The three signs you’re ready for international PR
Expanding into new markets can be a sure-fire way to grow brand awareness and revenue, but knowing when your business is ready to take that step can feel intimidating. The truth is that it’s commonplace for brands to struggle to decide when to take PR further, and that’s ok.
So, what exactly are the signs your business is ready for global campaigns? Here’s a hint, it’s not perfection you need to get started, but strong foundations built on clarity, proof points and direction.
1 – Your message is clear enough to resonate
International expansion doesn’t require an extensive brand book to convey the company’s story, but a set of clear, straightforward and evidence-based key messages are a great starting point. They need to tell audiences what you offer, who it helps and why it’s unique or superior compared to the competition.
If a buyer who isn’t currently aware of your business can understand your value in just a couple of sentences, you already have the basis for international storytelling. From here, localised PR expertise can help you refine the language and phrasing of your messaging to resonate with new markets. Relevant examples, stats and references can also be introduced to address local pain points, with any claims checked to meet relevant regulations.
2 – You have customer proof points that can be shaped into stories
Here is your opportunity to instil journalists and buyers with the same confidence that you have in your products and services. Repeat customers and renewals and at least a few reference customers are proof that what you offer works in the real world. Even short testimonials and quotes can go a long way in winning the trust of key stakeholders.
With some solid proof points behind you, it’s the basis to develop them into fully-fledged case studies, media-friendly stories, speaking opportunities or joint announcements with customers and partners. This adds to your brand’s credibility in the market and can attract the attention of potential new customers.
3 – You know what success looks like for your business
International PR works best when it supports a clear business objective. You might want to launch a new product in a new region or make a strategic push in a specific vertical. Successful strategies rely on the ability to measure the impact of a PR strategy via KPIs that are aligned to that objective.
If you know why you want to pursue this market now, you’re ideally placed to set simple, measurable objectives that you can benchmark against as you pursue an international campaign. Local experts, who understand the nuances of each country being targeted, can help you understand how to reach those objectives and adapt them accordingly. For example, it might be share of voice against key competitors, or volume of coverage in target media.
Building on solid foundations
If some of the above resonates with you, you’re already in a great position to achieve international success. But don’t worry if you recognise any gaps in these areas – it’s not a signal to abandon global ambitions. It’s time to spend time on the groundwork to ensure sustainable growth when you do commit to international PR, and we can help.
Take the next step in your international PR journey by talking to us at hello@winprgroup.com.