Lewis global media_guide

GLOBAL MEDIA GUIDE

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IntroductionWorking in the world of global communications requires a diverse and detailed knowledge of other countries. And we’re not just talking time zones, languages and geography.

A successful campaign relies on local knowledge of all kinds. From the general (“What’s the most popular newspaper in Poland?”), to the useful (“Where’s the main airport?), through to the absolutely essential (“How do I pitch a journalist in Portugal?”)

We hope this pocket-size guide to global media relations will help with just a few of these. If you still have a question, just give our local office a call.

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Australia 8Belgium 12Czech Republic 16France 20 Germany 24Hong Kong 28Hungary 32India 36International publishing groups 40Italy 42Malaysia 46The Netherlands 50Poland 54Portugal 58Singapore 62Spain 66Sweden 70United Kingdom 74 United States 78LEWIS PR Partners 82

Contents

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SydneySuite 102, Level 1, 15 Blue Street North Sydney NSW 2060 T: +61 2 9409 3100E: [email protected]

Find us in

Australia

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Facts

Australia

The roof of the Sydney Opera House weighs more than 161,000 tons

Melbourne has the second largest Greek population in the world, after Athens

Population:22.6 million

Main exhibition centres: Sydney Convention & Exhibition Centre (www.scec.com.au), Melbourne Convention & Exhibition Centre (www.mcec.com.au), Brisbane Convention & Exhibition Centre (www.bcec.com.au)

The Australian Alps, or Snowy Mountains as they are also known, receive more snow than Switzerland

Main airport: Sydney

Did you know?

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Table of Top Publications

Top Business Publications

Circ

BOSS 78,500

Weekend AFR 75,600

BRW 41,000

Top National Publications

Circ

The Weekend Australian

290,000

The Australian 129,000

Australian Financial Review

71,000

Top TV News Channels

Audience

Seven News 1,150,000

Nine News 1,130,000

ABC News 970,000

Top RadioNews Channels

Audience (% share)

Radio 2GB 19

Radio 3AW 16.9

97.3FM 11.9

Top News Sites Visitors

smh.com.au 2,940,000

news.com.au 2,670,000

theage.com.au 2,360,000

Top News Blogs Visitors

crikey.com.au n/a

businessspectator.com.au

n/a

smartcompany.com.au

n/a

Australia

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Top tips

Languages used in publications: English

Australian media are seeing a substantial contraction as publishers grapple with difficult commercial conditions. This has forced many journalists into the world of freelance writing, which is now even more competitive than ever. Dealing with freelance writers requires a slightly different approach to dealing with staff writers.

Contraction of media aside, Australia is a relatively small marketand the media pool reflects this. For example, Australia has onlytwo national newspapers – The Australian and The AustralianFinancial Review – and only three main national free-to-air TVbroadcasters.

Much like the UK media, Australian journalists are known for being some of the toughest (read ‘most cynical’) in the world! Companies used to doing PR in Asia in particular often struggle with this as Asian journalists are generally regarded as being slightly more compliant and less combative. Australian journalists, for the most part, are also less formal, which is undoubtedly due to the laidback nature and lifestyle most Australians enjoy.

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Australia

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AntwerpMastboomstraat 82630 Antwerp T: +32 3 466 01 88E: [email protected]

Find us in

Belgium

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Facts

Belgium

97% of Belgian households have cable TV - the highest percentage in the world

Over 800 kinds of beer are made in Belgium and there is one chocolate shop for every 5,500 Belgians

Population:11 million

Main exhibition centres: Brussels Expo (www.brusselsexpo.be), Antwerp Expo (www.antwerpexpo.be), Tour & Taxis (www.tour-taxis.com)

Belgium has the highestproportion of female ministersin the world

Main airport: Brussels

Did you know?

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Circ

Trends 200,000

Smart Business Strategies

95,000

Paperjam 86,000


Circ

Het Laatste Nieuws 347,000

La DH 306,000

Het Nieuwsblad 303,000


Audience

één 1,000,000

RTL-TVI 776,000

VTM 600,000


Audience

Q-Music 851,000

Radio 1 649,000

La Première 349,000


Standaard.be 275,000

Deredactie.be 170,000

RTL.be 125,000


Themobilerevolution.be

n/a

Geeko.lesoir.be 56,000

Appelogen.be 30,000

Belgium

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Top tips

Languages used in publications: Dutch, French, German

Relevant content can make or break a pitch. Journalistsappreciate talking to a local spokesperson in their mothertongue and are always looking for local spokespeople, casestudies and examples. If content is generic, try to find a local angle or identify an existing local framework to increase your chances of success.

Ongoing contact with editors and really building a strongrelationship is essential for successful and sustainable media outreach. Be aware that Belgian journalists don’t appreciate an overly informal approach - so always make sure to observe formalities in the initial contacts. And as a country of gourmands, buying lunch is always a good idea.

The Belgian online influencer landscape is growing in importance and quickly catching up with that of neighbouring countries. Belgian bloggers are finding their voice in areas such as fashion and technology and food blogs are booming. Moreover they enjoy a growing audience and attention in traditional media.

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Belgium

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PragueV Jámě 1 110 00 Prague 1 Czech Republic T: +420 225 376 241E: [email protected]

Find us in

Czech Republic

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Facts

Czech Republic

The first sugar cubes were made in the Czech town of Dacice in 1841

The Czech Republic has the most hospital beds per inhabitant in the EU


Main exhibition centres: BVV – Trade Fairs Brno (www.bvv.cz/en), Incheba Expo Prague (www.incheba.cz), PVA Expo Prague (www.pva.cz/en)

The Czech Republic has the largest network of signposted footpaths in the world

Main airport: Prague

Did you know?

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Circ

Hospodářské noviny

40,000

Euro 21,000

Ekonom 15,000


Circ

Blesk 317,000

Mladá fronta DNES

208,000

Právo 114,000


Audience

TV Nova 1,300,000

Prima Family 800,000

ČT1 650,000


Audience

Impuls 1,042,000

Frekvence 1 935,000

Evropa 2 890,000


novinky.cz 1,096,912

idnes.cz 811,667

aktualne.centrum.cz 234,757


blog.aktualne.cz n/a

blog.idnes.cz n/a

blog.ihned.cz n/a

Czech Republic

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Top tips

Languages used in publications: Czech, German, English, Russian

Over the past decade the Czech Republic has seen the circulation of daily print newspapers drop by almost 50%. For advertisers it’s important as media buyers position print as more lifestyle-oriented, rather than as a news source.

Online penetration in the Czech Republic is 67% - higher than the European average 61%. Furthermore, 2.6 million Czechs use mobile internet and 3.6 million are on Facebook. Other social media channels are not that popular among Czechs. Twitter only has around 100,000 users. The benefit of this is that someone can have influence with just a few hundred followers. For example, one of the best-known Czech Twitter celebrities only has around 16,000 followers.

Czechs read an average of 2.5 magazines every week. Unlike newspapers, magazine readership statistics aren’t decreasing. Magazines with the highest circulations are Playboy and the women’s lifestyle magazine Vlasta.

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Czech Republic

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Paris44, rue Blanche 75009 Paris T: +33 1 55 31 98 00E: [email protected]

Find us in

France

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Facts

France

France produces over 400 types of cheese

It’s illegal to name a pig Napoleon in France


Main exhibition centres: Paris Expo Porte de Versailles (www.viparis.com ), Le Palais des Congrès (www.venuesinparis.com), Paris Nord Villepinte (www.viparis.com)

There is a Victor Hugo street in every town in France

Main airport: Charles de Gaulle

Did you know?

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Circ

Capital 314,849

Challenges 239,019

Les Echos 124,646


Circ

20 Minutes 1,453,834

Le Figaro 336,841

Le Monde 321,761


Audience

BFM TV 37,503,000

I-Télé 33,221,000

LCI 7,265,000


Audience

Europe 1 4,800,000

France Info 4,500,000

BFM Radio 450,000


Lefigaro.fr 10,104,000

Lemonde.fr 8,100,000

Leparisien.fr/aujourd’hui.fr

7,001,000


HuffingtonPost 2,100,000

Presse Citron 1,000,000

FrenchWeb 350,000

France

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Top tips

Languages used in publications: French

The majority of the French public now use brand websites as key sources of information, creating a greater demand for corporate transparency. These examples of brand journalism, coupled with the rise of citizen journalism, have seriously impacted the traditional media.

French journalists expect a high-level of creativity from a PR pitch. The content not only needs to be interesting and original, but visually it needs to stand out from the crowd. As well as interesting stats and data, to really grab attention include videos and infographics.

Act fast! Be the first to get a journalist the latest information on a story and you will be rewarded.

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France

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DüsseldorfPrinzenallee 5 40549 Düsseldorf T: +49 211 522 9460E: [email protected]

MunichBaierbrunner Str. 1581379 Munich T: +49 89 173019 0 E: [email protected]

FrankfurtMainzer Landstraße 49 60329 Frankfurt T: +49 69 3085 5853E: [email protected]

Find us in

Germany

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Facts

Germany

Germany is the most densely populated country in Europe

Although called Oktoberfest, the popular beer festival starts in September


Main exhibition centres: Deutsche Messe Hannover(www.messe.de), Messe Frankfurt (www.messefrankfurt.com), Kölnmesse (www.koelnmesse.de)

There are 20 million Gnomes in gardens across Germany

Main airport: Frankfurt

Did you know?

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Circ

Der Spiegel 916,000

Stern 817,000

Focus 560,000


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Bild 2,791,000

Die Zeit 525,000

Süddeutsche Zeitung

445,000


Audience

N24 5,500,000

NTV 1,290,000

Tagesschau24 700,000


Audience

NDR Info 616,000

B5 aktuell 610,000

MDR Info 317,000


Bild.de 13,040,000

Spiegel online 10,770,000

Focus online 9,130,000


bildblog 1,100,100

netzpolitik n/a

carta n/a

Germany

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Top tips

Languages used in publications: German

Data privacy and protection is a big issue in Germany and also in liaising with the German media. Generally speaking, you are not allowed to collect, process and use personal data. That also includes journalists. So you always have to get permission from the journalist to use his or her data or include him or her in the distribution list for press releases. Always include an opt-out button for the addressees to unsubscribe from your mailing list!

German journalists are very into facts and figures. If you want to get a journalist’s attention, the best chance is if you can present a new product and talk about details such as technical features, pricing, availability and market share. You should also be able to showcase the USPs of the product or service and differentiate yourself from the competition. Last but not least, visuals such as product shots, screen shots or infographics really increase the chance for publication.

An international company should always consider what local customers, information or news hooks they can provide to the journalists. German customers, market share, subsidiaries or partners are a few of the potential questions that will be raised in speaking to the press.

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Germany

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Hong KongUnit 1501-02, 15/F, Chuang’s Enterprises Building, 382 Lockhart Road, Wan Chai, HK T: +852 3944 5000E: [email protected]

Find us in

Hong Kong

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Facts

Hong Kong

Hong Kong has more Rolls Royces per person than any other city in the world

Eating noodles on your birthday is believed to extend your life


Main exhibition centres: Hong Kong Convention & Exhibition Centre (www.hkcec.com.hk), AsiaWorld Expo (www.asiaworld-expo.com.hk), Kowloon International Trade & Exhibition Centre (www.kitec.com.hk)

Feng Shui plays an important role in Hong Kong culture. Even before building a building, Feng Shui is consideredMain airport:

Hong Kong

Did you know?

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Circ

Bloomberg Business Week

150,000

International Herald Tribute

93,402

Asia Wall Street Journal

14,903


Circ

Apple Daily 305,896

Sing Tao Daily 180,000

South China Morning Post

101,892


Audience

Bloomberg 250,000,000

CNBC 6,300,000

TVB 1,870,000


Audience

Metro Broadcast 1,000,000

RTHK 940,000

Commercial Radio 800,000


Yahoo! HK 55,000,000

Apple Daily 3,700,000

Scmp.com 350,000


mingpao.com 307,000

hket.com 87,593

hkej.com 62,100

Hong Kong

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Top tips

Languages used in publications: Chinese (traditional) and English

In Hong Kong, the media landscape consists of Chinese and English publications. Chinese outlets tend to cover more local stories, while English publications cover stories with a more regional focus. Local Chinese media prefer face-to-face interviews; this can often make or break an interview opportunity - whereas English media prefer phone interviews.

With the intimate relationship between Hong Kong and mainland China, stories tied to the Chinese market are of interest. Providing there is a strong news angle, small group media briefings with the local Chinese press work very well. English media want to get a unique story so a one-to-one interview is preferred.

Most of the local Chinese journalists are young and tend to be generalists, covering a wide range of topics from the latest gadget to cloud computing.

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Hong Kong

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Budapest1077, Budapest Kéthly Anna tér 1Hungary T: +36 1 501 6785E: [email protected]

Find us in

Hungary

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Facts

Hungary

Hungary has the largest natural grassland in Europe (Hortobágy)

Hungary is one of the oldest countries in Europe, founded in the year 896


Main exhibition centres: Hungexpo (www.hungexpo.hu), Petőfi Csarnok (www.petoficsarnok.hu), Millenáris (www.millenaris.hu)

Hungary is a country of thermal water and has over 1,500 spas and 450 public baths

Main airport: Budapest

Did you know?

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Circ

HVG 54,652

Haszon 16,291

Heti válasz 15,004


Circ

Metropol 302,154

Blikk 222,716

Népszabadság 57,003


Audience

Hír TV 1,200,000

ATV 400,000

Echo TV 50,000


Audience

Kossuth Radio 10,426,000

Class FM 10,413,000

Neo FM 10,411,000


Index 1,000,000

Origo 560,000

Hír24 300,000


Vastagbőr 20,000

Tóta W 7,000

Vincent 1,000

Hungary

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Top tips

Languages used in publications: Hungarian

The media landscape in Hungary is diverse. Publicly-owned television, radio and newspapers are under strong state control. But lots of new commercial channels and privately-owned newspapers have been launched since the regime change in 1989. Online media is playing an increasingly significant role in the flow of information.

Journalists have had to become very diverse in the topics they cover. This trend means tech reporters can lack any significant technological knowledge. At the same time though, it does mean national and business media have become more interested in consumer technology.

Despite the popularity of social media, the main source of daily news for Hungarians remains online news sites.

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Hungary

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Bangalore102, Eden Park, No. 20, Vittal Mallya Road Bangalore 560 001T: +91 80 4901 6500E: [email protected]

Find us in

India

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Facts

India

Chess wasinvented in India

India has more post offices than anywhere else in the world

Population:1.2 billion

Main exhibition centres: Mumbai - Bombay Convention & Exhibition Centre (BCEC) (www.nesco.in), Delhi - Pragati Maidan (www.indiatradefair.com), Bangalore International Exhibition Centre (www.biec.in)

India has 17 majorlanguages and 844 dialects spoken in India

Main airports: Bangalore, Mumbai& Delhi

Did you know?

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Circ

The Economic Times

630,000

Business Today 190,000

Mint 173,000


Circ

The Times Of India 3,140,000

Hindustan Times 1,040,000

The Hindu 1,000,000


Audience (% share)

TIMES NOW 28

NDTV 26

CNN-IBN 22


Audience

Big 92.7 FM 40,000,000

Fever 104 FM 20,000,000

Radio Mirchi 11,300,000


Yahoo 3,997,700

Times Internet Limited

2,053,500

Rediff 1,534,600


Digital Inspiration 3,000,000

FoneArena 2,000,000

WATBLOG.com 1,400,000

India

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Top tips

Languages used in publications: More than 30

Between 2005 and 2007, the number of paid-for Indian dailies grew 44% to over 2000 titles, according to the World Association of Newspapers. This means India has more newspapers than any other country, reaching over 325 million readers in morethan 30 languages. Even more striking is the pace at which digital media is exploding. India now has around 63 million Facebook users and over 15 million LinkedIn users. Not left behind is broadcast, with 415 million viewers, over 450 TV channels and 350 radio channels.

To keep pace with this growth, major media houses have adopted a cross-platform approach with portfolios including newspapers, television, internet, radio and mobile.

Business and Technology publications are focused on multi-national corporations’ long-term plans and investments in India. Press will often want evidence of the company’s performance in other markets to ascertain credibility. Furthermore, journalists are now digging deep into what investments and products actually mean for the Indian market and the ability to answer the questions in this context has become critical and often determines media coverage.

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India

Comcast/NBCUniversal, LLC Location: Philadelphia, USA

The Walt Disney Company Location: Burbank, USA

Google Inc. Location: Mountain View, USA

News Corp. Ltd. Location: New York, USA

Viacom Inc./CBS Corp. Location: New York, USA

Time Warner Inc. Location: New York, USA

Sony Entertainment Location: Tokyo, Japan

Bertelsmann SE & Co. KGaALocation: Gütersloh, Germany

Vivendi S.A.Location: Paris, France

Cox Enterprises Inc. Location: Atlanta, USA

International Publishing Groups

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Dish Network CorporationLocation: Englewood, USA

Thomson Reuters CorporationLocation: New York, USA

Liberty Media Corp./Liberty Interactive Location: Englewood, USA

Rogers Comm.Location: Toronto, Canada

Lagardère MediaLocation: Paris, France

Reed Elsevier PLCLocation: London, United Kingdom

Pearson plcLocation: London, United Kingdom

Nippon Hoso KyokaiLocation: Tokyo, Japan

ARDLocation: Berlin / Munich, Germany

BBCLocation: London, United Kingdom

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MilanVia Tamburini, 6 20123 MilanT: +39 02 36531375E: [email protected]

Find us in

Italy

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Facts

Italy

The typewriter was invented in Italy

Most unmarried adults still live with their parents


Main exhibition centres: BolognaFiere S.p.A. (www.bolognafiere.it), Fiera Milano (www.fieramilano.it), Fiera Roma (www.fieraroma.it)

The oldest olive tree is in Umbria and is reportedly over 1,700 years old

Main airport: Rome-Fiumicino

Did you know?

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Circ

Il Sole 24 Ore 335,854

Milano Finanza 102,690

Il Mondo 77,210


Circ

Corriere della Sera 639,453

La Repubblica 592,175

Panorama 457,364


Audience

RAI News 24 4,990,000

Mediaset Tgcom 24 4,875,000

Sky Tg24 3,107,000


Audience

RAI Radio Uno 4,585,000

RAI Radio Due 3,188,000

Radio 24 1,903,000


Libero.it 2,882,000

Virgilio.it 2,848,000

Yahoo.it 2,318,000


Il Post.it 2,872,800

Giornalettismo.com 2,619,700

Lavoce.info 2,407,500

Italy

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Top tips

Languages used in publications: Italian

There has been a significant shift towards covering consumer technology news in the Italian media. Business titles that previously had a section dedicated to IT have either closed it completely or shifted the focus to consumer technology.

Italian journalists love social media: 83% use Facebook, 69% use Twitter and 38% consider social media as a source of information. It is therefore important to stay in close contact with journalists on these social media platforms.

Traditional channels still remain the primary source for news distribution. A good balance between traditional and social media is the key to success in Italy.

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Italy

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Kuala LumpurLevel 16, Pavilion TowersJalan Raja Chulan50200 Kuala Lumpur, MalaysiaT: +603 2182 9719E: [email protected]

Find us in

Malaysia

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Facts

Malaysia

Malaysia has one of the highest numbers of public holidays at 46 days a year for state and federal holidays combined!

Rice is a staple in the Malaysian diet – Malaysians consume 180,000 tonnes of rice a month


Main exhibition centres: KLCC Convention Centre (www.klccconventioncentre.com), Putra World Trade Centre(www.pwtc.com.my), Sime Darby Convention Centre(www.simedarbyconvention.com)

The Petronas Twin Towers were the tallest buildings in the world from 1998-2004

Main airport: Kuala Lumpur International Airport (KLIA)

Did you know?

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Circ

The Edge Malaysia 22,729

Business Times 136,530

Malaysian Reserve 10,500


Circ

The Star 350,000

Harian Metro 324,097

Sin Chew Daily 383,775


Audience

TV3 1,635,396

9TV 503,198

8TV 377,399


Audience

Radio 24 341,693

BFM 89.9 300,000


NST Online 800,000

sun2surf 650,000


Digital News Asia 133,000

Malaysiankini.com 100,000

The Malaysian Insider

19,000

Malaysia

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Top tips

Languages used in publications: Malay, English, Mandarin, Tamil

Most of the daily broadsheets, financial titles and magazines are headquartered in Kuala Lumpur, with bureaus in other parts of the country such as Penang, Johor and Kuching. While readership of English dailies and magazines has grown steadily in the last decade, the readership of regional publications has increased significantly more – reflecting an affinity towards trends and issues with an APAC/ASEAN focus.

Many traditional publications, such as dailies, are government-owned. This results in political news often dominating news cycles. Editorial decisions can also be heavily influenced by advertising spend. This has resulted in a rise in online andsocial media channels as an alternative voice.

Malaysia is a conservative society. Media tend to be more reserved in engaging with corporations, mainly due to an Asian culture of not being too aggressive. When hosting events, gifts or handouts are expected, but hosts must take into consideration religious beliefs. Any items to do with alcoholand animals such as pigs, dogs, cows should be avoided.

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Malaysia

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AmsterdamKeizersgracht 991015 CH AmsterdamT: +31 20 520 74 00E: [email protected]

EindhovenMeerenakkerplein 16 5652 BJ EindhovenT: +31 40 235 46 00E: [email protected]

Find us in

The Netherlands

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Facts

The Netherlands

When people meet, they often kiss, up to three times depending on the region, but in a more formal setting, handshakes will do

The Dutch eat over 14kgs of cheese a year on average


Main exhibition centres: RAI Amsterdam (www.rai.nl), Jaarbeurs Utrecht (www.jaarbeursutrecht.nl), Beurs WTC Rotterdam (www.wtcrotterdam.nl)

There are around 16 million bicycles in Holland, which supposedly means almost one for every inhabitantMain airport:

Schiphol

Did you know?

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Circ

Management Team 104,000

Het Financieele Dagblad

55,000

Quote 53,000


Circ

De Telegraaf 513,000

Algemeen Dagblad 465,000

Metro 463,000


Audience

Nieuwsuur 1,200,000

RTL Z 1,100,000

Een Vandaag 1,000,000


Audience

BNR Nieuwsradio 650,000

Radio 1 300,000

Radio 3 200,000


Nu.nl 4,000,000

DeTelegraaf.nl 2,200,000

NOS.nl 1,600,000


Geenstijl.nl 280,000

NRCnext.nl 21,000

Dejaap.nl 10,000

The Netherlands

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Top tips

Languages used in publications: Dutch

Due to a massive decrease in advertising revenues, publishers have been forced to reduce editorial teams or even shut titles entirely. There are a growing number of online news portals focusing on soft news and opinion. These sites will often be managed by one journalist, relying heavily on bylined articles. For PR professionals, this offers the opportunity to produce your own content for specific news portals.

Data journalism is becoming more and more popular. Journalists are looking for new ways to gather and interpret data from all kinds of sources. This is a great opportunity for PR pros to look for interesting data within a client’s organisation and develop interesting news stories around it.

Journalists that are still working in multi-editor publications and who are active on social media are quickly becoming influencers on Twitter. Due to their increasing number of followers, it is important for PR pros to keep close contact with these journalists across social media platforms.

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The Netherlands

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WarsawUl. Grzybowska 80/8200-844 WarsawT: +48 22 661 53 61E: [email protected]

Find us in

Poland

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Facts

Poland

Across the EU, residents of Poland marry the youngest

Name day celebrations are often considered more important than birthdays


Main exhibition centres: Międzynarodowe Targi Poznańskie (www.mtp.pl/en), Warszawskie Centrum EXPO XXI (www.expoxxi.pl), Targi Kielce (www.targikielce.pl)

Poland boasts 17 Nobel Prize winners, including four Peace Prizes and five in Literature

Main airport: Warsaw

Did you know?

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Circ

Forbes 72,000

Puls Biznesu 20,200

Parkiet 15,500


Circ

Gazeta Wyborcza 330,000

Rzeczpospolita 120,000

Dziennik Gazeta Prawna

80,000


Audience

TVP Info 240,200

TVN 24 171,000

Polsat News 50,100


Audience

RMF FM 10,290,000

Polskie Radio 8,400,000

Radio ZET 700,800


Onet.pl 7,000,000

Wp.pl 7,000,000

Gazeta.pl 5,500,000


Spidersweb.pl 325,000

Antyweb.pl 250,000

Kominek.pl 200,000

Poland

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Top tips

Languages used in publications: Polish

Polish journalists do not appreciate wordy pitches. Press releases that are to the point, not too long and above all not repetitive are more likely to be read. Avoid the hype, be factual and you’re good to go!

When talking to the media, always ask how you can help them. Lunch and coffee invitations will also work in your favour to form solid relationships.

Leverage the power of Facebook for media relations. Facebook is the number one social network in Poland and most journalists have profiles there. Feel free to friend your key media contacts on Facebook as they often use it as one of their sources of information. It’s more personal, plus it keeps their inbox clearer.

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Poland

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LisbonLargo Rafael Bordalo Pinheiro, nº. 16 (ao Chiado) 1200-369 Lisbon T: +351 213 245 019E: [email protected]

Find us in

Portugal

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Facts

Portugal

Europe’s longest bridge, spanning 17km, is in Portugal

Portugal is the world’s largest cork producer and produces 70% of the world’s exports


Main exhibition centres: Feira Internacional de Lisboa (www.fil.pt), Exponor (www.exponor.pt), ExpoSalão (www.exposalao.pt)

The world’s oldest bookstore in the world, the Bertrand bookstore, was established in 1732 in Lisbon

Main airport: Lisbon

Did you know?

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Circ

OJE 17,000

Diário Económico 15,300

Jornal de Negócios 9,650


Circ

Correio da Manhã 118,000

Destak 111,600

Metro 105,000


Audience

TVI 2,450,000

SIC 2,250,000

RTP 1 1,650,000


Audience

Rádio Comercial 1,200,000

RFM 1,150,000

Rádio Renascença 650,000


A Bola 30,664,615

Record 25,640,708

Público 9,314,847


Obvious Mag 1,295,000

D2 14,000

Ponto Media 12,000

Portugal

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Top tips

Languages used in publications: Portuguese

With the decrease in journalists, a press conference is no longer the most effective tactic for media relations. These days more direct, personal methods work best.

International news (except for politics) is rarely of interest to the Portuguese media. Without an Iberian angle, any international company is likely to only be used in a minor piece, if at all.

Focusing on multi-platform material will really help engage editors who have limited space. Videos, in particular, are popular. For example, a video explaining the key features of a product to an end consumer, would be well-received by the Portuguese media.

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Portugal

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Singapore2 Havelock Road, #03-03 Singapore 059763T: +65 6571 9140E: [email protected]

Find us in

Singapore

63

Facts

Singapore

Bungee jumping is illegal in Singapore

More Singaporeans are born in the month of October than any other month


Main exhibition centres: Suntec Convention Centre (www.suntecsingapore.com), Marina Bay Sands Convention Centre (www.marinabaysands.com/Singapore-Conventions), Raffles City Convention Centre (www.rafflescity.com.sg)

The Singapore Sling was first served in 1915 at the Long Bar of the Raffles Hotel. The ingredients include gin, Cointreau, cherry brandy and pineapple juice

Main airport: Singapore

Did you know?

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Circ

Asia Wall Street Journal

2,000,000

Business Times 37,500

The Edge 17,678


Circ

Straits Times 365,800

TODAY 600,000

My Paper 300,000


Audience

CNBC Asia 390,300,000

Channel NewsAsia 27,000,000

Bloomberg TV 29,000,000

Top RadioNews Channel

Audience

Class 95 841,000

Capital 95.8 746,000

938 Live 277,000


Straits Times Online

820,000

Channel NewsAsia Online

620,000

TODAY Online 250,000


Yahoo SG 11,000,000

Asia One 6,000,000

Xin MSN 4,000,000

Singapore

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Top tips

Languages used in publications: Predominantly English with a few community publications in Mandarin, Malay and Tamil

Singapore media are generally less aggressive compared towestern journalists. Singapore Press Holdings and MediaCorp Pte Ltd are the two main media groups – which own most of the dailies, magazines and broadcast channels in Singapore. Major global papers and broadcasters – such as CNBC and BBC – also maintain a presence. Popular topics for the general media include foreign direct investment, global or regional hubs, innovation, clean tech and partnerships with government. The local papers in Singapore tend to only take stories that are Singapore-centric.

The pool of media in Singapore is limited. For example there areeight dailies, however, only four focus on business andtechnology. While the pool of media and journalists is dwindling,there is an emergence of highly influential online citizens,who can shape global news agendas. Media outreach should include them!

Conducting one-on-one interviews is always recommended compared to larger events, particularly when making an announcement or launching a new product. Singapore media can be less vocal and do not tend to ask questions in front of other media.

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Singapore

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BarcelonaAv. Diagonal 534,7º 3ª 08006 BarcelonaT: +34 93 222 00 25E: [email protected]

MadridCronos 63,3ª 3. 28037 MadridT: +34 91 770 15 16E: [email protected]

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Spain

67

Facts

Spain

Spain has over 8,000 km of beaches

Spaniards would rather live without a car or TV than their cell phone


Main exhibition centres: Fira de Barcelona (www.firabcn.es), IFEMA Feria de Madrid (www.ifema.es), Palacio de Congresos de Madrid (www.palaciocongresosmadrid.es)

Spain is famous for its bar culture

Main airport: Madrid-Barajas

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Circ

Expansión 35,870

Cinco Días 30,650

El Economista 20,959


Circ

20 Minutos 672,551

El País 345,243

El Mundo 233,101


Audience

TVE 2,498,000

Tele 5 2,055,000

Antena 3 1,755,000


Audience

Ser 4,500,000

Onda Cero 2,343,000

RNE 1,675,000


El País 3,886,000

Rtve.es 2,056,000

20 Minutos 1,275,000


Genbeta 1,100,000

ALT1040 990,000

El blog Salmón 740,000

Spain

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Top tips

Languages used in publications: Spanish, Catalan, Basque, Galician

Spanish media respond positively when PR pros tie in their content with local events and local news issues. If there is no country angle there will likely be no media pick up. Similarly, if a major relevant event is not acknowledged, media may not take the story seriously.

PR pros in Spain should provide as many story elements as possible for a journalist to be able to write an article. The bigger and better a story journalists have, the bigger and better the resulting article will be. Time pressures impact on journalist research time for stories so providing other independent spokespeople or wider industry information is considered helpful and will cement media relationships further.

Consider offering exclusive opportunities to really make those media relationships as fruitful as possible. This does not have to be for every story but giving that special treatment to key journalists will make a major difference in overall results then and going forward.

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Spain

70

StockholmNybrogatan 34 114 39 StockholmT: +46 8 517 00 840E: [email protected]

Find us in

Sweden

71

Facts

Sweden

Since 2004 Swedish taxes can be paid via a text message

The sun rises at 3.30am in Summer and sets at 3.30pm in Winter


Main exhibition centres: Stockholmsmässan (www.stockholmsmassan.se), The Swedish Exhibition & Congress Centre (www.svenskamassan.se), Malmömässan (www.malmomassan.se)

One of Sweden’s traditional delicacies – Surströmming – has also been named “the world’s most disgusting food”

Main airport: StockholmArlanda

Did you know?

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Circ

Dagens Industri 262,000

Affärsvärlden 58,000

Veckans Affärer 47,000


Circ

Dagens Nyheter 285,700

Aftonbladet 271,700

Expressen, GT and Kvällsposten

248,500


Audience

SVT1 Rapport 1,665,000

TV4 Nyheterna 1,490,000

SVT2 Aktuellt 985,000


Audience

Sveriges Radio P4 2,406,000

Sveriges Radio P1 980,000

RIX FM 898,000


Aftonbladet.se 5,916,552

Expressen.se 2,625,522

Dn.se 1,577,106


Feber.se 330,000

Nyhetspressen.se 27,000

Ajour.se 25,000

Sweden

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Top tips

Languages used in publications: Swedish

Media in Sweden are often keen to meet with a local spokesperson, even though many companies try to get around this. When making public announcements it is important to use a local spokesperson to conduct interviews, to quote and to appear in speaking engagements with the media. Using international spokespeople is always possible, but PR results will never be as good.

The typical Swedish journalist is very concerned about his or her professional integrity. This means PR pros need to be careful about how they phrase offers to journalists. Anything that can be perceived as a bribe or gift can easily be misunderstood. For example, bylined articles are mostly used only as background material and trips to production sites can be tricky to arrange.

Social media is a lot bigger than Facebook, but for most companies Facebook is the single most important social media platform in Sweden, with more than half of the population on it. LinkedIn is the most important network for professionals and has a huge market penetration – much higher in the Nordic countries than in most other regions in the world. Twitter is on the rise but isn’t nearly as influential in Sweden as in many other markets. Rather, it is dominated by marketing professionals, politicians and journalists. This makes it ideal for media relations work, but it’s not a standalone channel for most B2C or B2B clients quite yet.

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Sweden

74

LondonMillbank Tower, Millbank, London SW1P 4RST: +44 207 802 2626E: [email protected]

Find us in

United Kingdom

75

Facts

United Kingdom

Britain is the only country in the world without its name on postage stamps

22% of the time a pizza will arrive faster than an ambulance in the UK


Main exhibition centres: National Exhibition Centre (NEC) (www.thenec.co.uk), Earls Court & Olympia (www.eco.co.uk), Excel Centre (www.excel-london.co.uk), The O2 (www.theo2.co.uk)

There are over 30,000 men named John Smith in Britain

Main airport: London Heathrow

Did you know?

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Circ

The Economist 613,000

Daily Telegraph 578,000

Financial Times 300,000


Circ

The Sun 2,500,000

Daily Mail 1,900,000

Daily Mirror 1,100,000


Audience

BBC News Channel 13,100,000

ITN 10,000,000

Sky News 9,200,000


Audience

BBC Radio 4 10,845,000

BBC Radio 5 Live 6,000,000

LBC 439,000


BBC News Online 40,000,000

MailOnline 37,100,000

MSN 1,740,000


Guardian blog 71,000,000

Techcrunch Europe 13,000,000

Huffington Post UK 4,100,000

United Kingdom

77

Top tips

Languages used in publications: English

In the UK, the need for current news that is directly relevant to its audience is more critical than ever. News has to resonate with the audience and reflect something that people care about and are impacted by today. As the UK media is notoriously sceptical, it is also important that you back up your opinion or news with facts, either via statistics or case studies.

Online news is proliferating due to several developments: 1) the number of blogs and social news channels is increasing, 2) journalists produce more text and audio-visual content on the websites of traditional media outlets such as ft.com, computerweekly.co.uk and bbc.co.uk, and 3) the boom in mobile devices has created demand for news bulletins than can easily be accessed and shared. This means there is a greater need – and demand – for rapid response. Media relations professionals can capitalise on that by reacting to news quickly and offering an alternative view of the story, giving the media unique angles to keep the story alive. The UK is the hub for some of the most important international media bureaus such as The Economist, Wall Street Journal Europe and the Financial Times. Topics that usually appeal to this type of outlet include the impact of recession, innovation, emerging markets, intellectual property and privacy as well as governance and regulations. This presents a great opportunity to pitch spokespeople with a global role and mindset, who can discuss themes and share insights that span continents.

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United Kingdom

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United States

Boston535 Boylston Street Suite 603 Boston, MA 02116 T: +1 617 226 8840E: [email protected]

San Francisco575 Market Street Suite 1200 San Francisco, CA 94105 T: +1 415 432 2400E: [email protected]

Washington DC1725 I Street NW Suite 300 Washington DC 20006 T: +1 202 349 3866 E: [email protected]

San Diego3131 Camino del Rio North Suite 200 San Diego, CA 92108 T: +1 619 677 2700E: [email protected]

Find us in

79

Facts

United States

The U.S. has no official language

Hawaii is the only U.S. state where coffee is grown commercially


Main exhibition centres: Moscone Center, San Francisco (http://www.moscone.com), Boston Convention and Exhibition Center (bostonconventioncenter.com),San Diego Convention Center (http://www.visitsandiego.com)

One out of four Americans have appeared on TV

Main airport: JFK New York

Did you know?

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Circ

TIME 3,200,000

Bloomberg Businessweek

993,000

Forbes 924,000


Circ

The Wall Street Journal

2,100,000

USA Today 1,800,000

The New York Times

1,600,000


Audience

CNN 99,000,000

CNBC 97,000,000

MSNBC 95,000,000


Audience

Clear Channel 239,000,000

NPR 26,000,000

Cumulus Media 14,000,000


Google News 65,000,000

Yahoo! News 62,000,000

CNN.com 40,000,000


Huffington Post 54,000,000

BusinessInsider 12,100,000

TechCrunch 7,500,000

United States

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Top tips

Languages used in publications: English, Spanish

In the United States, the relationship between PR pros and reporters is often described as ambivalent. Because of their limited time and available resources, reporters often view the deluge of daily pitches they receive as a huge inconvenience. Know as much as possible about who you’re pitching, what they cover, what they’ve already written and how your story is relevant to their particular audience.

Pitching to reporters through social media channels has become popular. Nearly every reporter now has a Twitter handle, Facebook page and/or LinkedIn profile. Social media can be used to support media outreach and PR pros should treat social pitching with the same regard and standards as traditional approaches. This means no pitching via Twitter. Don’t use Direct Messages (DM), as most reporters dislike receiving them. Instead, follow trending conversations and interact intelligently to connect with reporters or influencers who might just be on the other end of the conversation.

Journalists don’t have the time or resources to create graphics, charts, videos or other creative content for their articles. As you’re developing pitches or story angles, don’t forget to think about how you can package your news into different formats. This opens opportunities for you to share unique information to different publications, increasing your chances of placement, as well as bolstering the story that journalists may publish.

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LEWIS PR PartnersLEWIS can offer services in 70 countries around the world, through our wholly-owned 25 offices in 18 countries or through our selected partners.

Our partner system has allowed us to build partnerships with leading, high-quality agencies. A client can be sure that a LEWIS partner agencydelivers the same level of service as we do, on all levels.

Today we have 28 partner agencies covering 53 countries.

For more details visit:www.lewispr.com/company/global/partners.aspx

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