Written by Sasha Arion, Account Executive at Spreckley
PR might be a global industry, but it’s not every day you get to experience it through a whole new cultural lens. Earlier this year, I swapped the bustle of London for a new backdrop – the lively piazzas, chic coffee bars and collaborative agency culture of Milan – as part of the GlobalCom PR Network exchange programme, of which Spreckley is a longstanding member.
Yes, there was Aperol. But more importantly, there was a chance to step out of my usual day-to-day and into the world of Italian comms. And what I found was a workplace that was different enough to be eye-opening, but familiar enough to feel like home.
Over the course of my visit, I contributed to campaign planning, created content on-site, monitored the media, shared insights from Spreckley and got stuck into client work. I returned with a suitcase full of ideas, a deeper appreciation of Italian PR and a fresh perspective on how we approach things here in the UK.
Here’s what I learnt – and why international exchanges like this are well worth the trip.
Professional growth, Italian style
From the start, I was welcomed like one of the team, which made it much easier to throw myself into the agency’s way of working. I joined brainstorming meetings, social content planning sessions and even helped film client material. In turn, I had the opportunity to present to the team about how we do things at Spreckley, which sparked some great conversations about where our strategies align and differ. It was intriguing to compare notes and their curiosity about our approach made me reflect on what we do well and how we can continue to grow.
The Milan agency had a strong press office focus, with an emphasis on influencer relations and events, as well as a clear creative streak throughout their campaigns. Watching how they handled media outreach, especially in a country where regional press still holds real weight, gave me a fresh outlook on how important local context is when it comes to securing coverage. I also picked up on how online channels like podcasts and social media are fast overtaking traditional outlets as go-to sources of news. It’s a shift we’re seeing here in the UK too, and something to keep front of mind when building integrated campaigns.
A people-first PR approach
One of the things that really stood out was the agency’s relaxed yet highly collaborative atmosphere. While it felt similar to the open, team-oriented environment I’m used to at Spreckley, the Italian influence was unmistakable. Their communication style was warm and informal; they often opted for phone calls over emails to keep clients updated and journalists in the loop – something that added a real sense of care to their relationships.
It’s a good reminder that while we’re all juggling crowded inboxes and fast-moving news agendas, a quick call (or even an in-person catch-up) can go a long way in cutting through the noise.
The Milan office itself was also a big part of the experience. The agency space was designed for creativity and connection with areas dedicated to hosting events and client briefings. While we already value face-to-face interaction at Spreckley, I really admired how seamlessly it was woven into their everyday routine. It made me think about how we might incorporate more of those spontaneous, in-person moments that spark ideas and strengthen media relationships.
Cultural immersion
Of course, it wasn’t all business. The exchange was also a chance to embrace the Italian culture – both inside and outside the office. The team’s hospitality was second to none, with after-work aperitivos, plenty of lunchtime espressos and a genuine openness that made it easy to settle in. Those small, everyday moments gave me a better understanding of how their work culture is shaped by social connection and being fully present.
Outside of work, I made the most of my time in Milan. It was as vibrant and lively as I’d hoped, full of contrasts, character and constant movement. I was also lucky enough to be there during Fashion Week, which brought extra vitality and vigour to the city. Another highlight was a day trip to see more of what Italy had to offer, a brief but refreshing change of scenery. Experiencing Milan beyond the office gave me a stronger sense of the rhythm of life there and added a whole new dimension to the exchange.
Bringing the benefits back to the UK
Since returning, it’s been great to reflect on the value of the exchange and share those takeaways with the team at Spreckley. Experiencing PR in a different market gave me a clearer perspective on how international campaigns can be shaped and adapted, which is especially useful as we continue to support clients with global ambitions. The connections I made in Milan, along with the insight into how PR works on the ground there, have already sparked new ideas for approaching media, messaging and strategy with an international lens.
Advice for future participants
If you’re ever given the chance to take part in a PR exchange, my advice is simple: go with an open mind. Don’t hesitate to get involved in every aspect of the host agency’s work. Embrace the local culture, immerse yourself in the city and get to know the people around you.
Use the exchange as an opportunity to grow, learn and connect – both professionally and personally.
And yes, you might want to download Duolingo beforehand.