International public relations primer

International
Public Relations
Communications
&
Prepared by:VictoriaOsorio
i-media-international.com

Who am I?
What do I do?
Prepared by:VictoriaOsorio, i-media-international.com
Victoria Osorio
International P.R. & Marketing Consultant

My Clients include:
• California Travel & Tourism Commission
• GMS, Inc.
• Newsweek en Español
• Discover en Español
• Glamour en Español
• The Indie
• Packtoy
• Avis & Budget
• DFW Int’l Airport
• Dallas & Ft. Worth CVBs
• South Florida CEO
• Solutions WT, Real Media,
• Green Energy Council, IGEC
• Regain American Jobs
• Among others

What are
those key elements?
In over 15 years of experience,
I’ve learned that there are
key elements to successful
international PR in Latin America:

The Five Six Keys to Successful
International P.R.
1)Know your market(s)
2)Speak into your audience’s
listening
3)Be visible
4)Be a resource
5)Be consistent
6)Build relationships

KNOW YOUR MARKET…
Critical when working
international.
Country, consumer (b2c),
industry (b2b), and media.
Who are they?
• Demographics, socio-
economic class, educational
level, etc.
What are their tendencies?
What motivates them?
What are they interested
in? Prepared by:VictoriaOsorio, i-media-international.com

Each country is different:
For example, in Latin America:
 Chile is very conservative, serious, “by the book,”
large German population, self-reliant, prefer Spanish-
language promotions; 88% of pop is urban
 Mexico is more open, consider themselves Mexicans,
but also, North Americans; Spanish-language
promotions preferred, English scene is “chic”; 77% of
pop is urban
 Costa Rica, “island” mentality, very relaxed; 63%
urbanization; Spanish preferred, English OK.
 Brazil, huge difference between Sao Paulo and Brazil,
speak Portuguese-not Spanish; large Dutch and Asian
populations, Portuguese preferred, English OK, No
Spanish promotions; 82% urbanization

SPEAK INTO THEIR
LISTENING…
Because you know the market,
you will be able to speak
into their listening.
What are they listening for?
What are they interested in
learning more about?
What turns them “off”?

For example, for my California
Travel & Tourism Commission press
releases in Mexico, I make sure to
almost always include information
on the top travel motivators:
• Shopping
• Visiting/vacationing with friends
& family
• Theme parks
• Cultural activities
SPEAK INTO THEIR
LISTENING…

Kids play a leading role
in the decision-making
process in Mexico.
They say where they want to
go, what they want to do,
and what they want to see
and the parents listen.
Since they listened, we
listened.
SPEAK INTO THEIR
LISTENING…

As part of an integrated
communications campaign, I created
the California Kids to act as
“ambassadors” and promote all of the
fun things to do and see in
California.
SPEAK INTO THEIR
LISTENING…

Website (CaliforniaKidsdeMexico.com)
Launch event for media and trade
Press releases & mall promotions
Generated an excellent ROI for the
client.
SPEAK INTO THEIR
LISTENING…
Prepared by:VictoriaOsorio,

Event at Kidzania. Invited media and
their kids.

Made sure kids were having fun
first.

Then we did a brief presentation to
media.

Sample Coverage

BE SEEN…
In Latin America, being seen and being
known is very important.
You and your brand have to be visible.
• Out-of-sight, out-of-mind particularly
true .
• Join professional associations.
• Good to sponsor events. (You support
me, I support you.)
• How you present yourself, your image,
your dress is everything. It determines
how you’re looked upon, what you get,
how you’re treated, etc.

BE A RESOURCE…
Journalists , producers, media people
need to consistently come up with new
stories—daily, weekly, monthly…
Sometimes, they need new ideas,
information, tips…
Be a resource when they need you, and
you will be rewarded.
Don’t wait to be asked…offer.

BE A RESOURCE…
For example, in travel, we frequently
conduct media FAM, or familiarization,
trips.
• Typically twice a year
• Between five or seven journalists
invited
• Usually five days, four nights
• A lot of work
 We started doing individual FAMs
 Led to over $1 million in Q1 earned
media value

BE CONSISTENT…
• Especially important if you are doing PR
for a “foreign” company/entity.
• Many foreign companies come and go.
• Be ever-present. Lightly, don’t push.**
For example, I combine the previous key
element, “be a resource” with this one.
 Send out monthly e-newsletter to trade
and media (different key messages) with
updated information, features, news, etc.
 Send out monthly press releases
showcasing one major news item
 Every month, without fail
*SIDEBAR:Only push when you absolutely have to, not on a regular basis. Break glass in case of
emergency only.

 Led to a 400% increase in ROI since
I took over the account
 Already doubled last year’s ROI, in
this Fiscal Year’s Q1
BE CONSISTENT…

E-Newsletters…

Samples of coverage stemming
directly from our e-newsletters:

BUILD
RELATIONSHIPS…
For yourself and your brand.
In Latin America:
• Face-to-face
• Socializing first, business talk is
second.
• Brand recognition and brand-building
• Proven commitment
• Consistency
• Press releases, email, phone…Not enough.

We consistently hold our own events or
sponsor others.
 Media breakfasts
 Media launch parties
 Press room at industry events
BUILD RELATIONSHIPS…

P.R. isn’t just about your company, or
your client, or your product…
It’s also about them, your market.
 How they think
 What they’re interested in
 What’s important to them
 The information they need
 What they’re motivated by and looking for
Bottom Line…

International Public RelationsAssociation
Wave 4.0 Social MediaTracker by Universal McCann
IPRA 2009 Conference in Sofia (materials)
Public relations associations around the world
Resources…

For more information contact:
Victoria Osorio
International P.R. & Marketing
Consultant
i-media-international
victoria@i-media-international.com

International public relations primer

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