Globalink

Getting the bigger picture at CES…
Like many other people I will be trekking to the mecca of consumer electronics in Las Vegas next week. Being in the electronics business, someone asked me, why do you go to that show? Good question. The answer is that even though CES is geared to consumers/systems many of Globalpress clients show off their chips, components and developments. We bring together media and electronics companies so the media can get good stories and the big picture about what’s happening in Silicon Valley and feature companies, technologies and executives. Both sides save time, budget and gain tremendous insight from each other. The same is true for me: I can see the bigger picture what’s happening in our industry including at Broadcom, Qualcomm, Marvell, Tensilica, Freescale etc. and of course, scout out new interesting companies for our conferences.
Viva Las Vegas!

Coverage #1 Objective by Globalpress Clients – What else?

EuroasiaPRESS 1:1 generated already over 130 print and online articles.? This is a great moment to show all articles the participating companies received so far, namely Altera, Linear Technology, Intersil, Berkeley Design Automation, Calypto, Mentor Graphics, Fairchild, MEMSIC, SiTime, Spansion, Xilinx and International Rectifier.

Why is this this important?

Because combining our annual Europress and Asiapress for Electronics carried a huge risk. Would companies and editors like it? Would we be able to manage 20 editors, get them on time to companies? The number of reports we have received already proves, companies and editors seemto like the combination. The energy between Asian and European journalists was simply amazing – lot of cross cultural exchanges during the bus rides, laughter and much hard work.

What else?

We continue to survey companies and editors about their communication goals, challenges in 2012 and beyond. There are many challenges on both sides, budget on the corporate side and capacity for print and online on the publishing side as well as reduced staff, of course. I am brainstorming right now how to help overcome some of the challenges, discussing with publishing houses what they could offer to Globalpress sponsors. Maybe publishers could offer advertising specials, advertorials, video from our conferences, accept contributed articles which would offer a more comprehensive marketing campaign and might ease some of the challenges. Comments and suggestions welcome.

Tier 1 or Tier 2 media – what’s your definition?

I had a recent discussion with a client who was wondering about our selection of media. What makes
Tier 1 or Tier 2 and who gets invited to Globalpress? As a current or future client, you might be interested how I see it.

Tier 1 is typically considered media that are well known, have a large circulation, carry lots of advertisers and PR people love them because the editors/publishers tell them that they are the ’voice of the industry’.

The content quality might have gone down, it may lack depth as editorial staff numbers are reduced or stretched across other projects; and readership might have dropped – but who is even noticing? It’s all about perception and what you feel safe about.

What would you rather have at a large trade show, for example, – 100s of visitors browsing or 20 people who will place orders after their visit?

Another thought: Always remember: the editor of what is deemed a Tier 2 (smaller) publication might switch jobs and suddenly he/she is on what you perceive as a Tier 1 title. I bet you want to have a good
relationship with him/her!

In our 25 years of business I have seen the rise and demise of editors, publications and seen start-ups grow or fail. I believe, that what keeps Globalpress Connection in business is that we treat Tier 1 and Tier 2 publications equally and don’t give into the perception of bigger is better…

I would love to hear your definitions of publications and what make Tier 1 and Tier 2

25 years is not enough!

We are heading for 30 years of Globalpress Connection!

25 years in business doesn’t slow us down… see our brand
new website featuring both our conferences, euroasiaPRESS 1:1 and the Summit2012

Enjoy a musical journey featuring “Signed, Sealed, Delivered” and know what we stand for. We deliver what we promise- guaranteed.

Still don’t quite know what we bring to the table?

Get a glass of wine and come to the fictional party with me, observe how Arrowtech’s CEO Jim and his VP David enviously watch competing CEO Bill of Intellisync interview with editor ChePeng of ElectronicsAsia Magazine…

Welcome to the new Globalpress Connection.

Connect – Communicate - Globalize

PART 2

SNAP SHOT OF WHAT’S TO COME
Here is a snap shot of the energized companies who understand
that PR can’t rest just because the stock market is wacko:

EDA company Calypto’s CEO Doug Aitelli will talk products and strategic plans for Europe and Asia; Berkeley Design Automation (BDA) CEO Ravi Subramanian is continuing enhancing BDAs brand, Mentor Graphics, leader in EDA and embedded solutions always has
something great in the back hand and AWR (now part of National Instruments) will send Sherry Hess again, one of the fun female speakers in this male world J Xilinx’ FPGA Development and Silicon
Technology. VP Liam Madden will bring a major product announcement;

Industrial Automation was a feature panel in March 2011. Altera is building on this important
segment and will share news of their expanding
technology leadership in video surveillance innovation for the industrial
market; also hot for Asia and Europe is the vast automotive market. Intersil, a key player will focus on
the next gen car technologies including a cool demo. CEO David Bell will be at
hand.SiTime – a young and driven company in the MEMS timing market always has exciting news
presented by their front man, Piyush Sevalia Fairchild, Linear Technology, International Rectifier, MEMSIC and Spansion have not disclosed their content which typically means big news. A little suspense is good!Want to still be part of first euroasiaPRESS 1:1 October 17-21 - call me and I'll find a spot.

Connect – Communicate - Globalize -

PART 1

Connect – Communicate - Globalize: This is our mission and mantra. Reading the stats in yesterday’s
issue of the San Jose Mercury news numbers are for the chip industry are a bit
down but I can’t say that in terms of marketing energy. Our upcoming, first-time combined
reverse press tour for Europe and Asia is around the corner.

Press briefings by companies will range from EDA verification,
LEDs, MEMS, solutions for video surveillance for Industrial Automation,
automotive und much more

WHO – WHERE - WHAT
12 companies will present their news in the convenience of their
HQ or in a fabulous conference center right on Sand Hill Road. 18 editors
reporting for 25 publications in 12 countries are eager to listen and interview
C-level chip and related executives.

See PART 2 on October 4

International editors will get the “Intersil in Automotive”, story right from the source during Globalpress’ premier euroasiaPRESS 1:1 on October 18. CEO David Bell and VP Marketing Scott Lewis will be at hand to discuss battery management, sound, back-up camera safety – all hot areas

Call for more C-level Speakers

It feels like the electronics industry is stretching under the eiderdowns (oh - that's European), debating to jump out of bed and face the world or snoozing a bit longer. So maybe I can help waking them up a bit: We are looking to the PR folks who want their executives communicate news about chips for health and medical, automotive, opto applications including lasers, anything to do with mobilitiy. 20 editors visiting Silicon Valley need to inform their design-engineer readers in 12 countries what's hot on the chip, IP, embedded, design tool front. This a great time to jump out of bed, stretch and position your CEO, GM or VP to the world. We are looking for engaging speakers, with vision, product news and who are ready to be quoted.

Social Media: Connections, Communication, and Credibility

I was a latecomer to the social media movement and connecting to people through Facebook, Twitter, and Linkedin.  Now, social media is everywhere.  Every message sent to us through the media seems to always have an addendum at the end: “Like us on Facebook!” “Tweet Us!” or “Check out our Blog!”  I know that I personally am following companies more and more and suspect that I am not alone.

 

The Situation…

If you go to Barnes and Noble and walk to the business book section, you will see a large population of books on how to effectively integrate social media into your business’ marketing strategy. Maybe you’ll even see one written by my colleague, Reto Stuber.  According to those books, social media marketing is not only the present trend in business, but also the way of the future.  Everyone is asking themselves, “How can we get on this trend and use it to our advantage?

But maybe there’s more to it…

Indeed, social networks are an important way to connect with business associates, clients, and the media.   I am a total Linkedin enthusiast. It offers direct control of the messages about your company to key audiences. At Globalpress, we use Linkedin to feature new editors on our tour to help bring attention to them and their publications.  A company can also efficiently communicate these messages without having to wait for the middleman, a reporter, to pick up the line of communication.  However, I wonder if, by neglecting face to face  media relations, we are damaging our level of effectiveness when it comes to communication.

Question: What are we leaving behind when we focus all of our efforts on communication through social media? 

Answer: A certain level of credibility. 

Studies have consistently shown that journalists are among the most highly trusted professionals in America.  Our culture has painted the role of the journalist as a fair, impartial watchdog and gatekeeper of important information.  We believe that journalists have the ethical standard to present information truthfully and accurately, without the influence of company interests and corporate pressure.  This is not to say that all companies are distrustful, but rather that society has create an implied relationship of trust with journalists and one of wariness with corporations. 

So Where Does This Leave Us?

While social media is an efficient and direct way to communicate messages to key audiences, it cannot replace the effectiveness and trust that comes from a journalist writing about your company or reviewing  your product.  Social media can work with traditional media relations tactics to benefit a company, but it cannot stand alone.  At Globalpress, we recognize the important role journalists play in the business world and seek to promote that role through our conferences.  The mechanisms of business communications may be changing, but the editors’ and reporters’ role remains important and integral to the effectiveness of message dissemination.

Facing Off: International Press Conferences vs. 1:1 Interviews

How does setting affect the success of our communication? Recently a spokesperson was boasting that he used to hold press conferences in Taiwan with 30 attendees. Whoww – I thought and I wonder what the result was. Tons or articles or tons of expenses?  In my ongoing exploration of the balance between efficiency and effectiveness in a company’s public relations tactics, I came to consider this question.  Specifically, I wanted to look at press conferences vs. 1:1 interviews.  What are the benefits to executives and journalists?  What are the drawbacks?  Does one work better than the other? Let’s take a deeper look, shall we?

The Press Conference…
Press conferences have had a long lifespan in the history of public relations.  They are an efficient way to send a message to a large number of people and, as a result, reach a large audience of stakeholders.  For a busy executive, press conferences are great because they do not require a lot of time, but have the potential to garner a lot of coverage and attention.  However, press conferences do not allow for an in-depth look, nor do they allow journalists to have a running dialogue with the company representative.  Additionally, there isn’t much room for relationship-building between a company and a publication.  Press conferences are also expensive, requiring a hotel and hospitality, yet you can never be sure who will show up.

On The Other Hand…
The 1:1 interview is a valuable way to connect directly with a journalist.  Unlike in a press conference, a journalist can ask more pointed, in-depth questions, asking an executive to go into detail about a product or issue.  1:1 interviews also foster relationship-building between executives and editors, providing possible benefits in the future.  However, 1:1 interviews take a lot of time.  Not just time in the sense of the executive’s time and how much of that can be committed to giving interviews, but also in regards to the time spent contacting and arranging the 1:1 with the journalist. 

So Where Does This Leave Us?
Both press conferences and 1:1 interviews have, of course, strengths and weaknesses.  Press conferences act as a way to efficiency mass message target audiences. With so much competition it is difficult  to get the RIGHT editors into one room. I am always amazed when I hear 50 editors attended a press conference in Beijing to hear a startup release a product. Are they the “right” editors?  1:1 interviews are effective for in-depth messaging and relationship-building, but they take time and preparation.  What we need to ask ourselves is, “What is my goal? What am I hoping to accomplish here?” At Globalpress Connection , we offer both press conferences  as key PR opportunity- always with time for networking and face-to-face time  and 1:1 interviews– when a client goes outbound and has time for press meetings. The key factor is identifying your needs so you can decide if efficiency or effectiveness is more important to get the word out for your product, and your company.