International public relations overview with a focus on Latin America.

1. International
Public Relations
Communications
&

2. Who am I?
What do I do?
Victoria Osorio
International P.R. & Marketing
Consultant for:

3. My Clients include:
• Newsweek en Español
• Discover en Español
• Glamour en Español
• Budget Car Rental
• DFW International Airport
• Dallas CVB
• Ft. Worth CVB
• Grapevine CVB
• South Florida CEO
• Solutions WT
• Real Media
• VoIP Group
• Byte
• Among others
Clients

4. 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:

5. 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

6. 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?

7. 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

8. 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”?

9. 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…

10. 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…

11. 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…

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

13. Event at Kidzania. Invited media and
their kids.

14. Made sure kids were having fun
first.

15. Then we did a brief presentation to
media.

16. Sample Coverage

17. 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.

18. 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.

19. 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

20. 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.

21.  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…

22. E-Newsletters…

23. Samples of coverage stemming
directly from our e-newsletters:

24. 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.

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

26.  Print media still very important
 In-country promotions and events are
critical
• Demonstrate presence, commitment, face time
• Can’t be about giving out info & getting coverage
• Have to be about socializing first, business second
 Strategic alliances are critical
• You are the company you keep
Be formal first, let them lead into
informality
Word-of-mouth is part of the culture
• Create a unique promotion and people will tell their
friends, family, colleagues, anyone within earshot
Cheat Sheet for P.R. in
Latin America

27. Strategic Partners…

28. Promotions & Contests…

29. In-Country Events…

30. 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…

31. For more information contact:
Victoria Osorio
International P.R. & Marketing
Consultant
i-media-international
917-677-8004, Ext. 842