Many of us have told our clients: “There’s no silver bullet to solve your marketing communications problem.” For global public relations, the same holds true – there’s no silver bullet to communicate news to the world. While some news elements are consistent from region to region, finding success in each part of the world requires special knowledge and insight to maximize the visibility of a good story. It becomes essential to understand the cultural similarities and differences in each region and how these issues drive the way public relations is practiced.

Here are a few examples of public relations rules that apply globally:

• Big news is big news. If Apple introduces the product or BMW introduces a new model, the story is going to get global news coverage. These types of universally newsworthy stories are very few and far between, unfortunately.
• Localization is key. Unless it’s truly a global story, the story needs to be localized to get local attention. Whether it’s discussing the fact that the product was designed in the region or the company has an office with a number of employees in the area, a local tie gives the media a reason to run the story. Localization is more than simply translation – it also means tailoring news toward the needs of the specific region – understanding what drives their economy and political agenda, as well as what they are interested in personally.
• Changing The Location Doesn’t Change The News Value. If a client says to you, “I know this isn’t exciting news here, but it will be in Africa,” look closely at the story. Elements that make a story interesting – such as timeliness, relevance, newsworthiness and proximity – are consistent around the globe. A story that isn’t interesting in your geography generally doesn’t magically become interesting elsewhere.
• Relationships Matter. It is always important to have good relationships with the media. These relationships will make it easier to sell a news story, and in return, generate coverage. Take the time to get to know the reporters in your region, either formally or informally, and you can see better results and more honest feedback with a story that’s not as newsworthy.
• Recognize and Respect Beliefs. Religion is a driving force in every region of the world. It is critical to understand the pervasive religion in each area and how that will affect the reception of a specific message, campaign or news story. Understanding local beliefs can also influence the timing of a major news announcement. Whether it’s Ramadan in the Middle East, Thanksgiving in the United States or Chinese New Year in Asia, it’s important to recognize the potential challenges and plan for them accordingly.
• Humor Isn’t Universal. Keep in mid that some publicity stunts and attempts at humor in a public relations campaign might be ideally suited for one culture, but they might totally miss the mark with another culture. For example, a recent stunt in London organized by Aer Lingus encouraging people to remove their clothes will not be well-received in parts of the Middle East. Do careful research to ensure an event or questionable news release will be understood and appreciated in other geographies before moving forward.

Here are a few examples of how public relations can vary between cultures when looking at mainstream media:

• Dubai – Status Sells. Many people have discussed the fact that in Dubai, media are interested in celebrities. Knowing this can influence our recommendations for a new product launch or grand opening. It can be extremely effective to use a well-known person to support an important news announcement.
• United States – Tie Into Trends. Mainstream US media are less interested in celebrity endorsements (though they do work at times); they are often looking for how the announcement at hand will tie into larger trends in business, entertainment, fashion or politics. It becomes important to develop this level of information as part of the PR launch plan.
• Scotland – Legacy Creates News Value. A recent front-page article in the Press and Journal in Aberdeen commented on the fact that oilfield services giant Schlumberger was letting go 6 workers in the area. This story is a perfect example of a company getting coverage far greater than the news merited because it had a strong legacy in the area. In this case, it wasn’t good for the company – but it can work to a company’s benefit as well.

Hopefully the preceding information provides a starting point when understanding how culture influences public relations from region to region. With any client asking for global PR help, it’s critical to assess what they are looking to communicate, where the news is relevant and what they hope to accomplish before getting started. Ultimately, the global public relations know-how comes from a company that has a global view with local execution, which makes Fifth Ring well-positioned to make a difference.