Launching a digital PR campaign in a new global market can be daunting, with different markets responding differently to the media – and what works in one country doesn’t necessarily work in another.
But how can you build a competitive edge by creating a global PR strategy? This blog will run through the steps you need to take to launch a successful international PR campaign that will make the headlines.
Five top tips on how to run a successful international PR campaign
Get to know the market
Understanding the local market when launching an international campaign should be the first step before any ideation session. Not all topics will be spoken about in the media and what works well in one country may not be suitable in another.
You could also use a social listening tool to identify relevant conversations, learn about your new audience, and listen to the competition to identify your strategy.
Source local data and experts
Use as many national data sources as possible – data that local journalists will be familiar with will strengthen your campaign. It’s important to break this down to a city scale instead of just by state and country, as this will allow you to target regional journalists and secure more coverage, which will ultimately get more out of your international campaign.
As well as sourcing local data, utilize commentary from local industry experts such as local authority bodies, influencers, and academics to name a few! This will add a layer of credibility, and you can use the expert as the news hook to get the journalist to buy in.
Understand the media landscape
Thoroughly researching the journalists that you are going to contact is the most important part of an international strategy. Getting your story in front of the right journalists ultimately achieves coverage. It can be overwhelming to see the vast number of journalists in an unfamiliar country – but it’s worth the time spent researching journalists who have covered a similar story in the past, who will most likely publish your campaign too.
Feel free to reach out to journalists to understand the media landscape. In the long run this will help both parties and ultimately build good PR and journalist relationships.
Create an outreach strategy
Once you’ve understood the media landscape and have a media outreach list in place, it’s important to plan an outreach strategy. It’s recommended that you pitch to high-authority top tier publications first, as I strongly believe that these publications are turned off from covering the story if they can see it’s been covered by a wide range of publications first. Identify exactly what you will be offering to these publications and when, and it will help your outreach process to be seamless.
Know your time zones
It’s likely that you will be outreaching to publications in different time zones – the US alone has six time zones! Ensure you know the correct time in the location you are targeting, because you need to sell in your story before the day’s media agenda has been set (usually around 9am). Invest in a platform such as Buzzstream that will allow you to schedule emails, but just ensure that someone is on hand in case a journalist requires more information out of hours.
There you have it – our top 5 essential tips for running a global PR campaign. And if you’re looking for a passionate and proven digital PR team to get you global results, then you’re in the right place – get in touch to see how connective3 can help you to get brilliant results and links from top publications across the globe.