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How to run international PR

By Catherine Coffey , Wednesday, 21st August 2019 | 0 comments
Filed under: Irish Technology Sector, Digital Marketing, Public Relations, Technology Start-ups, PR.

Expanding your business into new markets is no mean feat. Whether your company is export-driven or wants to enter new markets, there is a lot to think about – from identifying new distribution channels to gaining market share from competitors. International PR can play a key role in helping you achieve your goals.

One of the key steps to growing your business and branching into new markets is getting your brand name out there and building your reputation. In this blog, we are sharing our top tips for managing an international PR strategy.


Here’s an easy seven step process to consider when planning to run international PR:

Step 1. Normal PR rules still apply

Whether an agency is pitching a story to a local or international publication, the same principles apply. An effective international PR strategy relies on compelling, well-written content and strong relationships with the media. Furthermore, a successful PR strategy depends on creative and newsworthy ideas that are relevant to the specific market and engage international audiences. These can then be promoted via a multi-channel approach including a variety of techniques including press releases and high-profile interviews.

Step 2. Research the market

When establishing your organisation in a new country or launching a service in a new marketplace, you need to undertake an extensive market analysis. Your approach to international PR should be no different. In terms of research, you’ll need to identify who your competitors are, what PR techniques they are using and the public’s perception towards them. As well as identifying competitors, you need to know who the relevant journalists are and what publications or channels are best suited to your objectives. Moreover, you need to understand what prospective customers are looking for so that you can talk about the products and or services that are applicable to them.

Step 3. Tailor your PR content

A large element of leveraging international PR is identifying key media trends in your target market. Whether it’s cybersecurity or skills shortages, find out what the media is interested in. Journalists are always looking for interesting angles to write about so it’s a win-win if you can suggest something you know they’ll be interested in. Tailoring your content to peak the interest of a journalist will help you to build better relationships and secure high-profile media coverage. Attention to detail in this area is also key – for instance, switching to local currencies, adapting to regional spelling and engaging translation services.

Step 4. Focus on building relationships with key international media

It is difficult to build relationships internationally, and unless you have very deep pockets and can afford an agency in each local market, this can be challenging. That is why you can be very effective if you focus on building relationships with the specific media which are most relevant to your business and audience. You may well be able to reach 50% of your target audience by targeting five or six key international titles which are read in multiple markets.

Step 5. International PR network

Your agency may be part of an international network or have worked with other specialist agencies in your target geographies. They may be able to deliver the local media reach you need when you move outside your local market.

Step 6. Use online PR to your advantage

The PR landscape has changed dramatically in recent years. With the dawn of online news sites, securing online coverage or having well-optimised blogs will improve your website’s search engine results and ranking. Getting your organisation to the top of Google results, for example, will increase your chances of generating leads and in turn, improve awareness of your business. A strong online presence is a great foundation from which to work from. When launching into a new market, you can strengthen existing search results with tailored blog content or a new website for your target audience.

Remember too that coverage in your home market online is available worldwide to search engines, so when your target international customer searches, they may well find you via coverage in your national media.


Step 7. Get your voice heard

Want to become a world-renowned brand? Reinforce your message with an engaging and media-savvy spokesperson. When moving into new markets, it’s a good idea to appoint a personable and enthusiastic business representative to lead your international PR efforts, someone who knows the landscape of the new market and who can deliver your message confidently, whether that’s as a speaker at an industry event or during a media interview. By putting a face to your organisation’s name, customers will form a personal bond with your business and are more likely to trust you in the long term.

International PR is quickly becoming a priority for many technology companies. However, it’s not always necessary to embark on a completely new communications strategy. The same principles, like solid media relationships and well-crafted content, will still underpin a successful PR campaign. It’s then about adapting it for a new audience and marketplace.

Are you turning your attention to the international landscape? Whether it’s a one-off service launch in a new market or a full-scale PR plan, if you’re interested in developing your international PR efforts, you can contact us here.

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