INTERNATIONAL NEWS DISTRIBUTION
Pro’s - Least cost option. Guaranteed coverage. Support’s Sales & Marketing. Little or no time needed for local management.
Cons - Reliant on news, so the impact can be sporadic. Doesn’t build a consistent brand presence. No option for Thought Leadership.
What are the key issues of International PR?
Launching an International PR campaign is not a decision that should be taken lightly. For the most part they require some significant investment of time, resources and budget. 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 which are different from running just a UK PR programme that need to be considered:
- Don’t overstretch, spend where it matters - make sure you have the resources to dedicate to each target territory. Be this time, finance or simply content. If you don’t, then spend where it will have most impact.
- Don’t just rehash, rethink - as much as you’d like to, successful International PR campaigns tailor content for each target audience. Don’t 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 in their guidance and expertise.
- 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 programme across all 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 or freelancers 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 many approaches for many companies over many years. e can advise on spreading your budget thickly where it matters and thinly where it will have less direct impact.