Emanate PR

Thinking Globally and Acting Locally?
Change the Formula to Get Better Results from Global Campaigns

It's the great debate in international PR: how can we effectively implement global strategy in local markets? Perhaps we should reverse our mindset—thinking locally and acting globally, to forge ongoing, authentic relationships with affiliates that are an integral part of making public relations as public and as pervasive as possible.

One Size Does Not Fit All
It doesn't take an anthropologist to realise there is a big wide world out there. While a strategy can certainly be applicable across borders, its implementation, expression and execution must be variable. Global teams have to accept this while local teams must be able to advocate—clearly and without ego—for implementation that best reflects cultural norms.
The key is to invest equal time in not only engaging but actively partnering with affiliates from project conception to completion to truly understand what it takes to reach country-specific media with impactful materials, messages and pitches. And, with these potential ‘best practice’ tips, we can conduct truly international, results-driven media relations.
1. Begin with the end in mind. Keep the target audience top of mind from the outset of a campaign by tapping into affiliate knowledge about customer attitudes, behaviours and priorities. Craft campaigns and activities around the resources that specific media targets and their audiences seek.
2. Size doesn't matter. Let's not get underwhelmed by tighter media lists. They are not smaller, but more targeted… and more reasonable. Hand pick publications from the list and package the information specifically to meet each outlet's individual needs.
3. Leverage new media. Whether credible bloggers used to being treated like traditional media, or ‘citizen journalists’ who require a bit of education before their fingers fly to the keyboards—we can’t ignore new media. Affiliates know best who drives conversation in their markets. If we can vet these outlets and deem them appropriate, then let's reach out.
With modern day technology, global and local market teams can shape messages and tools before they hit the Power Point Slide. Together, we can make sure that overarching themes resonate with stakeholders, and spend more time bringing messages alive tactically than discussing semantics. This individualised approach may be time consuming at the outset, but has lasting benefits.

Amanda Moulson