Creating and Driving Global Narratives Start with Embracing Global Talent
The PR industry has evolved significantly over the past few years. With brands creating multi-sensory touchpoints for each campaign, every narrative is designed to engage internationally, reaching beyond borders. However, when it comes to accepting diverse and multicultural talent, the approach is different.
International talent finds themselves struggling in the job market. While universities actively recruit overseas students and sometimes request them to work on projects that enhance their global reputation, these same students struggle to find professional roles, because employers often want to offer roles to home students who might have graduated with equal degrees and schools, but do not and will not have visa complications in the future.
We aim to develop larger-than-life campaigns that reach an international audience, yet we also require candidates to have specific market experience. The gap I observe is that someone with local market experience might not understand the sensitivities of international audiences, especially if they haven’t lived or worked overseas. In contrast, a globally experienced candidate will quickly navigate a cross-cultural landscape, as they naturally bridge the gap between different markets.
As a highly qualified PR professional with a double master's degree in PR and Communications, coupled with eight years of international experience, and the creator of a podcast specifically designed for PR students- Nuances of PR (available on Spotify and Apple Podcasts), I have spent significant years actively contributing to the industry. However, despite an extensive portfolio, I find it highly challenging to secure a role in the UK.
In recent months, I have discussed it with respected industry professionals, many of whom are shocked to learn that I am unable to land a role due to limited UK-specific experience. While local knowledge is primary in PR, it’s a skill that can be quickly adapted, especially by someone already experienced in media engagement across markets with over 150 national and regional media titles. Knowing the layered sensitivities of media pitch, stakeholder relationships and messages that resonate with audiences is not new to me, but what is, is only the location.
I fully recognise the current recruitment landscape, which has an influx of highly qualified candidates, many with relevant UK skill sets. I genuinely understand the importance of local experience am not here to overlook its worth. But it's time we reassess the value of global talent. If we can help someone learn how to write a press release or build a media list from scratch, we can certainly support an experienced candidate navigate a new media landscape. Employers often prefer candidates with local experience, mainly due to visa costs. However, if someone has already invested in the market through education and a graduate visa, and proves themselves on the job, sponsorship shouldn’t be a challenge. It only reflects how invested an employer can be in a candidate.
The future of PR is global. Our campaigns are formulated to reach audiences beyond cultures and regions. But the question remains: Do we want to see international experience as a gap, or as a bridge for creatively enriching storytelling?