Localize expectations.
Reporting must be unified, but it also must reflect challenges specific to each country, such as the number of reporters and outlets and prevalence of a pay-for-play culture.
For example, it might be easier to set up in-person briefings or get reporters to attend an event in the U.K. than in the U.S. given the concentration of journalists in and around London. Set your targets accordingly while pushing your teams to go the extra mile.
Though the prospect of orchestrating or reorganizing a global campaign might seem like a waking nightmare, it can be tackled through a thoughtful and collaborative approach that reduces the strain on the marketing or global communications lead.
