International PR Campaigns for B2B Tech Companies.
Launching an international business in the UK
Businesses today are not restricted by traditional boundaries or geographical territories any longer - especially in B2B Tech.
If an audience has a problem that technology can solve, then it doesn’t matter where in the world you call ‘home’ - what matters is whether the technology can do the job.
Even if you don’t have international locations as part of your own business, partner networks and supply chains allow businesses to have a global reach. Having an international footprint is great for sales and it can be a challenge for marketing, but what does it mean for PR?
Successful international PR campaigns depend on how much you are willing to invest (time and effort, not necessarily money) and what results you are measuring to determine value.
What are the options for International PR?
You can have your in-house communications team manage an international PR partner network of consultancies; you could manage a network of international freelancers; or you could distribute news internationally from your home territory.
Before deciding, ask yourself what you want to achieve?
Our experience covers all three of these scenarios. Each approach has its pros and cons, but each one can deliver value that aligns with the goals of the business.
What are the key issues with an International PR campaign?
Launching an international PR campaign is not a decision that should be taken lightly. For the most part they require a significant investment of time and resources. This means that international PR campaigns will come under scrutiny when it comes to measuring impact.
So before you set out on an international PR programme, we have provided a few factors that need to be considered, and which are different from running just a UK centric PR programme:
Don’t overstretch, spend where it matters - make sure you have the resources to dedicate to each target territory. Be this time, money or content. If you don’t have ample resources, then focus in on a region where it will have the most impact, measure the results, then start to expand once the method is proven.
Don’t just rehash, make sure you rethink - successful international PR campaigns tailor their content for each target audience. Don’t just take what worked in your home market and expect it to work in a different territory. Localisation is important.
Don’t buy a dog and then bark for it - listen to the knowledge and insight from local PR partners or freelancers. If they suggest a different approach you have to be flexible and confident enough to trust their guidance.
Don’t expect overnight results, you need to build a profile - you might be a big name in your home market, but in a new territory you have to build your reputation all over again. This takes time and tenacity.
Don’t try and do it all from the outset!
Very few businesses can afford a comprehensive PR programme across all target territories. Consider your most important and lucrative markets first. Put most effort into these key territories initially and put a smaller spend into the less valuable territories. Look at a combination of smaller local agencies and some direct outreach into the less valuable markets.
Spend your money wisely across the markets that count!
And get some advice! We have done this for many companies over many years, we can advise on spreading your budget thickly where it matters and thinly where it will have less direct impact.
Choose an international PR campaign that suits your business
Pros
Expert local knowledge.
Proactive campaigns.
Consistent messaging.
Supports Sales & Marketing.
Comparative results.
Cons
Most expensive option.
Resource-intensive.
Requires dedicated management time for each geography.
Pros
Expert local knowledge.
Good value.
Campaign-based.
Flexible services.
Supports Sales & Marketing.
Cons
Intermittent results.
Reactive campaigns.
Resources still need management time.
Requires clear and consistent messaging for each territory.
Pros
Least cost option.
Guaranteed coverage.
Supports Sales & Marketing.
Little or no time needed for local management.
Cons
Reliant on the news, so the impact can be sporadic.
Doesn’t build a consistent brand presence.
No option for Thought Leadership.
“Finding ITPR has been one of my best achievements! From the very beginning, I could tell that ITPR really cared about our success. Launching into the UK was a key part of our growth plans and getting it right was very important. ITPR has worked relentlessly to build awareness of our business and exceeded our expectations in terms of coverage so far".
Shingo Tsukamoto
Founder & President | Makip
“ITPR always goes the extra mile. They are proactive and always coming to us with creative ideas, opportunities and suggestions. We feel they really understand us and what we want to achieve and are right there with us helping us get there. We truly feel we are always at the forefront of their mind and appreciate all their support and strategic advice!”
Tracy Payne
Marketing Manager | iplicit
“ITPR is not just an agency to us, they are a part of our team and an integral one at that! Yes, they know what they are doing in terms of PR but it’s the people that truly make our partnership what it is. They have not only helped us grow our business into what it is today, through solely inbound marketing, largely down to ITPR’s strategic efforts in contributing to our brand awareness and getting the messaging spot on, but they have grown WITH us and have been there through the highs, and the lows - we are in it for the long run with ITPR for sure!”
Anthony Lamoureux
CEO | Velocity Smart Technology
“Working with you guys is easy. You always support us and look for additional opportunities and wins for our business - everything you do is strategically focussed and highly thought out to help our own marketing plans. Everything is always overachieved and delivered on time and so we really couldn’t expect any more!”
Sven Schumacher
Head of Global Marketing | Interprefy
“The UK is a key market for Sendcloud growth plans and it was really important that we built a presence there, fast. Working with ITPR has been a real pleasure and we’re delighted to have them as part of our long-term PR plans to amplify the great work that Sendcloud does for our customers.”
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