Building International PR Teams that Thrive: Lessons from Our Latest Research

The role of international PR has evolved far beyond media relations, sitting today at the intersection of corporate strategy, reputation management and board-level decision-making. Global teams are now laying the foundations for market entry, guiding leadership on risk and reputation, and acting as trusted advisors to the business. Yet, while the influence of PR has grown, so too has the pressure.

Our latest research, based on interviews with 25 senior communications leaders worldwide, will be revealed in a free webinar on 30th September. It reveals that international PR teams are stretched thin, often navigating multiple time zones, cultural complexity, and rising expectations without the recognition or resourcing to match.

If businesses want their international PR teams to thrive, they need to think differently about structure, sustainability and support.

Rethinking structure for resilience

There’s no single blueprint for how international teams should be built. Some thrive in centralised models, others in regional hubs or flexible networks. What matters most is fit; structure should align with corporate objectives, business maturity, market needs and cultural context.

For example, one of our global technology clients with PR programmes across 16 EMEA markets faced fragmented efforts, inconsistent reporting, and heavy operational pressure on internal teams. We introduced a hub-and-spoke model, combining central strategy and reporting with local execution to ensure cultural relevance. 

The result? Greater consistency, measurable high-impact outcomes, and a freed-up internal team who could focus on delivering strategic value. The lesson? Structure is strategy. Deliberate design pays off.

Balancing global consistency with local insight

Global doesn’t mean uniform. As we will discuss in our special webinar, our research highlights the critical role of local teams as cultural translators and early-warning systems. The most successful organisations trust their local experts to adapt messaging and shape strategy, not just execute centrally designed plans. This trust is what builds credibility on the ground and avoids the reputational pitfalls of one-size-fits-all campaigns.

Putting people before pressure

The human cost of international PR is becoming impossible to ignore. Leaders spoke to us candidly for our report about long days, constant availability, and the emotional impact of coaching while holding organisations to account. Burnout is a real risk.

Thriving teams are those where wellbeing is prioritised. Collaboration is restructured around the clock rather than through individuals, boundaries are respected, and learning, career development and skill-building - including future-focused capabilities such as digital, AI and ethical decision-making - are embedded into the job, not treated as optional extras.

Measuring what matters

Finally, thriving PR teams are those that measure impact on reputation, risk management and business outcomes, not just coverage volume. Progressive teams are moving towards evaluation models that reflect influence, message fidelity and alignment with commercial priorities. This shift not only demonstrates real value, it also helps secure the investment and recognition PR deserves.

At The PR Network, we’ve spent nearly two decades designing international PR models that flex with organisations as they grow. Our networked approach - senior expertise, local insight, and strategic design - means we understand what it takes to build resilient, high-performing teams in complex global environments. And that translates into stronger outcomes, more engaged teams, and measurable impact for our clients.

The message from our research is clear: international PR is already a strategic management discipline. For teams to thrive, businesses must invest in structures that balance consistency with cultural nuance, prioritise the people doing the work, and measure success by the outcomes that matter most. Only then will international PR deliver its full potential as a driver of growth, reputation and resilience.

Our webinar on 30th September will unveil a special report that sheds light on the evolving landscape of international PR. You can register for free at https://www.eventbrite.co.uk/e/people-pressure-and-purpose-in-international-public-relations-webinar-tickets-1615199789049