AS global brands set their sights on Southeast Asia, the Philippines is emerging as a key growth market, with its digital-savvy, highly engaged online consumers.
To meaningfully connect with Filipinos, many international companies partner with local public relations (PR) agencies that understand the country’s culture, language, and media landscape.
Of course, many PR companies aspire to win foreign accounts because the rates are usually higher than local standards and earnings are in dollars, not to mention the bragging rights of having a ‘prestige’ account in your portfolio.
But as many seasoned PR practitioners know, achieving the deliverables and key performance indicators (KPIs) is usually the easier part. The daily coordination and client engagement are oftentimes the trickier aspect. While Philippine PR agencies bring invaluable local insights to the table, they also face distinct challenges when working with foreign clients-from cultural differences, language nuances and time zone gaps to misaligned expectations and sometimes, even compliance issues.
For one, cultural nuances can make or break a PR partnership. Filipino PR professionals are known for their warmth, adaptability, and respect-traits that sometimes contrast with the more direct or formal communication styles of international clients.
While many Western clients prefer straightforward, assertive feedback and fast-paced execution, a lot of East Asian clients value hierarchy, formality, and structured processes. Meanwhile, Filipino PR teams, guided by hiya, may soften their tone or avoid open disagreement to preserve harmony.
These differences can cause misinterpretations or delays in decision-making. To overcome this, agencies need cultural intelligence-understanding not just what to say, but how and when to say it.
The Filipino English
ENGLISH is English is English. Until one comes across Singaporean English, British English, Australian English, Italian English, and so on. That’s when you realize the nuances between these versions of English and the Filipino English.
For example, a press release sent by a client that ends with ‘Please feel free to connect a call with us’ will have to be edited before it’s dispatched to local media. It’s not entirely wrong, but that’s not how we say it.
The time zone challenge
COLLABORATING across time zones is another obstacle.
I remember when we were handling a banking brand during its global Initial Public Offering in the 90s. Back then there were no Zoom, MS Teams or any online meeting platforms. We had no choice but to attend alignment meetings almost every day with the New York-based client and other agencies at 6am, Manila time, using good old call conferencing.
While there are now easier ways to meet online, the challenge remains: if you’re working with an overseas client, you should be ready and flexible to meet outside of the usual working hours.
Take note also that not all markets follow the Monday to Friday workdays. In Dubai for instance, many companies are closed on Fridays but are open on Sundays so expect to receive a work email on while you’re having Sunday lunch with the family.
The time and work schedule difference, if not anticipated and managed, can lead to delayed feedback, missed overlaps, or extended approval cycles, especially during high-pressure campaign periods.
One way to ensure that projects are aligned despite the distance is to implement asynchronous communication systems (like project dashboards or shared trackers), setting clear response timelines, and maintaining transparent documentation.
Payment and currency issues
WORKING with foreign clients also introduces financial and administrative hurdles. International transfers, long payment terms, and fluctuating exchange rates can disrupt cash flow, especially for smaller or independent agencies.
To manage this, agencies often require upfront deposits, use global payment tools and specify currency terms clearly in contracts. Transparency on both sides helps prevent misunderstanding later on.
Navigating the local media culture
FOREIGN brands entering the Philippines sometimes underestimate how unique the local media and consumer culture are.
In many other countries, serving coffee and donut would usually suffice when you invite media to a press conference, even when the schedule occurs during lunch or dinner time. For us Filipinos, if you invite someone over-it doesn’t even have to be a media conference; it could just be a simple get-together at home with close friends-during lunch or dinner, and you want a positive outcome from your agenda, you and I know you need to serve a full meal or you will be the subject of chismis for a long time!
Obviously, local PR agencies must act as both cultural translators and strategic advisors, not just to ensure that global messages are conveyed thoughtfully but that good will and a positive reputation is carefully established on behalf of the brand.
Turning challenges into an advantage
THESE are just some of the challenges that PR agencies handling overseas clients face. We haven’t event touched on misaligned deliverables, which can be easily be avoided by a thorough discussion on key project elements and outcomes; and compliance issues especially for projects that involve regulatory agencies.
Despite these challenges, working with a foreign brand can be an enriching experience, both literally and figuratively!
The key to success lies in balance-merging global standards with local sensibilities, and blending professionalism with the Filipino values of warmth, empathy, and creativity.
PR Matters is a roundtable column by members of the local chapter of the United Kingdom-based International Public Relations Association (Ipra), the world’s premiere association for senior communications professionals around the world. Edd Fuentes is the founder and CEO of FuentesManila, a Manila-based PR agency founded in 1990. Edd is a Board Member of IPRA Global representing South Asia for the last 7 years.
PR Matters is devoting a special column each month to answer our readers’ questions about public relations. Please send your questions or comments to askipraphil@gmail.com