Brunswick Sbm001

7/31/2019 Brunswick Sbm001

1/31

THE ROLE OF PR

IN ATTRACTING FOREIGN INVESTMENT


2/31

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


3/31

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


4/31

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


5/31


6/31

Overview: PR and FDI


7/31

A roaring success


8/31

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


9/31

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


10/31

And then investors begin to tell the story

Colombia: AGolden

Opportunityfor Investors

Sue Clark, Director ofCorporate AffairsSABMiller

22 October 2007


11/31


Defining your message


12/31

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


13/31

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


14/31

Research your investment reputation

INFLUENCEPERCEPTIONS

OPINION

LEADERS

TOURISTS

ANALYSTS

BUSINESS

COMMUNITY

REGULATORS

NGOs

MEDIA

TRADE UNIONS

GOVTS /

POLITICIANS


15/31

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


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



16/31

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?


17/31

Develop a simple message

= Cutting-edgeTechnology

= Financialservices

= High-endManufacturing

= High fashionand couture


18/31


19/31

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


20/31


Diffusing your message


21/31

Planning your campaign


22/31

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:


23/31

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


24/31

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.bmp


25/31

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.html


26/31

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


27/31

How to handle the international media


28/31

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


29/31


30/31


31/31

Contact: Rurik Ingram

Email: [email protected]

Documents

Brunswick Sbm001