Tailor your PR strategy to a global audience: 5 questions to ask

You might have an awesome campaign, but if you launch it in a new country with a different culture, you must adjust your messages. Here’s how to prepare.

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I spent last year interviewing senior PR executives in 31 countries about best practices for a book I wrote about effective global PR. The most important PR factors in a new country or culture include local influential voices, social expectations, relationships, translations and expected emotions.

PR pros, ask these five questions when adapting your strategy for a new country or culture:

1. Who is influential locally?

How can you enlist those people as partners or advocates? In the United States, much of the content that gets re-tweeted and trends on Twitter is generated by traditional media.

By contrast, Chen Liang, account executive for the global PR firm Ruder Finn, says that in China many people do not find the government-censored press credible. They turn to public figures—actors, independent journalists, professors and writers—who have earned reputations as reliable sources on social media.

Partnering with these local social influencers can be great to reach Chinese audiences.

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