In this chapter, we will continue to explore the stages of the GlobCom ProjectGlobCom Project, and discuss considerations and methodologies that teams must employ when engaging in global outreach. The primary objective of this chapter is to discuss the external factors that impact strategic PR decisions, emphasising the significance of diligent researchResearch and situational analysisSituation analysis. We will begin by focusing on the challenges and risks associated with international communication. Then, we will discuss the PESTEL frameworkPESTEL framework and its role in assessing the macro-environmental factors that shape market dynamics.