Morgan McLintic, Executive Vice President US, LEWIS PR, shares his PRSSA National Conference presentation on 'How to Become a Global Communicator'. Learn about international PR and insights on how to travel the world with your PR career.

1. Becoming a Global Communicator
or how to travel the world with your PR career
October 14, 2012

2. A brief introduction
Morgan McLintic
EVP US, LEWIS PR
@morganm
Core skills in content
creation, community
and optimization
Wholly-owned
international network
of 24 offices
Award-winning
digital
communications
Over 320 staff, Bold campaigns for
fast
technology and
growing, employee- consumer brands
owned
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3. What is a global communicator?
Implements PR programs in multiple countries
Understands the media culture in each market
Works with staff in different timezones and
languages with varied objectives
Handles the biggest budgets, works at the
highest level for the largest firms
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4. Why become a global communicator?
International PR is the most challenging
PR is becoming more global
Increase your earning potential
Personal growth
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5. How do markets differ for PR?
News
culture
Working
Key tactics
practices
Differences
Scale Complexity
Comms
Legal
style
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6. Where is the PR spend globally?
Global PR Market Revenue Split
18%
46%
26%
UK
Europe
APAC 13%
US
Source: PRWEEK 6

7. How do organizations do international PR?
What does that mean to you?
Best of Breed • In-house role in coordination
Agency Model • Work for an agency abroad
• Internal transfers
Global Agency • International coordination team
• Local teams in each market
In-house • Significant management team
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8. Why do PR consultants travel?
Press tours
Supporting international offices
PR summits
Crisis management
Opening an office for an agency
Agency management
New business pitches
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9. Case Study: LEWIS PR
• Visiting offices in the LEWIS network
LEWIS Passport • Secondment programs
• 25 global offices worldwide
Internal Transfers • Moving to a new location or country
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10. How to become a global communicator
Intern at an organization with a global
proposition, culture and presence
Study a second language, ideally abroad
Follow global events, study the news culture
in different markets
Visit your target markets on vacation
Start a blog about international PR
Write down your goal, and tell people!
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11. Thank you
and safe travels
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