If you like this presentation – show it...

Slide 0

© Total Communications System Inc. 2014 5 THINGS YOU MAY NOT KNOW ABOUT PR IN AUSTRALIA

Slide 1

A SHORT PRESENTATION FOR: - Foreign companies doing PR in Australia; and - PR pros working with Australia-bound clients

Slide 2

“Ethical” is “Transparent”

Slide 3

Australia has a formula for building, maintaining a reputation …

Slide 4

“Ethical” = “Transparent”

Slide 5

Stakeholders expect companies to be 100% transparent.

Slide 6

Not just reporting biz results, but green and social performances, too.

Slide 7

“Social License to Operate”

Slide 8

“Social License” = level of acceptance or approval continually granted to an organization by stakeholders.

Slide 9

SL varies between stakeholders and across time and has 4 levels: 1. Withdrawal 3. Approval 2. Acceptance 4. Psychological identification

Slide 10

Failure occurs when a company sees SL as merely permission to perform a series of tasks or transactions.

Slide 11

So never forget: Companies must continuously earn their Social License.

Slide 12

G'day, Mate – The Aussie Way

Slide 13

Australians are straightforward – they build relationships quickly and are receptive to new ideas.

Slide 14

Australians appreciate modesty, so don’t oversell your company/services.

Slide 15

Australians abhor aggressive sales techniques, so don’t be pushy.

Slide 16

Be factual, friendly and to the point.

Slide 17

Australians are self-deprecating, but never play along with self-criticism. You’re quite the knucklehead! Grr … Say what?

Slide 18

Work “With” the Media

Slide 19

Media relationships are still key but engagement is now targeted and tailored. So when pitching …

Slide 20

Have a powerful narrative relevant to the media’s audience …

Slide 21

Promote immediate engagement with pictures/videos …

Slide 22

And have local spokespeople available for commentary.

Slide 23

Cold calls are okay – but you’d better have your story straight.

Slide 24

Finally, exclusives are condoned.

Slide 25

Thick Skin Helps

Slide 26

If you’re challenged to a contentious discussion in a meeting, don’t take it personally …

Slide 27

Aussies like debates and provocative statements, so respond with humor.

Slide 28


Slide 29

Icons made by Freepik: Slides 1-21, 23-29 Icons made by Icomoon: Slides 17, 22, 28 Icons made by Icons8: Slide 22 All icons are from Flaticon.com and used under a Creative Commons 3.0 license. PRESENTATION BY: TOTAL COMMUNICATIONS SYSTEM INC. TOKYO, JAPAN @TOCS_PR http://www.pr-tocs.co.jp/?en