Global PR is now an area of communications that international companies and small brands need to consider when developing their business strategies.
Getting noticed in a new market and selling to a different audience isn’t easy. A PR strategy that works in one territory might not land in another. Nuance, reference points, audience preferences, and language all affect how a PR campaign is received. This, in turn, shapes a brand’s reputation.
Public relations is there to execute a company’s strategy for building visibility, cultivating a positive reputation, and forging genuine ties with customers.
But what happens when you need to go global and plan to speak to a new audience? This guide explores the need for international PR practices and examines ways to develop compelling campaigns.
We’ll also highlight how Brandwatch’s solutions can support your approach every step of the way.
Why public relations on an international scale matters
Modern companies rely on effective international PR to maintain a strong position in an increasingly competitive world. International trade and the ability to shop online means even small firms can receive orders from the other side of the world.
You can be passive in this approach and rely on marketing to sell products and services internationally. Or, you can take a proactive approach and truly connect with global audiences.
The benefits of delivering good global PR are high – but so are the risks if you get it wrong. One misstep can risk harming your reputation locally and, if you’re really unlucky, around the world. You’ll need to conduct thorough research to get it right.
For example, Nike was one of the first truly international fashion brands when it expanded beyond the USA in the early 1990s. Nike was the coolest brand on the market and was a PR success. However, toward the end of the decade the company became infamous for operating “sweatshops” in Asia to fuel the American and European demand for its clothes, shoes, and sports products.
Nike has spent years repositioning its brand through successful marketing campaigns and public relations exercises. It’s now regarded as a progressive brand, as epitomised by its Colin Kaepernick “Dream Crazy” campaign in 2019.
Nike’s story is a perfect example of how brands can benefit from global PR but also need to be aware of the negative impact of bad news stories.
Key benefits of international PR efforts
The aim of public relations is to protect and promote a brand’s reputation through relationships with the media. Get it right and you should achieve enhanced brand awareness, improved consumer loyalty, and an increase in sales.
This is supersized on an international level. Global PR can boost visibility across numerous countries, which allows your business to grow faster. You can learn better ways to manage reputational crises and collaborate with local agencies to be in specific expertise.
There’s also an economic benefit to global PR because regional teams can share data and knowledge, which reduces costs.
What’s more, you don’t have to be a brand like Coca-Cola or McDonald's to deliver an effective global PR strategy. Even small companies can make an impact in new regions, so long as they have a finger on the pulse.
Essential elements of international public relations success
If you’re looking to develop a global PR strategy then you need to understand what’s involved. Below are five core elements that shape international public relations campaigns.
1. Cultural awareness and language considerations
This is really important for brands seeking to expand into new territories. International campaigns demand a nuanced grasp of local culture and language. For instance, distributing content in Taiwan might require terminology or references that differ from those you’d use in the UK.
Understanding how to communicate is just as crucial as what you communicate. Your company must be ready to adapt messages and avoid oversights that could undermine trust.
2. Local market research
Before you embark on public relations campaigns, gather information about each market, including consumer preferences, popular media outlets, existing competitors, and relevant thought leaders.
Use data from social media listening to understand what consumers think about your industry or products. A brand with a progressive stance might thrive in Europe but not North America.
A tool like Brandwatch Consumer Research will guide your communications approach.
3. Tailored communications across countries
Knowing your localized markets inside out means you can alter press releases and PR messages with greater confidence. That means localizing tone, referencing unique cultural markers, and aligning with media preferences in each region.
You might find that journalists in Japan are more interested about the technological aspect of your new product, while those in South Africa want to know about your brand purpose.
Businesses that approach international communications with a one-size-fits-all mentality risk missing out on real opportunities to engage.
4. Strategic media outreach
You should be strategic in your approach to international press contacts, just as you would when dealing with domestic publications.
Think about it: your domestic media contacts lists are probably split into different areas. The Telegraph reporter you’re good friends with will probably have different interests to a social media influencer you know.
Well, it’s the same internationally too. If you send the same generic press release to all your Australian contacts – even if it’s tailored for a general Australian market – then you’ll probably fail to peak the interest of some reporters.
So, be strategic, dig deeper into each regional press list, and tailor your approach each time.
Press releases, media kits, and campaigns only land if they appeal to the reporters and journalists receiving them. Don’t be afraid to focus on smaller niche publications if they’re a better fit for your product or service – sometimes those relationships become key to building a powerful reputation in international markets.
5. Long-term relationship-building
Successful public relations extends beyond a single campaign. A sustainable approach requires forging strong ties with possible allies, clients, and local contacts.
This can be difficult if you’re operating from a central location and don’t have people “on the ground” in your global markets. However, a tool like CisionOne enables you to stay in regular contact with reporters and journalists, even if you can’t meet face-to-face.
Exchanging expertise and showing genuine interest in each culture all contribute to meaningful, enduring rapport.
How Brandwatch can support international PR
Navigating the intricacies of public relations at the same time across multiple countries can be daunting. However, you can operate a successful international PR campaign from one place, so long as you have the right tools.
That’s where Brandwatch’s solutions prove crucial. With tools like Brandwatch Consumer Research, you can:
- Track media mentions in real time, letting your team respond swiftly to major developments
- Gain insights into competition levels in different regions, ensuring you remain a step ahead of other firms
- Understand relevant keywords, trending topics, and local sentiments that shape your campaigns
- Measure how well your public relations efforts perform, from press releases in Sweden to targeted announcements in Germany or Spain
- Businesses that use Brandwatch are able to tap into Cision’s enormous data bank, which provides access to hundreds of thousands of press contacts.
What’s more, you can manage PR and marketing campaigns from a single dashboard and filter regions, making it easy for localized teams to find data specific to their markets.
>> Learn more about Brandwatch and Cision today!
Structural oversight for global PR success
It’s almost impossible to deliver effective global PR unless you have a firm grasp of the structural oversight required to manage communications. A brand with offices in London, Tokyo, New York, and Durban might have an overarching global PR strategy but it also needs localized teams to ensure messages are positively received in each region.
These localized teams need to work to similar briefs but must have freedom to explore specific markets and tailor their PR efforts to align with them. For example, a PR team in London might focus its messaging on highlighting the quality of the brand; those in Tokyo might focus on the price point.
There needs to be a centralized PR management team somewhere in the corporation, which oversees localized teams to ensure core messages are consistent. The centralized team can then approve of divergent messages based on data gathered by localized teams.
If you’re a small business operating from one headquarters – or perhaps even a solo business owner – then global PR success can be a little trickier. But it’s not impossible.
The key here is to create a strategy and keep things simple. Get a general understanding of where your brand sits in your industry and what core messages you want to provide. From there, you can use a tool like Cision to find the right localized press contacts and Brandwatch to understand each local market.
You can then tweak your press content to each region. It might not be as wholly specialized as what a global firm can provide but it will certainly help you reach new audiences and avoid cultural faux pas.
Time to forge success across borders
Public relations has had to change a lot in recent years. The growth of global online commerce and the ability for audiences to find brands on the other side of the world means even the smallest companies need to consider global PR when developing their brand.
Big firms benefit from localized teams and agencies who can operate their regional PR efforts. Small businesses may have a local-first approach but still need to be aware of the worldwide reputational advantages and risks of their PR strategies.
No matter the size of your brand, it’s important to do your research, create a strategy, and use data to deliver strong PR campaigns.
If your organization wants to learn how Brandwatch can help orchestrate PR campaigns worldwide, contact us today to request a demo and discover more about our platform. We offer the tools to monitor media, manage competition, and support global initiatives at scale.
Embark on your journey to embrace global PR, elevate your firm’s reputation, and watch your business thrive across borders.
