by Tori Burk
Even if a company isn't yet global, they are operating in a global market, and an increasingly competitive one. In order to become or remain a real competitor, companies have to expand. When trying to build a relationship with an international public, it makes sense that those efforts would best come from an international team. It allows for a full-scale understanding of communication and the capability to engage in a way that's effective not only regionally, but truly nationally. Getting coverage and opportunities outside of a company's local area can open its' eyes to new markets and potential for scalability and growth that wouldn't have otherwise been seen.
Worldwide communication calls for inclusive PR:
Today, news is instantaneous as well as social. In such a competitive market, a story needs to not only be in the right place quickly but also applicable to the reality of those receiving. That being said, when something is trending these days, it rarely stays confined to one country. Despite origin, trends spread across borders and cross-culture every day. The digital revolution has allowed for my news to be your news, and your news, mine - creating an opportune playing field for companies trying to expand. That said, the tools needed to get there are less likely held in hands that only reach the networks/stations/outlets of a single geography. More likely they're held in a group with reach to many geographies, which is comprised by many and therefore effective in many, as well.
The conversation might be worldwide, but dialect is regional:
Being accustomed to all of the language norms, idioms, and slang specific to a culture is essential for a solid understanding of the client or their target audience. An unintentional language or etiquette error can really undermine what a company is trying to relay or achieve. The global familiarity that comes with an international team is a way to ensure that when it comes to getting a message out there, execution can be seamless across regions.
All in all, if a company is trying to grow, a major advantage of an international PR approach is that it's future-focused in many ways. Efforts are not just concerned with opportunities that are local and current, but multi-national and upcoming - creating tons of potential to steer company growth and take outreach to new heights.
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