PR
FOUR TIPS FOR WRITING INTERNATIONAL PRESS RELEASES
With more and more companies expanding on an international level and exporting to countries far and wide throughout Europe and beyond, we’re seeing an increase in businesses making the decision to open additional offices and headquarters in various countries throughout the world. With this in mind, many businesses are now seeking ways to push and promote their core objectives to unfamiliar audiences. However, it doesn’t have to be as daunting as it may initially appear – by following a few simple steps, drafting and sending out company updates to various regions can be as straightforward as sharing news to the UK market.
- Talk to your international colleagues
Although global companies often have the same brand messaging, principles and objectives, these may change very slightly depending on the specific country in question.
For example, the target audience in Germany may be slightly different to Italy’s. There may be a whole host of reasons for this such as varying legislation, ways of working or access to specific parts.
It is therefore recommended that, when drafting a news story for a particular country, a brief is received from a spokesperson who is familiar with that market to ensure the angle and messaging are accurate and appropriate.
This will help to avoid pushing out irrelevant messages, or worse, promoting a part or service that isn’t available to that country’s target audience!
- Make contact with the media
Every PR professional knows the importance of carrying out a media audit when working with a client. Not only are they essential to find out if that magazine is suitable for the company’s customers and messaging, but they are also a good way to determine the magazine’s expectations.
Naturally, each magazine has its own niche and may like to only receive specific information from a company, in a specific way. For example, some may prefer long-form technical content accompanied with highly polished imagery, whereas others may ask for updates in short snippets with more authentic, ‘hands-on’ imagery.
By making contact with the media in each region directly and asking these questions, not only are you able to establish a rapport, but you are able to tailor your release for that magazine, which will increase the chances of securing greater coverage.
- Check feature lists
Many magazines include features lists outlining key topics that each issue will focus on throughout the year. These are normally released at the end of the previous year, giving a company plenty of time to prepare in advance.
Once the top tier magazines have been identified, it is then recommended to look through its features list with a fine toothcomb, pinpointing the ones that are most relevant to the company and planning them in months in advance to give ample time to receive a brief, draft content and seek approval from all of the relevant individuals involved.
Which brings us onto the next point: Translating the content.
- Translate PR
Each company’s marketing department and resources will vary, and although some will have in-house teams for each region, some may not have access to a translator, which can be a sticking point, as many international magazines are published in their own language. If this is the case, there’s no need to worry, as there are resources out there that will help to translate content at a small cost. These services hire people who are experienced professionals and who are very familiar with working in particular industries and with particular magazines, so a company can rest assured that the terminology is translated accurately, and the message is not lost in translation.
Extend your reach internationally
Our PR team have fantastic contacts across the UK and Europe perfect for extending your businesses reach. Get in touch to find out more.
