From Russia to China and Back: Managing PR in an Unpredictable World

Photo: Agence France-Presse

Photo: Agence France-Presse

PR is global. Social media can take any brand to any location in the world at a moment's notice in the never-ending quest for new customers, and that's a good thing. But the shifting tides of geopolitics have the potential to place brands in compromising positions that can threaten their reputation and their bottom line. Consider for a moment recent developments in Russia and the ever-present concern over intellectual property in China

As a communicator, this represents a conundrum. The ever-constant search for new markets to share your message worldwide is coupled with the fact that some of those markets are not as free as those you are used to dealing with in certain countries. Your brand's IP is secure in some countries, while in others your logo or your proprietary information are up for grabs. Your new storefront might be welcome in one country, but in another a mob might burn it down. How do you deal?

Stay informed.

The best communicators are also the best listeners and the most well read. No one is saying that you have to be a member of a foreign policy think tank, but you do need to have a grasp of what's going on in the world. Follow what's happening in Europe, Asia, Africa and elsewhere.

Get in touch with what your brand is looking to accomplish. Recognize triggers that would turn off your domestic customers and followers. Labor issues, civil rights and the divide between socio-economic classes are big points to be aware of in any country that you look to invest. To paraphrase an old schoolhouse saying: "If you wouldn't do it at home, don’t do it here."

It's a complex world; it always has been. It is an age where your brand can be undone overnight by being in the wrong place at the wrong time. As a communicator, you can reduce that risk by staying informed in the world that's going on around you. Just a few minutes a day can make all the difference.

Follow Richard Brownell: @RickBrownell

Tags: | Comments Off


About Richard Brownell

Richard Brownell is Content Manager, PR Events at PR News. He has several years' experience in developing and producing online events. Richard is a published author with several titles for young audiences to his credit. He has also written political commentary for several popular websites and his stage plays have been produced in New York and other major cities.

Deals of the Week

Get $150 Off PR News' PR Measurement Conference


Join us on April 20, 2015, for PR News’ essential PR Measurement Conference at the National Press Club in D.C., and learn how tie PR metrics to measurable business outcomes.

Use code “150off” at checkout to save $150 on the regular rate.

Get $50 off PR News' Book of Employee Communications


In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription


Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.