Lis Anderson is founder and director at PR consultancy AMBITIOUS. An experienced agency MD with 25 years in the communications industry.
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Domestic PR and international PR are two sides of a very different coin. While they both require similar skills and talents, there is an added complexity that comes into play when reaching across borders. Culture, political systems, economics, media, language, infrastructure and country regulations make the situation more than a little complicated. But there is a way to get past these challenges: Enlist the help of international PR and comms agencies and capitalize on global opportunities.
When Should You Consider International PR?
Bill Gates once said that if he was down to his last dollar, he’d spend it on public relations.
International PR can work wonders for expansion, but it’s important to build the right connections from the beginning. Hiring an international PR agency can help businesses benefit from insight into the localized market, create a broader opportunity to build a customer base, and develop consistency in brand positioning and communications.
How To Choose An International Agency
Where relationships are concerned, one of the most important and integral to your international success is the relationship you have with your PR agency. Reputable PR and communications agencies should always have your best interest at heart. They should advise you on what works and what doesn’t work, and ensure that your budget is spent in the most efficient way. They’ll also be familiar with the local media landscape and understand how to correctly position your brand to achieve maximum exposure.
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Here are some questions you should ask yourself before you begin working with an international agency:
Do they understand your business?
If you’re searching for an international PR or comms agency, you’ll need to consider your business needs first. What are your goals? What’s your budget? A good PR agency will ask questions and try to understand your business. Asking questions ensures their efforts align with your goals and expectations.
It’s equally as important for you to ask questions. Before hiring the agency, ask how they’ll measure success, if there’s anything else they need to know, what the communication will be like and who will manage your account.
Are they well connected?
A great international PR firm will have a wide array of resources at its disposal. They’ll be skilled at building solid relationships with multiple journalists and media outlets. They’ll understand not only how to pitch a strong story, but also how to fortify successful long-term relationships and boost brand awareness across different industries. This will help them identify strong, targeted media outlets that will give your business the best chance to get in front of the right audience.
Who are their previous clients?
A credible client list can reveal a lot about a PR and comms agency. A trustworthy agency will have built a prolific reputation through a solid list of satisfied clients. They’ll have experience working across industries and they’ll apply this knowledge to find the best avenues to promote your brand.
Have they worked with international clients before?
International PR is localized knowledge with a global mindset. A good international PR agency will have the necessary experience working with international clients. They may have even designed their processes, systems and strategy in a way that applies directly to increasing growth across international waters. An agency with a great deal of success in international growth will be able to apply this experience to meet the needs of your business.
Do they understand localization?
When it comes to international campaigns, businesses must focus on an important element: localization. A good international PR agency will understand the importance of localization for international communications. Localization adapts your content to fit completely with the cultural expectations of a particular territory. The result will read as though it was originally intended for the target audience.
Do they use both digital and traditional methods?
Historically, PR offered one very specific but very useful service: to gain favorable coverage in print or on traditional channels like TV and radio. Amazing advances in our digital life mean that modern PR now encompasses a vast array of online channels, allowing brands to reach further to create connections.
Despite their differences, modern and traditional PR is a powerful combination and very effective when used together. Your PR agency should be using a combination of both methods in their campaigns. They will be knowledgeable in digital marketing, social media and content creation, and they’ll apply this knowledge to help you reach a wider audience.
Working With An Agency
Choosing an appropriate agency is just one factor in ensuring the success of your international campaigns. You also need to find the most effective way to manage your relationship as it progresses.
Set clear and accurate expectations about important elements such as time frame, deliverables and KPIs. Decide exactly what successful international growth will look like for your business. A PR agency that has clear objectives and expectations is much more likely to deliver the results you want. Make sure that the PR agency is aligned with your brand’s overall mission as well.
Communication Is Vital To Success
A good PR agency will update you often about the work they’re doing for you. It’s also important that you’re responsive as well. PR is all about reactivity and speed, and if you don’t react quickly to updates, you may miss out on new opportunities.
Communication is as much about voicing your opinion as it is about listening. If you’ve hired a good PR agency, don’t forget to be open to their expertise and advice. It may mean the difference between making an international faux pas and reaping the benefits of a successful campaign.
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Author: Lis Anderson, Forbes Councils Member
