Global Media Relations in the Age of AI Search: Why Local Expertise Matters
By Liz Tunheim Sheets, IPREX Marketing Chair and Chief Growth Officer at Tunheim
What works in one media market doesn’t necessarily work in another. And as AI-driven search prioritizes media coverage and changes how audiences discover information, understanding those differences is becoming increasingly important for global brands.
Media landscapes vary significantly across countries, from journalist expectations and news cycles to the publications that influence particular audiences. A global communications strategy therefore needs more than a consistent message. It needs local understanding.
So, how can communications teams navigate those differences when they don't have an agency presence in every market?
That's the focus of IPREX's upcoming Ragan Communications Week webinar on November 12 at 11 a.m. ET, “Borrowing Expertise: Navigating Global Media Differences to Fuel AI Search Results.” Bringing together experts from across our global network, the session will explore how media relations differ across markets, where global assumptions can fall short, and how agencies can share on-the-ground expertise to help clients build credible visibility internationally.
Joining moderator Liz Sheets of Tunheim will be:
Elzaan Rohde, Semaphore Communications, South Africa
Horacio Loyo Gris, Dextera Comunicación, Mexico
Naina Aggarwal Ahuja, Talking Point Communications, India
Expect practical perspectives on what changes from market to market, what global teams need to consider, and why local expertise matters in an increasingly AI-driven search environment.
The session is part of Ragan Communications Week 2026, including the Future of Communications Conference in Austin, Texas, November 11-13. IPREX members can save $500 on Communications Week registration.
A global network built on local expertise
The conversations in this webinar reflect what IPREX is built to do: connect independent agencies so they can share local insight, learn from one another and help brands communicate credibly across borders. With expertise in more than 100 markets, our partners bring the understanding that turns a global strategy into communication that earns trust locally.