Strange how easy it is to build very niche, very deep areas of specialization (if you have the aptitude).
For many years we have been engaged on a number of pan-European PR and AR programs with a couple of large corporations. As a result we have developed a specialization in understanding the cultural issues, organizational dynamics and operational structures that govern success in these situations.
Admittedly, that's not much of a conversation opener at dinner party, but if you work in PR or marketing and have the words EMEA, Europe or worldwide in your job title, that sort of information is like gold dust. You probably know it yourself but have struggled to find an agency tuned to play this sort of supportive, almost pure back office role.
Today Metia's Influence business was able to report on our new relationship working with LG Europe, which is just such a role. In this case our PR team is helping them promote a range of electronics products to consumers across Europe. Kindly, PR Week covered the story too.
Working with LG caused me to think harder about what characteristics are needed to be successful in these pan-regional or worldwide roles.
The work we do for LG is a good example. We work away behind the scenes, in this case seldom engaging direct with the press, and only then to a tightly defined group of pan-European media. The vast majority of the time we are working with our LG Europe clients developing creative campaign themes, originating content and developing substantiating news vehicles, which local PR managers can then very easily simply take, localize and execute with their agencies.
In these situations, our collective success is primarily measured through the coverage achieved by the country PR Managers and their local agencies, and the direct feedback one gets from local PR Managers regarding the 'service' they receive from the regional or HQ function.
In a sector, PR, that attracts more than its fair share of individuals who want to grab the spotlight (and all the credit), it takes real discipline to be prepared to succeed through the success of other agencies. If not managed successfully, it can also be a frustrating and unrewarding task, whether agency or in-house.
If you are one of those people with the words EMEA, Europe or worldwide in your job title, and share this sort of challenge, and wanted start a dialogue on this theme, drop me a mail or make a comment. Happy to share views online or chat offline.
I could even create a support group, it's therapeutic to share, isn't it?
Tags: PR, pan-regional PR, LG Electronics