Public Relations Across Borders: Patrice LeTulle On How PR Works in Different Global Markets

An Interview With Kieran Powell

Flexibility: The world of PR is always evolving, and unforeseen events can disrupt original plans and strategies. You need to quickly assess new situations and recalibrate your strategies to ensure your campaigns remain relevant and impactful. For exemple: a small Italian footwear brand quickly adapted its PR strategy when the pandemic disrupted in-store sales by focusing on digital storytelling. They emphasized on their artisans’ craftsmanship and Italian heritage through targeted online campaigns, resonating with consumers’ desire to support local businesses. Additionally, they introduced virtual shopping consultations and flexible delivery options, ensuring continued customer engagement and brand loyalty during the crisis.

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 Patrice Le Tulle.

Patrice Le Tulle is the Head of EMEA at BusinessWire, helping companies in the region achieve strong media coverage through press release distribution. With a profound understanding of the media landscape, Patrice ensures that business messages resonate effectively with target audiences. Passionate about innovative communication strategies, he plays an importantrole in advising his clients on the best channels to adopt for specific campaigns, working collaboratively with his dedicated local team.

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?

Thank you for having me. My journey into the Public Relations industry began during my final internship before graduation at L’AGEFI, a prestigious financial newspaper in France, renowned for its in-depth analysis targeting financial professionals and high-profile leaders within the community. I wasn’t particularly attracted to financial news before this experience, but the newsroom atmosphere, the quality of the articles, and the positive feedback from clients quickly caught my attention. Every morning, I received a free copy of the paper, and, over time, I started diving into its content.

Step by step, I became familiar with financial terms and saw firsthand the vital role that financial communications play, especially in shaping corporate reputation and managing investor relations. What truly fascinated me was witnessing how companies navigated complex communication challenges, particularly during moments of crisis. It was through this experience that I realized the power of strategic communication in guiding both businesses and stakeholders, which ultimately inspired my path in Public Relations. After my time at L’AGEFI, I worked in various companies. These experiences allowed me to develop a broader understanding of international markets and communication strategies. Then, one day, I received a call from a headhunter informing me that BusinessWire was opening a position in their French branch. Intrigued by the opportunity, I expressed my interest, and when I was hired, I found it amusing that my previous work at L’AGEFI, despite being 4 or 5 years earlier, had a lasting influence on my former manager’s decision to bring me on board.

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

I would say the entire journey of educating the EMEA market about the benefits of using a wire service. I started my experience in the Paris office in 2009, which was relatively new and had a small client base. Our goal was to develop our brand in Southern European markets, and it was fascinating to discover that many local PR professionals were unfamiliar with us, despite our strong reputation in the US.

Building our presence wasn’t easy. It involved numerous meetings and a lot of education, especially with some PR agencies that viewed us as competitors rather than partners at the beginning. We had to shift that perception and demonstrate how we could support their missions.

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

Trust and integrity are foundational pillars for building a new territory. Developing long-term relationships where clients or partners feel confident in your honesty and ability to deliver on promises is essential. I would also emphasize the importance of having a strong team and trusted colleagues to achieve success. In a performance-driven environment, fostering a culture that focuses on both results and mutual respect is key. A positive atmosphere allows everyone to feel valued and motivated, unlocking their full potential. When team members collaborate and feel supported, they can achieve remarkable outcomes.

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?

Perseverance is truly the mother of success. When I first started at BusinessWire, there was again a fair amount of skepticism about our ability to establish ourselves in the EMEA market. Many people felt that our services were primarily aimed at US markets, so it was a tough sell. However, I remained committed to educating local PR professionals about the benefits of using us. We organized numerous meetings, workshops, and presentations, and while it was challenging to gain initial traction, I never lost faith in our vision. Over time, our consistent efforts paid off when we secured contracts with major clients in the region, proving that perseverance can turn skepticism into success. Another critical trait is discipline. I’ve learned that small disciplines repeated with consistency every day can lead to significant achievements over time. In my role, I made it a point to set daily goals for myself and my team, This consistent practice not only kept us aligned but also built the momentum needed to drive our growth in the region. Lastly, patience is essential. Building a new market is not an overnight endeavor; it requires time and dedication. There were moments when progress felt slow. I learned to approach these situations with patience, understanding that meaningful relationships take time to develop.

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

I’m currently excited about exploring the impact of AI in public relations, a journey that began with workshops before the COVID pandemic and continues to evolve. AI has proven to be a valuable tool for enhancing creativity and editorial skills, with numerous AI-driven press release builders emerging in the market. However, it’s crucial to understand that AI complements rather than replaces human input.

While there’s been speculation about AI replacing journalists, this hasn’t come to pass, as the decline in journalism is more about financial challenges than technological takeover. Complex topics still require human analysis and critical thinking, underscoring the importance of balancing AI with human insight in our industry. We remain vigilant in monitoring technological advancements and their potential effects on PR.

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

When entering the EMEA market, the first thing to remember is just how vast and diverse this region is. It’s not just one place; there are multiple countries, each with its own unique language, culture, and business practices. So, I always advise companies to start by considering their geographical reach and the specific industry they’re in.

Next up is understanding the cultural nuances of the countries you’re targeting. It’s also crucial to think about language. While English is commonly understood in business circles, relying solely on it can really limit your impact. Adding local translations can make a big difference, making your message more accessible to your target audience.

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

In today’s landscape, national news agencies are still vital sources of information for local journalists, and also with traditional media. However, we can’t ignore the rising influence of digital channels. Platforms like X (formerly Twitter), Instagram, and LinkedIn are now essential for building connections with audiences. They enable brands to create more personal relationships through influencers and real-time engagement.

We also can’t overlook the importance of SEO. At BusinessWire, we focus on sharing the best practices around Search Engine Optimization for Google because understanding its algorithm is key — after all, Google is a major source of information for journalists and stakeholders alike.

Another big trend is the growing focus on data and analytics in PR. It’s not just about sending messages anymore; companies are using data to craft targeted, impactful communications that resonate with specific audience groups. In tougher market conditions, when budgets are tight, it’s essential for PR pros to show their return on investment, especially in a region where some still see PR as a secondary function. With data backing our efforts, we can prove the value of what we do and get more buy-in from leadership.

Corporate responsibility is also very important in my market. Today, consumers and businesses alike expect brands to demonstrate commitment to sustainability and social responsibility.

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

To create a successful PR strategy, you need to deliver the right message to the right audience, but the message must also be tailored to fit cultural contexts and local customs. This builds trust and fosters engagement with diverse audiences across the region. Remember, what works in one market might not work in another — some messaging could even be offensive. For example, in many cultures in my region, values like respect and humility are highly regarded, so overly direct messaging can be not very well perceived.

Managing PR across multiple languages or regions also requires careful localization and translation. Take Spanish, for instance — there are significant differences between the Spanish spoken in Latin America and Spain, as well as variations within Latin American countries themselves. PR messages need to resonate with the specific Spanish spoken in Spain. The same goes for Portuguese: Brazilian Portuguese is quite different from European Portuguese. Navigating these differences is essential. Many companies overlook the importance of local translations, often due to limited resources, but it’s crucial for truly connecting with local audiences.

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

The foundation of a strong PR strategy is really about understanding your target audience and the geographical landscape. One important question to ask is whether English is enough, or if incorporating relevant local languages would resonate better. Setting clear objectives is also essential, whether you want to boost brand awareness, drive engagement, or support a product launch. Defining these goals early on gives you a solid base for your strategy and helps you measure success accurately.

Another key priority is tailoring your messaging and selecting the appropriate communication channels. Many companies still rely heavily on databases and email outreach, but this can lead to issues as journalists are often overwhelmed with hundreds of press releases daily, making it easy for messages to get lost. Additionally, some companies fail to fully utilize digital opportunities, such as boosting online visibility and leveraging social media for wider sharing. Given the cultural and linguistic diversity in the EMEA region, it is essential to adapt messages to local preferences. For instance, while U.S. media might be more receptive to commercial content, countries like France tend to favor a journalistic approach that avoids sales pitches.

Building strong relationships with local media, influencers, and stakeholders is key. These connections can significantly boost coverage opportunities. If a company lacks direct contacts in certain markets, working with a local PR agency is a smart move, especially when paired with a wire service targeting Tier 1 media and national press agencies. At BusinessWire, we take pride in our long-term exclusive partnership with AFP (Agence France-Presse), one of the world’s largest news agencies. This collaboration helps our clients reach broader audiences and gain valuable exposure.

Finally, it’s crucial to consistently monitor your PR strategy’s effectiveness. By tracking media coverage, audience engagement, and overall sentiment, organizations can adjust their approaches to stay relevant and impactful.

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. Strategic Thinking: Start by assessing the landscape. Analyze competitors’ messaging, clearly identify your company’s unique value proposition, and share success stories. Timing is everything — aligning your announcements with industry events or relevant news cycles can significantly boost visibility. For example, a small IT company exhibiting at the Mobile World Congress in Barcelona might send its press release one or two days before the event, avoiding the flood of releases during the four-day event when major industry players dominate the attention.
2. Networking Skills: Building strong relationships with journalists, influencers, and clients is essential for long-term success. A solid network can help fill gaps that may exist due to limitations in data or technical skills. For example, I know a PR officer in the biotech sector who excels at maintaining relationships with local media. Despite not being particularly tech-savvy, his connections enable him to deliver relevant stories, ensuring consistent coverage for his clients, even without the latest tools.
3. Perseverance: In PR, you might face challenges, like limited responses from journalists in a competitive industry. But if you keep refining your strategies and exploring new angles, you’ll eventually catch the attention of influential journalists, leading to valuable media coverage. This journey is a testament to the importance of perseverance in achieving meaningful results.
4. Flexibility: The world of PR is always evolving, and unforeseen events can disrupt original plans and strategies. You need to quickly assess new situations and recalibrate your strategies to ensure your campaigns remain relevant and impactful. For exemple: a small Italian footwear brand quickly adapted its PR strategy when the pandemic disrupted in-store sales by focusing on digital storytelling. They emphasized on their artisans’ craftsmanship and Italian heritage through targeted online campaigns, resonating with consumers’ desire to support local businesses. Additionally, they introduced virtual shopping consultations and flexible delivery options, ensuring continued customer engagement and brand loyalty during the crisis.
5. Strong Communication Skills: Effective communication is at the heart of PR success. It’s not just about crafting compelling messages; it also involves actively listening to your audience and understanding their diverse needs and preferences. I learned early in my career that clear, concise, and targeted communication is vital, especially when navigating the complexities of different cultures and languages.

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

Let me share a success story about a small startup based in Europe specializing in digital identity protection services. They brought in a head of PR to boost visibility and brand recognition, focusing on organic pickups and placements. My contact developed a multichannel strategy that included social media campaigns, placements in industry-specific publications, and targeted press releases showcasing the company’s successes, including announcements about new Top executives’ hires, focusing on both Europe and the U.S.

Through our media circuits at BusinessWire, alongside the PR agency they partnered with in the U.S., we effectively supported their mission. This increased visibility played a significant role in their growth, leading to connections with key stakeholders and facilitating several successful fundraising rounds. Plus, it enhanced their storytelling, making it more compelling for the financial community, particularly for investors keeping an eye on developments in their sector.

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. :-)

Inspiring a movement that empowers small businesses to gain visibility through effective PR strategies. While PR is a common practice in the U.S., this is not always the case in international markets. Many businesses, despite offering exceptional products or services, often lack the resources and knowledge needed to communicate their stories effectively and build relationships with key decision-makers. Consequently, they miss out on valuable opportunities for growth, reaching new audiences, and connecting with influential figures who could support their development.

At our organization, we collaborate with numerous global brands, but it is equally rewarding to witness small clients grow year after year and become major players in their industries. This transformation is vital for the economic health of their countries.

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

About The Interviewer: Kieran Powell is the EVP of Channel V Media a New York City Public Relations agency with a global network of agency partners in over 30 countries. Kieran has advised more than 150 companies in the Technology, B2B, Retail and Financial sectors. Prior to taking over business operations at Channel V Media, Kieran held roles at Merrill Lynch, PwC and Ernst & Young. Get in touch with Kieran to discuss how marketing and public relations can be leveraged to achieve concrete business goals.