The importance of local market knowledge

IPRN Staff Exchange

I am Anne from Denmark and I work as senior consultant at Kragelund Kommunikation. Last week, I was fortunate enough to take part in an IPRN staff exchange at Nexus PR in London. In 2013 Kragelund Kommunikation won the IPRN Project of the Year and the prize was a staff exchange.

My week at Nexus was a great opportunity for me to learn from my IPRN colleagues in London and to gain insight into their approach to PR and communications. The experience was enriching to me on both a personal and a professional level, as the stay provided me with firsthand experience of the different areas that Nexus PR operate within.

The week was compiled of a highly informative mix of one-to-one meetings and team meetings, with both internal and external focus. As kick-off for the stay, I met with Managing Director Richard Medley who gave me valuable insights on Nexus credentials.

Throughout the week, the exciting program, put together by Nexus, allowed me to network but also share professional knowledge and practice. I was fortunate to be included in various tasks and operations and to gain insight in a broad range of aspects – from the Nexus Way, a guide to the way the company operates in all aspects, and new business, to crisis communication and campaign cases studies.

After spending time at Nexus, it is clear to me that a lot was comparable to Denmark. However, our practical approach to PR is in some important points different, e.g. how to contact journalists or deliver key messages in press releases. This confirmed to me the fact that cultural diversity is natural and local market knowledge is crucial when penetrating new markets. Thus, the IPRN network certainly has it right in regard to sharing of knowledge and best practices between members and for helping our international clients adapt to local markets. I my opinion, collaboration between IPRN members should build opportunities to adapt global strategies to local practice, bring higher brand knowledge in the specific market and in the end create better results for the client.

If any international companies want to benefit from our international network you should contact the IPRN.

Thanks to Nexus PR and all of the staff for giving me an unforgettable experience.

Anne Thomsen, Kragelund Kommunikation, Denmark