Transcript SANDRA IN MIAMI - Institute for Public Relations

PR In Europe
March 2005
Sandra Macleod, CEO
Echo Research
[email protected]
Offices in: London, Brussels, Paris, Stockholm, New York
©: Echo
Echo Research
Reputation & Communication Analysts
ABB
EADS
PricewaterhouseCoopers
Allied Domecq
Eli Lilly
Rolls-Royce
BAE SYSTEMS
Emirates
SABMiller
BBC
Financial Times
Sainsbury’s
BOC
Hewlett Packard
Schroders
British Airways
IBM
Shell
BT
Investcorp
Siemens
Commerzbank
J P MorganChase
Swiss Re
Daimler Chrysler
Ministry of Defence
Zurich Financial Services
Disney
Dow Jones
Novo Nordisk
Norvatis
Pfizer
©: Echo
UNAIDS
UNFAO
WWF
Outline
1.
2.
3.
4.
5.
©: Echo
Europe - who / where / what
External: Media / Internet
On a Personal Note
Internal: Challenges for MNCs
To End
1. Europe: Who, Where, What?
europe
©: Echo
Consistent Countries of the Euro Zone
Finland
5,1
Sweden
United Kingdom
8,9
58,9 Netherlands 1995
Ireland
15,6
1973
3,7
Germany
1957
1973
82
1995
1957
France
58,5
Austria
8,1
1957
Portugal
10
1986
©: Echo
Population
in millions
10
1995
Spain
39,3
1986
Italy
57,5
1957
1986
Greece
10,5
1981
Date of
joining
European
Union
Europe NOW
25 Different Countries
25 Different Histories, Culture, Languages
25 Different Media Landscapes
LOCAL is key … what does that mean?
As Heinz applies different recipes to its same
name soups, so the PR recipe needs to be
altered to suit ...
©: Echo
2. External : Media / Internet
Source: Hitting the Headlines in
Europe - Burton and Drake, 2004
The Romans gave us the earliest newspaper,
the Acta Diurna, published by the senate
©: Echo
Tower of Babel
• ‘Europe’ growing day by day
• More countries, more languages, more institutions,
more lobbyists
• Media diversity: nothing links the sensationalism of
Albanian media with a British broadsheet
©: Echo
Europe
Population
(2005 Est.)
m
% Pop.of
World
Internet Users
m
Penetration
(% Population)
European
Union
460,000
7.1%
206,000
44.8%
Rest of Europe
272,000
4.3%
25,000
9.1%
TOTAL
EUROPE
731,000
11.4%
231,000
31.6%
Rest of World
5,681,000
88.6%
587,000
10.3%
TOTAL WORLD
6,412,000
100.0%
817,000
12.7%
©: Echo
Internet Usage - Europe member states
Finland
Sweden
5.2
9
2.7
United Kingdom
60
Ireland
4
1.3
Portugal
10.5
3.6
©: Echo
Denmark
5.4
35.3
6.7
Estonia
Latvia 1.3
2.3 0.62
10
Population
2005 (est)
millions
8.6
Netherlands 3.4
1
16.3
Poland
Lithuania
Germany
10.8
38.1
3.4
82.7
9
Lux’bourg Belgium
0.7
46.5 Austria
Slovakia
0.46 10.4
10.2 5.4
Czech
R
4
0.17
2.7
France 60.3
1.4
8.2
10.1 Hungary
25
3.7 Slovenia
2.4
2
Internet Users
millions
0.75
Spain
43.4
Italy
58.6
14.1
0.4
28.6
0.12 Malta
Greece
11.2 Cyprus
0.95
1.7
0.25
460
207
European
Union
NON-EU EUROPE
Albania
Andorra
Belarus
Bosnia
Bulgaria
Croatia
Faroe Islands
Gibraltar
Iceland
Liechtenstein
Macedonia
Moldova
Monaco
Norway
Romania
Russia
San Marino
Serbia & Montenegro
Switzerland
Ukraine
Vatican City State
©: Echo
Population
(2005 Est.)
3.1 million
0.7 million
9.7 million
4.5 million
7.5 million
4.5 million
0.49 million
0.27 million
0.295 million
0.34 million
2 million
4.2 million
0.33 million
4.6 million
21.4 million
144 million
0.3 million
11 million
7.5 million
47 million
0.77 million
Internet Users
0.30 million
0.25 million
1.4 million
0.1 million
1.5 million
2.3 million
0.25 million
0.06 million
0.2 million
0.02 million
0.1 million
0.3 million
0.02 million
2.3 million
4 million
6 million
0.14 million
0.85 million
4.6 million
0.9 million
0.093 million
European - US media gap
“It's always an education to be on European television and radio. The
questions you get asked are dramatically different – because European
perspectives have dramatically diverged from American perspectives
since the Cold War ended and the War on Terrorism began. For example,
not long after 9/11, a BBC talk show host conducted a very tough
interview with me, asking if there really was evidence to support the
American allegation that Osama bin Laden was behind the terrorist
attacks on the World Trade Center and, if so, would that evidence stand
up in a court of law?
“I replied that there was no serious doubt that bin Laden was responsible,
and that I hoped my president would respond to the attack in the same
fashion that FDR responded to Pearl Harbor – that is, not with lawyers
and subpoenas but with decisive military force.
“The BBC man appeared not to comprehend.”
- Clifford May, US Foundation for the Defense of Democracies
©: Echo
Europe-wide print media
Key pan-European titles include
• English- language FT (business)
•
IHT (platform for the politicians)
• Economist (most authoritative for Europe’s opinionformers)
• Le Monde (the paper of reference for diplomatic
world)
©: Echo
Europe’s news agencies
• Reuters (started 1851 as carrier pigeon
service) - financial and general news.
First port of call for European PR.
• AFP - softer news stories than AngloSaxon media.
• AP - sends out news in Eng, Ger, Fr,
Dutch, Span: Paris office likely first stop
for PR execs.
©: Echo
Euro TV news
Every national channel now international! - thru digital
satellite technology
• BBC World - “Hard Talk” opinion-forming slot
• CNN - HQ in London: watched by world leaders /
opinion-formers
• Deutsche Welle (Berlin), Euronews (Lyon), CNBC
Europe (24-hr business and financial)
©: Echo
Heart of Europe
Brussels key city for European media (1000+ journos).
Mid-morning good time to catch them (after they’ve
heard own national morning stories), and at the 12
midday daily press briefing at European Commission
(plus EU Commissioners on Weds). Read European
Voice for EU and NATO briefing times and avoid
them.
©: Echo
3. On a Personal Note
©: Echo
Media in … Austria
Source: Hitting the Headlines in
Europe - Burton and Drake, 2004
• Heavy ownership concentration
©: Echo
Media in … Belgium
Source: Hitting the Headlines in
Europe - Burton and Drake, 2004
• International media hub for EU
©: Echo
Media in … Denmark
Source: Hitting the Headlines in
Europe - Burton and Drake, 2004
• One of the first countries to put
press freedom into constitution
©: Echo
Media in … Finland
Source: Hitting the Headlines in
Europe - Burton and Drake, 2004
•Top of EU league for print readership
©: Echo
Media in … France
Source: Hitting the Headlines in
Europe - Burton and Drake, 2004
• Best-selling daily is a sports paper.
• News agency AFP global giant
alongside Reuters and AP.
©: Echo
Media in … Germany
Source: Hitting the Headlines in
Europe - Burton and Drake, 2004
• Strong business press - Church
(Protestant and Catholic) have
media influence.
©: Echo
Media in … Greece
Source: Hitting the Headlines in
Europe - Burton and Drake, 2004
• Home of democracy with rich
media landscape (1,800 papers).
©: Echo
Media in … Ireland
Source: Hitting the Headlines in
Europe - Burton and Drake, 2004
• Strong on radio talk shows heated argument is part of life.
©: Echo
Media in … Italy
Source: Hitting the Headlines in
Europe - Burton and Drake, 2004
• Media inextricably linked with politics.
• PM Belusconi owns most media
©: Echo
Media in … Netherlands
Source: Hitting the Headlines in
Europe - Burton and Drake, 2004
• Serious-minded media: no Sun-style
tabloids
©: Echo
Media in … Norway
Source: Hitting the Headlines in
Europe - Burton and Drake, 2004
• Worlds greatest newspaper readers
©: Echo
Media in … Poland
• Only 30% read a daily.
©: Echo
Source: Hitting the Headlines in
Europe - Burton and Drake, 2004
Media in … Portugal
Source: Hitting the Headlines in
Europe - Burton and Drake, 2004
• Low literacy levels hit media
profitability.
©: Echo
Media in … Russia
Source: Hitting the Headlines in
Europe - Burton and Drake, 2004
• Russians can afford only 1 paper a
week
• Oppression of journalists by state
machine.
©: Echo
Media in … Spain
Source: Hitting the Headlines in
Europe - Burton and Drake, 2004
• Linguistic media diversity (Castillian,
Spanish, Catalan, Basque, Galician)
romantic gossip weekly magazine
popular.
©: Echo
Media in … Sweden
Source: Hitting the Headlines in
Europe - Burton and Drake, 2004
• High (80%) daily readership.
©: Echo
Media in … United Kingdom
Source: Hitting the Headlines in
Europe - Burton and Drake, 2004
• Has world leaders like Economist, FT,
BBC, Reuters
• European capital of spin, gossipfuelled tabloids, manipulative owners.
©: Echo
4. Internally Speaking
Echo ’s AFCI Study of
MNC communications in
UK, France, US - 2004:
©: Echo
4. Internally Speaking
Echo ’s AFCI Study of MNC communications in UK, France, US - 2004:
• Internal Comms have seen role expand and
expect further responsibility over next 5 years
• Evolution and internal status vary from one
country to another, one company to another
CEOs and Top Managers vital to remit (and not
always onside)
• Practitioners in need of wider recognition
©: Echo
• Facing international &
complex challenges
• Lack of human &
financial resources
• Promising future
which varies from one
country to another
©: Echo
• More strategic role
• Providing a service to
internal departments
and management
• More structured and
defined role vs CEOs
and top management
Main Constraints
• Cultural & Geographical
differences
• People included in the
network
• Language
• HQ priorities are different
from national ones
©: Echo
"We have reported to the Board since June 2004. Before that,
we came under the General Secretariat. The new structure is
more logical, because it reflects the role which the company
envisages for communications. It will help to clarify the
relationship between HR communications (more technical) and
internal communications (more strategic). And it means we will
be able to settle any arguments much quicker than before".
Laurence Theulot, BNP Paribas Assurance, France
©: Echo
"I
am responsible for both Group communications strategy as
well as managing communications in my own branch. It is not
always easy to combine both. Group communications do not
take account of the nature of our work and sometimes have a
hard time understanding why we focus more on local issues
linked to our branch activity."
Catherine Eelsen, Renault DPA, France
"For
global programmes, most decisions happen in the US.
When EMEA internal communications is informed ahead of a
programme launch, we make suggestions for changes to suit
the message for EMEA employees."
Gail Bull & Virginie Vallon, MCI, UK & France
©: Echo
"I think one of the major issues will be the changing
relationship between employees and employers. Today
some younger employees feel betrayed by their
companies because of our changing society.
Businesses are no longer the communities they once
were. This new generation no longer has the same
loyalty towards employers that previous generations may
have felt."
Thierry Garnier, Afci, France
©: Echo
"Our international role will become increasingly important".
Laurence Theulot, BNP Paribas Assurance, France
©: Echo
To End
©: Echo
Common Challenges : 5L’s
Link: mix of skills, responsibilities, needs, priorities
Limited: time, human resources, budget
Lack: common standards in evaluation / reporting
Little: experience / exposure / understanding of
communications research methods
LOGISTICS
©: Echo
Common Requests (1)
To ensure HQ 'controlled communications
To overlay with local issues for wider/deeper impact
To demonstrate accountability/effect
To know where additional support/change required
To determine what works, what doesn't and why
To understand local /national/cultural differences
©: Echo
Common Requests (2)
To establish 'best practice'
To improve efficiency/effectiveness
To provide maximum intelligence with
minimum effort to senior management
To speak management's language
To translate it all into one common language
©: Echo
PR Essentials
• Common ground and concerns
BUT
• Consider exponential impact of Time,
Distance, Culture and Language
• Develop local angle
• Cultivate key relationships
• Foster contacts (and build databases)
• Translate / adapt
• Target target target
©: Echo
Sources:
Hitting the Headlines in Europe, Catherine Burton, Alun
Drake, Institute of Public Relations, 2004
Le Guide des relations avec la presse internationale, France
2004
The Media in Western Europe, Euromedia Research Group,
1997
Echo Research (AFCI study): echoresearch.com
http://europa.eu.int
Offices in: London, Brussels, Paris, Stockholm, New York
©: Echo
Be Prepared to Listen
To find the route up the mountain… research is pivotal
“It’s better to go 1 mile in the right direction than 5
miles
in the wrong one”
©: Echo
Merci. Danke. Gracías.
Grazie. Tak. Blagodarya
Offices in: London, Brussels, Paris, Stockholm, New York
©: Echo