Hitting the Headlines in Europe

Communicating with journalists and other publics across cultural and linguistic barriers is a specialist skill beyond the core competencies of the PR professional. It is increasingly in demand as Europe becomes ever more politically and economically integrated. Even writing a basic press release requires a different approach when the intended recipients are from a range of diverse countries. In this complex environment, there are pitfalls to avoid and innovations to adopt, and linguistic skills are only part of the equation. Drawing on their combined experience of working for an organisation with 45 member countries, the authors have outlined the basic issues and the problems that arise and include suggestions on how to solve them. In the second part of the book, they provide a unique set of media profiles of the 43 largest European countries, information that is vital for a successful communication strategy.