Part two of 2026 predictions from our partner agencies

In December 2025, we gathered the opinions of our partner agencies to see which trends would be central to B2B tech and PR in 2026, and AI came out as the clear winner. But amongst the many considerations that AI will bring this year were some other key global developments away from the buzzword of the moment. Here, we collate those thoughts in part two of our predictions.

1. The ROI measurement crisis will continue

B2B tech organisations are increasingly seeking tangible proof of how communications initiatives benefit their business, pushing brands and agencies to look again at their strategies.

Our Italian partner agency Noesis notes that half of professionals will struggle to link PR and communication efforts to business growth in 2026, drawing on insights from Onclusive’s PR Trends 2026 report.

To make that challenge even more difficult, half of agencies expect fewer journalists to cover industry news this year. Alessia Rebaudo, Business Unit Director Consumer, Noesis-NGF Growth Factory states that:

“In 2026, pragmatism will guide communication more than ever: linking the impact of all comms initiatives to real KPIs will be crucial to demonstrate how reputation‑building and channel integration directly influence business performance.”

The measurement conundrum has also caught the attention of Bob Gold, Founder, President & CEO of Bob Gold & Associates:

“PR must show business impact – and that means measurement is even more critical. Agencies, in-house teams and consultants will need to speak the language of business leaders (growth, trust, risk mitigation) rather than just media relations.”

International PR in 2026 will become more strategic to businesses as it becomes more ROI-focused. Campaigns that are tied to measurable KPIs will provide the best chance of success. Metrics should include visibility, engagement and impact. Impact is particularly important because it measures such factors as changes in reputation, brand consideration, lead generation or new partnerships.

For B2B tech organisations, this means redefining success with leadership teams, agreeing what growth and trust look like in practice, and building PR programmes that can be tracked credibly against those expectations.

2. Building trust will become critical

Trust in B2B tech brands is under threat. One of our previous blogs highlighted the danger of disinformation – where perpetrators intentionally spread falsehoods. False stories about products, services or even industries on social media can cause brands to lose control of their messaging.

But it’s not the only source of mistrust in brands: they must also avoid making misleading claims themselves, or otherwise risk the ire of their customers and other stakeholders. Some of the biggest tech companies in the world have recently come under fire: Apple faced a lawsuit earlier this year about the claimed carbon neutrality of its products, such as its Series 9 Apple Watch models.

Piers Finzel, Owner and Managing Director of Finzel PR, notes that Spanish buyers have always appreciated brands that communicate with purpose, transparency and responsibility:

“Agencies and PR departments will be responsible for ensuring that the brand’s actions are aligned with its message and values using authentic and coherent narratives, whilst avoiding greenwashing or social washing.”

It’s therefore likely that PR’s role in 2026 will be less about supporting isolated campaigns and more about keeping the brand story consistent across every channel. That includes challenging false narratives online and making sure communication is clearly linked to business outcomes.

Influencer marketing will still grow, with strong investment forecast for the Spanish market, but attention will shift to a new influencer ecosystem where verified trust matters more than paid reach, giving greater weight to key opinion leaders and journalistic credibility.

3. Human stories will define B2B storytelling

In 2026, B2B audiences around the world will care as much about who is behind a solution and why it exists as they do about what it does. According to Felicity Zadro, Founder and Managing Director at Zadro Agency, talking about technology alone won’t be enough to build connections with end audiences:

“Founder stories, their reasons for creating the technology, and examples of how the technology enables people to thrive will be important.”

Holtjona Leka, Business Unit Director Corporate, Noesis-NGF Growth Factory, agrees with the sentiment that humans will be the key differentiator in B2B tech PR in 2026:

“Our value is bringing consulting to the forefront, combining operational excellence with the imagination to chart different paths to the same goal. That’s where lateral thinking sets us apart.”

This reinforces a theme from part one of our 2026 predictions: brands will need to use AI-driven tools without losing the human essence of authenticity and values.

Drawing on the final point of Felicity’s earlier quote, Deanna Hoffman, Marketing & Paid Media Manager at V2 Communications, explores how health software will get smarter, faster and more human with the help of AI and emerging technologies:

“The most impactful innovations in 2026 won’t necessarily come from new apps, but from intelligent systems that make clinicians’ jobs easier and patients’ experiences smoother, ushering in a smarter, more human generation of digital care.”

The healthcare sector is a powerful example of technology improving real outcomes, directly benefitting people in their day-to-day lives. For B2B tech brands more broadly, PR storytelling will need to bring together the origin stories behind new solutions and the concrete ways they help people work, decide and live better.

4. Leaders will become strategic visibility assets

In 2026, the pressures to prove ROI, build trust and tell more human stories will all converge around the people who speak for the brand. Senior leaders will increasingly act as the lens through which customers, partners and employees judge a B2B tech organisation.

It is a core focus for Deanna Hoffman:

“The strongest brands will have leaders who embody company values and show up with substance, empathy and credibility.”

Social media will remain a primary stage for this visibility. As organic reach from company pages continues to decline, executives will need to use their own profiles to participate in sector debates, comment on developments and share perspectives that feel grounded in real experience rather than corporate messaging.

For B2B brands, this will mean treating executive visibility as a deliberate programme, not a side activity. Leaders will use platforms such as LinkedIn to reach decision-makers and industry peers in different regions with consistent, high-quality content that sparks relevant conversations and signals clear values.

Human-led video can add an extra sense of authenticity to the way CEOs and senior leaders communicate online. Brands should veer away from perfect lighting or framing to signal authenticity, and away from the slick feel that AI-generated content can create.

Mark Wilson, Creative Director at Whiteoaks International, expands on this more:

“If you prioritise honest, human-led video, you’ll build more trust and stand out in a sea of synthetic content.”

Executives will be expected to actively represent their companies not just in calls and conferences, but across media, social and internal platforms. As expectations rise for B2B brands to respond quickly and thoughtfully to industry and cultural moments, visible, credible leaders will play a decisive role in how the brand shows up in every market it operates in.

2026 will reward brands that join the dots

In 2026, the B2B tech brands that stand out will be the ones that connect hard metrics with reputation, human stories with innovation and visible leaders with clear values. If you would like to refine how your global PR and marketing strategy delivers on ROI, trust and executive visibility this year, the WIN PR network is ready to help.

Simply get in touch at hello@winprgroup.com.

The year of AI – Part one of 2026 predictions from our partner agencies

AI is the talk of every industry, with B2B tech no exception. It’ll be no surprise then that when we spoke to our partner agencies about the trends they believe will define B2B tech PR in 2026, every conversation came back to AI. From redefining how brands are discovered online to reshaping the skills needed to succeed in PR, as our global team of experts see it, AI is presenting both challenges and opportunities in the year ahead.

1. GEO will be key to defining how brands earn visibility and authority

September 2025 figures show 700 million weekly active users of ChatGPT, only three years after its launch. Appearing in those searches has already become a key driver for many businesses, and that’s only going to climb up the list of priorities in 2026.

This will see Generative Engine Optimisation (GEO), the practice of adapting content so it is understood, trusted and ideally surfaced by engines such as ChatGPT, Gemini and Google’s AI Overviews, needing to be built into PR and marketing plans.

Deanna Hoffman, Marketing & Paid Media Manager at V2 Communications, notes how GEO and PR will need to combine to power visibility for B2B tech brands:

“In 2026, GEO will become a defining factor in how brands earn visibility and authority.”

As people increasingly discover information through AI-powered search and chat interfaces, traditional SEO alone won’t cut it. Consistent PR activity will play a critical role in shaping the narratives that generative engines surface, through credible media coverage, thought leadership and well-structured owned content. The earned story will quite literally power discovery, positioning PR at the centre of brand discoverability and influence in the AI era.

Hannah Buckley, Head of Content and Service Development at Whiteoaks International, shares this view:

“2025 has been the year when more and more B2B companies have begun to take notice of AI-driven search. 2026 will be the year when they begin to take it seriously, and waiting another one could be a costly mistake.”

Businesses that fail to factor GEO into their marketing plans will risk falling behind their competitors as decision-makers use AI-search engines to do the bulk of the due diligence for them. Every credible article or citation now doubles as training data for tomorrow’s AI search.

2. AI-powered search tools will favour earned and owned media

Research has found LLMs rely on earned media for nearly two-thirds (61%) of their content about brand reputation, followed by owned media (44%), showing just how integral PR is to AI-search visibility.

Felicity Zadro, Founder and Managing Director at Zadro Agency, highlights:

“Media coverage will become even more important as AI-powered search tools increasingly prioritise it higher than website content.”

Trade outlets, analyst commentary and newsletters are proving to be the kinds of media sources that AI systems draw on when they build an answer to a user query. That’s because mentions and links from reputable news and outlets and authoritative publications provide strong third-party validation.

Liane Lahl, Managing Director at Fortis PR, agrees, stressing that AI-powered search will push brands towards external media sources for visibility:

“Generative AI, GEO-search engines and shrinking journalist pools are making independent media and earned credibility central to discovery, trust and influence.”

Influence will therefore come from how consistently a brand’s narrative appears across credible, independent sources. For B2B organisations, this means reputation will no longer be built only through direct engagement or owned channels. It will depend on how AI systems interpret the signals of trust those external references provide.

Press releases, for example, are now appearing more frequently in AI-generated answers because their structured format mirrors the way LLMs process information. When combined with authoritative media coverage and analyst commentary, they form the foundation of what AI recognises as reliable.

To strengthen that foundation, B2B brands should focus on feeding the ecosystem with credible, data-rich content. Original research, evidence-based insights and quantifiable outcomes are the kind of inputs that reinforce authority both with human readers and with the algorithms shaping brand visibility in AI search.

3. AI will support data-driven strategies and measurement

AI won’t just be pivotal in driving visibility for B2B tech brands online. It’ll also be crucial for PR and marketing professionals when it comes to predicting opinion trends by analysing millions of online sources and recognising patterns, such as shifts in sentiment or emerging keywords.

AI will help with identifying crisis risks in real time by flagging anomalies, such as negative emotions related to a brand. It will also help create granular audience profiles based on behaviour, interests and preferences so that PR professionals can hyper-personalise content to specific target audiences and publications.

As PR teams come under greater pressure to show tangible business impact, AI will support the use of measurement tools that move beyond surface-level indicators. It is a trend that Piers Finzel, owner and Managing Director of Finzel PR, is keeping a keen eye on:

“No more vanity metrics that simply count media clippings, reach or the dreaded EAV. The focus will be on metrics that directly connect PR actions with growth and revenue, as well as customer satisfaction and trust.”

Piers notes that the PR sector in Spain, as in many parts of the world, is in a state of rapid revolution – driven by the proliferation of AI technology on the one hand and by continuous changing client demands on the other.

In 2026, B2B brands will increasingly expect PR programmes to connect activity to metrics, including pipeline influence, revenue contribution and customer loyalty, not just impressions or share of voice. AI will be central to making those connections visible.

4. Human oversight and new skills will define effective AI in PR

AI’s value in generating content drafts, monitoring media and optimising workflows will be significant, but it will never replace human talent, which remains crucial for strategy, ethics and creativity.

For B2B brands, the key to success will lie in mastering AI without losing the human essence of authenticity and values. Human oversight of AI is essential, as it will never replace or replicate emotional intelligence, years of experience or nuanced understanding of local market context.

To maintain that human focus, PR teams will need to invest in skill-building around emerging AI tools, helping to create a new generation of AI-native workers. The 2025 Global AI Jobs Barometer shows that the skills sought by employers are changing 66% faster in positions that are most entrenched in AI.

Bob Gold, Founder, President & CEO of Bob Gold & Associates explains some of the skills that the workforce will need:

“Search and Gen AI will require digital story placements in established news outlets for veracity and increased SEO, but AI will also be crucial in the context of the PR job market. Graduates looking to enter the industry will need demonstrated skills in Gen AI, video production and social media management.”

PR professionals will increasingly act as the bridge between data and human connection, using AI selectively for specific purposes rather than as a wholesale substitute for human judgement. For B2B organisations, this will mean partnering with PR agencies that can combine AI-native skills with in-depth local market understanding.

Those relationships will be central to joining up insight, content and measurement across regions so that AI-enhanced PR activity builds a coherent global narrative while reflecting the realities of individual markets.

Defined by credibility, not just visibility

As 2026 approaches, there’s no doubt that AI will shape how B2B tech brands are discovered, evaluated and trusted. If you would like to discuss how your PR and marketing strategy can capitalise on AI-driven opportunities in your region in 2026 and beyond, our partners across the WIN PR network are ready to support you.

Just contact us at hello@winprgroup.com.

And don’t forget to check back in the new year for part two of our predictions!

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.  

How to craft engaging content for global social media

For organisations expanding internationally, social media is often a primary touchpoint for building awareness and accelerating demand generation. B2B buyers are increasingly turning to platforms like LinkedIn, YouTube, Instagram and Reddit to research suppliers, compare options and validate reputation. In fact, 75% of B2B buyers use social media to make buying decisions, with 50% using LinkedIn as a trusted source.

The opportunities for showcasing how your product or service solves problems for customers, or what your internal culture is like, are enormous. However, the risks can scale quickly if social media activity spans multiple regions and cultures. A phrase that resonates in one market can confuse or offend in another, and a literal translation or poorly timed post can create reputational issues.

So, how can brands successfully develop and implement their global social media marketing strategies?

Choosing the right platforms

With so many social channels out there, brands need to be strategic about which ones to go for based on the target audience behaviour and business objectives.

Brands in China might want to prioritise WeChat due to its popularity and features that allow for service updates and commerce. In Poland, Facebook remains widely used, with LinkedIn growing in popularity, having attracted over 3 million members. YouTube is the leading social media app in the United States, and as the world’s second largest search engine, it can be a strong driver of brand discovery and traffic.

The practical approach to adopting the right platform is to build a portfolio by market, guided by research into where audiences spend the most time and how they prefer to consume information.

Deciding on one global presence or regional pages

Whether to run a single global channel or build regional pages should be a strategic decision, not an organisational reflex. The choice hinges on a few practical questions:

• How different are buyer needs and languages across priority markets?
• How mature is brand awareness and the local sales motion?
• Is there enough high quality, market-specific content to sustain a cadence that earns attention?
• Will community management be handled by people who understand local etiquette and can respond in time?

On LinkedIn, for example, a global company page can be used to carry the core narrative while regional pages or Showcase Pages serve markets where language, regulation or product mix demand a distinct presence.

Many B2B firms adopt a hybrid model in which the global page leads on vision, proof points and flagship content, and regional pages focus on local case studies, events and are used for paid promotion to maximise ROI and regional audience penetration.

Shifting from translation to true localisation

Now, the plan and content calendar should move into focus. A common and costly error is believing a successful message merely needs to be Google-translated. Translation delivers basic comprehension, but the true challenge is localisation. This ensures content is not only linguistically accurate but also culturally appropriate and genuinely impactful.

Over the years, we’ve witnesses multiple missteps from well-known global brands which showed a lack of understanding of cultural nuances.

One example is the Dolce & Gabbana’s Eating with Chopsticks campaign with videos featuring an Asian woman attempting to eat classic Italian dishes and a male Mandarin voiceover ‘mansplaining’ how to eat them properly, pronouncing words incorrectly on purpose to mock Chinese speech. The entire campaign was widely criticised in China for stereotyping and being disrespectful, leading to a cancelled Shanghai runway show a public apology from the founders.

Another example is Chase Bank’s #MondayMotivation tweet which was read as shaming US customers for small purchases during a time of financial pressure, drawing public rebukes from lawmakers and forcing a swift tweet deletion and apology.

In the UK, Burger King posted “Women belong in the kitchen” on International Women’s Day to promote a culinary scholarship for female employees. The intended reveal sat in follow-up tweets that many never saw while the first tweet remained live for hours, attracting abusive comments and forcing Burger King’s social media team to spend the rest of the day issuing apologies.

In B2B settings where credibility and trust compound over time, grounded localisation relies on on-the-ground expertise in phrasing, tone and timing so that idioms and visuals land as they were intended to.

Measuring social media campaigns

When measuring social media campaigns, leadership teams want to see more than just a number of ‘likes’. They want to see movement against objectives such as qualified pipeline in priority markets, faster sales cycles or increased share of voice with specific buyer roles. That requires a framework that separates leading indicators from commercial results and reports, both in a way that enables decisions.

Leading indicators show whether content is resonating with the right people. Comments on product videos and LinkedIn newsletters can indicate depth of attention from the followers. Save rates and reposts suggest ongoing relevance of core narratives, while clicks through to web pages and quality of form fills show whether interest is converting into intent.

In addition, it’s important to be tracking follower demographics regularly as this helps provide an accuracy check on audience fit, while regional growth patterns can highlight where brand traction is building and where targeting or local content requires refinement.

Global social works when intent, context and evidence align. With a strong centre, informed local judgement and metrics that track real progress, brands earn attention in market and convert it into outcomes that matter to leadership.

If you need support crafting engaging content for your global social media channels, get in touch with us to discuss your goals, markets and a strategy that delivers impactful results. Contact us here: hello@winprgroup.com

The top three misconceptions about successful international PR campaigns

Globalisation has connected countries, economies and cultures, driving growth and the sharing of ideas and resources. With supply chains and business partnerships already tightly linked, it may seem that international PR campaigns can be easily replicated across different markets. However, this is a common misconception.

With PR, especially in the B2B tech space, it’s not as simple as rinse and repeating the same strategy at a global level. This got us thinking about other misconceptions that organisations with international ambitions could fall foul of. Here, we dispel the top three and explore why international PR needs to follow a different tack. 

“If the message is impactful, translation is enough.”

Of course, translating content is important for it to make sense to the readers of a specific country. But it’s certainly not the only step needed to ensure it is engaging and impactful. A phrase, idiom or reference that lands in one country might land awkwardly or even offensively in another.

True localisation often comes from PR professionals on the ground who have a thorough understanding of language, phrasing and messaging that resonates with readers. Not only that, but they will also know how to avoid any direct translations that may cause confusion or offence.

“One agency can run effective PR everywhere.”

The idea that working with one agency across multiple regions makes international PR simpler and easier to manage is compelling, but misguided. On the surface, it appears to offer consistency and a single point of contact. But global agencies can lack the local knowledge about media landscapes, regulations and cultural nuances needed to make an impact in new territories.

A single agency will also find it difficult to establish strong media relationships and influencer ties in multiple territories, with trust and access suffering. Without boots on the ground in local territories, global agencies can also resort to centralising measurement and reporting, which can overlook what success actually looks like in a specific market.

“If we’re making the headlines, the campaign is working.”

Coverage views on articles are brilliant for brand awareness and getting key messages out to target audiences in different countries and regions, but businesses may want to look at other metrics that are more closely aligned with their overall business objectives to understand the tangible impact of international campaigns.

Say, for example, that the primary objective is to increase awareness of a new AI-driven application in the American market. As well as media coverage of the new solution in local media and traffic being driven to the solution’s landing page on the US website, brands might also see inbound enquiries from decision-makers, along with longer-term changes in brand consideration and reputation as signs of a successful international PR campaign.

Successful international PR isn’t defined by a copy-and-paste strategy across borders, relying on one global partner or chasing headlines for the sake of visibility. Instead, success is found in understanding the nuances of each regional market, building relationships that carry weight locally and measuring success against business objectives.

For B2B tech companies, where trust, credibility and relevance are so crucial, real impact lies in careful localisation, the right partnerships and a focus on business-led outcomes.

Learn more about successful international PR campaigns with the WIN PR Group. Contact us here: hello@winprgroup.com

How B2B brands can capitalise on Eastern Europe’s tech momentum

Transformative change among Eastern European nations has taken place over the last 10 years. Since 2014, living standards have increased by 45% in Poland, 48% in Croatia and as much as 50% in Serbia. Higher consumption of services and products, economic advancement and support from the EU has contributed to real GDP per capita growth that has fast outpaced the west of the continent.

These booming economies have seen a number of exciting technology innovations. One has been the exponential growth of ElevenLabs, a leading AI voice generator app that was founded by two Polish entrepreneurs. Its latest funding round in January 2025 valued the organisation at $3.3 billion, tripling its valuation from the past year. And now, as many as 60% of Fortune 500 companies are using the tool.

It’s representative of wider investment in AI in the region, with Bulgaria, Slovenia and Poland all selected by the EU to host AI factories in early 2025. This is alongside continued IT and software innovation, with the region’s software market projected to grow at a CAGR of 11.63% between 2025-2030, achieving an overall volume of $17.08bn in 2030.

It’s giving rise to significant business opportunities for B2B tech brands, but exactly how do they access them? Language, media nuance and cultural expectations vary widely across the region. A message that resonates in Warsaw might fall flat in Prague. Global coordination, combined with local expertise, is key to engaging with Eastern European markets in a credible, consistent way that aligns with business goals.

Tapping into the opportunities

To capitalise on the tech opportunities in Eastern Europe, brands need the insight and in-market support to grow. Combining the local expertise offered by agencies on the ground with the oversight offered by one lead agency, B2B tech brands can ensure they are able to communicate effectively with target audiences in specific countries.

Tailored campaigns, from strategy development and content creation to media outreach and campaign management, can build a buzz around products and services in these regions. Tailored messaging might involve tweaking the language and tone of content to resonate with a Czech audience, for example.

As covered in our previous blog focused on AI, building local media relationships is also crucial to achieve coverage in regional publications that resonate with Eastern European audiences, such as Puls Biznesu in Poland. Regional experts can provide these vital insights to help B2B tech brands build visibility, relevance and trust among target audiences.

Media connections in the region

A major benefit of operating in the Eastern European region is how easy it can be to get around, with various transport links including low-cost airlines, long-distance buses and trains connecting the countries. This provides opportunities for B2B brands to host in-person events, like product launches, press briefings and roundtables that can be fairly easily attended by partners, customers, prospects, influencers and journalists from across the region.

When it comes to finding the ideal location to host such events, an agency with local knowledge can support in venue selection, logistics, content planning and regional promotion, ensuring that they bring in relevant attendees and deliver value. And we can’t ignore the fact that hosts have a number of picturesque locales to choose from in the region, such as Lake Bled in Slovenia or historic spaces in Prague.

A growing influence across the global tech landscape

Eastern Europe is now a rapidly advancing market with growing influence in the global tech landscape. For B2B brands, opportunities await, but success depends on tailored, locally informed engagement with strategic coordination.

Partnering with experts who understand the nuances of each country can ensure that integrated PR campaigns and long-term brand building strategies deliver measurable impact.

Looking to crack the Eastern European market? Get in touch here. 

The storytelling nuances of international B2B tech PR

Forget endless lists of features that everyone else is talking about, it’s stories that resonate. Compelling stories engage readers and help brands connect with their target audiences.

But engagement depends on the nature of the story that’s being told. For B2B technology companies, it’s not just broadcasting specs or boasting about a product’s capabilities. Narratives need to resonate with key decision-makers and encourage conversations that can eventually turn interest into a conversion.

And where stories are being told across borders and in new territories, B2B brands must also tailor narratives to reflect local mentalities, media ecosystems and business cultures.

Framing the narrative for local audiences

In international B2B tech PR, listing product features is rarely enough to win attention or trust. The challenge is not just to explain what the tech does, but making it matter in each market. That requires shifting the emphasis from features to tangible, relevant business outcomes that will resonate.

So, brands need to ask themselves: What’s keeping decision-makers in this country up at night, and what value does our solution offer in that context? For example, in France, subtle, analytical storytelling wins the day over any content that is overly promotional or attempting a hard-sell.

The best examples of storytelling also incorporate the human element. Tech solutions can sound vague in their capabilities: think machine learning, algorithms and API cycles. Where possible, storytelling should include the impact on people facing challenges that mirror those of the target audience, ideally in their own region and in roles they understand.

For example, when reading about a new solution, a warehouse operations manager in Germany is more likely to trust a quote from a logistics peer in Munich that explains the real-world, tangible impact it has had on their operations.

Case studies, testimonials and analyst endorsements are key storytelling vectors in international PR. A mix of credible data points and authentic voices from trusted people invites readers to believe in a brand. But the important thing to remember is that the tone, format and level of formality should reflect the local business culture.

Meeting business objectives and measuring impact                                                                                                      

Effective B2B PR depends on transparently aligning storytelling efforts with the commercial and strategic goals of the business, which could be a new product launch, talent acquisition or lead generation. Total coverage, global impressions and reach are all important metrics to decipher if a campaign is working and why.

But it’s important to remember that in international PR, these metrics need to be broken down by region to measure impact at the local level. For example, an important metric might be the number and quality of placements in local tier-one or trade media, or clicks, comments and shares from target geographies on LinkedIn.

Success might look completely different depending on the country. In a new market, strong early-stage brand awareness and a few high-quality press mentions may be enough to signal progress. While in a mature market, it might be deeper engagement, such as more analyst mentions, thought leadership placements or lead generation.

Engaging via multiple channels

Quality narratives in an international PR strategy also have longevity. A well-crafted story can be repurposed into a range of other assets, such as articles, press releases, multimedia case studies and social media posts. Brands can adopt the format that resonates most closely with the target region on different platforms.

By taking a core narrative and repackaging it across different formats, global audiences can consume information in a variety of ways, enhancing reach and engagement and delivering benefits for the long term. 

Embracing local storytelling

International B2B tech PR is most effective when it moves beyond one-size-fits-all messaging and embraces the nuances of local storytelling. The strength of a campaign lies in how well it communicates relevance to each audience through the right voices, formats and business context.

When brands tailor their stories to reflect cultural expectations and business realities, they create room for deeper connections, stronger trust and lasting impact. And when international storytelling is aligned with measurable goals, brands can access new growth opportunities.

Hone your storytelling for international audiences. Talk to us today about our services at hello@winprgroup.com

How international PR drives brand visibility in the age of AI search

AI is completely changing how B2B tech brands are discovered and perceived online. Brand visibility has moved on from being a simple matter of creating great content for your website and being featured in audience-favourite publications. Now, companies also need to focus on getting their content noticed in an increasingly digital, algorithm-driven space.

Commonly used AI tools like ChatGPT or Gemini, search engines and even social media algorithms use a mix of global data and localised information when generating responses or rankings. Just think about the last time you asked your favourite AI assistant to conduct market research or give you the latest statistics on a particular topic. Those sources that appeared before you? They’re the new golden currency.

This shift highlights just how important it is for B2B tech businesses operating across international markets to invest in PR. A mix of earned, shared and owned media shape how brands are recognised by algorithms, which ultimately determine which companies rise to the top of search results. So, how can businesses ensure that their content stands out in AI-generated responses worldwide?

Local expertise, global visibility

Global B2B tech brands face the challenge of ensuring visibility across different markets, from the US and Europe to emerging markets in Asia and Africa. Each of these regions has its own digital behaviour, local media outlets and social media platforms that influence how AI perceives and ranks brands. For example, AI might prioritise content from Chinese platforms like WeChat or Baidu when a user in China searches for industry solutions, while in the US, Reddit or Bluesky could dominate the conversation.

An international PR agency network with expertise in local markets is key to ensuring that your brand is featured in the right places. Here’s why:

1.  Local language and content optimisation

AI tools are increasingly sophisticated in translating and tailoring content to regional languages and preferences. While AI can translate content, it may not always capture regional nuances, industry-specific terminology or cultural sensitivities. Local PR teams can ensure that your content is not only translated accurately but also culturally adapted to resonate with local audiences.

Let’s put a press release under the microscope. In Germany, for example, press releases are typically more formal, methodical and technical. They tend to contain detailed, in-depth explanations of a product or service, often with a focus on precise specifications and functionality. In contrast, press releases in France are usually more narrative-driven, with an emphasis on the cultural and human aspects of the story, presenting the brand’s impact on society or its customers.

For in-house teams, content optimisation can be a time-consuming endeavour, particularly when they’re trying to align a brand’s global messaging with local preferences. And, as we know, AI prioritises local content when responding to queries in specific languages. If content isn’t tailored to meet the regional context, it’s unlikely to surface in the AI-generated responses that users see.

2.  Tailoring content to local search intent

Search behaviour varies across regions. A search for “cloud solutions for businesses” in North America may yield different results compared with doing the same search in Southeast Asia, where there might be a greater focus on cloud providers with local data centres. AI models are highly sensitive to regional search intent and often tailor their responses to what users in specific markets are likely looking for.

International PR expertise is essential to tailor content that speaks to the search intent of audiences in different regions. Whether it’s adjusting for regional differences in vocabulary, technical needs or industry-specific trends, PR experts can make sure your content is relevant and discoverable by AI systems across markets.

3.  Building local media relationships

AI relies on high-authority media when generating search results, prioritising reputable publications and sources. This is where local PR expertise is invaluable. An international PR agency network like the WIN PR Group can leverage its relationships with both local and global media outlets to ensure your brand is featured in the right publications. These outlets are trusted by AI algorithms to generate credible and relevant content.

For example, tech brands should aim to get coverage in regional publications like Puls Biznesu in Poland or Heise Online in Germany, while maintaining a presence in global media like Wired and Business Insider. PR teams that understand the media landscape in different markets can secure the right placements to ensure your brand is picked up by AI tools used around the world.

Additionally, PR-driven social media activity is increasingly a factor in AI’s brand perception. AI models use data from social platforms to shape brand narratives, so your PR strategy must include engagement on regionally significant platforms. Whether it’s LinkedIn in the UK, WeChat in China or YouTube in the US, a global PR strategy ensures your brand is part of relevant conversations across different platforms.

The importance of integrated global PR in the age of AI

As AI continues to play a central role in how brands are discovered online, it’s clear that global B2B tech brands must adapt to the AI-driven search environment. Securing media placements, optimising social media strategies and maintaining regionally relevant, well-structured content are essential steps in ensuring your brand rises in AI-generated search results.

A global PR strategy that balances local expertise with global reach will help ensure that your brand remains visible across international markets. By working with an international PR agency network that understands local market dynamics, regional media preferences and the intricacies of AI algorithms, your brand can ensure it’s not only visible but relevant in AI-powered search results worldwide.

If you require multi-national PR, digital and content services provided by a group of agencies specialising in B2B technology brands, get in touch with us today at hello@winprgroup.com.

Best practice approaches to battling the global disinformation threat

Misinformation and disinformation have been designated by the World Economic Forum (WEF) as the greatest risks to countries, businesses and individuals over the next two years. Fake news, a decline in fact checking on social media and a rise of AI-generated deepfakes have eroded trust and driven divisions between countries.

Disinformation, which contrasts with misinformation in that perpetrators intentionally spread falsehoods, is having a significant impact on organisations around the world. False narratives about products, services or even an entire industry can be disseminated via social media, which can cause brands to lose control of their messaging and disrupt positioning in new markets around the world.

While brands can’t prevent the spread of falsehoods, a strategic approach that combines consistent messaging, proactive monitoring and localised expertise can protect their credibility and global ambitions.

Taking control of messaging

In today’s digital age, false narratives can materialise in one location and spread quickly across the globe. Rather than vague, generic statements, established, specific and detailed key messages can help shield target audiences from these untruths.

For example, if an organisation talks about its commitment to ESG (environmental, social and governance) principles, but fails to explain exactly how it supports these principles, audiences might suspect greenwashing. This is where more is spent on green advertising than true sustainable initiatives, and has become such a significant issue that the EU is now taking steps to ban generic environmental claims on products without proof.

Over 70% of traditional media content that discusses ESG gives specific details about a sub-topic, such as a company’s net zero strategy. In comparison, only 16% of ESG content on social media mentions a specific subtopic. This lack of detail can lead to confusion among audiences about what ESG actually means, creating opportunities for generalisations and false narratives to be spread.

In this scenario, if brands are genuinely committed to sustainability, they need to communicate with precision and detail. And if they are entering a new market with a new language and culture, they need to ensure that the messaging around this commitment remains clear once translated.

Miscommunication in messaging could give bad actors an opportunity to spread fakes narrative around the brand. Local expertise can allow B2B tech companies to tailor their messaging and response strategies to specific regional contexts.

Control of messaging helps to build authenticity in global markets and prevent false narratives from gaining traction, no matter where they originate from. And this clarity should apply to all types of content, including thought leadership and case studies, enhancing relevance and effectiveness.

Monitoring the global situation

Once messaging has been defined, companies need to look outwards. Social media listening tools enable companies to detect any disinformation trends emerging from their different global markets and respond promptly.

By monitoring relevant keywords and conversations, businesses can issue timely, yet carefully-considered clarifications or corrections on verified social media channels for authenticity, with reach across audiences globally . They can even discover who the prominent creators of disinformation campaigns are and which local competitors are being impacted in the region, which could provide insights as to where a future threat could emerge.

Reducing the impact of mistruths

Disinformation has become a significant business risk. B2B tech companies operating across international markets must be equipped to act swiftly and effectively when false narratives arise in any market.

While the spread of disinformation can’t be fully controlled, its impact can be dramatically reduced. With clearly defined messaging, constant monitoring and the ability to adapt communications to local contexts, businesses can protect their brand integrity, preserve stakeholder trust and stay resilient in volatile environments.

Talk to us today about how to safeguard your global operations in the age of disinformation.

Considerations for the launch of AI solutions in new markets

AI-driven solutions are transforming industries worldwide, presenting opportunities for faster data analysis, boosted productivity and improved decision-making. Now, the advent of agentic AI is offering autonomous agents that can analyse vast swathes of data and make accurate decisions with minimal human supervision.

But launching an AI-powered product in a new territory can come with challenges. For example, businesses may need to navigate different regulatory landscapes, including compliance with local data laws and evolving governance frameworks. Additionally, cultural nuances and user expectations around AI may differ, alongside concerns around data usage, reliability, transparency and potential job displacement. It’s a venture that requires careful consideration.

The challenge of localisation goes beyond language

When expanding into new territories, businesses often face a range of unfamiliar regulatory, cultural and operational factors. For AI in particular, these factors are amplified by the pace of technological change and varying levels of maturity in local regulatory frameworks.

At least 69 countries have proposed over 1000 AI-related policy initiatives and legal frameworks around the world, with the global picture continuing to evolve. For example, the UK takes a principles-based and pro-innovation approach to AI regulation. As opposed to one central AI regulator, sector-specific regulators are expected to apply the principles of safety, security and robustness, appropriate transparency, fairness, accountability and contestability to their domains.

Beyond the regulatory considerations, businesses must also appreciate the region-specific concerns about the introduction of AI. In some cases, its use could be welcomed enthusiastically. In others, it might trigger concern around data usage, trust or job displacement. For example, 39% of businesses in the United States have little to no confidence that companies will develop and use AI in a responsible manner, according to stats from the Pew Research Center. Therefore, assumptions that hold true in one country may fall flat, or spark backlash, in another.

Why local expertise makes the difference

This is where local knowledge becomes critical. Local experts can offer a deeper understanding of the environment that a B2B tech brand wishes to enter. They know the rules, the media landscape and the messages that will resonate most with people on the ground.

From a regulatory standpoint, these experts can help businesses navigate compliance with existing laws, while keeping an eye on future developments. They’re also well-placed to advise on how best to talk about AI: what to emphasise, what to clarify and how to build trust. For example, messaging might focus on how a solution aligns with local policies and guidelines, offering reassurance to cautious buyers. It might highlight transparency features or human oversight to ease fears around automation, which can make a big difference in how a product is perceived.

Beyond compliance and customer concerns, there’s also the matter of visibility. A successful product launch needs the right attention from the right voices, whether it’s media, analysts or industry influencers.

Local experts, supported by a lead agency, can help identify key outlets, manage outreach and suggest the most effective formats and narratives for different audiences. They can also make sure performance reporting is consistent across markets, enabling better comparison and tracking of success.

Global opportunities don’t come with a universal playbook

AI will continue to open doors for innovation and business growth, particularly as it grows in sophistication. But global opportunities don’t come with a universal playbook. Whether the strategy is to enter a neighbouring market or launch in a region with completely different expectations, success depends on working with people who know the landscape.

Launching an AI-driven product in a new market? Talk to us today