It is a question we hear from clients regularly - We have achieved a good level of success nationally, but how do we expand and hit new international targets?
Digital PR opens up a scope for international outreach on a huge playing field, as journalists across the world are looking for new content to share with their audiences.
Pitching internationally gives brands the opportunity to bring their services to new audiences, enhance brand awareness across the globe, improve media relations and diversify the domains linking into your site to enhance SEO.
Of course, there first comes a level of research and understanding. Knowing what the media in your target country are looking for is a huge part of that.
Press release format, pitching styles, time zones, media lists and outreach form all need to be considered when looking to expand your PR outreach.
Below are a few of the most important factors when it comes to international campaigns:
As with national PR, relevancy is absolutely key when pitching globally. Making sure you understand what is going on in the news agenda for your target country is going to help inform the stories you want to be pitching and the timing of them.
Engagement and links
To build your SEO profile and gain as many follow links into your site as possible, expanding your network of media targets is the best approach. Our global campaigns have demonstrated to us that the policies of news companies in countries outside of the UK allow them to provide a lot more follow links within a published press release. Whereas in the UK, we have lots of national media titles with policies that only allow them to include no follow links, or brand mentions within their stories, countries like the US are much more willing to offer a follow link through to your website.
When reaching out to other UK speaking countries, be careful to avoid using vocabulary which could confuse your messaging. For example ‘Holiday’ in the UK has a completely different meaning to the American holiday, which refers to the festive period.
Also keep on top of spelling differences across the pond, for example ‘Travelling’ in England is spelled ‘Traveling’ in the US.
When outreaching to non-English speaking countries, accurate translations are a key part of building relationships with journalists, be careful to avoid online translation tools ro avoid any translation mishaps. If unable to translate internally or outsource translation to a reputable third company, research English speaking journalists at your target publications and pitch to them in English.
Understanding the local media
A successful campaign relies on compelling content and strong relationships with the media. Before international outreach, it is important to create an intentional and solid strategy based on understanding of the target media. Research the major media outlets important and relevant to your brand, look at potential for syndicated links and what kind of stories their regional and local titles publish - then, keep up to date with changing interests. You can then incorporate this understanding into your pitch to show the journalists that although your company is not based locally, you have worked to create a release which will work and have value in their market.
To get your brand noticed by journalists in other countries, you need to make sure you are pitching to them at the best time for them. This means being aware of time differences and scheduling content to land with your targets at a time when they will be working.
By leveraging these strategies, you can improve your media relations, build a brand profile outside of the UK and increase the number of high authority backlinks going into your site.
To learn more about how you can expand your brand’s profile and backlink potential, get in touch with us!