10 Step Guide

1. Appoint a strong lead PR agency
2. Local representation is essential
3. Appoint an independent coordinator
4. The media is different in each European country
5. PR is about people
6. Remember that your local operations are the ones who will be working with the local PR agencies
7. None of the agencies you appoint should be working for your competitors
8. The working relationship with your PR agency should be a partnership
9. Ongoing involvement of your top management is crucial
10. PR and marketing go together

Read More >

Chameleon's 10 step guide to choosing the Right PR partner:

1. Decide what your objectives are
2. Find out who your competitors use
3. Draw up a short list
4. Ask colleagues for advice
5. Take a look at the consultancy's client list
6. Meet with potential PR partners
7. Get the companies to draw up proposals against a specific brief
8. Ask them how they would work with your existing marketing team
9. Don't be fooled by slick presentations
10. Make sure your objectives match the same ones as the consultancy

Read More >

Chameleon's 10 step guide to a successful press interview:

1. Prepare your key messages
2. Cover the basics - who, what, where, why and when: how and how much
3. Focus on positive issues, move away from problem areas
4. Be aware of journalist deadlines, affiliates and biases
5. Get to the point early on.
6. Avoid industry jargon and acronyms
7. Educate journalists on your company's values
8. Know your facts and figures
9. Demonstrate credibility in your area of expertise
10. Summarise your key points