For great global PR campaigns, you need to think local [Video]

To get the edge in different territories, local expertise is a must, says Eirini Theodoridou of Connective3. Misstep, and you risk sounding tone-deaf.

In today’s interconnected world, brands must speak to global audiences while respecting the nuances of local cultures. However, achieving this balance is no easy feat, especially when geopolitical developments, cultural sensitivities, and regional differences shape how messages are received. As PR experts, we should navigate the ever-shifting global news agenda in 2025 by thinking locally while acting globally.

Regional media landscapes

Every country has its own distinct media ecosystem, and what works in one territory might fail in another. Consider the US, where a hyper-competitive news cycle driven by breaking stories and opinion pieces dominates. A pitch without a strong news hook can easily get lost in the noise.

In contrast, the French media places more emphasis on thoughtful analysis and cultural alignment. French media also often emphasizes analytical content. …

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