Media relations program overcomes language and cultural barriers #329 case study

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A leading chemical company re-organized from a geographically-aligned organization into a series of global business units. For the U.S.-based company with relatively low name recognition in the Asia Pacific (AP) region was challenged to deliver globally consistent messaging to its AP-based customers despite language and cultural barriers. G&S increased visibility for its business leaders in the Asia Pacific region by using product and manufacturing announcements as platforms to create one-on-one opportunities between Asia Pacific-based journalists and company executives to build and reinforce relationships and deliver news. Communications were in English and native languages, as appropriate. As a result, global press coverage for the company reinforced its desired positioning as an innovator. Press coverage in the Asia Pacific region was extensive. Editorial networking in the AP region created other opportunities for the company to deliver its messaging through trade shows and conferences.

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