Multinational companies need to better define and communicate an ‘Australian story’ if their brand and corporate messages are to be believed and acted upon in the local market. They need to: ‘Think globally; Speak locally’.

While many multinationals bunker down and assume a siege mentality whenever the media or political spotlight hits, they are often also quick to claim they are the subject of misreporting and misinformation.

It seems the greater the global presence the greater the challenge these companies face in defining and delivering credible messages for the Australian environment.

Global approval processes aside, many companies have not invested the time to develop messages and communication strategies with a distinctly Australian flavour. All too often they fall back on the global hymn sheet which usually plays to the wrong beat in Australia.

Many corporates shun the opportunity to tell their own story and choose to communicate through industry groups. The problem with industry association-led communication is that reputations are defined by the weakest link in the chain.

While many multinationals are now investing in their corporate brands, others have failed to recognise that in Australia anonymity breeds mistrust.

Given the marketing dollars being invested in their brands, it is surprising that so many corporates fail to generate the goodwill that is required when the going gets tough.

Multinational CEOs, many of whom are in Australia for only a short time, need to see interactions with the media, government and associations as opportunities to build strong profiles and shape opinion.

They can learn a lot from the way the Australian banks and telcos have addressed their critics head-on by demonstrating how important their services are to the Australian community.

Multinationals must take the time to define messages that appeal to the Australian psyche. They also need to recognise that advertising is not the medium to enhance corporate reputation.

Multinationals do not need to hide from their global presence in order to get it right in Australia, but their public relations strategy must focus on their local footprint.

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