You Need a Cross-Border PR Agency

Brexit, Yellow Jackets, mass migration. It’s an interesting time in the international market, to say the least. These times of uncertainty are ideal for reviewing your company’s global communication strategy.

Take Brexit for example. According to a recent CIPR survey of PR agencies, less than a quarter (22%) of respondents feel that most of their clients are prepared for Brexit. Fewer than that (21%) don’t believe that even some of their clients are prepared at all. 31% are helping or have helped clients prepare for Brexit, and nearly half (46%) agree that clients have mentioned Brexit.

Experts agree that communication across all verticals will be somehow affected by the UK’s departure from the EU, but most aren’t prepared for it from a communications standpoint. And generally most probably don’t have a “cross-border” communication strategy, which is becoming more and more important in our ever-shrinking world. And even though the ways in which we communicate are myriad in 2019, public relations in every country is done differently. Uniquely.

This is why you need an international approach that is efficient, effective, and engaging.

So, what does cross-border communications mean today?

There’s a tendency for start-ups and SMBs to focus most of their efforts on the US market, which is understandable as many prominent  tech, business, and entertainment media outlets and influencers are based here. But both the EU and Asian markets are rising, with China expected to surpass the US GDP in 2020 to become the world’s top economy. These areas are becoming essential markets for authentically communicating your company’s value proposition. Companies need to be better prepared to handle (and benefit from) PR on a global scale, which might sound daunting and expensive, but it doesn’t have to be if you find the right PR partners.

You might be thinking, “Well, we can just blast out press releases on international wires and be done with it.” And you could! But that wouldn’t be a very effective strategy. There are nuances to executing your PR strategy in every country. Media and the native population have ways they like being talked to, and it’s imperative you take that into account by hiring professionals who are “on the ground” in your target markets.   

For example, PR in Italy is hyper-local, with newspapers and broadcast outlets being the ideal choice for spreading the word. In Germany, reporters value their privacy and it’s customary to get their permission before sending any press releases or pitches. Here in the US and in the U.K., earned media is just that - earned by overcoming the naturally skeptical press. The point is: the way PR is done internationally must respect the local rules and customs of the country in which it's being done. If you want to gain any traction, that is.

Big Agency or Boutique Networker?

Global agencies might seem to be the easiest answer way to tackle international comms, but they’re expensive and might not be the ideal solution for scrappy startups and SMBs. There are benefits to finding local boutique agencies and/or freelancers that work on your behalf. For one, these entities are more motivated to keep your business and much less expensive than their larger counterparts. Smaller agencies are also nimbler and can react to situations quickly, relying less on bureaucratic processes and more on their know-how in local markets.   

The flip side to this is that it’s tough to manage so many local entities yourself. You should consider partnering with an agency like OXYGEN, who can tap into their boutique network and manage it on your behalf. That way you’re getting the benefit of a truly global network with the ease of a single player managing strategy.

Save the Date: The SmartTie: The Future of Fashion is Sustainable and Social

Skintie bridges the gap between fashion and tech. Discover how.

Skintie bridges the gap between fashion and tech. Discover how.

The SmartTie: The Future of Fashion is Sustainable and Social

Bridging the Gap between Tech and Fashion

Event: Product Demo Thursday, November 8 at LOCATION TBD- Appetizers and Cocktails will be served.

San Francisco - SkinTie, a San Francisco-based Fashion-Tech startup proudly announces the launch of the SmartTie, the first-to-market connected tie made out of sustainable collagen from fish scales. It’s equipped with a transmitter chip that will allow wearers to share the contact information and photos of their choosing, henceforth protecting their privacy and security.  

When? There are two dates to remember: November 8 and November 10.

Product Demo

To celebrate this event and for a product demo, SkinTie invites you for appetizers and French wines served at LOCATION TO BE DETERMINED, November 8, at Noon.

Fashion Tech Event

The product demo will be followed by a Fashion Event: SkinTie, a French Affair at Le Colonial 721 Lounge: Saturday, November 10, 2018, at 7 PM – 2 AM, 721 Lounge.

Why should you care? With SmartTie, SkinTie bridges the gap between fashion and tech by merging the beauty of a sustainable collagen-based fabric as soft as silk with a chip that transmits only the information that the wearer chooses to share with others.

The chip technology and the fabric were both designed to be applicable for multiple uses and applications. The SmartTie is just the first of its kind.

How does it transmit the information? With an app! Simply scan the tie and Voila! Information shared from one person to another.

When to wear it? Great for events, single events, corporate events and as an icebreaker. It does not share your location, therefore, protecting your privacy.

Make a Fashion Statement! Inspired design for men and women. Be a trendsetter. See the Collection here.


The Higg Index developed by the Sustainable Apparel Coalition reports that the global fashion industry consumed 79 billion cubic meters of water, which is more than electricity production, and is threatened by water shortages in cotton-growing countries. SkinTie addresses that problem. Here’s how:

The SmartTie Solution

  • SmartTie Our Collagen Beauty Fiber® is a new generation of luxurious bionic fabrics made from recycled natural collagen peptides and viscose.

  • It has a silk-like sheen, cashmere feel, linen-like moisture control, and is 100% biodegradable.

  • SkinTie's Collagen Collection® is sure to fulfill your pursuit of an environmentally friendly lifestyle and unique personal style.

And more...

  • The advanced nanotechnology used in our new Beauty Fiber® SkinTies makes them antibacterial, deodorizing, anti-static, moisture permeable, and sun-protective with UPF 30+.

  • Custom-made in San Francisco. Neck fitting available and recommended.

If interested to attend or of obtaining a product demo, please, RSVP today to Anne Howard and Jack Shea at and  with Oxygen PR, San Francisco.

If you cannot attend the event but interested in a product demo? Just contact us and we will make it happen at a time and place convenient for you.


The Hard Truths About Fashion Journalism

The Hard Truths About Fashion Journalism

As a PR mentor for the FiSF and a clothing maker myself, I am always curious to learn more from the gurus of the industry: Fashion Journalists. How do you become cover material? How likely is the newborn fashion brand I’m pitching to end up in top publications? What makes the Anna Wintours of this world choose to talk about a particular brand?