PotionPR has recently expanded its international PR network.  When a PR agency wants to become an International PR agency it needs to adjust its thinking a little. It will only attract international clients if it writes for an international audience. Likewise, it will only support an international client if it can write to that client’s global customers. International PR agencies must demonstrate that they are truly international in outlook, and that means “de-culturalising” its writing. It’s difficult to think, let alone write, outside of one’s own culture, so the best advice to the international PR writer is -- don’t use slang, idioms or cultural references. Careless Cultural References Using  cultural references in PR writing just confuses people in other parts of the world. For instance, seasons are not consistent all over the world, so “planned for delivery this summer” is meaningless in a global market, or “the event is due to take place this autumn.” Idiomatic Idiocies Phrases and expressions that may be familiar often do not travel well. To avoid confusion, especially among customers whose native language is not English, it’s wise not to use idiomatic expressions, like, "down the yellow brick road," "grab the bull by the horns," or "there is no such thing as a free lunch."  Top dollar  (meaning a high price),  on a roll (meaning a high point), wooden nickel (meaning worthless) or even the baby boom (baby booms have different beginning and end dates all over the world, not just the 1950s in the UK and US) are all nonsensical if you work in one of the burgeoning marketplaces of Eastern Europe for example. Different Strokes Expressions like “to table something” in the US is to put it aside – in the UK it means to bring it forward. Getting your writing right for the right audience is very important. Getting it right is a tricky business and a truly international PR agency will have mastered the trick.