PR World Alliance Exchange Program promotes knowledge sharing, cross-border collaboration and is a way to connect with fellow members as well as gain insight into practices of other markets.
The program is popular with team members from all positions, from juniors to seniors. This time Illy Benyoussef from Kablé Communication, France, visited offices of Marcommit in Netherlands.
Here are Illy’s takeaways from the PRWA Exchange Program experience.
The most valuable takeaway was gaining a deeper understanding of how the PR industry operates in the Netherlands and comparing it with the French market. Although our objectives are very similar, some priorities and ways of working differ. I particularly enjoyed seeing how Marcommit seamlessly combines PR, content marketing and LinkedIn into a cohesive visibility strategy. It was inspiring to exchange perspectives and
compare approaches.
There wasn’t a single “game-changing” tool, but rather a number of ideas that reinforced my own thinking. One area that stood out was the way Marcommit positions LinkedIn as a natural extension of PR, with every piece of earned media feeding a broader thought leadership strategy. We already work in this direction, but it gave me new ideas on how to structure and package this approach even further for our clients.
What impressed me most was the collaborative culture across such a large team. People genuinely enjoy sharing ideas, discussing client challenges and helping one another. Knowledge sharing isn’t treated as a separate initiative, it’s part of their everyday way of working.
I really liked how naturally PR, content and executive visibility are connected throughout the client journey. It reinforced the importance of making every media opportunity contribute to a wider thought leadership strategy. I also found their internal “Content Club” a great initiative for sharing AI experiments and practical use cases across the agency.
Absolutely, I think it’s a fantastic opportunity to step outside your daily routine and see your own work from a different perspective. Every market has its own habits, challenges and strengths, and these exchanges allow to learn from each other while also sharing our own expertise.
Beyond the professional experience, what I’ll remember most is the warm welcome from the Marcommit team. They made me feel part of the agency from day one, taking the time to introduce me to everyone, involve me in client meetings and organize informal moments together. It made the exchange feel both
professionally rewarding and genuinely enjoyable.