At Campaign Collective, our high impact campaigns get social justice issues heard in the corridors of power, through the news headlines, across social media and among community groups.
We bring organisations and people together to unite around solutions to the biggest challenges society faces including climate change, democracy, education, online safety, poverty, housing, health and social care.
Our campaigns see us working at a local, national and, often, international level. International media campaigns have their benefits in terms of potential reach and impact but they can also present additional challenges.
Louise Akers, Campaign Collective member, has extensive experience working on international media campaigns. Here, Louise shares some top tips to ensure your international campaign runs smoothly and effectively:
1. Set global and local objectives: Define what you want to achieve with your campaign. Whether it’s raising awareness, increasing engagement, or driving donations, having clear goals will guide your strategy. These could include targets of global and country-level media reach.
2. Understand your audiences: Decide which priority countries you want to target and research the demographics and cultural nuances of your audiences. Tailor your messaging to resonate with each group while maintaining a consistent overall theme.
3. Network: Engage and collaborate with local organisations and influencers in your target countries. If you have links with charities or organisations who understand the cultural context and can give you insights at a country-level then it can enhance your credibility and expand your reach.
4. Research media outlets by country: Create media lists for your target countries and liaise with stakeholders and partners to agree on who will be pitching where. Your press releases are likely to be more successful if they’re sent at a local level.
5. Tailor content and messaging for local audiences: One size doesn’t fit all and cultural differences, language and localised content need to be considered for media relations. Aim to have one overall press release template which can be adopted for different countries and audiences at a local level. Leave plenty of time for press releases to be translated in advance of the campaign.
6. Use multiple communications channels: Use a mix of social media, email and traditional media to promote your campaign. Different platforms may work better in different regions, so liaise with local teams, be flexible and diversify your approach where necessary.
7. Create engaging content: Develop content that highlights inspiring stories, offers educational resources and encourages participation. Visual storytelling can be particularly impactful so create a shared bank of images and video content if budget allows.
8. Think about timing: Create a detailed timeline that outlines key milestones leading up to your campaign. Ensure that all team members, partners and stakeholders are aware of embargoes and deadlines. Consider the different time zones you’re working with when planning when to launch.
9. Encourage participation: Engage your audience by encouraging them to share their own stories and experiences. This can create a sense of community and amplify your message. If your partners can source local case studies and spokespeople it will help them tailor their communications content for their audiences.
10. Monitor and evaluate: Use analytics to track the performance of your campaign at a global and local level. Be prepared to adapt your strategy based on what works best in different regions. After the campaign; assess its impact, gather feedback and share the campaign’s successes and learnings with everyone involved. This will provide valuable insights and encourage participation for future initiatives.
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Louise Akers is a member of Campaign Collective