When – and if – a business should launch a global PR effort can be a momentous decision. Many experts recommend companies remain close to home, focus on their core audience and postpone global PR endeavors until they have resolved local customer issues.
GreenRope, a web-based CRM program, took a different approach. Its sales data showed it was winning interest in Australia and New Zealand. That information prompted the company to obtain a two-page spread in Australia-based Aspire magazine, which featured an interview with GreenRope founder Lars Helgeson. The company cites the article on its press page.
“We were able to leverage that article to connect with influencers online, such as writers from VentureBeat. This article, even though not in the U.S., gave us more clout in our target market everywhere, as well as with analysts and other experts,” Alessandra Ceresa, GreenRope’s content and engagement specialist, told Forbes.
The Rockstar Method
Ceresa calls the strategy of obtaining international PR first the “rockstar method” because American artists have used to the technique to win fame and jumpstart their careers.
“If you can gain PR traction abroad, you can use the exposure/clout at home as leverage to showcase your brand,” she said. “Little wins internationally underscore that you’re a global brand. When you have clients all over the world, it gives the illusion you are bigger than you may actually be.”
Global PR may mischaracterize the strategy. International PR starts with targeting a country or small group of countries. Extensive research of the targeted country is the most critical factor of international PR efforts. Carefully research the country and the market’s needs and match them against your offerings. Find how to promote your brand in a way that is culturally compatible in the country, Edward Van Leent, CEO of EPI, a data center training and audit company, told Forbes.
Read local newspapers, study how local news channels and popular websites report news. Journalists in other countries may have different definitions of newsworthiness. Simply translating and emailing a news release is unlikely to produce results.
Experts also offer these recommendations for global PR:
Start small. Many businesses build an organization they cannot afford if sales don’t begin flowing as soon as they expect. To avoid that pitfall, start small with local people who understand the market and its language and culture. It may be worthwhile and cost-effective to retain a local PR agency.
Be flexible. The willingness to adjust can mean the difference between continued growth or stagnation.
Focus resources. Entering too many regions at once can dilute your resources. Prepare for a PR crisis. PR crisis are handled differently in other countries. The media respond to PR pitches and crisis differently. Understanding those differences is essential. “For instance, Europe and the US usually deal with crisis in a different way: while Americans may see some European statements as under-communication, European companies usually feel that measured responses are more appealing to their citizens,” writes Lorenzo Grandi, marketing and community manager at pr.co, for Entrepreneur.
Watch your budget. Beware of calculating expenses based on U.S. costs. Costs can quickly mushroom due to complexities of cross-border campaigns. “The key is to identify key global markets and investigate thoroughly how much a top notch PR partner in these markets is going to set you back,” blogs Dominic Weeks, Shift Communications account director.
Bottom Line: Complexity and confusion can mark overseas PR campaigns. Still, some companies benefit from global PR. Some even find that initiating PR overseas first is a fruitful strategy.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
