{"id":7063026,"date":"2026-09-21T11:31:23","date_gmt":"2026-09-21T11:31:23","guid":{"rendered":"https:\/\/peraltafinancing.com\/uncategorized\/the-value-of-local-expertise-cultural-context-in-international-public-relations\/"},"modified":"2026-09-21T11:31:23","modified_gmt":"2026-09-21T11:31:23","slug":"the-value-of-local-expertise-cultural-context-in-international-public-relations","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=7063026","title":{"rendered":"The Value of Local Expertise &#038; Cultural Context in International Public Relations"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<h2 class=\"wp-block-heading has-text-align-center\"><strong>Applying Study Abroad to a Public Relations Internship \u00a0<\/strong><\/h2>\n<h3 class=\"wp-block-heading has-text-align-center\"><em>How my time in London and Sydney helped me build my professional foundation<\/em><br \/><em>By Tessa Sullivan, PR Intern at Castle<\/em><\/h3>\n<p class=\"wp-block-paragraph\">As a senior at Boston University, I\u2019ve been lucky to have a wealth of opportunities at my disposal \u2013 including the option to study abroad. During my freshman year, I spent a summer semester studying in London, and most recently, I completed a semester in Sydney, Australia, to close out my junior year. Beyond the undeniably advantageous travel and life experience I gained, I was able to take away something even more crucial: a sense of professional dexterity.<\/p>\n<p class=\"wp-block-paragraph\">Now, as I reflect on my time as a PR intern at Castle during the 2025 summer term, I have been able to identify the tangible ways my time abroad in two major cities (on opposite sides of the world) have shaped my professional confidence, skills, and experience.<\/p>\n<p class=\"wp-block-paragraph\">These are four takeaways from my studies abroad that I feel have helped me contribute to the Castle team in an impactful way:<\/p>\n<h2 class=\"wp-block-heading\"><strong>Location, Location, Location<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">While in Sydney, I worked as a PR intern for a full-scale communications agency. It became clear that I had to familiarize myself with a whole new community very quickly. I was expected to have knowledge of neighborhoods, public holidays, and slang I didn\u2019t even know existed. I learned that to best serve their clients, PR pros need to have an intimate understanding of the areas in which those clients operate. There is a lot to be said for understanding the ins and outs of media markets\u2013that is a baseline for all work in PR. This realization has helped me during my time at Castle, where I\u2019ve learned the importance of understanding the places where your clients show up and strategizing new places they should be seen. This perspective has also made me think about what it means to best serve your clients, and to always keep a close pulse on what you bring to the table.<\/p>\n<h2 class=\"wp-block-heading\"><strong>Flexibility<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">In learning how to conduct myself academically and professionally in two new countries, flexibility was a must. For example, navigating the public transportation system, meeting new people, and adjusting to different social and professional contexts all required a new sense of flexibility and perseverance. Flexibility is certainly a valuable skill in agency life. Being able to shift gears while working on different accounts across sectors from the arts to nonprofit, to energy, and beyond is critical, because no single day is ever the same as before and no client is exactly alike.<\/p>\n<h2 class=\"wp-block-heading\"><strong>Cultural Context<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Boston, Sydney, and London are different cities with different atmospheres, cultures, and social expectations. In Australia, I quickly learned how the cultural context of a place has a direct influence on the business climate. Compared to work in the U.S. and U.K., my deadlines were much sparser, and communication between myself, coworkers, and clients was more informal. This forced me to go out of my way to ask more questions and get clarification on things I was struggling with. I was adjusting to working in a different cultural environment and was unaccustomed to the specific occupational habitat. Learning to thrive in that new setting, as well as in my role at Castle, has shown me the importance of observing and understanding different cultural norms in the workplace. Furthermore, I learned the importance of taking with me the practices and habits I acquired from these experiences and applying them to new roles.<\/p>\n<h2 class=\"wp-block-heading\"><strong>Bravery &amp; Discomfort<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Moving to a new country takes bravery and overcoming fear. At least it did for me. Navigating a new city while simultaneously maintaining my academics was no small feat. It was often uncomfortable and dealt with feelings of self-doubt. Pushing through those growing pains and learning to thrive in both cities helped me immensely. It has directly shaped my confidence as an intern here at Castle. My experience working directly with clients, pitching stories, and collaborating with local media is something I wouldn\u2019t have been able to fathom a year ago.<\/p>\n<p class=\"wp-block-paragraph\">As I finish my summer internship at Castle, I\u2019m grateful to have had the opportunity to contribute to this team of outstanding professionals. I\u2019ve developed my professional portfolio in numerous ways and gained an unwavering sense of confidence in my skills, as well as an excitement to continue pursuing this line of work. The team atmosphere at Castle is infectious, and I can confidently say it inspires me to cultivate this kind of culture in all aspects of life. No matter where you are, the people make the place \u2014 I\u2019m eager to use what I have learned from my colleagues at Castle in all future endeavors.<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Applying Study Abroad to a Public Relations Internship \u00a0 How my time in London and Sydney helped me build my professional foundationBy Tessa Sullivan, PR Intern at Castle As a senior at Boston University, I\u2019ve been lucky to have a wealth of opportunities at my disposal \u2013 including the option to study abroad. During my [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7063027,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11929],"tags":[25217,5170,40094,3006,13747,83766,5294,18581],"dealstore":[],"offerexpiration":[],"class_list":["post-7063026","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pr","tag-context","tag-cultural","tag-expertise","tag-international","tag-local","tag-pr","tag-public","tag-relations"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Value of Local Expertise &amp; Cultural Context in International Public Relations - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=7063026\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Value of Local Expertise &amp; Cultural Context in International Public Relations - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Applying Study Abroad to a Public Relations Internship \u00a0 How my time in London and Sydney helped me build my professional foundationBy Tessa Sullivan, PR Intern at Castle As a senior at Boston University, I\u2019ve been lucky to have a wealth of opportunities at my disposal \u2013 including the option to study abroad. 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