International Technology PR – Are You Ready?
It’s time to get help lining up your ducks
The member agencies in the Collectivist network have previously written about the key signs that indicate you’re ready to launch an international technology PR campaign, as well as the importance of getting the timing right.
The consensus is clear, you’ll need to:
- invest locally – both in terms of time and resources,
- present a working product or service,
- hold a clear set of messages,
- create compelling stories to tell,
- own local case studies and customer references,
- place spokespeople on the ground with strong opinions,
- and, of course, don’t forget to translate and localise content.
All the member agencies agree that long-term commitment to a country, region, and PR campaign is essential.
And, I’ll add that a solid budget is important too.
This list of ‘must-haves’ and ‘proof-points’ may feel long and potentially overwhelming, but that’s an indication as to why securing organic media coverage is called ‘earned media’—because you must work hard to earn it and there can be no cutting corners.
International Technology PR
However, all is not lost; the point of working with an agency is in part using the agency team to develop many of these campaign essentials for you (apart from the product and service, that’s definitely a job for you!).
As Toni Sottak, co-founder of Wired Island, our member agency for the US, mentioned recently: “We are in the background of a client making everything smoother and more efficient – and doing whatever it takes to elevate a company’s image and reputation.”
There is no doubt bigger companies have it easier. I’m sure when Amazon wanted to expand into a new country, local journalists were eager to listen (because it sits on that winning rostrum of companies every journalist wants to write about). But, if you’re not Amazon, Microsoft, or Google, and instead you’re a startup or scale-up fighting for market share, it’s time to get your ducks in a row, but don’t forget to ask for help.
You can learn more about agencies in the Collectivist network in our 3-minute Coffee With interview series. Alternatively, if you need help with international technology PR, please do get in touch and signup to our newsletter.
