 By Haley Keding
“If you’re in this business to travel, you need to think about being a travel agent instead,” says Scott Farrell, president of global corporate communications at Golin and guest speaker at PRSSA 2015 National Conference. While living abroad is a large part of global PR, the industry offers far more than the opportunity to travel the world. From working with diverse clients to 24/7 communication, global PR encompasses all the glamour and grime of the industry. Here are the top four characteristics firms want in an employee: 1.Cultural Sensitivity According to Farrell, “culture is king,” and he’s right. Cultural knowledge and sensitivity is THE most important part of global PR. In order for your campaigns and communications efforts to work effectively in different countries, you have to be willing to adjust your campaign according to the needs of each country. 2.Knowledge of a Foreign Language As communicators, we have to be able to speak with our audiences and that requires knowing their language. Knowing a foreign language will also help you develop creative, catchy campaigns that resonate with audiences. 3.Understanding of International Markets The leaders in the world’s economy are shifting from traditional countries like America, Japan, the United Kingdom, Canada, Germany, France and Italy to emerging countries like Brazil, China, India, Indonesia, Mexico, Russia and Turkey. America will no longer be top dog and global PR professionals will need to learn how to cater to these new markets. Two thirds of middle-income households will come from the emerging nations, and these people will have an increased purchasing power and no brand loyalties, making them a very malleable audience. Knowing this will help you target your audiences well and get them to act on behalf of your brand. 4.Flexibility Global PR professionals need to be flexible with almost everything in their lives. People are asked to move to countries on project-based timelines and be willing to live in diverse areas throughout the world. There’s also a need for flexibility with time because the world is always on. PR professionals need to be available for conference calls any time of day, including holidays.
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