Find below a series of interviews with GlobalCom members regarding international PR, news about localisation challenges and other useful information on reaching global audiences through public relations.

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Frog holding the globe

Working in international PR, translations belong to our daily tasks. To make sure the content and correct meaning of articles, press releases or comments is transferred into another language we differentiate between translation and localization – meaning we expect our consultants to understand each paragraph and message and express it in their local language. This also means restructuring texts due to the preferences of the local media and audience as well as adapting the wording accordingly. If the client already has documents in the respective language we also make sure the corporate wording is consistent. If a client expands into a new market we support the creation of corporate wording in the new language. Read more

World Map in icons

In our interview series “Tops and Flops in global PR” we asked several PR consultants of our 70 partner agencies of the GlobalCom PR Network which PR topics and methods are especially successful in their respective markets and from which measures they prefer to desist. Furthermore, the PR professionals from all over the world told us about the significance of market expertise in their work and whether international presence is important for their clients.

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Czech Republic

Today our series features Jan Hrabovský from Heretic PR, GlobalCom PR Network partner in the Czech Republic, who gives us some insights into “Tops and Flops” in the Czech market.

 

PR topics: tops and flops – what works best in your market?

When communicating with the media, PR professionals in the Czech Republic struggle with one problem: journalists are very cautious about any efforts to gain publicity for brands and commercial subjects in general. Therefore communication strategies often have to be based on topics which are not primarily targeted towards brand promotion and are at the same time considered newsworthy by the media. It is a good idea to include your own, unique and objective information  as it makes some kind of sourcing leading to the client’s publicity. This approach is turning out to be much more effective than relying solely on corporate and product press releases, although their distribution is still crucial part of the PR communication because it supports overall awareness about the client  in the media.

 

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The United Kingdom

Today our series features Pat Pearson from Firstlight PR, GlobalCom PR Network partner in the UK, who gives us some insights into “Tops and Flops” in the British healthcare market.

PR topics: tops and flops – what works best in your market?

The old adage ‘content is king’ has never been truer than in the UK healthcare arena. It’s tough to get uptake on a story unless it’s linked to the changing healthcare agenda, or a significant scientific breakthrough. There was once a time when you could get coverage for a new medicine launch. Provide some interesting spokespeople – a leading doctor and a patient – and some background on the disease area. Even a minor disease might expect some solid coverage if your execution was good.

However today, journalists want to know the medicine will be approved for use by the National Health Service (NHS). They need to be convinced that it isn’t a ‘me-too’ treatment, and represents a significant step forward. To put it bluntly, its extremely tough getting column inches.

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Germany

Today our series features Daniel Pohl from 360Concept, a GlobalCom PR Network partner in Germany, who gives us some insights into “Tops and Flops” in the German market.

 

PR topics: tops and flops – what works best in your market?

Our PR Agency is strongly committed to high-tech and sustainable management topics. Therefore market knowledge and technology know-how is key for our PR work. Understanding where the customers are communicating along the value chain helps to avoid PR wastage. A producer of solar modules that might directly be accessible for end-customers and installers do have different needs in PR and communications than, for example, a supplier of high-tech machinery. A further trump card we can play is our market research background. We do not “stab around in the dark”; we rely on proven primary-data for each communication challenge. In a nutshell: speak the customers’ language, understand the customers’ needs and rely on your market knowledge – this will bring you success.

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Turkey

Today our series features Jack Jacob of ProMedia GlobalCom PR Network partner in Turkey, who gives us some insights into “Tops and Flops” in the Turkish market.

PR topics: tops and flops – what works best in your market?

The common mistake 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 the EU and the 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.

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The United Kingdom

Today our series features Duncan McKean, Account Director Telecoms at CCGroup, GlobalCom PR Network partner in the UK, who gives us some insights into “Tops and Flops” in the British market.

PR topics: tops and flops – what works best in your market?

In the UK, how to communicate, or more precisely, what to communicate depends very much on who we’re attempting to influence and why. Trade reporters, for instance, will have a greater interest in market dynamics and how a client fits into what’s happening across the industry. Meanwhile, national & business reporters will be more interested in how a client is reshaping or disrupting an industry or a pre-conceived way of doing things. For business reporters, insight into industry/corporate financials is almost imperative.

Whether trade or business, reporters will expect to hear strong opinions and carefully thought through arguments, and will reject without question any content or views which use arcane, trite phrases such as “…the world’s leading” or “end-to-end solution”.

 

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Europe and China are home to some of the world’s oldest traditions. Each continent has a vibrant and expansive history and a myriad of different cultures, beliefs and demographics. The two continents have been trading for centuries, but as the way we communicate rapidly changes, how do companies and investors ensure their messages are not lost in translation?

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Today our series features Fatma Ahmed of MeaComS, GlobalCom PR Network partner in Egypt, who gives us some insights into “Tops and Flops” in the Middle East market.*

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Today our series features Mervin Chin of Kyodo PR, GlobalCom PR Network partner in Japan, who gives us some insights into “Tops and Flops” in the Japanese market.

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