This document discusses communicating "glocally", which means projecting a global image while focusing regionally and engaging locally. It emphasizes targeting communications by disseminating messages broadly but reaching individuals locally. Glocal communicators must understand how political, economic, social and technological factors vary across cultures and regions to effectively engage local audiences. The key is to investigate different communities, connect messaging to their interests and passions, and meaningfully engage individuals.

2. Communicating
“Glocally”
G
Glocally”
y
Marco A. Franca
Creating a Global Audience One
Person at a Time

3. What does it mean to be
Glocal?
Glocal?

4. C
Communications “P
i ti ”
“Pangaea”

5. Old S h l
School
New School

6. “In 1965 80 percent of adults could be
In 1965,
reached with three 60 second TV spots.
Today it requires117 prime time
Commercials to produce the same result”
(Jim Stengel, CMO, P&G)
Stengel CMO

8. Journalist
Journalist
Journalist
J li t

9. Many
Many Voices
Voices…
Opinions
O i i

10. “It’s not about using new media; it’s
about using media in new ways”
ways
Dr. Craig Lefebvre

12. Become one
with your
ith
audiences

14. Photo Credit: http://www.invisiblepr.com/search/el%20bocho%20beyond%20borders%20cnn/

15. New World, New Mindset
Image Credit: http://www.sonofthesouth.net/revolutionary-war/maps/new-world-map-1808.jpg

16. More direct (intimate) contact
(intimate)
Reach those who are
REALLY interested

17. Targeted Communications
•Message must be
disseminated broadly
•BUT…reach individuals locally
•Leverage traditional and next
generation

20. http://www.flickr.com/photos/jdanvers/3985959150/
http://sportingsmilesblog.files.wordpress.com/2009/12/kaka_leite_5_footballpictures-net.jpg
http://www.kidcyber.com.au/IMAGES/footyaussie.jpg

21. Be A Glocal Communicator
Project A Global Image
Focus Regionally
Engage Locally

22. Project a Global Image
• Widespread distribution still essential
•Hit all key touch points…equally and
with punch
Press releases: Immediate, synchronous
SEO: Better results = more eyeballs
Multimedia: Drives interest; gets people
excited
•Messages must resonate outside
M t t t id
core
• Age, Ethnicity, Language

23. …While Thinking Glocally
While
• Mass appeal = overarching goal
• Message development and customization
• Targeting (media outreach)
• Timing
• Engaging and interacting
• Language and syntax

24. Different countries/regions
demand specific techniques
p q
Simply translating text is
not enough
Focus Customs and traditions
Regionally
R i ll must b observed
t be b d

25. Political
Economic
Social
Technological
h l i l

26. Varying Cultures, Opportunities
Perception vs. Reality

27. A Border Apart
The Case of Costa Rica & Panama
• Th C f C t Ri & P
• Neighbors on a map; but
hb b
differences abound
• Applying PEST
– Is this an open or closed society?
I thi l d i t ?
– What means are available?
– How do people behave/react? Passions?
– Where on they on the technology tree?

28. Investigate. Connect. Engage.
Photo credit: http://www.flickr.com/photos/bjarkih/2315704064/

29. Targeting Your Audience

30. Build Your Foundation
The Gl
Th Glocal F
l Forum
Empowering Local Communities
Leveraging the role of local authorities
Promotes CSR through Public / Private Partnerships

31. Glocal Anecdotes

32. Glocal Takeaways
Project
Global Focus
Image Regionally
Engage
Locally

33. Marco A. Franca
marco.franca@prnewswire.com
marco franca@prnewswire com
+55-11-9201-
+55-11-9201-9015