Presentation at the IPRA World Congress on the challenge of developing and executing multi-country PR strategies

1. External and internal communication:
The challenge of multi-country
projects
Luisa García
Partner & CEO Peru and Central America

2. Are there single-country
communications anymore?

3. But we are only one brand!
Reputations are global.
Crisis are global.
Stakeholders (and
investors) know no
frontiers.
Contradictions
endanger our
credibility.

4. Mr. PR, could you please manage all this?
• Yes sir. I wil centralize:
– Messages and actions come from HQ
– We’ll need fewer (if any) local resources to adapt
and implement
• Ummm, but I’m missing the local flavor…
– Realities are still quite different
– Our international content does not have local
context
– And frankly, nobody really listens to me

5. Ok, then localize!
• No sinergies, opportunities missed
• Too far from decision making centers
• Teams differ in preparation and capabilities
• You said what to a WSJ correspondent????????

6. Some lessons we learnt.

7. Set a framework, then allow for
local adaptation
“We have developed what
we believe to be a unique
approach to sustainable
development – one that
provides an overall
framework but gives our
operations the flexibility
to implement programmes
that best meet their local
circumstances”

8. Identify common concepts and
themes

9. Define metrics and methodology
Peru
May ROB -
FY10 2-May-10
PRIME TOP STORIES
Performace
Scored ROB PRIME YTD PRIME YTD % of
Scorecard Categories PRIME Trend Scorecard Categories TS ROB TS YTD against Target FY10 Plan
Articles ROB Average Score Average Score Month FY10 Plan
Citizenship 12 120 115 Citizenship 0 10 0% 12 83%
Business 5 115 113 Business Innovation 0 14 0% 13 108%
Consumer 17 122 111 Consumer Innovation 0 14 0% 4 350%
Corporate 3 117 105 Corporate Innovation 0 5 0% 3 167%
Totals 37 120 112 Total TS 0 43 0% 32 134%
Media Type TS
PRIME Audiences
TS ROB % TS ROB TS YTD % TS YTD
Blog 0 - 2 5%
Broadcast 0 - 12 28%
Business 0 - 4 9%
Consumer Lifestyle 0 - 0 0%
Consumer Trade 0 - 0 0%
Government Elites 0 - 0 0%
Scored ROB PRIME YTD PRIME
Articles ROB Average Score Average Score
PRIME Trend IT Trade 0 - 12 28%
Political Trade 0 - 0 0%
Business Decision Maker (BDM) 5 127 113 Quality Daily 0 - 6 14%
Consumer 9 115 122 Quality Weekly/Monthly 0 - 0 0%
Developer 0 0 0 Scientific 0 - 0 0%
Government Elite 11 110 106 Vertical 0 - 0 0%
Information Worker (IW) 1 125 0 Wires 0 - 6 14%
IT Pro 11 132 115 Other 0 - 1 2%
other 0 0 0 Total TS 0 43

10. Do not (only) standarize to save
money
• Focus on markets’ needs
• If you want to have a say, bring bread to the
table
• This is still a people’s business (which isn’t?)

11. Use new media to share and create
knowledge

12. Still think this doesn’t
apply to you?

13. Local companies should start
thinking as multinationals
• The Internet
• Open markets
• Regional multi-nationals
• International parties looking at emerging
markets
• Local companies expanding their fields of
business
• In-country coordination as important and
challenging

14. External and internal communication:
The challenge of multi-country
projects
Luisa García
Partner & CEO Peru and Central America