Best practices for global PR Campaigns: Insights from the regions

Whether the aim is to launch a new product or drive growth, cultural nuances, media preferences and regional dynamics play a pivotal role in a global PR campaign’s success. Too often, the one-size-fits-all approach leads to poor results and wasted investment. To help B2B tech brands navigate the differences and make a success of their PR strategy, the WIN PR Group of tech PR agencies has compiled insights from key regions around the world.

General tips for international PR

Regardless of where you are targeting your overseas PR efforts, there are some key guidelines that should underpin any strategy. The first is to avoid homogenisation. A common pitfall can be treating larger regions as monolithic markets. But Europe, for example, is made up of numerous countries with their own cultures and ways of doing things. It’s best to tailor content and messaging to resonate with local audiences in each country. This includes language, tone and culturally relevant examples. A success story from Texas might not appeal to a French journalist unless it includes local or European context.

It’s important to be culturally sensitive with storytelling. Narratives should be customised to match the storytelling norms of the target market, while also remaining true to the brand’s messaging and topics it can authentically comment on. Relationship building is also key. PR isn’t just about the delivery of news, it’s also about nurturing long-term relationships with journalists. Brands need to invest in consistent, meaningful engagement rather than transactional interactions.

Regional insights

With the ground rules established, below are some specific tips and tricks from around the world for best practice international PR:

France

Customisation is key: French journalists value localised, relevant content. Avoid generic European press releases.
Relationship-oriented: Focus on building steady relationships rather than aiming for quick wins.
Tone matters: Subtle, analytical storytelling is preferred. Overly promotional content will likely be dismissed.

Spain

Clear messaging: Overly complex or promotional language can alienate journalists. Ensure press releases have a clear, newsworthy hook.
Titles matter: Be cautious with titles like “Vice President”, which carry political connotations in these countries.

Nordics

A diverse region with varying expectations: The Nordics, while grouped under that unifying name, consist of four distinct markets: Sweden, Norway, Finland and Denmark. Media expectations differ significantly, from acceptance of gifts to restrictions on perks like meals during press trips. Tailored engagement is needed depending on the countries being targeted.

Germany

Precision is critical: Deadlines, promises and details are taken very seriously.
Subdued reactions: Success isn’t always met with overt praise. A thoughtful nod often signals approval.
Professional tone: Keep interactions formal and focused, especially with journalists who value straightforward discussions over small talk.

UK

Exclusive angles: Providing exclusive insights or timely commentary on breaking news can help secure coverage.
Spokespeople expertise: Spokespeople need to understand the UK market and its unique challenges or trends.
Credible pitches: Product pitches should be contextualised with tangible benefits and local success stories for better traction.

Middle East

Language duality: Most content needs to be in both Arabic and English, so translations need to be accurate and reflect the intended messaging.
Relevant studies and research: Data and case studies must reflect the regional context. For example, AI adoption in Saudi Arabia is a very engaging topic right now.

A tailored approach to international PR

The WIN PR approach to international PR involves a lead agency in one region engaging and managing other agencies across all the relevant key regions, ensuring that consistent processes are in place for global campaigns. This way, every local agency within the network remains accountable for content, delivery and ways of working and reporting. Consistent reporting on KPIs across regions help B2B tech companies see the tangible results being delivered and to ensure campaigns are on track.

By taking this agency-agnostic approach to global PR campaigns, tech businesses can be confident activities are designed to deliver measurable results and return on investment in every country, bridging the gap between the usual all or nothing approaches.

Interested in hearing more about how the WIN PR Group can help you navigate international PR? Contact hello@winprgroup.com