We Are Communication Architects

Building brand awareness through content creation and community engagement.

January 29th, 2007

Let Them Speak

I recently flew to Windsor in the UK for some international partner planning meetings. Sitting there at the table with me were consultants from Asia and Europe discussing business planning, but also best practices in communications worldwide. I thought I would share some of the points our international friends raised for shared benefit. Hope you find it useful…

Consolidation – If we think there has been media consolidation in the USA, think again for Europe and Asia. Take Italy for example, you could easily find yourself out of luck promoting back-to-back news in that country, there just isn’t enough media to saturate. You have to choose the best and you have to focus…

Releases – Chop press releases, it is about local relevancy not translating a four page release, cut them if you can…

Hype – Marketing is American – leave it there, talk specifics and news, cut the word “leader”

HQ Executives – Just because a CEO is coming to Europe that does not mean a press tour should be arranged and perhaps even more important that local media should write about it — unless perhaps they are dressing up as Cher

Budget – Bring some money, Europe and Asia are not free, without proper funds to spend on an international program and without goals to sustain a program, efforts can sometimes be futile…

Voce will be profiling some of these agency partners in the coming months in an effort to bring their unique perspectives to the Voce Nation.

/JW

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Filed in Media, Voce People

Add Your Comment1 Response to “Let Them Speak”

Scott Safe on February 6th, 2007 at 2:56 pm

Ignore – the non-native references. American references mean nothing. Tailor to the local audience – local partners, local channels, local customers. Ignore the great results in America…it means nothing.