Would you like foreign media to report on your brand? Are you looking for a PR agency that will allow you to reach journalists in Germany, the United Kingdom, or many countries simultaneously? We have prepared a guide from which you will learn how to conduct effective communication activities abroad.
Each country has specific economic and geopolitical conditions that affect the quality of doing business and the way companies communicate with customers. The media environment in individual countries can also differ significantly. In some countries, it is necessary to allocate a substantial budget to paid activities – sponsored articles, native content, or advertorials – while in others it is better to focus on frequent press releases or cooperation with influencers. There are countries where print media still dominates, and others where online portals lead the way. In some markets, state-owned media prevail, while in others commercial publishers or international media groups set the tone. All these differences must be taken into account when planning communication activities.
How to choose a PR agency
The solution is to engage a local PR agency. The specialists employed there have the necessary experience, knowledge of the local media landscape, and established relationships with journalists. Without these advantages, effective communication is difficult to achieve.
So what should you consider when choosing a PR agency?
- It is best to work with an agency that specializes in a narrow field aligned with your company’s profile. If your business operates in the technology sector, look for agencies that focus on tech PR.
- Carefully review the agency’s portfolio, the history of its projects, its achievements, and the results of previous campaigns. This will help you assess how the chosen PR agency performs with clients from your industry.
- If possible, ask for references from other clients of the agency. Let the portfolio be supported by testimonials.
- Consider whether your company would benefit more from working with a small, boutique PR agency or if you prefer a larger organization. In this context, it is also worth checking whether the agency is part of a broader national or international PR network.
- One indicator of an agency’s effectiveness is the length of its client relationships – the longer they are, the higher the likelihood that the agency is achieving its objectives. Check how long the agency you are considering has been working with its clients.
- Before starting cooperation, get to know the team that will be assigned to your project (this helps avoid working with inexperienced individuals or those lacking the necessary competencies).
How to establish cooperation with a foreign agency
Cooperation with a local PR agency can be established independently, but this is a time-consuming process and carries a high risk of ending up with an unreliable partner. Another option is to use one of the large global PR agencies, such as FleishmanHillard or Hill+Knowlton Strategies, but this comes with high costs. A more affordable and generally optimal scenario for most companies is to contact a network of independent PR agencies.
An example is Enterie, a global network operating in over 80 markets (including the USA and the EMEA region). It has been operating since 2017 and specializes in communication activities for companies in the new technology sector, fintechs, startups, venture capital funds, e-commerce companies, and those belonging to the sustainable development sector. Enterie has experience in running simultaneous PR campaigns across multiple markets. In such cases, it provides its clients with coordinators who oversee communication activities across multiple countries.
Regardless of whether we decide to contact a local agency directly or use the services of an international network, before starting activities it is worth understanding the specifics of the media in the country of interest.
Beyond our western border, traditional media and high-circulation print press (local and regional) still dominate. In addition to Germany itself, they also reach German-speaking audiences in Austria, Switzerland, Belgium, Denmark, and Luxembourg. In total, this amounts to approximately 100 million potential recipients.
In France, online portals and print titles are the most popular, among which we find a large number of luxury premium magazines. French media are concentrated in the hands of the state and a small group of wealthy owners, which means that individual editorial offices are characterized by distinct political and ideological preferences.
Political divisions are also characteristic of British media, and this is particularly visible among print press readers, who differ mainly in their affiliation with a specific social class. Radio and television are more neutral, as are electronic media, which are gaining in popularity.
The United States is a country with a highly diverse media landscape. It includes national, state, and local media representing a wide spectrum of opinions and political leanings. Despite this great diversity, global technology giants such as Google and Facebook have a significant influence on the activities of American media.
What do PR agencies start with
The first task of a local PR agency should be to analyze the client’s needs and their product, as well as conduct an audit of their previous communication activities. Based on this, a comprehensive PR strategy tailored to the local specifics should be developed. Creating (and following) such a strategy enables the efficient execution of image-building activities and quick responses to opportunities for media exposure. It also ensures communication consistency and the standardization of materials provided to journalists.
“For a foreign client starting cooperation with our agency, I always have one piece of advice: be realistic! If you do not have a technology or service that is a market gamechanger, you must understand that PR is a long-term process. In the shorter term, publications in specialized industry media will work better. They are the first step toward building recognition in business titles and national media.”
Ranbir Sahota, Vitis PR (a member of the Enterie network)
What do we usually find in a PR strategy?
- a precise and concise description of the company,
- a description of its product or service and their distinguishing features,
- identification of the personas for whom the product or service is intended,
- key assumptions of the communication language (vocabulary used and phrases to avoid),
- main communication messages (key messages)
- identification of the areas of expertise of the experts who will represent the company in media relations,
- definition of media contexts around which communication will be conducted.
When signing a contract with a PR agency, it is worth defining and including a fixed scope of cooperation. This may specify, for example, the minimum number of press releases sent to the media each month, the number of posts published on the company blog or on social media channels. In addition to the basic scope, it is also advisable to clarify which optional activities the agency may undertake.
As part of preparing for cooperation, it is also worth:
- prepare a press footer and gather the necessary graphic materials (logos, photos of company representatives, etc.),
- collect reports, presentations, and any other materials that may be useful in preparing information for the media,
- develop a Q&A document with potential questions that journalists may ask the company,
- prepare a detailed crisis communication plan.
Foreign versions of press releases should not be merely translations of universal materials created within the organization. It is also worth supplementing them with local information or statements from local managers.
PR activities abroad are best started by directly presenting oneself to potential business partners and journalists. Various events and industry conferences are a good opportunity for this. Ideally, such an event should take place directly in the country where communication is being conducted, but thanks to online broadcasts it is also possible to participate in events organized in any part of the world. The most attractive events should be identified by the local PR agency, and it can also be entrusted with organizing all details related to participation in the event—securing media patronage and arranging accreditations for journalists.
How much does PR abroad cost?
The cost of implementing PR projects depends on many local factors as well as the scope of communication activities carried out in a given country. The price will be influenced, among other things, by whether we are interested only in media relations activities or more extensive forms of cooperation—e.g. services related to employer branding, managing social media channels, collaborating with influencers, or organizing events.
Below are a few examples:
- In Germany: the cost of a single distribution as part of the EnterieGo service is 2500 euros,while a fixed monthly subscription costs from 6000 euros
- In France: the cost of a single distribution is approx. 2000 euros,while a fixed monthly subscription starts from 4000 euros
- In the United Kingdom: a single press release costs 2000 euros,while a fixed monthly subscription starts from 4000 euros
- In the USA: the largest national and global PR agencies generally do not accept assignments below 15000 dollars per month; in exceptional cases, a PR agency affiliated with the Enterie network may handle a single press release distribution for 2000 dollars,for ongoing cooperation, good agencies in the USA will issue a monthly invoice starting from 5000 dollars
How to measure the effectiveness of a PR agency's activities
There is no universal way to measure the effectiveness of a PR agency’s activities, as indicators are selected each time based on the scope of work carried out by the agency. KPI (Key Performance Indicators), depending on the scope of cooperation with the agency, may include, among others:
- number of publications, their reach, brand reputation – this can be measured, for example, by the number of publications initiated by journalists themselves, invitations for company representatives to interviews, or citations of materials created by the company,
- social media impact – this refers to the number of shares of publications across social media channels independent of the brand and the agency,
- SEO reach – understood as acquiring links to the company’s website,
- sales support – measured by the number of customers acquired as a result of publications, SEO, or other activities carried out by the agency.
Find out, what results a PR agency can “deliver”
How to measure the effectiveness of a PR agency's activities
Client: Sensofusion
Agency: Bear Icebox
Area of operation: USA Sensofusion is a Finnish manufacturer of anti-drone systems for the military and police. The agency handling its communication focused on outreach to influential media covering defense and security topics, as well as national and international business publications. The goal was to reach individuals making key decisions regarding major defense investments.Over 12 months of cooperation, publications about Sensofusion appeared in, among others, Defence News, Military.com, Homeland Security News, National Defence Magazine, Israel Homeland Security, CNN, and The New York Times. The result? The Finnish company secured a contract to supply equipment to the US Marine Corps.
Client: Beats
Agency: One Chocolate
Area of operation: FranceThe agency faced the challenge of introducing the Beats brand to a highly saturated audio device market. Therefore, technical aspects were set aside in communication, and the focus was placed on lifestyle media related to fashion and design. In total, the agency generated over 100 publications in media such as Elle, Glamour, Femme Actuelle, Le Petit Journal, Canal+, and France 2. Within less than 2 years, the Beats brand became the fourth-largest headphone manufacturer in the French market.
