Peculiarities of international PR
At some point, large companies may come to the conclusion that it is high time to embark on international PR due to the wish to hit new markets, reach out to the wider audience, and drive business to a global scale.
To get the most out of your international PR campaign, you should entrust it to the local PR agencies. It is indeed important as not only does language differs from country to country, but also culture and mindset. You cannot neglect all these things as they make a significant impact on the way people in other countries acquire and evaluate information and run businesses. What takes off in your country, may become a total disaster in others. That is why it is of crucial importance to have a local PR consultant at your disposal who would be aware of all local specificities. Utilizing this approach you can be sure that all your messages will be clearly understood and welcomed. Besides, local PR agencies not only know how to impress and influence the local public, but they are also on friendly terms with the local media representatives, journalists, bloggers, and influencers. Their network of contacts can provide you with maximum media coverage resulting in excellent brand visibility and awareness.
At this point, you can say that all this sounds reasonable but what if a PR campaign should be conducted simultaneously in several countries, Will it trigger the necessity to search for a reliable PR partner in each particular country and then manage their activities?
In essence, the two agency models for international PR are available. These are international network agencies and international agency networks. Let’s consider each of them in detail.
International network agencies are the major players in the PR industry. Their worldwide situated offices work on the implementation of a client’s international PR strategy in a respective country. International network agencies are usually centrally administered. In other words, they are subordinated to a lead agency. It is a great advantage as corporate culture, operational excellence, and standardized price model are translated across all network agencies. Still, this model also has some disadvantages. First of all, it is a high cost of services. Apart from that, if a PR agency in a particular country has not delivered the expected results, it can be rather difficult and costly for a client to change it.
Now let’s take a closer look at International agency networks. This agency model can be considered as a consortium of several local, owner-managed PR agencies. This approach allows clients to hook up with the best possible PR agency in a corresponding country. International agency networks can also be administered centrally by a lead agency. The reporting and pricing are standardized as well. The main advantage of this model is its flexibility. If a client is not satisfied with the work of one local PR agency, it is not a problem to find another one within a short time as international agency networks have many alternatives that can quickly get into gear.
In addition, this model is also a great option if a company has already had good relations with particular PR agencies in several countries that it doesn’t want to give up in favor of new international networks. All in all, it is worth talking to your PR agency about the possibilities of international PR.
In our list of the top PR agencies Munich, you can also find companies that provide global outreach. So do not waste your time but get in touch with them to get more detailed information.
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