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THE ROLE OF PR
IN ATTRACTING FOREIGN INVESTMENT
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CONTENTS
I. Overview: PR and FDI
I. Why PR?II. Why London?III. The role of the EmbassyIV. Colombia: example of successful PR campaign
Building a communications campaign
I. Preparatory work: Defining your messageII. Implementation: Diffusing your message
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Why PR?
Provides a structure around existing promotional activities
Ensures consistent messaging
Ability to target niche audiences
Allows rapid reaction to specific issues
Cheaper than advertising and marketing
Higher return on investment
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Why London?
European business capital
Gateway to the European Union
Leading global financial centreHub for global brands
Wealthiest area in Europe
International political and diplomatic hub
World media centre
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Overview: PR and FDI
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A roaring success
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PR helps you get your message across
May 2007
Bogot's Bolsa deValoreshas surged nearlyfourteen fold since its
October 2001 low, ridingthe restoration of peaceand security after decadesof narco-guerilla-
paramilitary violence.Performance1 year: 14%: 5 year: 796%
I'm struck by how many twenty- andthirtysomethings in Bogot are at the leadingedge of business and civic life: chiefexecutives, money managers, restaurateurs,even cabinet ministers.Roben Farzad, Author
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Colombia has been fighting toprove that it is a safe and
worthwhile investment destinationand has now put itself firmly backonto the investment map.
Courtney Fingar , January 2007
And gets other outlets to take notice
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And then investors begin to tell the story
Colombia: AGolden
Opportunityfor Investors
Sue Clark, Director ofCorporate AffairsSABMiller
22 October 2007
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Building a communications campaign
Defining your message
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What do you need to know?
Know theaudience
Know yourcompetitors
Know yourmessage
Know howto use it
Research will help define your strengths and weaknesses
A strategy will provide focus and direction
Knowing your competitors strengths and weaknessesallows you to better position your relative strong points
Define some simple, compelling key messages
Research and strategy will help shape your unique selling points
A solid communications strategy will ensure the consistentdiffusion of your messages to all stakeholders and investors
Knowyourself
Assess your current investment reputation
Different stakeholders will want to know different things
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Assess your strengths and weaknesses
INVESTMENT REPUTATION
Developedtransportinfrastructure
Strong,apoliticaladministration
Skilled andaffordableworkforce
Clear, stable yetflexiblelegislation
Economicgrowth
prospects
SophisticatedLifestyle
Governmentsupport for R&D
TaxIncentives
Research also makes clear which stakeholders can helpyou influence your reputation
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Research your investment reputation
INFLUENCEPERCEPTIONS
OPINION
LEADERS
TOURISTS
ANALYSTS
BUSINESS
COMMUNITY
REGULATORS
NGOs
MEDIA
TRADE UNIONS
GOVTS /
POLITICIANS
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Identify your friends
Developed transportinfrastructure
Clear, stable yet flexiblelegislation
Economic growthprospects
Attractive Quality of Life Government support forR&D
Strong, apoliticaladministration
Skilled and affordableworkforce
Tourists / Tourism Agency
Governments / Politicians
Transport Business Community
Governments / Politicians
NGOs
Trade Unions and Regulators
Media and Opinion Leaders
Analysts
Trade Unions
Media and Opinion Leaders
Analysts
Tourists / Tourism agency
Media
National Investment Agencies
Govts/Politicians
NGOs
Business Community
Opinion Leaders
Analysts
Politicians
Media
Analysts
Tax Incentives
Business community
Analysts
Governments / Politicians
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Differentiate from peers
The audience needs to understand yourlocations uniqueness
Which values can people immediatelyidentify to set your location apart from itscompetitors in the region and the world?
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Develop a simple message
= Cutting-edgeTechnology
= Financialservices
= High-endManufacturing
= High fashionand couture
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Buttheres no message if it doesnt resonate
They writeYou say
BUT
Serbia has regressed economically inthe last decade more than all itsneighbours.
Serbia attracted less foreign directinvestment (FDI) in comparative termsin the last year than all its neighbours.
FDI has also been less diverse in
Serbia than in neighbouring countries.
Borut Grgic, May 10, 2008
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Building a communications campaign
Diffusing your message
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Planning your campaign
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Elements of a communications campaign
Direct Communication:
Contact Programme with current and potential investors and otheropinion formers
Newsletters
Forums, Seminars, Conferences
Local business community and international relationships Opinion leaders, including those involved in business strategy,
outsourcing and existing foreign businesspeople in situ
Influential nationals ( in the media, entertainment, sports etc.)
Advertising
Sponsorship
Awards
Think Tanks, Academics & NGOs
THE MEDIA
Print Media: Foreign (News, Features, Business, Political);Magazines; Regional; Trade/ Specialist
Broadcast Media: Radio and television
New Media: Websites, video streaming, blogs, etc.Targets hard to reach audiences
Ability to alter perceptions
Most direct routeShould not be your only strategy
COMMUNICAT
IONSPLAN
Indirect Communication:
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Use national media to your advantage
Get your most important stakeholders on message: your countrymen
Reinforce domestically the values your country wants to transmit on aninternational scale
Engage home field with the same language and culture
Encourage people to transmit the message independently
Show consistency
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Get regional agencies on message
http://www.emda.org.uk/http://www.advantagewm.co.uk/http://www.eeda.org.uk/eeda_home.asphttp://www.ircnet.lu/src/events/uploads/Logo%20-%20bitmap.bmp7/31/2019 Brunswick Sbm001
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And define how they work together Often many agencies exist to serve the
same market
Good internal communications andharmonized external communications
are key
London is a prime example because ofhow many agencies are responsible forselling its story
All locations have multiple angles to sellbut how do different agencies engagedifferent stakeholders?
Private-Public Partnership
International Presence
Works with London alone
City government branch
Civic development focus
Complements other agencie
National tourism agency
Worldwide reach
Directs inv. opps. To UKTI
Federal government agency
Part of Foreign Office
Out-of-London focus
Focuses solely on Olympics-
related investment
Event driver for future growth
London and SE England Focus
http://www.amfh.co.uk/visitbritain_logo.gifhttp://www.thinklondon.com/index.html7/31/2019 Brunswick Sbm001
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Adapt your message
North America Europe Asia Influential regional press
Broadcast an importantfinancial news outlet
US media not globallyfocused
Extremely fragmented& culturally diverse
UK: consumeristdriven; importance ofSunday press
France: low circulation;influential weeklyglossies
Germany: financialmedia highlydeveloped butfragmented
International Press
Mainly English-speaking
Respected and read by investors in all territories
Relationships essential
China: Tight politicalcontrol but relaxed attitudeto business press; limitedunderstanding of financial
markets
Japan: highly fragmentedand surge of new media
A rising force overlapping geographies and cultures
Reporting generated both by traditional outlets and new players
Difficult to track: reputational risk due to fast spread of rumours
New Media
Latin America Regional investment
readership
Active media markets
Middle East Relationships very
important
UAE: Tighter control ofpress, but businessusually has freer reign
Africa Generally very parochial
and nationalistic
Limited news sourcesand business knowledgeoutside SA
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How to handle the international media
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How to handle the international media
Build long-term relationships it will help better understanding and secure more
favourable coverage
Understand how journalists work
Make your information stand out
Organise country visits and events on location
Offer meetings with agency management, diplomats and other friendly
stakeholders
Build and leverage your international network
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Contact: Rurik Ingram
Email: [email protected]
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