What should a modern ‘global’ comms campaign look like?
Our MD Eileen Boydell had the pleasure of speaking with Ben Smith on the PRmoment podcast about all things international in PR when it comes to campaigns and programme management.
It's a subject close to her heart, and an area in which she has considerable experience having worked internationally for the last two decades.
And with the PR Network set up to be able to service briefs around the world by building bespoke teams of senior comms pros in markets far and wide - we were delighted to be invited on and share our views. In 2022 alone, we worked in 37 different countries, and that number grows every year.
During the interview Ben focused on the question of whether there any truly global PR campaigns anymore?
It’s a key issue, given the tension between global brands’ desire to balance a consistent, core message and value proposition - against the need to produce high-quality content that is not just translated into a different language, but is new, insightful, relevant, and engaging for people in the market.
Local nuances can get lost when (as is the case with many ‘global’ campaigns) generic content is translated and pushed out, often failing to generate any interest or traction, which is why The PR Network’s approach of working with senior experts, in market consistently delivers results for clients.
During the podcast Ben & Ei covered:
What global PR looks like
The model for a successful international PR campaign
How to effectively manage international versus local campaigns
The key to a successful hub and spoke model (seasoned directors at the helm with in-market teams navigating cultural sensitivities are a must)
Regional trends in the types of content that work across different international PR and media markets
And more besides. It’s a great conversation, so do grab a cuppa and listen in.
As the world’s first virtual PR agency with an international roster of over 1,300 PR experts and independent partners, we’re well versed in delivering global PR campaigns. We currently have a presence in over 60 countries and that number is growing every year.
Multi-market is where we thrive and excel. With a network of seasoned comms consultants at our fingertips, we can build a bespoke expert team based on the skills and experience needed to meet any brief.
If you’re a scaling business, looking to add new global markets to your existing PR team, or a global business appraising the value and efficiency of your ‘global’ network agency retainer - we’d love to tell you more. Please do get in touch.