WHAT DOES THE MEDIA EXPECT?
Especially on sensitive issues.
Being incoherent is always a story...
A responsible company is expected to know what's going on ... everywhere.
International is being organized
Any form of corporate presence in a country creates an interface with that country's media, but also with local correspondents for home-based media. Journalists expect accessibility, need to identify a contact-point and make professional use of it. The absence of such identification is, to put it bluntly, a PR mistake... sometimes a costly one when sensitive issues arise.
Being, or becoming, international calls for a strong coherence in corporate and product image across borders, markets, cultures. It is the PR function's responsibility to maintain the coherence of a company's messages on all aspects of its business. Internationally, this requires reliable counterparts, able to grasp the international picture while adjusting to local circumstances.
- Markets, opinions, media and, of course, corporate structures and activities are all highly evolutionary. PR must remain at least apace of change, and, more often than not, ahead of it. It must gain insight into trends which other management functions will naturally expect PR to spot, interpret and of which to take advantage. PR must also supply a company's publics with accurate information about all these changes. No approximations, just facts and decisions.
PROI Worldwide Partners can supply you with information about local environments, and become a strong ally by ensuring your corporate data is consistent when it is communicated across borders.
"On occasion of the trade fair Arab Health 2011, held in Dubai, the PROI partnership helped us to position Berlin Brandenburg among the Middle East target audience as a modern and sophisticated site for healthcare tourism. fischerAppelt was our communications partner in Berlin and engaged the PROI partner Active PR to coordinate local media relations in the Middle East. This approach was seamless and resulted in a great outcome."
Head of Communications and PR