Talking globally means talking locally

Text100 San Francisco’s Erica Pompen talks about the importance of balanced dialogue in running successful global PR hub teams

Text100 San Francisco’s Erica Pompen talks about the importance of balanced dialogue in running successful global PR hub teams

My career in communications started from a different point. Literally. I joined the new European office of a small, hot Silicon Valley boutique tech agency expanding overseas.

We started with lead-agency work; identifying, tapping and managing the best agencies across EMEA to support our global clients and serving as a regional hub for U.S. global clients. In time we became a global hub for European-based multinationals.

Years later, I was thrilled to join Text100. Not only a global agency with one of the strongest footprints around the world, but also one that acts globally. People spent time together and, most importantly, listened to one another.

More than a decade of leading hub teams in Amsterdam and Hong Kong taught me that the teams who succeed at driving consistent messaging are those that ask the right questions. They take time to understand local market needs and are connected with people who have the skills and experience to provide the best perspective; they seek it out.

The importance of dialogue

Never underestimate the importance of dialogue when running global PR teams, especially when regional PR and marketing teams report directly to regional managers. This usually ends with Asian or European priorities battling global communications priorities.

A global hub PR model grounded in dialogue empowers and inspires all team members at both the global and local levels. It yields strategy and content that’s actually relevant to all markets and all vantage points; it helps our communications team better bridge, engage and counsel executives; and most importantly, it drives consistency and results with increased impact.

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