Global Communications Strategy by hft13158

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									Global Communications Strategy

     communicating your brand or
     product effectively in different
        cultures and countries

                                     the agency
                               communications, marketing, pr
 Branching out to a global market

• What is your strategy?
  – By country, region, multi-regional


• Choose
  – Global firm or local agency

                                               the agency
                                         communications, marketing, pr
                Global vs. Local
• Global firm
  – Larger in size
  – Head office with regional outlet offices
  – Good resource base for international work

• Network of regional communications/pr
  agencies
  – Area of expertise
  – Local knowledge / experts in their region
                                             the agency
                                       communications, marketing, pr
                      Culture
• Differences in culture
  – How do people interact
  – How does the local press communicate
  – How do you need to adapt your communications
    style and materials
     • Language
     • Scenarios/case studies
     • Conducting business deals and creating partnerships

                                                 the agency
                                           communications, marketing, pr
                     Media
• Understanding
  – How does the media reflect a countries
    characteristics
  – Investigate and verify the effect of media products
    such as news, TV show, movie, advertising, book,
    music, Website, game, and mediated sports on
    shaping and individual’s general image


                                             the agency
                                       communications, marketing, pr
Media Comparisons
Media Comparisons
Media Comparisons
             Market Perception
• Strategy
  – What are your goals for this expansion
  – Growth, recognition, new product


• Market Perception
  – Large global corporation
  – Local organization specializing in given countries
    market
                                              the agency
                                        communications, marketing, pr
Questions?
      the agency
communications, marketing, pr

								
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