by Maya Harruna
We live in an era where businesses have an increasingly global presence. As companies expand into other regions, they will need to adjust their operations and products in order to ensure that the success experienced in one country is replicated in another.
When dealing with potential clients, or even the media, it’s important to be aware of the social customs and etiquette specific to that country. Deeply ingrained cultural viewpoints and customs can have a significant influence on an individuals’ inclination to embrace innovative products and/or messaging.
According to sociologists, there are two types of societies – individualist and collective. Consumers in individualist countries prefer to stand out from the crowd, and finding the best deal can be an important motivator. This means that they are less likely to remain loyal to one brand or supplier. In comparison, collectivist countries value established relationships, and this can lead to consumers typically remaining loyal to trusted brands/suppliers.
When executing PR strategy in different countries, it is essential to understand which kind of society you are targeting – this will not only help to shape your offering, but will also enable you to craft messaging in the most effective and appropriate way.
A “one size fits all” mentality can be detrimental to your businesses’ reputation. So, if you approach global campaign planning with the aim to establish awareness and understanding of cultural differences, you’re much more likely to find global success.