Tanya Lewis' recent story, "What's Mandarin for 'press release'?" (PRWeek, February 12), touched on some important tactics for launching an international PR program.
However, in order to be really effective, there are many more things to consider. The following is a more in-depth look at what I call "PR Across Borders."
Target your message. Releases about new products, enhancements, and industry awards are of interest only to trade media - with the caveat that some papers have robust tech and health ...