From London to Lagos: How to Run a Cohesive PR Campaign Across Continents

Introduction Whether you’re a scaling fintech brand or a global SaaS startup, running PR across multiple continents—like the UK and Africa—can feel like juggling different planets. The media culture in London is polished, data-driven, and often conservative. In contrast, Lagos is dynamic, community-focused, and fast-moving.

Yet, despite the differences, global brands must deliver a unified brand story across markets—without sounding generic or disconnected. Here’s how to make your international PR campaign feel cohesive, even when it spans continents.

1. Start with a Core Narrative That Travels

A truly global campaign begins with a strong master narrative—your core brand story, key value proposition, and mission. This message should be consistent across all markets but adaptable in tone and context.

Example: Your product might solve compliance issues in the UK but democratize access in Nigeria. The story changes, but the core mission remains.

2. Localize, Don’t Translate

Too often, brands take a global press release and merely translate it into local language or tone. This isn’t localization—it’s repackaging. True localization means adapting the hook to what matters in each market.

In London: Lead with regulatory readiness, ESG alignment, or data transparency. In Lagos: Focus on real-world impact, local partnerships, and empowerment stories.

3. Coordinate Regional Timing Strategically

What’s breaking news in one country might be ignored in another. PR timing should be staggered based on media calendars, time zones, and regional priorities.

Pro tip: Don’t launch globally in one big blast. Instead, phase your campaign—UK first, West Africa next—so each market gets the attention it deserves.

4. Respect Cultural Nuances

Every region has its own media etiquette. British journalists may prefer email pitches with crisp data points. Nigerian outlets might favor relationship-based outreach, WhatsApp intros, or phone follow-ups.

Avoid this mistake: Assuming a one-size-fits-all pitch strategy will work. It won’t.

5. Appoint One Global PR Partner to Manage the Narrative

Managing multiple local agencies often results in fragmented messaging. You’ll have stronger results with a global PR partner that coordinates execution regionally but keeps your messaging, reporting, and approvals unified.

At MyCommsGlobal, for example, we help clients run campaigns in markets as diverse as London, Nairobi, Dubai, and Singapore—without compromising clarity or control.

6. Use Shared Assets with Local Flavor

Build a shared toolkit—logos, talking points, media kits, executive bios—but add market-specific layers:

• Quotes from local partners or customers

• Photos from local launches or events

• Regional proof points or data sets

7. Measure Success Differently by Region

In some markets, top-tier media mentions are the gold standard. In others, radio coverage, podcasts, or influencer stories carry more weight. Don’t use one global KPI dashboard for all.

Better approach: Define regional success benchmarks and report with local context.

Conclusion Running cohesive PR across continents isn’t about standardization—it’s about alignment. When you adapt your messaging with intent, respect each region’s media DNA, and keep execution centralized, you unlock credibility across borders.

From London to Lagos and beyond, a well-structured global PR strategy can connect local voices under one unified brand.

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