Top >> PR_Programs__Campaigns Local Vs International Campaigns Published Oct 01 Thanks to the Internet, the world is getting smaller, and more and more companies can compete in marketplaces that would otherwise have been impossible to reach. The temptation is to simply export the same advertising campaign, PR strategy, and marketing plan to all those new and exciting marketplaces. The recent Cannes Advertising Awards has generated interesting debate on the issue of translating advertising and other marketing campaigns across different marketplaces. It seems that it is not just language that needs translating, but also concepts, cultural references, and marketplace significance. While advertising may be able to get away with importing its ads some of the time, when it comes to PR, the campaign has to be local. Here's why: Press releases: - there's more to translating a press release than language. Style, spelling and format all differ around the globe. It can be hard when a multinational client, with headquarters in Tokyo, send you a press release to distribute that gets wonderful coverage in Asia but none in Australia. Stick to your guns and tell them if you think it won't work and why. Spokespeople: - if at all possible, use a spokesperson based in Australia rather than overseas. Otherwise, you give the impression that Australia is not considered important enough or advanced enough by your client to justify a local spokesperson. Timing: - anyone dealing with a marketing department based overseas faces extra delays in getting stories or comments approved, and this can easily kill the story. Again, there needs to be someone based in Australia who can push approval and information through in a timely manner. Relevance: - Australia may be part of the Asia Pacific region, but a new service available in Korea or Thailand is not going to make the news here. If it's not affecting Australia, don't bother with it.

PR Influences Australian Public Relations Newsletter. Article: Local vs international public relations campaigns. Information Content: Corporate Communications, Programs & Campaigns