Public Relations Across Borders: Dalyce Semko Of Open2America On How PR Works in Different Global Markets

An Interview With Kieran Powell

Positive Attitude. In PR, you are constantly meeting new people and building new relationships. Everyday brings new opportunities, and new challenges. This is a career with a lot of ups and downs. There will be days when a press release is not picked up, interviews fall through, or clients miss a critical deadline. There are a lot of things you can’t control. That’s why resilience, optimism, and the ability to see the big picture are essential.

Public Relations is an extremely broad field, and its strategies, tactics, and effectiveness can vary significantly depending on the market. What works in Germany might not translate well into the Spanish market, and vice versa. As businesses expand globally, understanding the nuances of PR in each market is crucial for success. As a part of this series, I had the distinct pleasure of interviewing Dalyce Semko.

Dalyce Semko is the Founder and CEO of Open2America, a communications and media relations agency specialized in PR for growth strategy. With offices that cover the U.S., Canada and Europe, the firm increases visibility, with business intelligence, communications, and media relations, for clients in the wellness, tech, and automotive, industries.

Thank you so much for your time! Can you tell us the story about how you got into the Public Relations industry and a little bit about the market that you serve?

Absolutely! I was born in Saskatoon, Canada, and did my undergrad at the University of Saskatchewan. Then, I went on to complete my MBA at Schiller International University, an American school with campuses across Europe. I studied at the Heidelberg and the Madrid campuses and loved my time in Europe so much I decided to stay overseas. I started my career at the Paris PR agency Open2Europe, where I managed the Northern European team.

Back in 2006 I opened the North American affiliate of the group. Initially, I localized French companies for the American market. As the business evolved organically, I began working with American and Canadian companies on their local PR strategies as well. Today, our agency supports a diverse portfolio of clients from across North America and Europe, helping them communicate effectively in multiple markets.

I’ve been the “attache de presse” on French delegations in Boston, San Diego, New York, Philadelphia, writing PR material, scheduling and hosting media interviews in the lifestyle, tech and bio tech sectors. We launched products at CES, at lifestyle shows in New York, and been on dozens of media tours in New York, Washington D.C. and San Francisco. I love every minute of it! It is an incredibly dynamic and rewarding experience.

Can you share the most interesting story that happened to you since you began at your company?

For me, coming from Saskatoon, it is the number of big, global media centers and events I’ve been able to be part of. I grew up reading magazines non-stop. And the first times I visited the publishing houses in New York City, notably Conde Nast and Hearst, I felt like I was in a movie! To be honest, the rush hasn’t worn off, and I get excited every time visit.

From the Cannes Film Festival to a White House Correspondent’s Weekend party in Washington D.C., The Grammy’s Person of the Year event to Bastille Day Party at the French Embassy in Washington D.C., each event is an absolute blast, and full of connections and opportunity.

Can you tell us some lessons that you learned during your career?

Oh, there are so many lessons! One of the biggest has been learning how to manage pressure effectively. PR is a fast-paced industry with constant deadlines, multiple layers of approval, and a lot of moving parts. Our goal is always to maximize visibility for our clients, and as a results-driven agency, every media clipping counts.

In this environment, I’ve learned how critical it is to set clear deadlines — and stick to them. Internally, it helps maintain our workflow and ensures a consistent pace. For clients, deadlines create structure, set expectations, and build trust.

I’ve also come to deeply appreciate the value of relationships. People gravitate to and work with people they genuinely like. It makes a huge difference to approach every interaction with kindness, professionalism, and patience, whether you’re dealing with clients, collaborators, or journalists. These relationships are the architecture of our business.

At many agencies, the average client relationship lasts about two years. I’m proud to say that at Open2America, our clients stay with us for five years and more!

You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

Entrepreneurial Spirit:
PR is a fast-paced and competitive industry, and to create real value for clients, you constantly seek out new opportunities and fresh angles for communication. That requires agility, creativity, and a willingness to take risks. For me, being entrepreneurial has meant seeing potential, pivoting when needed, and going for it, whether that’s moving to new countries or launching Open2America.

The media landscape itself is constantly evolving. When I first started in PR, clients were focused exclusively on print coverage. I remember suggesting blogs early on and being met with polite declines. Fast forward twenty years, and now most clients probably aren’t even sure which outlets still have a print edition! Today, social media has become a critical piece of the puzzle. As an agency, we’re always evolving, expanding our capabilities, refining our strategies, and adapting to new platforms, to ensure we’re delivering the best possible results.

Eternal Learner:
This mindset goes hand in hand with being entrepreneurial. To truly be valued partners, we become subject-matter experts in our clients’ industries. Every new client brings a new learning curve, and I genuinely love that part of the work. It keeps things interesting, keeps us sharp, and allows us to bring real insight to the table.

Work Hard, Play Hard:
PR is intense and often non-stop. There are always new opportunities to explore, more people to reach out to, and more angles to pursue. I’ve always been committed to my work and operate on a flexible schedule, making myself available in the evenings or on weekends to connect when needed.

Carving out time for family, friends, rest and relaxation is just as important. Stepping away from work helps restore energy and perspective. Ironically, it’s often during those breaks that new ideas and solutions emerge, fueling the next round of creative work.

What are some of the most interesting or exciting projects you are working on now?

We have something incredibly exciting we are getting ready to announce!

I have been working with a software development company, creating an intelligence suite with specific applications for the PR industry, called GridStrat Clarity. The platform generates custom news feeds for each customer. Industry is evolving so quickly now this is the fastest, more efficient and effective way to stay on top of the news. The system can generate social posts and PR material, without the mistakes made by general AI tools. And best of all it generates AI Visibility Audits, helping our clients understand what AI knows about them, and how to fill in the gaps. We are so excited! This is going to be a true game changer for both PR agencies and clients!

Ok super. Thank you for all that. Let’s now shift to the main focus of our interview.

What key advice would you offer companies seeking to enter your market from a public relations perspective?

As much as the world is moving towards a global culture, I still say, localize, localize, localize!

Any company entering a new market needs to start with two PR calendars — one, outlining its global communication strategy, and a second, detailing local holidays, customs and traditions. From there, the PR team can start to see where things fall into place, and what needs to be adjusted.

For the U.S. market, innovation, efficiency and convenience is key. Start with your biggest core messages and build out the details after that.

For Europe, it really depends what country you want to enter. In France, for example, timeless quality and audacious design attract the most attention. History and tradition are important. And don’t try anything during the month of August — everything shuts down for “les vacances”!

Canada is a friendly mix. There’s a big appreciation for the outdoors, especially the further West you go. Quebec has a distinct French-Canadian identity and often feels like its own country within Canada. Canada is officially bilingual, and many products are legally required to be labeled in both French and English.

What are the current public relations trends shaping your market, and how have they evolved in recent years?

Right now, everyone, everywhere, is evaluating the impact AI will have on the PR industry. When can we use it? Who owns the product? What are we required to disclose?

Some clients have strict policies against using AI tools while others are pushing to integrate these tools as much as possible.

One thing is certain; it is an incredibly exciting time to be in any industry and to see what happens next!

How do you approach creating a successful PR strategy for your market?

We always start with a clear understanding of the industry, and of our client’s corporate objectives. From there, we look at what is going on in the local market. And then, the magic happens! We create key messages, sound bites, and tools to address each of the communication platforms our clients are focusing on.

What PR tactics have proven most effective in your market, and why do you think they work well?

When it comes to media relations, I stick to the classic formula. First, I build an impeccable media list. Then, I pitch under embargo and aim to secure a few interviews if possible. After that, I distribute the release to the broader media list. Only once all the groundwork is done do I put the release on the wire.

It can be tough to hold clients back from going straight to the wire the moment a release is approved, as they want results immediately! But in my experience, prioritizing journalists and giving them early access to the news leads to much stronger outcomes.

Based on your opinion and experience, what are your “5 Things You Need To Create A Highly Successful Career As A Public Relations Pro” and why.

1. Positive Attitude

In PR, you are constantly meeting new people and building new relationships. Everyday brings new opportunities, and new challenges. This is a career with a lot of ups and downs. There will be days when a press release is not picked up, interviews fall through, or clients miss a critical deadline. There are a lot of things you can’t control. That’s why resilience, optimism, and the ability to see the big picture are essential.

2. Excellent Communicator

As a PR professional, you’re the voice of your client. It’s your job to define what needs to be said, who needs to hear it, and how best to deliver the message. Whether you’re writing an email, drafting a press release, creating an opinion piece or pitching a story to journalists, clear, concise, and compelling communication is a top priority.

3. Access to PR and Intelligence Tools

You need to be able to stay on top of each industry your client is in. You need to have access to information, education and product training. You need verified media lists and a system to send out press releases. Access to the right tools is not a competitive advantage, it is a first step to success.

4. Clear Understanding of your Client’s Goals

A winning PR strategy only works when your goals are aligned with your client’s. That means taking the time to understand their business, their expectations, and their limitations.

5. Ability to Think a Few Steps Ahead

Expect the unexpected. Anticipate industry shifts, monitor the competitive landscape, and always have a crisis communication plan in place in case you need it. The better prepared you are, the faster you can get through roadblocks and meet your goals.

Tell us about a recent success story and how PR impacted a client of yours.

On the tech side, we have had the immense pleasure of supporting Litus with media relations. Litus is a critical minerals and battery metals company developing patented nanotechnology solutions to meet global energy demands. Its flagship product, Litus LiNC, is a one-step, environmental lithium extraction solution.

Through the uncertainty of COVID, when much of the world was shutting down, Litus was building up. We had our first media push, announcing their success extracting lithium, back in 2021. With each validated scale-up, we’ve put out a press release and hosted media interviews, expanding media exposure for the company’s success.

Just this week Litus announced field deployment for its pilot. We’ve secured coverage that spans industry and mining news, with regional and international publications.

It is so exciting to watch this company scale up to meet some of the world’s most pressing energy challenges, unlocking energy sources previously deemed uneconomical! We are truly excited about generating visibility for the impact the company is making.

Because of the role you play, you are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

My mom always says, “If at first you don’t succeed, try, try again.” And it’s true, reinvention is part of life. People evolve. Companies pivot. Products change. Storylines get rewritten. And often, we come out stronger for it.

Don’t be afraid to take risks. Pitch the story you believe in, to the journalist you’d love to publish it. Go after the opportunities you want.

And if things don’t go as planned? Learn from it, adjust, and try again. And again. And again!

This was really meaningful! Thank you so much for your time.