Think Global, Connect Local Like Coca-Cola

What I like and what you like may be different. What I enjoy is shaped by how I grew up, how I adult, how I view myself, and how I want to view myself. My preferences can also be based on how my body reacts to certain tastes, sounds, smells and experiences. 

Consider how a beverage company like Coca-Cola meets a worldwide variety of preferences. Understanding, anticipating and even influencing customer preferences should be built on communicating and connecting with those customers. Then, it can tailor products to those preferences.

I interviewed Ada Ortega, director of public affairs, communications & sustainability at Arca Continental Coca-Cola Southwest Beverages, about their communication approach. 

_{Describe your work at Arca Continental Coca-Cola Southwest Beverages.} 

My role allows me to blend strategic communications with community impact. No two days are alike. I often wear multiple hats, serving as a communicator, relationship builder, problem solver, and trusted adviser for the Coca-Cola bottler that serves Texas and parts of Oklahoma, New Mexico and Arkansas.   

_{Each city in Texas is different. How do you approach cultural nuances with your statewide point of view?}

Having lived in different regions of Texas, I have learned that while the issues may vary, people everywhere value authenticity and trust. I draw on those experiences in my current role, adapting my approach to each community while maintaining a broader statewide perspective. 

Growing up on the Texas-Mexico border and later living in Austin, San Antonio, and Houston gave me a firsthand understanding of the unique cultures, priorities, and perspectives that shape each region of our state. 

As we like to say, everything is bigger in Texas, including the mindset and approach required for public relations. 

_{How do you think about representing the bottlers and the brand at the regional level?}

My role is to help bridge the gap between one of the world’s most recognized brands and our local stakeholders, including government bodies, community partners, and organizations. 

While the Coca-Cola brand carries a global reputation, each community we serve has its own priorities, culture and opportunities. My responsibility is to ensure that our engagement reflects those local needs while remaining true to our company values and business objectives. 

At the end of the day, successful public relations and communications work is about making sure people see not just the brand, but the positive impact our associates, facilities and community partnerships have in the places we call home. 

_{You’ve also managed binational sustainability efforts in the U.S. and Mexico. What are your insights from tailoring communications across countries?}

Effective communication starts with understanding what resonates locally, whether that is the language you use, the issues communities care most about, or the relationships that drive trust and engagement. 

What makes Arca Continental Coca-Cola Southwest Beverages unique is that we are part of Arca Continental, one of the world’s largest Coca-Cola bottlers. That gives us a distinct perspective and the advantage of operating on both sides of the border and communicating with many different audiences. 

_{How does your organization tailor your philanthropic initiatives for the communities in your service area?}

Philanthropy is most impactful when local needs drive it. While we have overarching priorities around sustainability, community well-being, education, and economic opportunity, we recognize that every community we serve is different. What matters in Houston may not be the same as what matters in Waco, McAllen, or San Antonio. 

We start by listening. Through our relationships with local nonprofits, civic leaders, educators and community partners, we identify where we can make the greatest impact and align our support accordingly.  

_{Culturally, what should PR pros consider when they represent a global brand?}

PR professionals must balance consistency with personal relevance. A global brand may have universal values and a shared mission, but the way those messages are received can vary significantly across communities, cultures, and regions. 

Coca-Cola is a global brand, but it means different things to different people. Our job is to make it locally relevant so people can connect with our work in a meaningful way. 

Whether that is through supporting a community event, investing in local sustainability initiatives, or partnering with nonprofits addressing local needs, people want to see how a brand shows up in their community.