Expanding to new markets is an essential part of business. No matter how established you are in your home market, starting from scratch when acquiring customers, finding business partners, and making your company stand out in a new country is no easy task. A well-planned PR strategy is a key step on your path to international success. 

Executed correctly, public relations will establish your company among journalists, stakeholders and other thought leaders. It will ultimately increase your chances of winning clients, reaching end-consumers and finding the right talent. To avoid pitfalls and start your expansion with a boost, here are five tips to keep in mind for international PR campaigns:

1. Keep Your News Relevant. A general PR rule is to make sure that your company news is worth a press release. When planning an international campaign, you have to consider if the news is relevant for the market you are targeting. A key indicator journalists use to assess news value is proximity. If your company does not yet have any offices in a country and the news does not have any relevance for that market, even the most niche trade journalists are unlikely to cover your press release. Instead of a spray-and-pray approach (distributing to as many outlets as possible), try reaching out to individual journalists. With a bit of luck, they will tell you if your news is worth covering and if not, what they can use instead.
2. Get to Know Local Press Etiquette. The ways companies work differ from country to country. The same is true for editorial offices. What journalists and editors expect from a public relations specialist varies depending on the country. In some countries, journalists are more receptive to individual pitches, while in others, journalists prefer finding their own stories. Some countries demand specific formatting, and journalists will disregard press releases that don’t match these style guidelines (e.g. AP Style format in the U.S.). Research press etiquette in the countries you are targeting before reaching out.
3. Mind the Language Barrier. Sure, English is the lingua franca for most businesses and journalists, but don’t assume that you can just send out an English press release and expect success. In certain countries – like the Netherlands or Denmark – journalists have a good working knowledge of English. NonethelessNontheless, sending out your news in the local language significantly increases your chances for coverage. Find out what the local language is and be aware that it’s not always the obvious one. And whatever you do, don’t make assumptions. A Dutch speaker doesn’t understand German just because the two languages are related. Be respectful of differences.
4. Get Help From a Native Speaker. Once you translate your press release into the local language, make sure to have a native speaker check it. This is less about the odd typo and more about industry jargon. Even a seasoned translator or PR professional doesn’t know your business as well as you do. If you already have a branch office in the market you are targeting, ask one of your local colleagues to make sure all industry terms are used correctly. 
5. Find Fitting Article Series. It doesn’t always have to be a press release. Many trade publications have article series in which they profile new companies weekly or monthly. Here, your company’s novelty to the market might actually be an advantage. This is a way to get a foot in the door, even if you currently do not have hard- hitting news to share.

Looking for help with pr strategy, digital pr, or public relations? MGP public relations is a top PR firm. Get in touch with us at hello@wearemgp.com

Expanding to new markets is an essential part of business. No matter how established you are in your home market, starting from scratch when acquiring customers, finding business partners, and making your company stand out in a new country is no easy task. A well-planned PR strategy is a key step on your path to international success. 

Executed correctly, public relations will establish your company among journalists, stakeholders and other thought leaders. It will ultimately increase your chances of winning clients, reaching end-consumers and finding the right talent. To avoid pitfalls and start your expansion with a boost, here are five tips to keep in mind for international PR campaigns:

1. Keep Your News Relevant. A general PR rule is to make sure that your company news is worth a press release. When planning an international campaign, you have to consider if the news is relevant for the market you are targeting. A key indicator journalists use to assess news value is proximity. If your company does not yet have any offices in a country and the news does not have any relevance for that market, even the most niche trade journalists are unlikely to cover your press release. Instead of a spray-and-pray approach (distributing to as many outlets as possible), try reaching out to individual journalists. With a bit of luck, they will tell you if your news is worth covering and if not, what they can use instead.
2. Get to Know Local Press Etiquette. The ways companies work differ from country to country. The same is true for editorial offices. What journalists and editors expect from a public relations specialist varies depending on the country. In some countries, journalists are more receptive to individual pitches, while in others, journalists prefer finding their own stories. Some countries demand specific formatting, and journalists will disregard press releases that don’t match these style guidelines (e.g. AP Style format in the U.S.). Research press etiquette in the countries you are targeting before reaching out.
3. Mind the Language Barrier. Sure, English is the lingua franca for most businesses and journalists, but don’t assume that you can just send out an English press release and expect success. In certain countries – like the Netherlands or Denmark – journalists have a good working knowledge of English. NonethelessNontheless, sending out your news in the local language significantly increases your chances for coverage. Find out what the local language is and be aware that it’s not always the obvious one. And whatever you do, don’t make assumptions. A Dutch speaker doesn’t understand German just because the two languages are related. Be respectful of differences.
4. Get Help From a Native Speaker. Once you translate your press release into the local language, make sure to have a native speaker check it. This is less about the odd typo and more about industry jargon. Even a seasoned translator or PR professional doesn’t know your business as well as you do. If you already have a branch office in the market you are targeting, ask one of your local colleagues to make sure all industry terms are used correctly. 
5. Find Fitting Article Series. It doesn’t always have to be a press release. Many trade publications have article series in which they profile new companies weekly or monthly. Here, your company’s novelty to the market might actually be an advantage. This is a way to get a foot in the door, even if you currently do not have hard- hitting news to share.

Looking for help with pr strategy, digital pr, or public relations? MGP public relations is a top PR firm. Get in touch with us at hello@wearemgp.com