Professional Services
Thought Leadership
PR For a Small World
An investment banking client recently told me, “If a company doesn’t have a ‘China strategy’ then it has a going out of business strategy.” This is largely true in the investment banking community, but the logic can also be applied to the international PR and marketing strategies of many U.S. based corporations.
Regardless of company size, it is never too early to start thinking about how to approach PR through an global lens. Any comprehensive PR program should include a plan for communicating with relevant international audiences.
International strategies are best when they are country specific
Begin by thinking about the main audiences for the company. Who are they? Where are they located? If the company currently does not have target audiences abroad, could it? When putting together a PR strategy it is best to look at each country individually instead of by region. Speaking to an audience in London is very different than speaking to the marketplace in Brussels, Paris or Prague. Also, knowing what is happening in individual countries is key; for example, knowing that Standard & Poor's raised its rating on Brazil to investment grade in June 2008 for the first time, will be important to anyone creating a PR strategy for the business community in the country. U.S. businesses tend to lump their marketing strategy into regions, which can prove to be disastrous.
From a practical standpoint, the number of regional news outlets is limited and reporters for major news organizations often cover one specific country or city. Because cultures and news media vary widely from country to country, reporters and local publications want to know that you have a message that speaks directly to their readers, not a diluted regional message.
Know the culture
Now that you have determined which country(s) to target, you must become familiar with the culture of their news, as well as how they conduct business. For example, in business meetings involving a Chinese businessman, let him leave the meeting first, try to avoid pointing while talking, read business cards upon acceptance and avoid putting them in your pocket, put it in a case or leave it on the table. Familiarizing yourself with local business practices can help to create a cultural profile for each country on your target list, an essential component when constructing country-specific PR strategies. Look for local PR associations and read their materials. Find out how the news is consumed in the business community. Identify the most reputable news sources and their audiences. Ask around about trusted business columnists and read their columns.
Match the PR strategy with the news culture of the international target market
When implementing PR strategy, make sure your methods of outreach complement the way media relations is conducted in those countries. For example, according to Angelica Consiglio of PR firm Planin Worldcom in Sao Paulo, if a US company wants to implement a PR strategy in Brazil it is important to have a local executive give interviews in Portuguese. They are also expected to share information about their company’s long term commitment to conducting business in Brazil. Click here to read a Q&A with Angelica Consiglio, head of PR firm Planin Worldcom on implementing international PR strategies in Brazil.
While you may not have a “going out of business” strategy if you lack a cogent international PR strategy, but having one will help to open communication channels in the U.S. and abroad, and ultimately will enhance the company’s bottom line.
- CRS
