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COPYRIGHT © 2014 ALM COMMUNICATIONS INC.
Secrets of
Global B2B
Public
Relations
by Amy Munice
ALM COMMUNICATIONS

Global Branding? Worldwide
Leads?
Can B2B PR help?
What is Global B2B PR anyway???
Now, Amy Munice (President of
ALM Communications) breaks ranks
with those in-the-know to give you—
“SHH!—Secrets of Global PR”
Wish her well because exposing
insider information like THIS has
landed others in the pokey—OR
WORSE!

Secret #1 Speak to Your Audience
It’s natural for any com-pany
to develop its own
shorthand speak—
but don’t expect your sales
prospects to UNDERSTAND
it.
If you are in charge of PR
its up to you to find a way to
keep that company jargon
inside company walls.
Know what your prospects
THINK about and start com-munications
there.
Your words will be music
to their ears

Secret #2 Less How, Less What, More WHY
When an engineer, inventor or scientist makes a
new mousetrap they often want all the world to
know “What” it is and “How” it works..
But other than their proud mothers—who know
they are geniuses…
Most others just want
to know WHY they
should care.
It’s not Who-What-
When-Where-Why-How.
In the B2B PR world,
most of the time, it’s
actually WHY, WHY,
WHY.
Secondarily it’s usu-ally
“How” and “What;”
and just for the record
“Where” and “When.”
“Who” is your byline or
company name when
quoted—most of the
time.

Secret #3 Tune Tech Speak to Perfect Pitch
You do math; they do
math.
You’re an engineer;
they’re an engineer.
Your scientific vocabu-lary
is vast; so is theirs.
BUT—you have differ-ent
SPECIALTIES than
your prospects.

Secret #4 Tone Tech Detail Down
Usually
you take
techie talk
DOWN a
NOTCH or
two—even
when you are
selling to a
rocket scien-tist.

Secret #5 Never Put Out News That’s ONLY
Interesting to Your Boss
Oh—so it’s your
company’s 50th
Anniversary??
Nobody cares that
much about that
outside your com-pany
walls. No news
is . . . NO NEWS.
The quickest way to
excite an editor’s “de-lete
button reflex” is
to get your company
name associated with
non-news. DON’T GO
THERE.

Secret #6 Map Your Messages
If you don’t know
what you need
to say to every mar-ket
you target—go
back and DO YOUR
HOMEWORK!

Secret #7 Stay on Target
Know the market lingo , hot button issues and today’s top of mind concerns for
all markets on your target list.
ON-TARGET MESSAGING is the most important arrow in your competitive
quiver.

Secret #8 Get Hip to Local Search–Yesterday!
Think that gorgeous website
you spent a fortune building
brings in prospects in Singapore,
Moscow, London, Chicago, Paris
and Baltimore alike?
THINK AGAIN!
Search engines worldwide will
return more local search results
to any query. That could be mak-ing
your company nearly invis-ible
on the World Wide Web—and
especially outside your country.
When you “get” local search bar-riers
to being found worldwide
you GET the need for a smart
global PR plan. Learn more about local
search.
Hint: Translating your website won’t do a thing to solve this problem.

Secret #9 Get Editors What They Want and
What They Need
Editors serve their readers; they
don’t work for you.
If you are in charge of PR for your
company you need to make sure that
everyone who talks to the media
knows this.
Editors need to give their readers
a REASON TO READ their pages.
Publishers want the same thing but
more to the end of attracting adver-tisers.
The walls between advertising
and editorial are sometimes rock solid
and sometimes non-existent.
General rule: SERVE UP QUALITY
CONTENT and it will be consumed.
Hint: Media today are struggling with the same issues of figuring out how to build a website and
global visibility as you are.

Secret #10 Ride Waves of Media Pre-Occupation
The issues of our day—Another Recession?”
“Renewable Energy Options” “Polls and Poli-tics”
“Oil Supplies” “Global Warming” “Cost of
Living”—make the BIG HEADLINES.
Tie your story to these
HOT topics that cut
across all markets and
geographies and your PR
will be able to ride the
waves of attention that
they draw.
Stories with timely
hooks get published fast-er
and TIMELY TALES
travel furthest—both in
the real world and the
web world.
Hint: Even editors of uber-geek-speak publications live in the REAL world.

Secret #11 Pay attention to where you put
your ad dollars.
NOTE: Google ad campaigns have a voracious appetite and can bankrupt your market-ing
budgets very quickly. Many times this is because the managers of pay-per-click
campaigns are falling asleep at the switch.
In the global B2B world, QUICK pay-per-click ads are essential to tuning your messag-ing.
However, ads in reputable trade media that serve the markets you want to sell to are
usually the superior spend when you are seeking global leads and BRANDING.
Hint: Where you find best ad ROI is also the place to put your “pen time”, and vice versa.

Secret #12 Circulation or impression numbers
are meaningless.
Landing a story in the largest circulation
newspaper in your country might seem
like a prestigious coup. But is it really where
the buyers you seek for your B2B products
and services go to learn how to do their job
better or be more profitable? Is it where they
will learn why you are IMPORTANT to their
future?
If they are writing for dogs and you want to
communicate with cats your PR pen time is be-ing
wasted, and your ad dollars.
Anyone selling you media ads based on cir-culation
or impression numbers is not giving
you much REASON to pay for those ads. In
web-speak, even “unique visitors” numbers
don’t tell the real story.
Know where REAL people in YOUR
WORLD go for information.
Worldwide, there are many publications in
many quarters that are strictly print and still
read. And, there are publications with both
print and online editions, where publication
audits and surveys still report that the print
editions are more closely followed and read.

Secret #13 Data Matters! Measure the Power
of Your PR–Then Measure again!
Always
make
sure you use
DATA and
math to
DECIDE
where to
point your
pen or spend
your ad dol-lars.

Secret #14 You need more than Google Analytics
M easure Which Keywords
Count
Mathematically measure your
best keywords.
Use these keywords for in-bound
links.
RESULT: Greater web vis-ibility
and more market share.

Secret #15 Then, Advertise in your A+ media
Google analytics will tell
you which online media
will boost your web visibility
most. Put your ad dollars
there too. Many publications
are struggling today. Never
let your A+ media go on life
support.

Secret #16 Creativity Counts!
In global marketing PR, as in life—
CREATIVITY counts. It Always
Has!
Make sure you keep your PR team’s
muse well-fed, with HUMOR or
whatever it takes.

Secret #17 Technology Yes–Fads No
DO PAY
ATTENTION
to marketing technol-ogy
innovations. How
information travels
is changing every
day. Technology that
works for marketing
PR in B2C is not the
same as B2B, nor es-pecially
global B2B.
But be DISCERN-ING
and SKEPTI-CAL.

Secret 18 Seize the Moment
And while others chase
fads and mirages . . .
Eat Up More MARKET
SHARE!
Let Us Show You
How to Feast—

About the Author
Amy Munice is President and Founder of ALM
Communications Inc. – a 25+ year-old global B2B
PR agency that had been doing “content genera-tion”
long before it was called content genera-tion.
From day one ALM Communications has given
all its clients guarantees. You pay to get pub-lished,
not just for writing.
A ghostwriter of more published articles, white
papers, blogs, tech bulletins than she can count,
Amy Munice knows how to craft communications
that convert B2B leads to sales.
A student of how search engines work, and
published author on topics such as local search
algorithms, personalized search algorithms and
the futility of trying to game Google, Amy Mu-nice
ensures that your PR is web-savvy.
Her writing forte is translating “technicalese”
into plain-speak English.
In “Shh- Secrets of Global PR Success” Amy
Munice shares tidbits of what it takes to make
a successful global B2B PR Campaign. She will
share more of her secrets with you if you call
+773 862 6800 or write info@almcom-munications.

About the Illustrator
You feel like you’ve seen his drawings before,
don’t you???
Well you have!
With his fey pen, Van Howell has
cartooned his imprimatur far and wide.
A decade+ of Wall Street Journal doodlings—
from front page dothead portraits, to the
Arts & Leisure pages, to more than a
decade of political cartoons for their class-room
edition, where he never was restrained
from having his pen tell youth his vision of
how the world as it should be, not just as it is.
Newsday, New York Times, The Guardian or
those memorable book and CD covers that jump
off the bookstore shelves—there too you found
his pen, or rather, it found you. At a show hosted
by Royal Society of Portrait Painters or in that
tavern where President George Washington often
held court in lower Manhattan—his portraits and
political cartoons swam and swim both ‘sides of
the pond. You’ve seen his muse at work without
enrolling, but the luckiest took his course at
Oxford University on “Drawing as a Way of
Thinking “
There is far more, but his credits are too long
to list. Modern scanners can’t keep up with the
pace of his doodling pen.
Sometimes in the United States and sometimes
in the United Kingdom, and maybe soon in
Australia, his muse follows wherever he goes.
Whisper a cartoon idea in his ear and you will get
an elaborate canvass with layers of meaning.
Want one of Van’s illustrations in this or
other “Shh! Secrets of Global PR“ in poster
or postcard format? Can do! Write to info@
almcommunications.com to find out
what’s on hand and what can be soon.

About the Book Designers
What would you recommend as a salad course to women who spend most of their
days minding typography for publishers of academic tomes?
Maybe this cartoon tell-all is just the elixir needed.
Day after day, Anne Kachergis and the entire team of book designers at Kachergis
Book Design spend their hours ensuring that Greek and Latin footnotes in scholarly
books are error-free, that book jackets serve eye and author alike, and that poetry
remains poetry on the page. They win many awards along the way.
They patiently explain en- and em- dashes to writers without eye for type or even
proper grammar, now also quickly spicing cartoon prose with bold hot pink shouts—
with the steadiness that is the panache of book design Pros.

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