cultural experts in 110 countries and ICCO’s network of over 3,000 agencies across 66 countries.
Melanie Chevalier, CEO, Creative Culture writes: In the globalised world of PR, it can sometimes be difficult to navigate different business and cultural environments. This handbook will provide PR practitioners around the world with key information for conducting international business; highlighting the extremely important, but often overlooked, details that will help your business relationships with foreign stakeholders run smoothly.
In a globalised world, a one-size-fits-all approach won’t get you anywhere. To ensure success, you’ll need to spend time getting to know your local audiences – such as their environment (political, cultural, social and economic), and their likes and dislikes, for example, in order to understand what works and what doesn’t. The latter, in many ways, is often more important.
Global communications are littered with examples of cultural blunders, which in many cases, have led to damaging years of crisis management and brand re-building. Knowing how to position and communicate around a brand, product or service, in a way that is understood by the target audience, is vital to success.
However great your USP or message appears to be, it doesn’t necessarily always cross boundaries in the same way. First, you need to understand the international challenges and devise a strategy to overcome these. Then you need to decide which channels to use. Where does the local audience watch, listen or consume media, and how is that particular media landscape structured? These answers will, no doubt, differ from market to market.
Demand ICCO’s members, spread across 66 different countries, have galvanised the production of this unique handbook, bringing together both the key information you need to understand each market’s political, linguistic and cultural nuances, as well as examples of recent campaigns that have demonstrated a good understanding and articulation of communication requirements for key markets.
Creative Culture, working with ICCO’s network and our own network of over 2,000 cultural experts in 110 countries, and utilising our 10 years of experience in advising, developing and managing communication strategies for a wide-ranging group of brands, we hereby present essential information on 61 countries.
The information within is easy to navigate and designed to provide the essential, top line, level of knowledge for each market. The handbook is constantly updated to remain current, in light of ever-changing political and media landscapes. In some instances, you may require deeper and more bespoke intelligence into a market, sector and/or culture. If this is the case, we can provide this tailored insight, with fast turnaround, and in-the-moment knowledge, through our expertise both centrally and locally.
Please contact us or ICCO so we can understand the exact and bespoke insight that you require. We hope you find this handbook useful and please let us know if there is anything else you would like to see included or amended in the following issues.