As a global B2B PR agency, we’re often asked if we can run global PR campaigns.
The short answer is yes. The longer and more important answer is yes, but only if we tick certain boxes and plan our campaign properly.
Global PR campaigns can communicate messages to target audiences across the world at a fraction of the cost of other marketing methods. But here’s the thing: implementing a truly global PR campaign is trickier than it sounds.
Why? Because people aren’t global – everyone lives somewhere. And where they live determines what message they should receive, and how they should receive it. Plus, there aren’t many truly global publications.
Even at a local level, your key message won’t change – but the way you present it will.
With that in mind, here are ways to tell stories that have global appeal:
Break down global data by region
It’s unusual for every person in every part of the world to think and act the same way. Differences in culture are interesting. Lean on that by breaking down global data by region – it’ll show how genuine your global footprint is.
Plus, if you pitch a global story, journalists will immediately ask for a breakdown of the data to tailor it to their region anyway.
Pitch your local journalist at your global publication
Publications might be global, but journalists aren’t.
Pitching to them based on where they live is key. Global publications will often have regional reporters across the world.
These journalists are crucial to build relationships with. For example, we’ve set up interviews for our Dublin-based technology clients with the Ireland reporters at publications like The Times.
Think about your social channels
When it comes to social media, we’re often asked if it’s better to have a single feed (be it Twitter, Instagram, LinkedIn, Facebook or YouTube) or different feeds for different countries.
There’s no hard and fast rule, but language is a good starting point. For your brand to gain the respect of your audience, you must communicate in the local language. But we’d almost always recommend having a corporate-level social feed, which helps tie the various threads of your business together into a bigger picture.
Listen to your people on the ground
The essence of a good story doesn’t change much from market to market. But the tools to share that story do, and the emphasis might change too.
Listen to your people on the ground. Ask for their feedback at the earliest stages of any campaign. Give your dispersed teams opportunities to openly discuss what works and what doesn’t in their country and with their culture.
Pitch your local spokespeople
Pitching in the language spoken on the ground is a sign of respect. Put local spokespeople in the spotlight to show press on the ground that you know the region.
This is still true for the US – we want to put American people forward to show they truly understand the market.
Hook to global conversations
Most global publications are inherently political. Global politics is what connects us.
You must be willing to ‘hook’ to global conversations that are happening.
It doesn’t mean having a political stance – but it does require visibility into global tensions, and a willingness to address or reference them.
Here’s what we’ve learned: A dedicated global team working on a global communications strategy across regions is critical to your success. It just requires a little patience and sensitivity to different cultures and behaviours.
Ready to launch your global PR campaign?
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Written and updated by Katie Chodosh, Head of Media Relations at Definition, on 02/09/2025.
