Assigning an International PR campaign to multiple public relation companies

An International PR campaign happens to be different from the PR campaign that is conducted at local level. The biggest problem faced by Public relation companies in running an International PR campaign is cultural differences posed by different geographical boundaries where a campaign is run. Therefore, a public relation company runs an international PR campaign with multiple public relation companies operating at different countries having nice social, political and geographical understanding of country where they operate.

It had been experienced, extensively, that 'one-size-fits-all' Public relation campaign at different areas does not prove to be so effective. In such a scenario, public relation companies needs to cater the objective of running a campaign after forming an effective PR strategy for each country where they wishes to run a campaign after understanding the social structures, difference in language, culture and media. However, forming an effective international PR campaign involving multiple public relation companies for cross territory PR campaign needs to follow certain important step to make it a complete success.

The first step to successful International PR campaign is campaign co-ordination among partner pubic relation companies operating across several countries. And a good PR campaign is a cost- effective PR program run successfully at every market. Well co-coordinated campaign diminishes budget wastage, duplication of content and overhead costs. It provides guarantee of message delivery to different audiences regardless of their location. Campaign co-ordination also ensures proper functioning between Public Relation Companies in different countries.

While implementing, an International PR campaign with a coordinated effort a company can work on three broad models of Network- local, central and hybrid. The local model for an International PR campaign hardly keeps any co-ordination between different areas. Each region runs its own individual PR campaign independently. In this model a company can give autonomy to business units to run campaign or set their own PR function. This type of model lacks central control over the over all operation.

The central model of PR campaign is an authoritarian agency, generally, the marketing department of the company sitting at company Head quarter controlling every decision for an International PR campaign. In central model the minimum level of independence is given to partner companies working at local level. The central model is mostly adopted in situation where an organization has a small number PR stuff in each country with shortened budget. In case of generic product or services a central approach to Public relation is adopted.

Hybrid model for PR communication provides very effective solution to this problem as it provides middle path to local as well as central model. In a hybrid model for PR communications a program is organized at central level with a certain level of autonomy at local level.

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