Maximize Your PR Budget for International Communication

Follow these tips to easily increase your exposure in international media.

No matter what your budget is, it is essential to make every PR dollar count.

Here are some tips to easily increase your exposure in international media.

Target your message. 

  • Highly technical releases focusing on products, enhancements and industry awards are usually of interest only to trade media – with the caveat that some newspapers do have robust tech and health sections that should also be targeted.  Your local office or agency can guide you in the appropriate local media for your communications.
  • Newspapers are interested in the opening of offices, agreements with manufacturing representatives and basically anything else that will directly relate to employees or companies in the target country.
  • Financial media will be interested in general corporate news: earnings, technological developments, major client wins, executive management changes and other regulatory-type information, as well as material product news. 

Make sure your releases are posted to as many of your target market in-language online sites as possible.

  • Journalists in other countries use online sites and  local search engines for research on stories just as often as journalists in the U.S. The more information you have on local online sites in-language, the greater the opportunity for pickup.

Make sure your quotes are appropriate. 

  • Anything from a local executive of a customer/client/partner stating how your product/service/partnership is going to be of great benefit to the target audience is ideal. Failure to include a local quote may greatly reduce pickup of your news release.

Always translate your news release if it’s appropriate for the target country.

  • In some countries, very few journalists write in anything other than their native languages. English-language releases are generally ignored in those cases.
  • Unless the article is destined for one of the handful of English-language publications in that country, the journalists are all writing in their own languages – it is much easier for them to copy and paste or manipulate releases written in-language than to mentally translate and create from scratch. 

Always include a point of contact on the news release who speaks the language of the country in which you are sending the release and can communicate with the journalists if they have any questions. 
If no one on your communications staff speaks a specific language, inclusion of a local agency or local staff member within your contact information will improve your pickup.

Localize specific information on your website

  • You don’t need to have your entire website translated.  The most important pages to translate are any product or service information pages, spec sheets, the “About Us” and “Contact Us” pages.   Be sure to include the languages of the countries you have designated high priority.   Having a press release repository or MediaRoom in each target language will increase sidebar mentions in other articles.

Patience is rewarded. 

  • It takes some time for local journalists to get to know you, your client, or your company.  Be patient – it can take several months before you’re well-known in the local media community.
  • For more information on PR Newswire's international services, or to discuss your specific global communication strategies, please e-mail us at  international@prnewswire.com.


 

Upcoming Events

Nov. 5, NYC: The New Public Relations: How Content Marketing and Brand Journalism have become the Next Great Practice in PR

Wed, Nov 5, 14, 09:00 ET

Date: November 5-6, 2014

Pre-Conference Workshops: November 5
Conference: November 6

Location: CUNY Graduate Center; 365 5th Ave; New York, NY 10016

Featured Speakers:
 

  • Andrew Davis, Author of Brandscaping
  • Stacy Martinet, CMO of Mashable
  • Michael Pranikoff, Global Director of PR Newswire

About the Event
Is your content driving results for your organization? Hear insight on how to produce content that will create moments of inspiration for your organization and make sense of the data your campaigns produce. Learn how to create strategies that drive your organization’s business agenda at the 2014 PR Daily World Conference.

The event will cover topics including:

  • Establishing PR goals that will propel your company forward and reach your entire audience
  • Creating relevant multimedia content to attain all of your organization's benchmarks, all while on a budget
  • Tying your efforts to business strategy and prove your effectiveness


Don't miss out on expert insights from leading brands including MasterCard, charity: water, IBM, Whole Foods, Cleveland Clinic, Mashable and more.

You will learn how to:

  • Write catchy headlines, compelling leads and content that readers want to share
  • Use visual platforms to share your organization's message
  • Keep the interest of readers in the Age of “Commun-itainment”
  • Leverage social media channels to respond to an online crisis
  • Create video content with a limited budget
  • Establish benchmarks to measure social media success
  • Recognize the importance of mining—and minding—your data
  • Establish and maintain a consistent brand voice and message
  • Use social media before, during and after a crisis
  • Leverage existing and new partnerships with journalists


To obtain more information about this event, click here.

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