Masterclass:  Making an international impact: the challenge of global PR campaigns

30th June, 10.45am - 12.15pm

Content summary:

International PR campaigns are all about knowing your audience, nailing your message, and making an impact. But it’s not as simple as creating one strategy and replicating it around the world. Together, we’ll plan a global launch campaign for an (imaginary) e-scooter company launching in three different continents – and navigate all the communications challenges and opportunities that could crop up along the way.

Learning objectives:

  • How to tailor journalist pitches depending on region and beat
  • How to plan a foolproof international PR campaign
  • What mistakes not to make when doing global PR
  • What models and methods work best for global campaign management
  • The behind the scenes of some of LEWIS’ most successful international campaigns


Gemma Sowerby, LEWIS Global Communications

Gemma Sowerby is a Senior Account Manager at LEWIS Global Communications. Based in the London office, Gemma’s career started on the graduate scheme in summer 2017, and having progressed, she is now responsible for managing PR and integrated marketing campaigns across the UK and EMEA. Asked what she loves most about communications- the people. “Chatting to my team, journalists, clients, and bouncing ideas around all day is what makes work fun.” Outside of LEWIS, Gemma runs a non-profit organisation called Women in Media – where their aim is to stop the trope of “it’s who you know” being a barrier for women from all backgrounds entering the media industry. Gemma was also crowned LEWIS Star Baker three years in a row (then banned from competing…) She also enjoys tap dancing and supports Middlesbrough FC.

To find out about LEWIS Global Communications, visit 

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Making an International Impact

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