We take a systematic approach to driving worldwide PR programs.

As a starting point, we recognize that effective worldwide PR requires a center of gravity. Toward this end, we charge one of our global account managers with bottom-line responsibility for spearheading PR programs which encompass multiple regions. Typically, this global account manager resides in the same region as his or her counterpart on the client side.

The global account manager then works with the worldwide team to develop and implement the program. At the risk of stating the obvious, each target country carries unique characteristics that must be reflected in the PR program. Treating Asia or Europe as one homogenous market makes as much sense as approaching the United States, Canada and Mexico as a single entity because they reside in North America.

While it sounds simplistic, one of the most important keys to success in a worldwide PR program comes down to consistency. Parachuting your CEO into press events in Germany, France and the United Kingdom just because he or she happens to be traveling to Europe makes no sense unless you have an ongoing program in Europe.

If you can't devote the resources to conduct an ongoing program in a given country or geography, you're better off not doing anything at all. Instead, focus your PR resources on your priority countries. You can read more about this issue in a column Lou Hoffman recently penned for Technology Marketing on doing global PR. You'll find some real-world advice about managing PR abroad.

Other columns and articles on global PR:

• Conducting PR on a Global Scale
• There's No Magic Wand for Effective Global PR

And check out our Global Reach page on this site for more information about The Hoffman Agency's global approach.

To initiate dialogue on how we might contribute to your worldwide PR programs, contact:

Asia Pacific, Susan Tomsett

Europe, Lou Hoffman

United States, Susan Baldwin