The Importance of a Global Communications Strategy, Part 1
Expanding operations to a global scale presents organizations with great business opportunities across different continents and regions. However, for Corporate Communications teams, global expansion also brings unique challenges. Their tasks include building and safeguarding the brand, unifying its story, and doing so efficiently and effectively. Yet, diverse regions and countries entail variations in language, habits, and approaches, not to mention the complications of different time zones. However, by consolidating tools, setting a clear communication strategy, and enabling collaboration between teams, organizations can not only enhance efficiency and consistency but also establish growth in a cost-effective way.
Following a recent discussion for the MEPRA about Global Communications challenges, this is Part 1 of a three blog series highlighting the importance, challenges and strategies for a successful Global Comms Strategy.
In today's interconnected world, companies operating on a global scale face numerous challenges when it comes to effective communication. Their challenges reach way beyond the mere act of translating content into different languages. To address these challenges, MEPRA Academy organized a webinar titled 'Navigating Global Communications Challenges: Beyond Translation for Successful Storytelling.' The webinar featured Robin Kleine, Head of Customer Success Management at Presspage, and Reem Alhammadi, Senior Communications Officer at Emirates Global Aluminium (EGA), who both shared valuable insights about the importance of global communications strategies and the key challenges faced by corporate communications teams.
When all content-related things are orchestrated by one team, both globally and locally, there are bound to be many challenges, for sure. But as a global company, it is important to maintain a structure globally when it comes to your identity, your communication, and your tools. You will need to collaborate with all teams, globally, to maintain it. In doing so, it is very important to also focus on the internal part and the local aspects of each unit as well.
When it comes to acting on a global scale, the importance extends beyond mere translation of content. Robin specifically emphasizes the significance of a certain level of control to achieve success in global communications strategies: "If you want to be successful with your global communications strategy, there needs to be a certain type of control, working with multiple teams globally. Local teams need guidance and framework to know what they can do, but they also need freedom to act locally in order to connect with local audiences."
Reem highlights the comprehensive nature of content management within her team, encompassing both global and local aspects. She emphasized the importance of addressing the multitude of challenges that arise in global companies and underlines the need for the importance of a global strategy: "When all content-related things are orchestrated by one team, both globally and locally, there are bound to be many challenges, for sure. But as a global company, it is important to maintain a structure globally when it comes to your identity, your communication, and your tools. You will need to collaborate with all teams, globally, to maintain it. In doing so, it is very important to also focus on the internal part and the local aspects of each unit as well."
Clearly, these statements emphasize the need for a well-defined framework and guidance for local teams while allowing them the autonomy to adapt their strategies to connect effectively with their local audiences. Maintaining a cohesive global structure is crucial for a global company's identity, communication practices, and tools, which, in turn, are essential for protecting the reputation of a brand. Balancing the global and local aspects ensures successful global communications beyond mere translation.
By addressing the challenges of global communications through a clear global communications strategy, organizations can navigate the complexities of operating on a global scale, effectively connect with local audiences, and maintain a consistent global identity. Technology solutions can play a vital role in supporting this strategy. From collaboration platforms to data analytics tools, organizations can leverage advanced technologies to streamline processes, foster collaboration, and gain valuable insights for informed decision-making. By harnessing the power of technology, organizations can overcome the challenges of global communications and establish a strong foundation for success in the global marketplace.
If you would like to read more, keep an eye out for our next blog about Key Challenges in Global Communications.