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© Total Communications System Inc. 2014 5 THINGS YOU MAY NOT KNOW ABOUT PR IN AUSTRALIA
A SHORT PRESENTATION FOR:- Foreign companies doing PR in Australia; and - PR pros working with Australia-bound clients
“Ethical” is “Transparent”
Australia has a formula for building, maintaining a reputation …
“Ethical” = “Transparent”
Stakeholders expect companiesto be 100% transparent.
Not just reporting biz results, but green and social performances, too.
“Social License to Operate”
“Social License” = level of acceptance or approval continually granted to an organization by stakeholders.
SL varies between stakeholders and across time and has 4 levels: 1. Withdrawal 3. Approval 2. Acceptance 4. Psychological identification
Failure occurs when a company sees SL as merely permission to perform a series of tasks or transactions.
So never forget: Companies must continuously earn their Social License.
G'day, Mate – The Aussie Way
Australians are straightforward – they build relationships quickly and are receptive to new ideas.
Australians appreciate modesty, so don’t oversell your company/services.
Australians abhor aggressive sales techniques, so don’t be pushy.
Be factual, friendly and to the point.
Australians are self-deprecating, but never play along with self-criticism. You’re quite the knucklehead! Grr … Say what?
Work “With” the Media
Media relationships are still key but engagement is now targeted and tailored. So when pitching …
Have a powerful narrative relevant to the media’s audience …
Promote immediate engagement with pictures/videos …
And have local spokespeople available for commentary.
Cold calls are okay – but you’d better have your story straight.
Finally, exclusives are condoned.
Thick Skin Helps
If you’re challenged to a contentious discussion in a meeting, don’t take it personally …
Aussies like debates and provocative statements, so respond with humor.
THANK YOU AND GOOD NIGHT.
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