The technology industry is today, more than ever, a truly global one with few ambitious and
successful companies restricting themselves to one geography alone. Along with the
business opportunities that arise from operations in multiple localities comes the increased
need to use public relations to effectively and consistently communicate your core values and messages to your organisation’s stakeholders. However, experience shows that a 'one-size-fits- all' PR programme imposed on different territories will not be effective. Hand in hand with consistent objectives comes the need to tailor PR strategies and tactics to each country, showing sensitivity and complete understanding of differences in language, culture and media. Putting in to practice an effective framework for an international PR programme that will suit your business can, however, be difficult. In this white paper we assess the common models for cross territory PR campaign management, the challenges you will need to overcome as well as the methodology you should use to create a model which will get the most out of your budget.

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