A checklist: reaching new markets through PR

Entering into international markets is no doubt an exciting time. Both PR and marketing are pivotal in capturing the attention of new customers. Here is how PR can differ from the UK and what to consider. 

Culture

Having an understanding of a country’s culture, as well as business norms is paramount. We’d recommend always working alongside a local who understands the intricacies of the landscape, competitors and media dynamics.

Language & localisation  

All marketing and PR materials must be translated into the local language. However, don’t compromise on quality – highly skilled translators are a must. Not everything in English has a direct translation, so working with someone who can navigate this is essential. 

Regulatory compliance

Familiarise yourself with the laws around communications in each country. This applies particularly to areas such as healthcare, alcohol, vapes or gambling, where compliance standards vary significantly. Also, with data laws constantly evolving, ensure you have a clear understanding of customer protection requirements. 

Media dynamics 

The way PRs and media work can also vary across borders. Whether  to call, email or Whatsapp, whether to provide dinners and gifting, or even the way in which we communicate our news. An example is, in the UK, journalistic standards are robust, where a press release is rarely copied word for word but used as a source instead. Whereas, in some countries, direct copy/paste of press releases is common, which puts more importance on crafting precise messages and incorporating key points.

Want to know more? With experience in the Middle East, India, Africa and USA markets, we help clients navigate new markets through our affiliate networks. Get in touch to learn more.