Media communications from across the Atlantic.

• Author: Hinze, Chris

How do you tell a London partner that the reason he's not in "Financial Times" is because you were sleeping when the story broke? While the effect of time zone differences on PR programs might not be entirely new to most firms with a presence on both the East and West Coast, they are magnified significantly when the office is sitting five, eight or even 10 hours ahead of headquarters. If you think managing PR for the Washington, D.C., office from New York is hard, try handling PR in London and Paris from the West Coast.

As law firms have expanded into new markets in Europe and Asia they have encountered a whole new range of strategic and, operational challenges when it comes to managing their communications on an international basis.

Media deadlines mean that a story has already been through one news cycle before the U.S.-based PR team and management are even aware of something happening.

Roger Cohen, global communications director at White c& Case LLP says: "The main issues involved in overseas work is ensuring consistency in the application of standards regarding substance, style and quality of material generated and getting real-time awareness of what everyone is up to."

This can cause tremendous pressures within the firths when the European or Asian offices feel that they need to clear everything through the U.S. central team first and find they either miss opportunities or have their hands tied behind their backs when it conies to defending themselves.

Jessica O'Neil, media, public relations and communication specialist at Washington, D.C.-based Crowell Moring LLP adds: "Communication with both partners and consultants alike is naturally strained due to the tune differences. When calls must be scheduled in advance and emails are received a day late, the natural give and take required for a real-time PR campaign becomes stressed."

London appears to be the first port of call for firms operating overseas and, with its strong financial center, common law background and English as a first language, it appears to be a relatively painless place to set up shop compared to other countries in the European Union. More than 100 U.S. law firms have a presence in London. Most have fewer than 40 lawyers but several have a significant foothold, with several hundred lawyers offering a combination of English and New York law. While there is still some novelty value for European journalists in getting the perspective of a U.S. lass firth, any views that...