4 ways international PR is different from getting into the local newspaper

by SF Agency
May 22, 2023

You know a few journalists and your company’s big announcements have all been featured in your local news, because your investors or network introduced you to their media contacts. Great! But now that you’re about to expand to your next market, you start scratching your head. How do you do international PR, in a country where no one knows where you are and you have no contacts? Look no further, we show you 4 ways international PR is different than what you do at home, and how to get going.

1. Stories > Relationships

Relationships are important everywhere in life, but like in business, at the end of the day it comes down to what you can bring to the table. For international PR, the story is what drives media interest, and having a great one will always intrigue a journalist, even if they have never heard of you or your company. Focus on finding the right things to announce gets you much further than spending hours trying to network over LinkedIn or Twitter.

2. Localize, localize, localize

You may be newsworthy where you are based, simply because you are from there. But with international PR, you do not have that luxury. That’s why, you should always localize your press release to the market you are trying to reach. Local languages are great of course, but if you don’t have a German speaker in-house, at least focus on getting some interesting local facts, namedropping a local client or partner, or having data interesting to the German news media. They will be much more likely to take an interest in your story.

3. Pitch early!

If you want to tease your news before you go public with it, make sure you have time! As you might have to switch contacts or provide additional information to help the journalist understand your company and who you are, having time is essential. Give yourself two weeks ahead of the set embargo time to reach out to journalists with the news, asking if they are interested. That way you’ll have interviews done and a few media hits lined up even before you make the news public.

4. Stay IN TOUCH

While there is no relationship that can save a terrible story, serving an international journalist a great one means they are more likely to listen to your next pitch. Make sure you keep these contacts warm and keep giving them high quality stories! That way you will start building professional relationships at a distance, and even entire outlets can start trusting your pitches, even if you have never met any of the journalists in person.

Follow new contacts on Twitter or LinkedIn, interact with them, and keep building those long-lasting relationships, just like at home.

Get on that horse!

International PR can seem daunting, and it’s hard to know when and where to start. Still, the only way to start preparing for that leap to new markets, is to start telling people there who you are and why they should care. Telling great stories in international media gets you there. You just need to get going.

We know you can do it, but we’re happy to help!

Download our free beginner’s guide to international PR, with free templates, tips, and more!

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