- From PRNetwork:
CROSSING THE CULTURAL DIVIDE
By Darren Shuster, Editor-in-Chief
and Jeffrey Shulman, Contributing Editor
Juliana Olninka, Warner Brothers International, recently talked about the
new rule in international movie publicity at a local EPPS event: "If you
look at box office numbers, it used to be 60/40 -- 60% of box office
receipts would come from the U.S. while 40% was generated from the rest of
the world. Now it's closer to 60% internationally. That's quite a turn
We need to keep in mind that there are important cultural differences when
pushing our clients onto the international scene. Here are some comments
from two very well-respected international entertainment PR practitioners,
John Wrench and Steve Margo.
John Wrench, Vice President of International Marketing at Paramount
Pictures, says: "Box office growth for the industry, in the past 10 years,
has been primarily outside of North America. The real growth comes from
those 60 odd countries where the American industry is active. There are
certain stars, like Sharon Stone, who play the international media like a
fine violin. She knows that she can get a very high price for her movies
because the films do great business overseas."
"Do not walk in and make the assumption that you can tell other countries
what they need. It's very easy to get caught up in the Hollywood myth that
we're at the center of it all, and we know what's best for the rest of the
world. It simply is not true. In America, a two or three minute sound byte
is all that is required on press junkets. That's not the way most movie
shows work around the world. They do 10 or 15 minute segments. Sometimes,
you get a whole half hour. It's amazing how much more space you can get in
the rest of the world. If your client is approached to do something for
Vanity Fair, you clear the decks and you give Vanity Fair as much time as
it needs. The same should be happening for publications like Focus in
Germany, Premiere in France, and Empire Magazine in Britain."
Steve Margo, Vice President International at Warner Brothers Records, says:
"Two-thirds of the world's recorded music sales happen outside of America.
Madonna, for example, sold 3 million of her latest record here in the
States, and 8 million around the world. 15 or 20 years ago, if you had a
big record in America, and you had a big artist, you could more or less
guarantee that the record would do pretty well around the world. It doesn't
work that way anymore. These days, it is equally as easy, production-wise,
to make a good quality record in Hamburg as it is in Los Angeles."
"There are enormous cultural differences around the world ...For example,
in Southern Europe, journalists go away in July and August. So, therefore,
there are double issues that are put together in April and May. It's no
good calling somebody up, expecting a cover or feature story for the Summer
edition, in June. You need to be humble enough to know that we're not the
only game in town. And, most importantly, that there are other people that
are based in those countries who both speak the language and are talking
about things that relate specifically to that country."
Global Exposure is a regular column focusing on the future of entertainment
PR in every issue of The Entertainment PR Newsletter. For more information,
contact Darren Shuster via e-mail at mailto:darren@... or
Jeffrey Shulman, associate vice president and entertainment specialist from
Medialink, at mailto:jshulman@...
Submissions to Professional Topics are welcome. Please send your
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Brian and Steve have spent the last month getting thePRnetwork.com's new
search engine/directory and Web hosting features ready for prime time,
which is scheduled for June 15. We don't usually talk about the technical
aspects of Web page development in this newsletter, but while working on
the search engine we were struck by something.
That something is that about 80 percent of Web sites authored and
maintained for PR, advertising and marketing companies don't even have the
first step of Internet marketing mastered. That first step is contained in
the optional "meta" tags that can be included in the headings of Web pages.
Meta tags are what search engines use to find out about the content of your
home page. The tags consist of a title, a description and keywords. More
than 80 percent of the more then 1,000 Web pages we have reviewed don't
have one or more of these elements. Titles, which should be a company name,
are often "Index," "Home," "Home Page," or not included. The vast majority
of sites have neither keywords nor a description.
For an example of what should be included in a Web page header, you may
visit http://www.theprnetwork.com/search/tips.html which is a "tips" page
that has been provided for those adding their Web site URLs to The PR
Network's new directory.
News of the Week
ORLANDO, Fla., June 10 /PRNewswire/ -- .Com Marketing, an online marketing
and advertising firm, today won the interactive marketing account for
Orlando Sentinel Interactive, a division of Orlando Sentinel
Communications, a wholly owned subsidiary of the Tribune Company.
NEW YORK, June 10 /PRNewswire/ -- O'Leary Clarke and Partners, Inc., a New
York-based marketing and communications agency, announced today the naming
of three new partners. Newly named to the partnership are: Maggi Vale, who
will be the director of account services and planning; June Wohlhorn, who
will now, in addition to her media responsibilities, take on the role of
research as director of media services and research; and Kathy Angotti, who
will be creative director/copy.
NEW YORK, June 9 /PRNewswire/ -- Award-winning strategic communications
consulting firm Creamer Dickson Basford (CDB) today announced significant
additions of revenues, clients and account staff to the agency's Technology
Practice. In the first quarter of 1999, the technology practice added more
than $1 million in revenues, with much of the growth in the practice's
Internet Applications group from clients pursuing e-commerce business
ORLANDO, Fla.--(BUSINESS WIRE)--June 9, 1999--More than 70% of investor
relations officers believe that the Internet makes their job easier, the
survey completed by Business Wire reported during the National Investor
Relations Institute's (NIRI) national conference being held this week in
NEW YORK, June 8 /The PR Network Member News/ -- United News & Media plc
announced today that its fast-growing international news release
distribution and Internet company, PR Newswire, has acquired UK-based news
release distributor Two-Ten Communications from the Press Association for
SARASOTA, Fla., June 8 /PRNewswire/ -- Many online advertising agencies
continue to repeat basic print and broadcast mistakes across the World Wide
Web, resulting in lower impressions and lower click-through percentages. E-
Marketing shouldn't mean e-clutter or CyberTrash. Catharine Devlin, CEO of
Devlin Applied Design, compiled her ten commandments on how to make e-
Marketing more effective.
CHERRY HILL, N.J., June 7 /PRNewswire/ -- Vlasic Foods International today
announced it will consolidate the advertising accounts on its two core
businesses -- ''Vlasic'' pickles and condiments and ''Swanson'' frozen
foods -- with Foote Cone Belding (New York). The consolidation is being
made in order to gain efficiencies that will be used to further support
growth initiatives for the two brands. The ''Swanson'' account was
previously handled by Young & Rubicam -- New York. Media planning and
buying for the two brands will be handled by TN Media.
PALO ALTO, Calif., June 7 /PRNewswire/ -- AdKnowledge, the only independent
provider of end-to-end Web advertising management services for agencies and
marketers, today announced that it is the first Web advertising company to
offer Millward Brown Interactive's VOYAGER Profile(TM) reports to its
customers. VOYAGER Profile reports enable advertisers to determine exactly
who was exposed to their ads and therefore to better calculate the reach
and impact of their online ad campaigns.
ORLANDO, Fla.--(BUSINESS WIRE)--June 7, 1999-- The National Investor
Relations Institute (NIRI) today released the results of its recently
concluded "Technology in IR" Survey at its Annual Conference being held
this week in Orlando, Fa. "The most significant finding in the survey is
the increased willingness of companies to allow individual investors and/or
the media to listen to live conference calls with analysts" said Louis M.
Thompson, president & CEO of NIRI.
ORLANDO, Fla., June 6, PRNewswire, -- While 87 percent of the Nasdaq 100
have investor relations information available on their web sites, most lack
the key information necessary to compete for the new online investor,
according to a PR Newswire study released at the National Investor
Relations Institute annual conference.
CINCINNATI, June 4, Business Wire -- Who are the winners and losers in the
brave new world of Internet loyalty programs? What does the future hold for
the evolving trend of frequency-marketing? These questions and more are
answered in the latest issue of COLLOQUY.COM, "webzine" cousin to
COLLOQUY(R), The Quarterly Frequency Marketing Newsletter, a leading
newsletter reporting exclusively on frequency-marketing programs across all
Full text of these and many other articles can be found at
Steven N. Wynkoop & Brian W. Schaible, APR
Principals and Founders
The PR Network
Senior Contributing Editor
AAA Michigan, 1 Auto Club Drive, Dearborn MI 48126
(313) 336-1513 voice (313) 336-0986 fax
PRBytes Web page: http://www.jimrink.com/cmc.html
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