Where do influencers and decision-makers get their news? Are you paying attention to those outlets? Are you engaging?
Too often, big companies make poor assumptions about cross-border communications. Companies assume that the way communications planning functions for their own markets applies everywhere.
They fail to consider the maturity of journalism in the market, relative freedom of the press, ownership status (government vs private) and the political lens of an outlet. They also take a United States of Asia (or Europe or Latin America) approach to outreach.
A uniform approach does not work. Reading news online, for example, is an increasingly common activity throughout the world, but in many countries TV and newspapers are still the most important sources of news. While 77% of people in the Republic of Korea read newspapers online, that number is only 17% in Italy and Ireland (source: OECD).
And while newspapers in the United States are cutting staff and seeing revenue decreases, print in India and Africa is experiencing growth in advertisement revenue and circulation. In those areas, rising literacy rates and growing disposable income are changing the media landscape.
Global Gateway Advisors specializes in cross-border communications – breaking down geographic, cultural, political, regulatory, reputational and digital barriers – to position our clients for sustainable success in mature and fast growth markets. Communications can serve as a gateway to understanding, mutual respect and new opportunities. We offer smart, pragmatic counsel focused on achieving results. Contact us for more information.