Host: Sean Barber - https://www.linkedin.com/in/seanrbarber/ - He & Him

In this episode of Chat With Sean, I’m joined by Lau Miguez, freelance international digital PR specialist and international speaker at conferences including BrightonSEO. Lau specialises in creating digital PR campaigns across different markets, with a particular focus on understanding cultural differences, media landscapes and what makes stories resonate locally.

In this conversation, we look at what it really takes to run successful international digital PR campaigns, why translating content is not enough, and how brands need to understand cultures, communities and local media landscapes to earn meaningful coverage.

Lau shares how she researches different markets, why Reddit and communities can reveal valuable audience insights, how journalists differ across regions, and why the best campaigns come from understanding people rather than simply adapting the same story globally.

We also discuss AI’s impact on digital PR, why original data and human expertise are becoming more valuable, how brands can create campaigns that AI cannot easily replicate, and why quality outreach will matter more than ever.

Lau discusses:

- What life looks like as an international digital PR freelancer

- Why international PR requires more than translation

- Understanding cultures, subcultures and local communities

- How to research new markets before launching campaigns

- Why Reddit can reveal what audiences genuinely care about

- Working with journalists across different countries

- Why original data creates stronger digital PR campaigns

- How AI is changing content creation and outreach

- Why human expertise and real experiences matter more than ever

- Adapting global campaigns for local relevance

Topics covered:

- The reality of freelance international digital PR

- Working around the news cycle and reactive opportunities

- Prioritising campaigns when unexpected stories emerge

- Preparing commentary before major news events

- Researching international markets and audiences

- Using Reddit, social media and local publications for insights

- Why countries are not one single audience

- Understanding regions, communities and subcultures

- Cultural differences in media consumption

- Working with local journalists and understanding their preferences

- Why speaking the language is not enough for international campaigns

- Using experts to sense-check ideas before launch

- Creating data-led digital PR campaigns

- Why original research is becoming more valuable in an AI world

- How AI struggles with unpublished data and unique insights

- Combining data, expert commentary and case studies

- Why human stories create stronger media coverage

- Avoiding AI-generated press releases

- The importance of quality over quantity in outreach

- Adapting global campaigns for different markets

- Why some campaigns succeed in one country but fail in another

- Building digital PR strategies around local relevance

Connect With Lau - https://www.linkedin.com/in/lau-miguez/

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