Chapter 49: Global PR Strategy Workshop

Key Takeaways - Think global, execute local: Maintain a consistent core message while adapting tactics to cultural nuances. - Platform choice varies: Understand which messaging and social tools dominate in each target market. - Local relevance beats reach: Partnerships with local voices are more effective than broad global campaigns.

Running a campaign across multiple countries requires a balance between brand consistency and cultural relevance. This workshop helps you navigate those challenges.

The Challenge

A successful global strategy is not about doing the same thing everywhere. It is about having a strong global foundation and empowering local teams to adapt the execution for their specific market.

Workshop Workflow

1. The Global Foundation Define the universal key message and the core creative assets (videos and images) that will be used in every country.

2. The Local Execution Break into market-specific groups (e.g., India, US, Brazil) and identify: - Cultural Nuances: Are there specific beliefs or traditions that affect your message? - Local Media: Which news outlets and blogs are the most trusted in this region? - Local Platforms: Is WhatsApp more important than Facebook in this market? (e.g., for India or Brazil). - Influencer Landscape: Who are the trusted local voices for your category?

Chapter 49 Toolkit: Planning for Scale

Practical Exercise

Exercise: Localizing a Message Pick a global brand. Take one of their universal taglines and adapt it for three different markets. Explain how the visual approach or choice of channel would change for each market to ensure the same feeling is achieved.

DPRI CONNECTION

The DPRI framework is universal, but the specific digital terms and platforms you prioritize will vary by region. Successful global PR ensures high Share of Voice in every target market.

Next: Strategy must be communicated clearly to be approved. Chapter 50 covers the structure for professional Project Presentations.