach June 28 July 1 30 000 Ottawa Blues Fest July 5 6 25 000 Molson Indy Toronto July 11 13 170 000 Montreal Dragon Boat Race July 19 20 60 000 Totals 6 Weeks 310 000 Retail Program Conducted in partnership with Wal Mart and Kraft Canada 25 Wal Mart stores throughout Toronto In store display with NPB Kraft nutrition information and coupons Mexican Tour Tour Stops Six week duration Driving sales at Wal Mart Supercenters in Mexico City Monterrey Puebla and Guadalajara Tour Participants Smucker s Goober brand peanut butter and possible launch of Jif in Mexican market Peanut butter sampling on site nutritionistrecipes advertising couponing Barcel Leading snack nut company in Mexico Flavored peanut sampling recipes Canon Digital photo booth for tour visitors Retail Program In store private label peanut butter sampling at eight H E B stores in Monterrey In store peanut butter sampling at all 25 WalMart locations in Mexico City of Smucker s Goober brand Results Product awareness and trial increased Product sales increased But we re U S A still the largest consumers of peanut butter in the World New Product Category Introducing a new product category brand 1997 2000 Dot com boom bust how many of you play games how has the level of realism changed Product physics software to game developers positioning we ll make life easier for you MathEngine Case study 2 MathEngine based in Oxford my job go global public relations goals 1 create corporate brand identity are we a UK or US company 2 build corporate awareness funding 3 encourage product trial 4 drive sales 5 keep the programmers happy MathEngine The 4 P s of Marketing Me Promotion Public Relations Strategic Communications Global Strategy local tactics PR firms news media trade shows trade advertising direct mail Also internal public relations communicate benefit of PR measure success impact of efforts one big global family unity go karts etc Internal PR Trade shows Game Developer Conference External PR Trade shows promotions Which one is Japan U S News coverage in U S Mainstream trade blurring lines No news coverage Newspapers in Japan Japanese Press Room Media A Typical Press Club Layout Publications Nikkei Shimbun Tokyo Shimbun Nikkan Kogyo Asahi Shimbun Refreshment Room Yomiuri Shimbun Kyodo News Sankei Shimbun Each Desk Represents Individual Briefing Table Press Release Pigeon Hole Japan Times Entrance Notice Schedule Board Jiji Press Reception Chubu Keizai NHK Nihon Kogyo Nishinihon Shimbun Hokkaido Shimbun Measuring Effectiveness of PR efforts Measurable results Were we a global company Top downloaders from English speaking countries Needed greater presence in Japan MathEngine How the story ends corporate identity geek chic but raised company brand awareness encouraged product trial but only one sale Yuki Technology wasn t ready Market wasn t ready In fighting at the top Lesson PR can t do everything Coca Cola Case Study Coca Cola centralized global in U S Tainting crisis of 1999 Western Europe Crisis Communications reactive proactive influence of cultural values on actions Importance of localizing efforts Case study 3 Where is Belgium Who are its neighbors Coca Cola Case Study Cultural values uncertainty avoidance information trust Cultural values power distance powerless not forgiving of mistakes These values influence corporate actions and consumer behavior Coca Cola Case Study The Tainting Crisis June 14 1999 Belgium gov t recalled product despite tests 200 people fell ill June 15 Spain France joined in Coca Cola Case Study Coca Cola response as a low power distance low UAV company denial no responsibility publics mass hysteria 9 days before the CEO spoke free Coke we ll pay more attention Coca Cola Case Study The public response key stakeholders consumers government leaders shareholders Coca Cola Case Study Consumers Belgium France Spain boycott Governments were ignored no research was done e g health issues Belgium Spain France authority challenged France bottling plant closed Spain bottles pulled despite local production criticized for not speaking up sooner no apologies made to the French already pre disposed against foreign companies Cultural Values and Ratings UAV Belgium France Spain US Mean 94 86 86 46 64 65 68 57 40 51 Uncertainty avoidance PD Ramifications for behavior How did other Western European nations react UAV Sweden Norway Denmark USA Mean 29 50 23 46 64 31 31 18 40 51 Uncertainty avoidance PD they didn t Coca Cola Case Study Shareholders shares down everywhere June 15 24 2q earnings 21 drop 3 4 q CEO resigned in December Distributors partners McDonald s pulled Coca cola arrogance after children fell ill largest product recall ever Coca Cola Case Study Conclusions marketing efforts changed management organization changed go glocal loss of trust Trust in Global
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