Lewis global media_guide

3
Introduction
Working in the world of global communications
requires a diverse and detailed knowledge of other
countries. And we’re not just talking time zones,
languages and geography.
A successful campaign relies on local knowledge
of all kinds. From the general (“What’s the most
popular newspaper in Poland?”), to the useful
(“Where’s the main airport?), through to the
absolutely essential (“How do I pitch a journalist
in Portugal?”)
We hope this pocket-size guide to global media
relations will help with just a few of these. If you still
have a question, just give our local office a call.

Australia 8
Belgium 12
Czech Republic 16
France 20
Germany 24
Hong Kong 28
Hungary 32
India 36
International publishing groups 40
Italy 42
Malaysia 46
The Netherlands 50
Poland 54
Portugal 58
Singapore 62
Spain 66
Sweden 70
United Kingdom 74
United States 78
LEWIS PR Partners 82
Contents
5

8
Sydney
Suite 102, Level 1, 15 Blue Street
North Sydney NSW 2060
T: +61 2 9409 3100
E: hellosydney@lewispr.com
Find us in
Australia

9
Facts
Australia
The roof of the
Sydney Opera
House weighs
more than
161,000 tons
Melbourne has the
second largest Greek
population in the
world, after Athens
Population:
22.6 million
Main exhibition centres:
Sydney Convention & Exhibition
Centre (www.scec.com.au),
Melbourne Convention & Exhibition
Centre (www.mcec.com.au),
Brisbane Convention & Exhibition
Centre (www.bcec.com.au)
The Australian Alps, or
Snowy Mountains as they
are also known, receive more
snow than Switzerland
Main airport:
Sydney
Did you know?

10
Table of Top Publications
Top Business
Publications
Circ
BOSS 78,500
Weekend AFR 75,600
BRW 41,000
Top National
Publications
Circ
The Weekend
Australian
290,000
The Australian 129,000
Australian Financial
Review
71,000
Top TV
News Channels
Audience
Seven News 1,150,000
Nine News 1,130,000
ABC News 970,000
Top Radio
News Channels
Audience
(% share)
Radio 2GB 19
Radio 3AW 16.9
97.3FM 11.9
Top News Sites Visitors
smh.com.au 2,940,000
news.com.au 2,670,000
theage.com.au 2,360,000
Top News Blogs Visitors
crikey.com.au n/a
businessspectator.
com.au
n/a
smartcompany.
com.au
n/a
Australia

11
Top tips
Languages used in publications: English
Australian media are seeing a substantial contraction as
publishers grapple with difficult commercial conditions. This
has forced many journalists into the world of freelance writing,
which is now even more competitive than ever. Dealing with
freelance writers requires a slightly different approach to dealing
with staff writers.
Contraction of media aside, Australia is a relatively small market
and the media pool reflects this. For example, Australia has only
two national newspapers – The Australian and The Australian
Financial Review – and only three main national free-to-air TV
broadcasters.
Much like the UK media, Australian journalists are known
for being some of the toughest (read ‘most cynical’) in the
world! Companies used to doing PR in Asia in particular often
struggle with this as Asian journalists are generally regarded as
being slightly more compliant and less combative. Australian
journalists, for the most part, are also less formal, which is
undoubtedly due to the laidback nature and lifestyle most
Australians enjoy.
1
2
3
Australia

12
Antwerp
Mastboomstraat 8
2630 Antwerp
T: +32 3 466 01 88
E: helloantwerp@lewispr.com
Find us in
Belgium

13
Facts
Belgium
97% of Belgian
households have
cable TV - the highest
percentage in the world
Over 800 kinds of beer are
made in Belgium and there is
one chocolate shop for every
5,500 Belgians
Population:
11 million
Brussels Expo (www.brusselsexpo.be),
Antwerp Expo (www.antwerpexpo.be),
Tour & Taxis (www.tour-taxis.com)
Belgium has the
highest
proportion of
female ministers
in the world
Main airport:
Brussels
Did you know?

14
Top Business
Publications
Circ
Trends 200,000
Smart Business
Strategies
95,000
Paperjam 86,000
Top National
Publications
Circ
Het Laatste Nieuws 347,000
La DH 306,000
Het Nieuwsblad 303,000
Top TV
News Channels
Audience
één 1,000,000
RTL-TVI 776,000
VTM 600,000
Top Radio
News Channels
Audience
Q-Music 851,000
Radio 1 649,000
La Première 349,000
Standaard.be 275,000
Deredactie.be 170,000
RTL.be 125,000
Themobilerevolution.
be
n/a
Geeko.lesoir.be 56,000
Appelogen.be 30,000
Belgium

15
Top tips
Languages used in publications: Dutch, French, German
Relevant content can make or break a pitch. Journalists
appreciate talking to a local spokesperson in their mother
tongue and are always looking for local spokespeople, case
studies and examples. If content is generic, try to find a local
angle or identify an existing local framework to increase your
chances of success.
Ongoing contact with editors and really building a strong
relationship is essential for successful and sustainable media
outreach. Be aware that Belgian journalists don’t appreciate an
overly informal approach - so always make sure to observe
formalities in the initial contacts. And as a country of gourmands,
buying lunch is always a good idea.
The Belgian online influencer landscape is growing in importance
and quickly catching up with that of neighbouring countries.
Belgian bloggers are finding their voice in areas such as fashion
and technology and food blogs are booming. Moreover they
enjoy a growing audience and attention in traditional media.
1
2
3
Belgium

16
Prague
V Jámě 1 110 00
Prague 1 Czech Republic
T: +420 225 376 241
E: helloprague@lewispr.com
Find us in
Czech Republic

17
Facts
Czech Republic
The first sugar
cubes were
made in the
Czech town of
Dacice in 1841
The Czech Republic
has the most hospital
beds per inhabitant in
the EU
Population:
10.5 million
BVV – Trade Fairs Brno
(www.bvv.cz/en), Incheba Expo
Prague (www.incheba.cz), PVA Expo
Prague (www.pva.cz/en)
The Czech Republic has
the largest network of
signposted footpaths in
the world
Main airport:
Prague
Did you know?

18
Top Business
Publications
Circ
Hospodářské
noviny
40,000
Euro 21,000
Ekonom 15,000
Top National
Publications
Circ
Blesk 317,000
Mladá fronta
DNES
208,000
Právo 114,000
Top TV
News Channels
Audience
TV Nova 1,300,000
Prima Family 800,000
ČT1 650,000
Top Radio
News Channels
Audience
Impuls 1,042,000
Frekvence 1 935,000
Evropa 2 890,000
novinky.cz 1,096,912
idnes.cz 811,667
aktualne.centrum.cz 234,757
blog.aktualne.cz n/a
blog.idnes.cz n/a
blog.ihned.cz n/a
Czech Republic

19
Top tips
Languages used in publications: Czech, German, English, Russian
Over the past decade the Czech Republic has seen the circulation
of daily print newspapers drop by almost 50%. For advertisers
it’s important as media buyers position print as more lifestyle-oriented,
rather than as a news source.
Online penetration in the Czech Republic is 67% - higher than
the European average 61%. Furthermore, 2.6 million Czechs
use mobile internet and 3.6 million are on Facebook. Other
social media channels are not that popular among Czechs.
Twitter only has around 100,000 users. The benefit of this is that
someone can have influence with just a few hundred followers.
For example, one of the best-known Czech Twitter celebrities
only has around 16,000 followers.
Czechs read an average of 2.5 magazines every week. Unlike
newspapers, magazine readership statistics aren’t decreasing.
Magazines with the highest circulations are Playboy and the
women’s lifestyle magazine Vlasta.
12
3
Czech Republic

20
Paris
44, rue Blanche
75009 Paris
T: +33 1 55 31 98 00
E: helloparis@lewispr.com
Find us in
France

21
Facts
France
France produces
over 400 types of
cheese
It’s illegal to name
a pig Napoleon in
France
Population:
64.6 million
Paris Expo Porte de Versailles
(www.viparis.com ), Le Palais des
Congrès (www.venuesinparis.com),
Paris Nord Villepinte (www.viparis.
com)
There is a Victor Hugo street
in every town in France
Main airport:
Charles de
Gaulle
Did you know?

22
Top Business
Publications
Circ
Capital 314,849
Challenges 239,019
Les Echos 124,646
Top National
Publications
Circ
20 Minutes 1,453,834
Le Figaro 336,841
Le Monde 321,761
Top TV
News Channels
Audience
BFM TV 37,503,000
I-Télé 33,221,000
LCI 7,265,000
Top Radio
News Channels
Audience
Europe 1 4,800,000
France Info 4,500,000
BFM Radio 450,000
Lefigaro.fr 10,104,000
Lemonde.fr 8,100,000
Leparisien.fr/
aujourd’hui.fr
7,001,000
HuffingtonPost 2,100,000
Presse Citron 1,000,000
FrenchWeb 350,000
France

23
Top tips
Languages used in publications: French
The majority of the French public now use brand websites
as key sources of information, creating a greater demand for
corporate transparency. These examples of brand journalism,
coupled with the rise of citizen journalism, have seriously
impacted the traditional media.
French journalists expect a high-level of creativity from a PR
pitch. The content not only needs to be interesting and original,
but visually it needs to stand out from the crowd. As well as
interesting stats and data, to really grab attention include videos
and infographics.
Act fast! Be the first to get a journalist the latest information on
a story and you will be rewarded.
1
2
3
France

24
Düsseldorf
Prinzenallee 5
40549 Düsseldorf
T: +49 211 522 9460
E: hellodusseldorf@lewispr.com
Munich
Baierbrunner Str. 15
81379 Munich
T: +49 89 173019 0
E: hellomunich@lewispr.com
Frankfurt
Mainzer Landstraße 49
60329 Frankfurt
T: +49 69 3085 5853
E: hellofrankfurt@lewispr.com
Find us in
Germany

25
Facts
Germany
Germany is the most
densely populated country
in Europe
Although called
Oktoberfest, the
popular beer
festival starts in
September
Population:
81.7 million
Deutsche Messe Hannover
(www.messe.de), Messe Frankfurt
(www.messefrankfurt.com),
Kölnmesse (www.koelnmesse.de)
There are 20 million
Gnomes in gardens
across Germany
Main airport:
Frankfurt
Did you know?

26
Top Business
Publications
Circ
Der Spiegel 916,000
Stern 817,000
Focus 560,000
Top National
Publications
Circ
Bild 2,791,000
Die Zeit 525,000
Süddeutsche
Zeitung
445,000
Top TV
News Channels
Audience
N24 5,500,000
NTV 1,290,000
Tagesschau24 700,000
Top Radio
News Channels
Audience
NDR Info 616,000
B5 aktuell 610,000
MDR Info 317,000
Bild.de 13,040,000
Spiegel online 10,770,000
Focus online 9,130,000
bildblog 1,100,100
netzpolitik n/a
carta n/a
Germany

27
Top tips
Languages used in publications: German
Data privacy and protection is a big issue in Germany and also
in liaising with the German media. Generally speaking, you are
not allowed to collect, process and use personal data. That also
includes journalists. So you always have to get permission from
the journalist to use his or her data or include him or her in the
distribution list for press releases. Always include an opt-out
button for the addressees to unsubscribe from your mailing list!
German journalists are very into facts and figures. If you want to
get a journalist’s attention, the best chance is if you can present
a new product and talk about details such as technical features,
pricing, availability and market share. You should also be able to
showcase the USPs of the product or service and differentiate
yourself from the competition. Last but not least, visuals such
as product shots, screen shots or infographics really increase
the chance for publication.
An international company should always consider what local
customers, information or news hooks they can provide to the
journalists. German customers, market share, subsidiaries or
partners are a few of the potential questions that will be raised
in speaking to the press.
1
2
3
Germany

28
Hong Kong
Unit 1501-02, 15/F,
Chuang’s Enterprises Building,
382 Lockhart Road, Wan Chai, HK
T: +852 3944 5000
E: hellohongkong@lewispr.com
Find us in
Hong Kong

29
Facts
Hong Kong
Hong Kong
has more Rolls
Royces per
person than any
other city in the
world
Eating noodles on
your birthday is
believed to extend
your life
Population:
7.1 million
Hong Kong Convention & Exhibition
Centre (www.hkcec.com.hk),
AsiaWorld Expo
(www.asiaworld-expo.com.hk),
Kowloon International Trade &
Exhibition Centre (www.kitec.com.hk)
Feng Shui plays an
important role in Hong Kong
culture. Even before building
a building, Feng Shui is
Main airport: considered
Hong Kong
Did you know?

30
Top Business
Publications
Circ
Bloomberg
Business Week
150,000
International
Herald Tribute
93,402
Asia Wall Street
Journal
14,903
Top National
Publications
Circ
Apple Daily 305,896
Sing Tao Daily 180,000
South China
Morning Post
101,892
Top TV
News Channels
Audience
Bloomberg 250,000,000
CNBC 6,300,000
TVB 1,870,000
Top Radio
News Channels
Audience
Metro Broadcast 1,000,000
RTHK 940,000
Commercial Radio 800,000
Yahoo! HK 55,000,000
Apple Daily 3,700,000
Scmp.com 350,000
mingpao.com 307,000
hket.com 87,593
hkej.com 62,100
Hong Kong

31
Top tips
Languages used in publications: Chinese (traditional) and English
In Hong Kong, the media landscape consists of Chinese and
English publications. Chinese outlets tend to cover more
local stories, while English publications cover stories with
a more regional focus. Local Chinese media prefer face-to-face
interviews; this can often make or break an interview
opportunity - whereas English media prefer phone interviews.
With the intimate relationship between Hong Kong and
mainland China, stories tied to the Chinese market are of
interest. Providing there is a strong news angle, small group
media briefings with the local Chinese press work very well.
English media want to get a unique story so a one-to-one
interview is preferred.
Most of the local Chinese journalists are young and tend to
be generalists, covering a wide range of topics from the latest
gadget to cloud computing.
1
2
3
Hong Kong

32
Budapest
1077, Budapest Kéthly Anna tér 1
Hungary
T: +36 1 501 6785
E: hellobudapest@lewispr.com
Find us in
Hungary

33
Facts
Hungary
Hungary has the
largest natural
grassland in
Europe
(Hortobágy)
Hungary is one of the
oldest countries in
Europe, founded in
the year 896
Population:
9.9 million
Hungexpo (www.hungexpo.hu),
Petőfi Csarnok (www.petoficsarnok.hu),
Millenáris (www.millenaris.hu)
Hungary is a country of
thermal water and has over
1,500 spas and 450 public
baths
Main airport:
Budapest
Did you know?

34
Top Business
Publications
Circ
HVG 54,652
Haszon 16,291
Heti válasz 15,004
Top National
Publications
Circ
Metropol 302,154
Blikk 222,716
Népszabadság 57,003
Top TV
News Channels
Audience
Hír TV 1,200,000
ATV 400,000
Echo TV 50,000
Top Radio
News Channels
Audience
Kossuth Radio 10,426,000
Class FM 10,413,000
Neo FM 10,411,000
Index 1,000,000
Origo 560,000
Hír24 300,000
Vastagbőr 20,000
Tóta W 7,000
Vincent 1,000
Hungary

35
Top tips
Languages used in publications: Hungarian
The media landscape in Hungary is diverse. Publicly-owned
television, radio and newspapers are under strong state control.
But lots of new commercial channels and privately-owned
newspapers have been launched since the regime change in
1989. Online media is playing an increasingly significant role in
the flow of information.
Journalists have had to become very diverse in the topics they
cover. This trend means tech reporters can lack any significant
technological knowledge. At the same time though, it does
mean national and business media have become more interested
in consumer technology.
Despite the popularity of social media, the main source of daily
news for Hungarians remains online news sites.
1
2
3
Hungary

36
Bangalore
102, Eden Park, No. 20, Vittal Mallya
Road Bangalore 560 001
T: +91 80 4901 6500
E: hellobangalore@lewispr.com
Find us in
India

37
Facts
India
Chess was
invented in India
India has more post
offices than anywhere
else in the world
Population:
1.2 billion
Mumbai - Bombay Convention &
Exhibition Centre (BCEC) (www.nesco.in),
Delhi - Pragati Maidan (www.indiatradefair.
com), Bangalore International Exhibition
Centre (www.biec.in)
India has 17 major
languages and 844 dialects
spoken in India
Main airports:
Bangalore,
Mumbai
& Delhi
Did you know?

38
Top Business
Publications
Circ
The Economic
Times
630,000
Business Today 190,000
Mint 173,000
Top National
Publications
Circ
The Times Of India 3,140,000
Hindustan Times 1,040,000
The Hindu 1,000,000
Top TV
News Channels
Audience
(% share)
TIMES NOW 28
NDTV 26
CNN-IBN 22
Top Radio
News Channels
Audience
Big 92.7 FM 40,000,000
Fever 104 FM 20,000,000
Radio Mirchi 11,300,000
Yahoo 3,997,700
Times Internet
Limited
2,053,500
Rediff 1,534,600
Digital Inspiration 3,000,000
FoneArena 2,000,000
WATBLOG.com 1,400,000
India

39
Top tips
Languages used in publications: More than 30
Between 2005 and 2007, the number of paid-for Indian dailies
grew 44% to over 2000 titles, according to the World Association
of Newspapers. This means India has more newspapers than
any other country, reaching over 325 million readers in more
than 30 languages. Even more striking is the pace at which digital
media is exploding. India now has around 63 million Facebook
users and over 15 million LinkedIn users. Not left behind is
broadcast, with 415 million viewers, over 450 TV channels and
350 radio channels.
To keep pace with this growth, major media houses have
adopted a cross-platform approach with portfolios including
newspapers, television, internet, radio and mobile.
Business and Technology publications are focused on multi-national
corporations’ long-term plans and investments in India.
Press will often want evidence of the company’s performance in
other markets to ascertain credibility. Furthermore, journalists
are now digging deep into what investments and products
actually mean for the Indian market and the ability to answer the
questions in this context has become critical and often determines
media coverage.
1
23
India

Comcast/NBCUniversal, LLC
Location: Philadelphia, USA
The Walt Disney Company
Location: Burbank, USA
Google Inc.
Location: Mountain View, USA
News Corp. Ltd.
Location: New York, USA
Viacom Inc./CBS Corp.
Time Warner Inc.
Sony Entertainment
Location: Tokyo, Japan
Bertelsmann SE & Co. KGaA
Location: Gütersloh, Germany
Vivendi S.A.
Location: Paris, France
Cox Enterprises Inc.
Location: Atlanta, USA
International Publishing Groups
1
2
3
4
5 10
9
8
7
6
1
10
11, 13 14
9, 15
16, 17, 20
4, 5, 6, 12
2
3
40

Dish Network Corporation
Location: Englewood, USA
Thomson Reuters Corporation
Liberty Media Corp./Liberty Interactive
Location: Englewood, USA
Rogers Comm.
Location: Toronto, Canada
Lagardère Media
Location: Paris, France
Reed Elsevier PLC
Location: London, United Kingdom
Pearson plc
Nippon Hoso Kyokai
Location: Tokyo, Japan
ARD
Location: Berlin / Munich, Germany
BBC
11 16
12
13
14
15 20
19
18
17
8
19
7, 18
41

42
Milan
Via Tamburini, 6
20123 Milan
T: +39 02 36531375
E: hellomilan@lewispr.com
Find us in
Italy

43
Facts
Italy
The typewriter
was invented in
Italy
Most unmarried
adults still live with
their parents
Population:
60.7 million
BolognaFiere S.p.A.
(www.bolognafiere.it),
Fiera Milano (www.fieramilano.it),
Fiera Roma (www.fieraroma.it)
The oldest olive tree is in
Umbria and is reportedly over
1,700 years old
Main airport:
Rome-
Fiumicino
Did you know?

44
Top Business
Publications
Circ
Il Sole 24 Ore 335,854
Milano Finanza 102,690
Il Mondo 77,210
Top National
Publications
Circ
Corriere della Sera 639,453
La Repubblica 592,175
Panorama 457,364
Top TV
News Channels
Audience
RAI News 24 4,990,000
Mediaset Tgcom 24 4,875,000
Sky Tg24 3,107,000
Top Radio
News Channels
Audience
RAI Radio Uno 4,585,000
RAI Radio Due 3,188,000
Radio 24 1,903,000
Libero.it 2,882,000
Virgilio.it 2,848,000
Yahoo.it 2,318,000
Il Post.it 2,872,800
Giornalettismo.com 2,619,700
Lavoce.info 2,407,500
Italy

45
Top tips
Languages used in publications: Italian
There has been a significant shift towards covering consumer
technology news in the Italian media. Business titles that
previously had a section dedicated to IT have either closed it
completely or shifted the focus to consumer technology.
Italian journalists love social media: 83% use Facebook, 69%
use Twitter and 38% consider social media as a source of
information. It is therefore important to stay in close contact
with journalists on these social media platforms.
Traditional channels still remain the primary source for news
distribution. A good balance between traditional and social
media is the key to success in Italy.
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Italy

46
Kuala Lumpur
Level 16, Pavilion Towers
Jalan Raja Chulan
50200 Kuala Lumpur, Malaysia
T: +603 2182 9719
E: hellomalaysia@lewispr.com
Find us in
Malaysia

47
Facts
Malaysia
Malaysia has one of
the highest numbers
of public holidays
at 46 days a year
for state and federal
holidays combined!
Rice is a staple in
the Malaysian diet –
Malaysians consume
180,000 tonnes of
rice a month
Population:
28.86 million
KLCC Convention Centre
(www.klccconventioncentre.com),
Putra World Trade Centre
(www.pwtc.com.my),
Sime Darby Convention Centre
(www.simedarbyconvention.com)
The Petronas Twin Towers
were the tallest buildings in
the world from 1998-2004
Main airport:
Kuala Lumpur
International Airport (KLIA)
Did you know?

48
Top Business
Publications
Circ
The Edge Malaysia 22,729
Business Times 136,530
Malaysian Reserve 10,500
Top National
Publications
Circ
The Star 350,000
Harian Metro 324,097
Sin Chew Daily 383,775
Top TV
News Channels
Audience
TV3 1,635,396
9TV 503,198
8TV 377,399
Top Radio
News Channels
Audience
Radio 24 341,693
BFM 89.9 300,000
NST Online 800,000
sun2surf 650,000
Digital News Asia 133,000
Malaysiankini.com 100,000
The Malaysian
Insider
19,000
Malaysia

49
Top tips
Languages used in publications: Malay, English, Mandarin, Tamil
Most of the daily broadsheets, financial titles and magazines
are headquartered in Kuala Lumpur, with bureaus in other parts
of the country such as Penang, Johor and Kuching. While
readership of English dailies and magazines has grown steadily
in the last decade, the readership of regional publications has
increased significantly more – reflecting an affinity towards
trends and issues with an APAC/ASEAN focus.
Many traditional publications, such as dailies, are government-owned.
This results in political news often dominating news
cycles. Editorial decisions can also be heavily influenced by
advertising spend. This has resulted in a rise in online and
social media channels as an alternative voice.
Malaysia is a conservative society. Media tend to be more
reserved in engaging with corporations, mainly due to an Asian
culture of not being too aggressive. When hosting events,
gifts or handouts are expected, but hosts must take into
consideration religious beliefs. Any items to do with alcohol
and animals such as pigs, dogs, cows should be avoided.
1
2
3
Malaysia

50
Amsterdam
Keizersgracht 99
1015 CH Amsterdam
T: +31 20 520 74 00
E: helloamsterdam@lewispr.com
Eindhoven
Meerenakkerplein 16
5652 BJ Eindhoven
T: +31 40 235 46 00
E: helloeindhoven@lewispr.com
Find us in
The Netherlands

51
Facts
The Netherlands
When people meet,
they often kiss, up to
three times depending
on the region, but in
a more formal setting,
handshakes will do
The Dutch eat
over 14kgs of
cheese a year
on average
Population:
16.7 million
RAI Amsterdam (www.rai.nl),
Jaarbeurs Utrecht
(www.jaarbeursutrecht.nl),
Beurs WTC Rotterdam
(www.wtcrotterdam.nl)
There are around 16 million
bicycles in Holland, which
supposedly means almost
Main airport: one for every inhabitant
Schiphol
Did you know?

52
Top Business
Publications
Circ
Management Team 104,000
Het Financieele
Dagblad
55,000
Quote 53,000
Top National
Publications
Circ
De Telegraaf 513,000
Algemeen Dagblad 465,000
Metro 463,000
Top TV
News Channels
Audience
Nieuwsuur 1,200,000
RTL Z 1,100,000
Een Vandaag 1,000,000
Top Radio
News Channels
Audience
BNR Nieuwsradio 650,000
Radio 1 300,000
Radio 3 200,000
Nu.nl 4,000,000
DeTelegraaf.nl 2,200,000
NOS.nl 1,600,000
Geenstijl.nl 280,000
NRCnext.nl 21,000
Dejaap.nl 10,000
The Netherlands

53
Top tips
Languages used in publications: Dutch
Due to a massive decrease in advertising revenues, publishers
have been forced to reduce editorial teams or even shut titles
entirely. There are a growing number of online news portals
focusing on soft news and opinion. These sites will often be
managed by one journalist, relying heavily on bylined articles.
For PR professionals, this offers the opportunity to produce
your own content for specific news portals.
Data journalism is becoming more and more popular. Journalists
are looking for new ways to gather and interpret data from all
kinds of sources. This is a great opportunity for PR pros to look
for interesting data within a client’s organisation and develop
interesting news stories around it.
Journalists that are still working in multi-editor publications and
who are active on social media are quickly becoming influencers
on Twitter. Due to their increasing number of followers, it is
important for PR pros to keep close contact with these journalists
across social media platforms.
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The Netherlands

54
Warsaw
Ul. Grzybowska 80/82
00-844 Warsaw
T: +48 22 661 53 61
E: hellowarsaw@lewispr.com
Find us in
Poland

55
Facts
Poland
Across the EU,
residents of
Poland marry
the youngest
Name day celebrations
are often considered
more important than
birthdays
Population:
38.2 million
Międzynarodowe Targi Poznańskie
(www.mtp.pl/en), Warszawskie
Centrum EXPO XXI (www.expoxxi.pl),
Targi Kielce (www.targikielce.pl)
Poland boasts 17 Nobel
Prize winners, including four
Peace Prizes and five in
Literature
Main airport:
Warsaw
Did you know?

56
Top Business
Publications
Circ
Forbes 72,000
Puls Biznesu 20,200
Parkiet 15,500
Top National
Publications
Circ
Gazeta Wyborcza 330,000
Rzeczpospolita 120,000
Dziennik Gazeta
Prawna
80,000
Top TV
News Channels
Audience
TVP Info 240,200
TVN 24 171,000
Polsat News 50,100
Top Radio
News Channels
Audience
RMF FM 10,290,000
Polskie Radio 8,400,000
Radio ZET 700,800
Onet.pl 7,000,000
Wp.pl 7,000,000
Gazeta.pl 5,500,000
Spidersweb.pl 325,000
Antyweb.pl 250,000
Kominek.pl 200,000
Poland

57
Top tips
Languages used in publications: Polish
Polish journalists do not appreciate wordy pitches. Press
releases that are to the point, not too long and above all not
repetitive are more likely to be read. Avoid the hype, be factual
and you’re good to go!
When talking to the media, always ask how you can help them.
Lunch and coffee invitations will also work in your favour to form
solid relationships.
Leverage the power of Facebook for media relations. Facebook
is the number one social network in Poland and most journalists
have profiles there. Feel free to friend your key media contacts on
Facebook as they often use it as one of their sources of
information. It’s more personal, plus it keeps their inbox clearer.
1
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Poland

58
Lisbon
Largo Rafael Bordalo Pinheiro,
nº. 16 (ao Chiado) 1200-369 Lisbon
T: +351 213 245 019
E: hellolisbon@lewispr.com
Find us in
Portugal

59
Facts
Portugal
Europe’s longest
bridge, spanning
17km, is in
Portugal
Portugal is the world’s
largest cork producer
and produces 70% of
the world’s exports
Population:
10.6 million
Feira Internacional de Lisboa
(www.fil.pt),
Exponor (www.exponor.pt),
ExpoSalão (www.exposalao.pt)
The world’s oldest bookstore
in the world, the Bertrand
bookstore, was established in
1732 in Lisbon
Main airport:
Lisbon
Did you know?

60
Top Business
Publications
Circ
OJE 17,000
Diário Económico 15,300
Jornal de Negócios 9,650
Top National
Publications
Circ
Correio da Manhã 118,000
Destak 111,600
Metro 105,000
Top TV
News Channels
Audience
TVI 2,450,000
SIC 2,250,000
RTP 1 1,650,000
Top Radio
News Channels
Audience
Rádio Comercial 1,200,000
RFM 1,150,000
Rádio Renascença 650,000
A Bola 30,664,615
Record 25,640,708
Público 9,314,847
Obvious Mag 1,295,000
D2 14,000
Ponto Media 12,000
Portugal

61
Top tips
Languages used in publications: Portuguese
With the decrease in journalists, a press conference is no longer
the most effective tactic for media relations. These days more
direct, personal methods work best.
International news (except for politics) is rarely of interest to the
Portuguese media. Without an Iberian angle, any international
company is likely to only be used in a minor piece, if at all.
Focusing on multi-platform material will really help engage
editors who have limited space. Videos, in particular, are
popular. For example, a video explaining the key features of
a product to an end consumer, would be well-received by the
Portuguese media.
123
Portugal

62
Singapore
2 Havelock Road, #03-03
Singapore 059763
T: +65 6571 9140
E: hellosingapore@lewispr.com
Find us in
Singapore

63
Facts
Singapore
Bungee jumping
is illegal in
Singapore
More Singaporeans
are born in the month
of October than any
other month
Population:
5.1 million
Suntec Convention Centre
(www.suntecsingapore.com),
Marina Bay Sands Convention
Centre (www.marinabaysands.com/
Singapore-Conventions),
Raffles City Convention Centre
(www.rafflescity.com.sg)
The Singapore Sling was
first served in 1915 at the
Long Bar of the Raffles Hotel.
The ingredients include gin,
Cointreau, cherry brandy and
pineapple juice
Main airport:
Singapore
Did you know?

64
Top Business
Publications
Circ
Asia Wall Street
Journal
2,000,000
Business Times 37,500
The Edge 17,678
Top National
Publications
Circ
Straits Times 365,800
TODAY 600,000
My Paper 300,000
Top TV
News Channels
Audience
CNBC Asia 390,300,000
Channel NewsAsia 27,000,000
Bloomberg TV 29,000,000
Top Radio
News Channel
Audience
Class 95 841,000
Capital 95.8 746,000
938 Live 277,000
Straits Times
Online
820,000
Channel NewsAsia
Online
620,000
TODAY Online 250,000
Yahoo SG 11,000,000
Asia One 6,000,000
Xin MSN 4,000,000
Singapore

65
Top tips
Languages used in publications: Predominantly English with a
few community publications in Mandarin, Malay and Tamil
Singapore media are generally less aggressive compared to
western journalists. Singapore Press Holdings and MediaCorp
Pte Ltd are the two main media groups – which own most of
the dailies, magazines and broadcast channels in Singapore.
Major global papers and broadcasters – such as CNBC and
BBC – also maintain a presence. Popular topics for the general
media include foreign direct investment, global or regional
hubs, innovation, clean tech and partnerships with government.
The local papers in Singapore tend to only take stories that are
Singapore-centric.
The pool of media in Singapore is limited. For example there are
eight dailies, however, only four focus on business and
technology. While the pool of media and journalists is dwindling,
there is an emergence of highly influential online citizens,
who can shape global news agendas. Media outreach should
include them!
Conducting one-on-one interviews is always recommended
compared to larger events, particularly when making an
announcement or launching a new product. Singapore media
can be less vocal and do not tend to ask questions in front of
other media.
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Singapore

66
Barcelona
Av. Diagonal 534,
7º 3ª 08006 Barcelona
T: +34 93 222 00 25
E: hellobarcelona@lewispr.com
Madrid
Cronos 63,
3ª 3. 28037 Madrid
T: +34 91 770 15 16
E: hellomadrid@lewispr.com
Find us in
Spain

67
Facts
Spain
Spain has over
8,000 km of
beaches
Spaniards would rather
live without a car or TV
than their cell phone
Population:
46.8 million
Fira de Barcelona (www.firabcn.es),
IFEMA Feria de Madrid (www.ifema.
es), Palacio de Congresos de Madrid
(www.palaciocongresosmadrid.es)
Spain is famous for
its bar culture
Main airport:
Madrid-
Barajas
Did you know?

68
Top Business
Publications
Circ
Expansión 35,870
Cinco Días 30,650
El Economista 20,959
Top National
Publications
Circ
20 Minutos 672,551
El País 345,243
El Mundo 233,101
Top TV
News Channels
Audience
TVE 2,498,000
Tele 5 2,055,000
Antena 3 1,755,000
Top Radio
News Channels
Audience
Ser 4,500,000
Onda Cero 2,343,000
RNE 1,675,000
El País 3,886,000
Rtve.es 2,056,000
20 Minutos 1,275,000
Genbeta 1,100,000
ALT1040 990,000
El blog Salmón 740,000
Spain

69
Top tips
Languages used in publications: Spanish, Catalan, Basque, Galician
Spanish media respond positively when PR pros tie in their
content with local events and local news issues. If there is no
country angle there will likely be no media pick up. Similarly, if a
major relevant event is not acknowledged, media may not take
the story seriously.
PR pros in Spain should provide as many story elements as
possible for a journalist to be able to write an article. The bigger
and better a story journalists have, the bigger and better the
resulting article will be. Time pressures impact on journalist
research time for stories so providing other independent
spokespeople or wider industry information is considered
helpful and will cement media relationships further.
Consider offering exclusive opportunities to really make those
media relationships as fruitful as possible. This does not have
to be for every story but giving that special treatment to key
journalists will make a major difference in overall results then
and going forward.
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Spain

70
Stockholm
Nybrogatan 34
114 39 Stockholm
T: +46 8 517 00 840
E: hellostockholm@lewispr.com
Find us in
Sweden

71
Facts
Sweden
Since 2004
Swedish taxes
can be paid via a
text message
The sun rises at
3.30am in Summer
and sets at 3.30pm in
Winter
Population:
9.4 million
Stockholmsmässan
(www.stockholmsmassan.se),
The Swedish Exhibition & Congress
Centre (www.svenskamassan.se),
Malmömässan
(www.malmomassan.se)
One of Sweden’s traditional
delicacies – Surströmming
– has also been named “the
world’s most disgusting food”
Main airport:
Stockholm
Arlanda
Did you know?

72
Top Business
Publications
Circ
Dagens Industri 262,000
Affärsvärlden 58,000
Veckans Affärer 47,000
Top National
Publications
Circ
Dagens Nyheter 285,700
Aftonbladet 271,700
Expressen, GT and
Kvällsposten
248,500
Top TV
News Channels
Audience
SVT1 Rapport 1,665,000
TV4 Nyheterna 1,490,000
SVT2 Aktuellt 985,000
Top Radio
News Channels
Audience
Sveriges Radio P4 2,406,000
Sveriges Radio P1 980,000
RIX FM 898,000
Aftonbladet.se 5,916,552
Expressen.se 2,625,522
Dn.se 1,577,106
Feber.se 330,000
Nyhetspressen.se 27,000
Ajour.se 25,000
Sweden

73
Top tips
Languages used in publications: Swedish
Media in Sweden are often keen to meet with a local
spokesperson, even though many companies try to get around
this. When making public announcements it is important to use
a local spokesperson to conduct interviews, to quote and
to appear in speaking engagements with the media. Using
international spokespeople is always possible, but PR results will
never be as good.
The typical Swedish journalist is very concerned about his or
her professional integrity. This means PR pros need to be careful
about how they phrase offers to journalists. Anything that can
be perceived as a bribe or gift can easily be misunderstood. For
example, bylined articles are mostly used only as background
material and trips to production sites can be tricky to arrange.
Social media is a lot bigger than Facebook, but for most
companies Facebook is the single most important social media
platform in Sweden, with more than half of the population on it.
LinkedIn is the most important network for professionals and
has a huge market penetration – much higher in the Nordic
countries than in most other regions in the world. Twitter is
on the rise but isn’t nearly as influential in Sweden as in many
other markets. Rather, it is dominated by marketing professionals,
politicians and journalists. This makes it ideal for media relations
work, but it’s not a standalone channel for most B2C or B2B
clients quite yet.
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Sweden

74
London
Millbank Tower, Millbank,
London SW1P 4RS
T: +44 207 802 2626
E: hellolondon@lewispr.com
Find us in
United Kingdom

75
Facts
United Kingdom
Britain is the only country in
the world without its name
on postage stamps
22% of the time
a pizza will arrive
faster than an
ambulance in the
UK
Population:
61.8 million
National Exhibition Centre (NEC)
(www.thenec.co.uk), Earls Court
& Olympia (www.eco.co.uk), Excel
Centre (www.excel-london.co.uk),
The O2 (www.theo2.co.uk)
There are over 30,000
men named John
Smith in Britain
Main airport:
London
Heathrow
Did you know?

76
Top Business
Publications
Circ
The Economist 613,000
Daily Telegraph 578,000
Financial Times 300,000
Top National
Publications
Circ
The Sun 2,500,000
Daily Mail 1,900,000
Daily Mirror 1,100,000
Top TV
News Channels
Audience
BBC News Channel 13,100,000
ITN 10,000,000
Sky News 9,200,000
Top Radio
News Channels
Audience
BBC Radio 4 10,845,000
BBC Radio 5 Live 6,000,000
LBC 439,000
BBC News Online 40,000,000
MailOnline 37,100,000
MSN 1,740,000
Guardian blog 71,000,000
Techcrunch Europe 13,000,000
Huffington Post UK 4,100,000
United Kingdom

77
Top tips
Languages used in publications: English
In the UK, the need for current news that is directly relevant to
its audience is more critical than ever. News has to resonate
with the audience and reflect something that people care about
and are impacted by today. As the UK media is notoriously
sceptical, it is also important that you back up your opinion or
news with facts, either via statistics or case studies.
Online news is proliferating due to several developments:
1) the number of blogs and social news channels is increasing,
2) journalists produce more text and audio-visual content on the
websites of traditional media outlets such as ft.com,
computerweekly.co.uk and bbc.co.uk, and 3) the boom in
mobile devices has created demand for news bulletins than can
easily be accessed and shared. This means there is a greater
need – and demand – for rapid response. Media relations
professionals can capitalise on that by reacting to news quickly
and offering an alternative view of the story, giving the media
unique angles to keep the story alive.
The UK is the hub for some of the most important international
media bureaus such as The Economist, Wall Street Journal
Europe and the Financial Times. Topics that usually appeal to
this type of outlet include the impact of recession, innovation,
emerging markets, intellectual property and privacy as well as
governance and regulations. This presents a great opportunity
to pitch spokespeople with a global role and mindset, who can
discuss themes and share insights that span continents.
1
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United Kingdom

78
United States
Boston
535 Boylston Street Suite 603
Boston, MA 02116
T: +1 617 226 8840
E: helloboston@lewispr.com
San Francisco
575 Market Street Suite 1200
San Francisco, CA 94105
T: +1 415 432 2400
E: hellosanfrancisco@lewispr.com
Washington DC
1725 I Street NW Suite 300
Washington DC 20006
T: +1 202 349 3866
E: hellowashingtondc@lewispr.com
San Diego
3131 Camino del Rio North Suite
200 San Diego, CA 92108
T: +1 619 677 2700
E: hellosandiego@lewispr.com
Find us in

79
Facts
United States
The U.S. has no
official language
Hawaii is the only U.S.
state where coffee is
grown commercially
Population:
313.9 million
Moscone Center, San Francisco
(http://www.moscone.com),
Boston Convention and Exhibition
Center (bostonconventioncenter.com),
San Diego Convention Center
(http://www.visitsandiego.com)
One out of four Americans
have appeared on TV
Main airport:
JFK
New York
Did you know?

80
Top Business
Publications
Circ
TIME 3,200,000
Bloomberg
Businessweek
993,000
Forbes 924,000
Top National
Publications
Circ
The Wall Street
Journal
2,100,000
USA Today 1,800,000
The New York
Times
1,600,000
Top TV
News Channels
Audience
CNN 99,000,000
CNBC 97,000,000
MSNBC 95,000,000
Top Radio
News Channels
Audience
Clear Channel 239,000,000
NPR 26,000,000
Cumulus Media 14,000,000
Google News 65,000,000
Yahoo! News 62,000,000
CNN.com 40,000,000
Huffington Post 54,000,000
BusinessInsider 12,100,000
TechCrunch 7,500,000
United States

81
Top tips
Languages used in publications: English, Spanish
In the United States, the relationship between PR pros and
reporters is often described as ambivalent. Because of their
limited time and available resources, reporters often view the
deluge of daily pitches they receive as a huge inconvenience.
Know as much as possible about who you’re pitching, what
they cover, what they’ve already written and how your story is
relevant to their particular audience.
Pitching to reporters through social media channels has become
popular. Nearly every reporter now has a Twitter handle, Facebook
page and/or LinkedIn profile. Social media can be used to
support media outreach and PR pros should treat social
pitching with the same regard and standards as traditional
approaches. This means no pitching via Twitter. Don’t use
Direct Messages (DM), as most reporters dislike receiving them.
Instead, follow trending conversations and interact intelligently
to connect with reporters or influencers who might just be on
the other end of the conversation.
Journalists don’t have the time or resources to create graphics,
charts, videos or other creative content for their articles. As
you’re developing pitches or story angles, don’t forget to think
about how you can package your news into different formats.
This opens opportunities for you to share unique information to
different publications, increasing your chances of placement, as
well as bolstering the story that journalists may publish.
1
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United States

LEWIS PR Partners
LEWIS can offer services in 70 countries around the
world, through our wholly-owned 25 offices in 18
countries or through our selected partners.
Our partner system has allowed us to build
partnerships with leading, high-quality agencies. A
client can be sure that a LEWIS partner agency
delivers the same level of service as we do, on all
levels.
Today we have 28 partner agencies covering 53
countries.
For more details visit:
www.lewispr.com/company/global/partners.aspx
82

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