Did you know that as many as 91 percent of consumers worldwide appreciate and recommend authentic brands? Technology and globalization are making the world smaller and the need for authenticity and local relevance is growing. Particularly within the B2B market, we see that brands are increasingly operating internationally. How do you ensure that as a brand you show that you understand the specific market and customer needs? And how do you build local trust and remain authentic to really make an impact?
Van one-size-fits-all naar all-a-different-size
When an international PR strategy only focuses on the larger, international English titles, a lot of valuable local knowledge is lost. And of course the larger titles (such as TechCrunch) have an enormous reach, but that does not mean that as an organization you automatically reach your target group in, for example, the local market in the Netherlands, Belgium or Germany.
It is also not easy to spread the same message worldwide and at the same time remain relevant to the local market. That is why localization is the number one priority in an international PR strategy. And this goes beyond just a translation: the culture, values and current events per region are also taken into account.
Take the international for example Interior (credit management organization). They conduct annual research into the payment behavior of consumers and organizations throughout Europe. Super interesting, but the Dutch market would of course like to see Dutch figures. Payment behavior in the Netherlands can be completely different from that in Spain, for example. Then it is important that this international research is localized.
For example, Intrum investigated the consequences of money stress on the mental health of consumers throughout Europe. The Telegraph then wrote about what this means for Dutch people.
De Global PR-checklist
We now know from experience that a universal global PR approach does not exist. However, there are certainly a number of things that lay the foundation for international media attention and visibility:
1. Localization
Don’t assume that global content will catch on everywhere in the same form. Take into account not only the language, but also the length of the article, the sources you use and current events that are shared. For example, where it works very well in the UK to spend at least three pages on a blog, in the Netherlands we want much more snackable-content.
2. Build relationships with local journalists
Successful PR depends on the personal relationships you have with local journalists. Therefore, be super relevant to a journalist and don’t bombard him or her with uninteresting stories. Understand which topics the journalist in question is interested in, make a pitch personal and approach him or her in your own language.
3. Keep strategy central, but work with reliable local partners
When you start with international PR by involving local agencies, it is nice to have a central point of contact. The PR hub. This central agency ensures that the brand message remains consistent everywhere and is also the point of contact for you as a brand, but also for local partners.
They set the guidelines, the local partners ensure that the PR is taken care of on site and also indicate what works and what does not work in the country in question. In addition, local PR agencies continuously focus on connecting customer stories with journalists and media.
4. Getting started in phases
Take a good look at which countries have the most focus for your organization and start there with local PR. Once this is successful, you can expand to other regions. So work in phases, because betting on too many horses at the same time can lead to less results.
5. Macro vs. micro
Start with the macro approach in collaboration with the hub agency. At this level, see what the general strategy is, what objectives need to be achieved and what the objectives are key messages are. This way you can ensure consistency across different regions.
Then get started on a micro level. Translate the global objectives to local regions and start with smaller, more targeted PR activities. Take careful account of local trends, current affairs and communication needs of the target group.
It’s not about one message
A strong local approach in an international PR strategy is important for success. Do you want to communicate across borders as a brand? Please remember that it is not just about spreading one message across different regions, but rather about building relationships and trust with local target groups. By taking this into account, you as a brand can really make an impact.
Source: www.frankwatching.com
