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by
Feray Alpay
Promedia Public
Relations Company
 Turkey,
with its very young population, is one of the fastest growing technology
markets in the world.
According to BMI (Business
Monitor International) Turkey will be one of the best expanding technology
markets in the world between 2009- 2014.
Here are answers to common questions about “Technology Public Relations”
in Turkey.
Q:
How big is the Turkish Technology Market and are there a lot of Technology
companies that request PR services in Turkey?
A: The Turkish Technology market was around USD 45
billion (USD 28 billion ICT Market and USD 15 billion Consumer Electronics
Market) in 2010. Turkey is the only country that hosts all five major
international technology retailers (Best Buy, Media Markt, Electro World,
Darty and Saturn). That’s why many international technology companies are
keeping an eye on the Turkish Technology Market. Some of them are already
in Turkey, some of them are planning to enter the market. It is very
important to generate and maintain a good relationship with the public for
these companies. Most of them require public relations. The companies
either get a professional PR service from an agency or they hire the
person themselves. Technology PR has become one of the most essential
parts of PR in Turkey.
Marketing Executives and CIO’s want high tech PR for their companies so
that they can manage the reputation and perception of their company in the
Turkish market. It helps them create an awareness of the product, brand or
services of their company.
Q:
What are the most
important media in Turkey (print, TV, radio)?
Why?
What role does the internet play?
What role do social media play?
What are the most important portals/
networks/ blogs, that companies should have in mind and pay attention to?
A.
Due to family and cultural
characteristics in Turkey, a major part of the society spends their whole
evening watching television. Therefore, television is still the most
important medium in Turkey.
With a population of 73 million,
Turkey’s Reading and Watching
Rates are as follows:
Television watching 94%
Radio listening 25%
Newspaper reading 22%
Book reading 4.5%
Magazine reading 4%
As these statistics indicate, printed media, namely
newspapers and magazines remain far behind television.
On the other hand,
due to
the increase in the use of internet as well as television and print media
in Turkey, online media have accelerated rapidly.
According to the
results of a survey conducted in the year 2010, 41% of residences have
internet access. This rate was 30% in the year 2009.
According to survey results, computer use in the
16-74 age group is 53%, whereas internet use is 51%.
Three out of every five
individuals using the internet use it everyday.
As for the place where the computer is used, the
home is on top with 70% followed by workplace with 31.3%. The age group
with the highest computer and internet use rates is 16-24. The rates are
higher for males in all age groups. Seventy-two percent of Individuals use
internet for e-mail, and 64% for chat and forum rooms. Fifty-nine percent
of internet users follow the news, papers or magazines via internet. As
the results indicate, in the future we are sure that there will be closer
cooperation with online media on the issue of “Media communication.”
Use of social media has been increasing rapidly in
Turkey within the last 2 years. After the USA, Turkey is the second
country with the most Facebook accounts. Twitter and Linkedin are the
social media portals that are most commonly preferred in Turkey. News
sites, sector sites and forums are those that are followed most in the
business area.
Q: What are the
most common misunderstandings/ mistakes of foreign companies regarding
media relations in Turkey? How does one cope with them?
A: The common mistake of foreign
companies in Turkey is to build relations with Turkish media using the
same methods they generally use in foreign countries. Since communication
and personal relations are essential, many practices in PR and media
relations in different countries show similarities for sure. However, it
should be noted that Turkey’s cultural, religious and traditional
characteristics are determinant in communications.
Media relations in Turkey are based on close and
personal friendships, rather than corporate and standardized practices as
in EU and USA. It would be too optimistic to e-mail press releases to
Turkish media and expect them to be published because the desired result
can only be achieved with a media pitch via telephone or visits.
Another common mistake is foreign companies’ media
communication attempts focused on marketing solely. However, what the
media want to hear from foreign companies are global developments or
trends and related information as well as product or service
presentations.
Q: What tonality is regarded appropriate?
A:
In Turkey persistent or too
formal media relations are not successful. In general, friendly approaches
and offers of cooperation are and the media accept consistent approaches.
Q: What messages should normally be promising
especially for “Technology”
companies on media? What can be harmful or even dangerous?
A:
In Turkey 25,000 foreign companies operate as investors.
There are thousands of international technology companies as well. When
countries are considered, German companies hold the first rank with 5,000
companies. And many other Technology companies are getting ready to
operate in Turkey. Turkish consumers are interested in the technological
superiority of products or services. Turkish consumers want to know how a
new technology product or service will make their life easier.
For sure what is interesting for the media is
interesting for the readers as well. Turkish readers follow the issues in
relation to themselves, as in any other country. A foreign company’s
global sales, equipment or plant size is not very interesting for readers.
The reader is interested in the actual benefit to be provided by the
foreign company's product or service. While determining their messages,
foreign companies should not mention themselves solely, and they explain
the solutions the product or service are to offer. Releases starting with
“We as the leading firm in the sector…” are now unlikable.
So are too much emphasis on the vision and mission. Reader and
media for sure want to hear about solutions from Technology companies.
Q: Are there linguistic barriers for
non-Turkish companies? Press conferences for example: can companies
presuppose English as the lingua franca? Is there need for an interpreter?
A:
The number of people knowing a
foreign language is quite low in Turkey. Therefore, arrangements should be
made accordingly. While organizing media tours to foreign countries, we
have difficulties with foreign language. We cannot include many successful
reporters in press tours due to the foreign language barrier. In the press
conferences held for foreign companies we strongly recommend use of
“simultaneous interpretation.”
Q: What significance do the current
EU-accession negotiations have for media work in Turkey? Are there new
opportunities for companies and their PR-apparatus?
A:
Turkish media as well as the
whole society closely follow Turkey’s EU accession process. After Turkey’s
became a member of the European Customs Union, the trade volume between
Turkey and EU increased significantly. During EU accession negotiations,
all sectors in Turkey check themselves and are getting ready for new
partnerships and cooperation with European companies. Due to Turkey’s big
and dynamic economy and young population of 73 million, many companies in
Europe are getting ready to enter the Turkish market. Therefore, I think
foreign companies will also need PR service in Turkey in the future.
Q: Are there special legal aspects companies
and PR-agencies have to observe?
A:
There are some professional
rules to be observed by both media and PR companies, in Turkey as in many
other countries. Principles and common decisions published by professional
associations of media establishments and PR companies shape the relations
in ethical terms. However, it is not possible tell that such rules are
strictly obeyed.
Q: Which traditions, which special forms
between companies and press do exist?
A: Sending chocolates to media
employees for religious festivals or giving small gifts for New Year’s can
be considered traditional practices.
Q: What locations are most suitable for media
events in Turkey?
A: With its population of
15 million, Istanbul is the biggest city in Turkey. Therefore, national
media establishments are located in Istanbul.
If no regional work is required, Istanbul should be chosen for
media events. Since it is a big city, there is no region considered as
“downtown”. Therefore, different regions can be selected for media events,
depending on the sector or product.
For example,
for a meeting on IT, 5-star hotels in the Taksim or Levent area may be
convenient. If it is a cultural media
event, then the hotels in “Sultanahmet” may be chosen.
Q: Is it common to invite journalists for
one-on-one interviews?
A: In Istanbul, it is possible to
gather all the representatives of the media by holding a press conference
in a certain venue at a certain time. However, such a media event can
sometimes be unsatisfactory due to media’s busy schedule or traffic.
Therefore, one-on-one interviews in a 5-star hotel can be more effective
than a single press conference.
Feray Alpay
is a public relations and corporate communications specialist
in Turkey. He has been working as General Manager at
Promedia Public Relations Co. since 1992.
For further information on public relations in Turkey visit
wwww.promedia.com.tr
or contact
ferayalpay@promedia.com.tr
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