A introduction to international public relations - what it is, how it differs from advertising, how PR in Israel differs from North America, and how to work effectively with the media.

1. Josh Turner
Josh Turner Communications & Public Relations

2. Agenda
 What is public relations?
 PR vs. advertising
 PR in Israel vs. North America
 Working effectively with the media

3. What is public relations?
Explaining to the public what an organization does,
so they will understand it and approve of it.
 Approval can lead to
 Increased sales
 New investors
 Strategic partnerships
 People who want to work for you

4. Media relations
 Working with reporters, editors and producers
 Giving them an opportunity to do a news story on
your company
 Reporters love hearing
about great story
opportunities

5. How to get media attention?
 Make sure you have an interesting story or
something interesting to say
 Examples
 New product
 Company milestone
 Interesting statistic
 New strategic partnership

6. How to approach reporters?
 Make a pitch with an opportunity
 Interview
 Visit facility
 Attend an event
 Press release about
the company
 Set appointment with reporter
 Reporter submits his or her news story

7. Effective press release
DOES YOUR CHILD HAVE A DRINKING PROBLEM?
Recent statistics show that only 66% of children in Ontario
aged 6 to 11 drink enough milk on a daily basis
 Issued by the Dairy Farmers of Canada
 Led to several stories in the media
the next day

8. PR vs. advertising
Public Relations Advertising
 Free  Expensive
 Credible  Biased
 The main “story”  The “filler”
 Quicker to launch  Slower to launch
 Content (uncertain)  Content (certain)
 Timing (uncertain)  Timing (certain)
 Placement (uncertain)  Placement (certain)

9. PR vs. advertising
No one
 buys a newspaper
 watches TV
 listens to radio
 surfs the web
for the ads.

10. PR vs. advertising
Public Relations Advertising
 Free  Expensive
 Credible  Biased
 The main “story”  The “filler”
 Quicker to launch  Slower to launch
 Content (uncertain)  Content (certain)
 Timing (uncertain)  Timing (certain)
 Placement (uncertain)  Placement (certain)

11. Major event dominating media

12. Media relations in
Israel and North America

13. Differences: Israel and N. America
1. Pitch locally
2. Reporter – PR relationship
3. Media landscape

14. Pitch locally
 Pitch to local interest of the region
 Success in Israel does not mean North American
media coverage
 Even internationally read papers try to appeal to their
main readership

15. Pitching to North America
 Is your product or service available in North America?
 Are some of your key managers from there?
 Do you have business partners or investors there?
 Do you have customers from there?

16. Reporter-PR relationship
 Relations between reporters and PR consultants are
less close in North America than in Israel
 Very strict line between PR and journalism in North
America
 More room to develop new relationships with
reporters

17. Media in Israel vs. N. America
 Regional news is national news in Israel
 Canada and US news much more localized
 Wider array of publications in
North America
 Trade and special interest
magazines

18. Sudden news
 Story can easily be pushed out with sudden news in
Israel
 Many conflicts or events in
region to report on
 Egypt
 Syria
 Iran
 Fewer dramatic news stories in North America

19. Common mistakes with media
 Ignorance of the media agenda
 Poor preparation/no story
 Feeling obliged to talk
 Lapsing into a conversation

20. Good media relations
 Treat media interviews like important business
meetings
 Prepare and rehearse your messages and answers
 Be polite, accessible, helpful and careful
 Accentuate the positive with future oriented
language

21. And finally…
 Always tell the truth
 The truth, the whole truth and nothing but the
truth
 Go for two out three

22. A bit about me…
 Ten years’ experience in international PR
 Business-to-business and consumer market
 Helping businesses find new customers and new business
relationships

23. Contact me anytime.
josh@joshturnerpr.com
054-949-6526
www.joshturnerpr.com