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

 

How US B2B tech firms can crack the UK market

The UK and US are closely connected by trade, language and culture. In 2023, the UK imported £57.4 billion of services from the US, making up a fifth of all services imports (19.5%), with the populations of both nations consuming a similar diet of pop culture, films and music.

As a result, US B2B tech firms may look to the UK as the perfect place to grow their presence and establish a footing in Europe. Expanding PR to cover the region can make a real difference, creating brand awareness, capturing audience engagement and establishing credibility. But beneath the parallels are some key cultural nuances that US companies should be aware of if they are to successfully expand across the pond. 

Appreciating the differences

While the US and UK share cultural links, there are some notable differences. As per well-trodden stereotypes, Americans are often direct and value efficiency in communication, while the British can be more indirect, understated and reserved.

As the success of entering a new market can hinge so much on effective communication to target audiences, US firms will need to carefully consider how they authoritatively speak about relevant topics and their products and services in the media.

Systems and frameworks can also be very different. As just one example, while in the US it’s the norm for healthcare to be provided via private insurance, the UK operates the National Health Service (NHS), a publicly funded and publicly provided system. There are also numerous regulations, such as in the finance sector, that will differ from the US-norm.

US B2B tech firms that specialise in these heavily regulated and nuanced sectors may need to consider how to communicate a solution’s benefits specifically for the UK public sector, such as easing the strain on short-staffed institutions and helping to save money. To help traverse these nuances, it’s time to engage with the experts.

Maximising the opportunities

For B2B tech firms in the US looking to break into the UK market, leveraging a lead agency with local expertise is the key to navigating cultural differences. Rather than using broad, one-size-fits-all messaging, a local UK-based agency can create tailored content that speaks directly to the unique culture and business landscape of the region, all while remaining accountable for results and reporting to the lead agency.

Via content types such as press releases, blogs and thought leadership articles, experienced PR professionals can ensure valuable coverage is achieved in key UK publications, online platforms and broadcast media.

Working with experts that have a deep understanding of the UK can ensure that messaging is tailored for local audiences. This could be as granular as tweaking written copy to be in UK spelling, or making more substantial changes so the tone is more likely to resonate with a British audience.

A UK agency can also engage closely with industry experts and analysts, enabling US firms to build new relationships in the region. If content dissemination via social media channels is part of the strategy, engagement with UK-based influencers can serve to amplify the company’s reach among British audiences.

A considered approach

The US and UK may share a common language and cultural influences, but for B2B tech firms looking to establish themselves in the region, a considered approach is needed. Understanding local nuances, adapting messaging and leveraging regional expertise can make all the difference in building credibility and securing engagement.

By working with a UK-based PR agency, US companies can ensure their communications are tailored to the market, such as refining tone as securing media coverage in the right publications. With the right strategy, US firms can successfully navigate the UK landscape.

Are you a US B2B tech firm looking to crack the UK market? Talk to us today.

 

 

A best-in-class approach to building credibility in new markets

Expanding overseas can be exciting for B2B tech firms, but it also comes with plenty of unknowns. The need to navigate differences in culture, media, politics, business practices and regulation can give even the most innovative brands pause for thought.

Questions around local media credibility and establishing a trusted reputation often arise early on. The good news is that a structured approach can lessen many concerns.

By combining local expertise with central coordination, B2B technology companies can confidently set out to claim their share of international success.

Getting a handle on the challenges

Before setting foot in another country, it’s vital to understand the hurdles. Cultural norms may differ widely, influencing exactly how specific messages should be framed.

Public sector procurement differs between countries, for example, and is subject to distinctly different approaches within Europe and in the Middle East where cultural and diplomatic influences are at work. And financial services, for instance, are highly regulated by national as well as international watchdogs.

Also, each region has its own media ecosystem in which journalistic practices differ. Who knows which publications, broadcasts or influencers are best suited to a company’s purpose?

Likewise with trade events. They are easy to find in the calendar but may turn out to be all show and little substance.

Is the answer to engage a different agency in each country or region at huge cost of money and time? Of course not. But the alternative of having a single agency doing everything is hardly likely to provide the flexibility and regional insight required for an effective PR campaign.

Finding a solution

What works best is to employ on-the-ground agencies that know the media landscape intimately, but with overall coordination from one lead agency at the top of the tree.

This approach is agency-agnostic, meaning the lead team collaborates with best-fit local partners, all of which share a focus on measurable success.

Tactics can be tweaked for each market’s cultural and language nuances, and execution is made easier thanks to trusted local relationships and well-established media contacts.

Delivered in this way, campaigns will be cohesive, flexible and cost-effective.

Reaping the rewards

With a centralised team guiding local experts, B2B tech companies can stay agile, control costs and keep their brand identity intact.

Instead of relying on generic messaging, agencies can craft content that resonates with each market’s culture and business environment.

This localisation doesn’t just help brands, it makes life easier for journalists, too. Content that’s relevant and tailored increases the chances of getting meaningful media coverage.

Building long-term relationships with local media and influencers also becomes more natural and intuitive when genuine engagement replaces one-off transactions.

At the same time, brands benefit from consistent reporting and real-time insights, so they know exactly where their PR efforts are paying off and where improvements might be needed. 

Looking ahead

Global markets are always evolving, with new regulations, platforms and cultural shifts emerging all the time. Staying flexible and proactive is essential for maintaining momentum.

With the right balance of central coordination and local expertise, B2B tech companies can build a strong global presence without losing what makes them unique.

This approach isn’t just effective – it’s sustainable, ensuring growth stays on track no matter how the world changes.

Get in touch to understand how our network of experienced B2B tech PR agencies can help you build credibility wherever your business wants to make its mark.

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

Local PR strategies for local audiences

Without the necessary local knowledge and contacts, entering a new overseas market can seem like a daunting prospect for B2B technology companies.

It isn’t as simple as replicating the strategy and tactics that have worked so well in the UK. Instead, B2B tech brands need to consider the potential language barriers, cultural nuances and broader technology landscape in the region.

Yet, all too often we see organisations making the vital mistake of opting for a one-size-fits-all approach to international PR.

This can leave international PR campaigns falling flat and unlikely to yield the results firms desire.

After all, brand messaging that resonates with audiences in North America might not have the same impact in Asia due to cultural and linguistic disparities. All it takes is one crucial word in a brand’s key messaging to not translate to change the entire sentiment it is trying to convey.

Consequently, a tailored approach to international PR is needed to ensure companies see return on investment and achieve brand resonance in the markets in which they wish to make headway.

An agency-agnostic approach to international PR

B2B technology companies can take the uncertainty out of international PR by engaging with the experts on the ground. One lead B2B tech PR agency can act as the gateway to a network of trusted, performance-driven agencies in key regions to deliver global reach. This is the agency-agnostic approach.

Access to this network enables B2B technology companies to develop bespoke PR strategies that align with local expectations, yet stay true to the global brand identity. From the outset, organisations can choose the relevant agencies that reside in their target regions. These local partners provide invaluable insights into cultural expectations and etiquette, preferred communication channels and key thought leaders or industry events that can amplify a brand’s message effectively.

Consistent practices and reporting

B2B tech companies needn’t worry that this approach would result in engaging with various different points of contact across agencies. Instead, the lead agency engages and manages agencies across all key regions to ensure consistent processes and effective practices for international success.

Every local agency in the network is held accountable for content, delivery systems, effective ways of working and reporting. Detailed region-specific reports provide clarity as to the results being achieved in each country. Companies can quickly see the ROI across individual regions and as a total figure, alongside market dynamics and consumer behaviour.

Collective strength under the unified standard of an agency-agnostic approach allows technology businesses to seamlessly scale in new markets as needed, with the ability to review and replace PR agencies in any country. This can all be facilitated with one simple contract with the lead agency, removing the constraints of traditional and inflexible global PR contracts. Multiple local agencies within the global network can even be combined to collaborate on a multi-region major campaign.

Extending into international markets

Our agency-agnostic approach to international PR allows B2B tech companies to maintain a unified brand identity while adapting messages to resonate on a regional level. By embracing this approach, B2B tech firms can overcome the challenges of entering a new market and effectively tailor their PR efforts to meet the unique demands and sensibilities of each target region to drive impact.