Europe: How to get multi-country PR and comms right

Europe: How to get multi-country PR and comms right

Firefly HQ

Firefly HQ

On Wednesday 21st October at 4pm BST, Firefly’s Europe experts are hosting a free webinar that will cover everything you need to know about how to ensure success in multi-country PR and comms campaigns.

As a taster, here are a handful of the key challenges that must be considered when running campaigns across Europe. The solutions to these challenges will be covered on the webinar.

Every country is different

It’s understandable if communications professionals that have primarily operated in one country fall into the trap of thinking that the communications landscape operates in a similar way in different countries. Most of the time, that’s not the case. They may be close on a map, but there can be major differences when running campaigns across borders.

This graph shows exactly that. It reveals the variation in media attitudes across a range of different criteria in France, Germany and the UK.

Not all tactics work the same

There will be times when a tactic and content can be used with minimal localisation for multiple countries. However, on most occasions this won’t be the case. There are a wide variety of hoops that you may need to jump through to make a plan or content suitable for multiple countries.

The important point to note at this stage is that a strategy/tactic/piece of content can’t simply be duplicated and expected to perform highly in different countries. Accept early on that certain activities will do well in some countries and not perform as highly in others.

Resources spread too thin

Now, as the points above emphasise, taking a one-size-fits-all approach to comms across Europe won’t work. Neither will spreading resources too thinly.  Trying to stretch a pre-determined, non-flexible budget to cover as many countries as possible is a common error.

It rarely works out and often leads to starting again 6-18 months down the line. During this time, competitors may have further established themselves.

Fortunately, there are many different financing options that are more sustainable than spreading a budget too thin.

Coordination can be painful

Even if the differences between countries is understood, tactics have been localised, and budget is assigned effectively, there’s still the challenge of getting every country to sing from the same hymn sheet. It can be challenging.

Each country can interpret instructions differently, will have different questions, and will have to adapt to apply instructions/requests to their country. As a result, managing different countries can be time intensive. There's also the possibility of teams going off in different directions, failing to align on strategy, tactics, and desired outcomes.

So, that’s the taster. A carefully chosen selection of the many common problems you need to know about – or may even have experienced first-hand. To get solutions to the above challenges in Firefly’s full rundown of PR and comms in Europe and how to ensure success in multi-country campaigns, register to attend the webinar on 21st October 2020 for free here: https://fireflycomms.com/en/pr-in-europe-webinar/.

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