In today’s interconnected world, public relations professionals must not only communicate effectively but also understand diverse cultures deeply. As an account executive at SE10, I see how our team applies adaptability, sensitivity and strategic thinking every day. This approach is based on our international experience and a real passion for connecting different worlds.
My journey into PR was shaped by a similar blend of cultures and experiences. Growing up in China and later pursuing higher education in the United States, I learned the importance of cultural adaptability. As an international student, I had to navigate communication across cultural divides—an experience that taught me patience, empathy and resilience. My studies in integrated marketing communications in the U.S. further strengthened this perspective, giving me the skills to analyze complex markets and tackle communication challenges with a global mindset.
When I joined SE10, I found an environment that values global perspectives as much as I do. SE10’s team comes from many cultural backgrounds. This helps us approach client projects with a wide range of insights and understanding. This international team culture resonates with me and motivates me to share my own experiences, knowing my colleagues also bring unique perspectives to each conversation.
SE10’s approach to meeting clients’ cultural needs is one of the agency’s standout qualities. Every project is a partnership with our clients. We work closely to understand the cultural background of our audience. Drawing from my own experience of adapting to different cultures, I find it immensely rewarding to work on campaigns that consider regional preferences and shape our messaging to align with local values.
Another exciting yet challenging part of working in international PR is coordinating across time zones and languages. It’s common for me to start my day communicating with a client in Europe, connect with a team member in Asia by evening, and manage project deadlines in between. SE10 makes coordination easy with flexible work practices. It also provides strong support for collaboration across time zones, making everything manageable.
At SE10, diversity goes beyond background; it’s about perspective. According to Deloitte’s research, diversity and inclusion drive creativity and strategic thinking by bringing various viewpoints together. Our team embodies this, with each member contributing unique insights into global markets and audience behaviors. This diversity makes SE10 an inclusive workplace and enhances our creativity and strategic thinking. I recall working on a campaign where our team’s combined cultural knowledge led to a more tailored and effective outcome than any single perspective could have achieved.
Reflecting on my journey with SE10, I am grateful for the opportunity to bring my international background to a team that values and nurtures it. I am encouraged to think globally and act locally, developing skills that strengthen both my personal and professional growth.
By Zack Shen
Account Executive
About the author
Zack is an account executive at SE10’s U.S. office. He graduated with a master’s degree in integrated marketing communications from Northwestern University’s Medill School and joined SE10 to launch his career as a PR professional. Zack supports clients with their PR campaigns, focusing on both content creation and digital/social media strategies. He maintains a keen interest in the latest digital marketing technology and social media trends.
