If you are doing a PR campaign across different countries, it's really important to consider the cultural differences. There are some mistakes made by big companies in the past, costing a lot of money, that could have been prevented if they had been aware of the local culture and language.

It's important to have a native of a country onboard, because there are so many nuances of language and culture. For example, Ford launched their new Pinto car in Brazil and spent some time wondering why the car wasn't selling at all. Then they found out that the word Pinto in Brazil mean "small male genitals". And quickly changed the name!

There are plenty of differences in the English language too, Australia, UK and the US can have completely different sayings...