From Local to Global: How PR Firms Help Brands Expand Internationally?


Every day, we come across businesspeople who ask their clients, “We’ve achieved a good level of success nationally, but how do we expand and hit international targets?” The business world continues to evolve, and new marketing strategies are emerging globally. Companies invest in various products to climb to the top of the fruit chain. Their techniques have worked wonders, as apparent from the rich history of Coca-Cola and SAP.

They used local brands, but their success put them on a global stage. Your company must have a smooth and ethical modus operandi, as well as good public perception. So, they hire employees to perform marketing endeavors and enhance the company’s reputation, but sometimes, they resort to using the services of a public relations (PR) agency.

We come across the term “PR” many times every day. But what are the job duties of a public relations officer? How does a PR agency help a company cultivate a solid reputation?

What is a PR Agency?

In simple words, a PR agency strategically maintains and improves the reputation of its clients. The public image of a person or a brand plays a vital role in the trust-building process. Business organizations earn people’s respect if their message resonates with the masses.

People tend to confuse PR agencies with marketing firms. The two professionals share similar responsibilities but perform slightly different services. They improve an organization’s public perception and promote brand awareness. However, PR agencies don’t offer sponsored posts or paid ads. Instead, they devise compelling public relations strategies for their clients simply by:

·   Setting a compelling narrative

·   Interacting with the target audience

·   Performing crisis management

·   Organizing business events

Nothing is better for an organization than to gain access to the international market after finding success locally. Many organizations believe they can achieve this goal merely by producing high-quality marketing content. But it’s not that easy! The company’s upper management has to develop a solid international PR strategy to be noticed in foreign markets.

Difference between Local and International Public Relations

‘International public relations’ refers to the strategies, tactics, and efforts of an organization to build and maintain positive relations with stakeholders across different countries and cultures.

The difference between domestic and international public relations is that it is like day and night. It is not just about the geographical factors associated with it. A domestic brand needs to be aware of the cultural, economic, political, and linguistic language differences between local and global PR before taking its operations abroad.

Numerous international PR campaigns have failed because of a lack of understanding of cultural context and nuances.

A business will thrive if the management respects the norms and customs of the country where they plan to conduct their business. For instance, KCF failed to enter the Chinese market in the ’60s because the slogan finger-lickin’ good” simply failed to resonate with the audience there.

Similarly, Pepsodent couldn’t convince its target audience in Southeast Asia to use a teeth whitener because the people there used to blacken their teeth for better dental health.

PR Strategies for Helping Brands Expand Internationally

The process of gaining access to a foreign market requires careful planning. This thorough process includes extensive documentation and collecting real-time customer feedback.

A public relations company comes up with a comprehensive PR strategy to let their client or brand get noticed internationally. This stage is vital for making a local business successful in a foreign market.

An organization needs to understand the culture and nuances of the country where it started its operations. The world is diverse, with communities having different customs, traditions, and communication preferences. A comprehensive and inclusive PR strategy will work wonders in starting things positively, stealing more customers from local brands in that foreign country.

After starting things on a positive note, PR agencies will develop tailored campaigns and messages to get into the good books of the local population. They will craft appealing content and advertisements to cater to the needs of the target audience.

These agencies use the Internet and social media platforms to expand their reach. However, a digital PR strategy usually leverages online channels to create buzz about the brand.

A strong online presence will have a profound impact on the perception of a local brand in an international market. Brand reputation is essential in business development. PR agencies are expected to play an important role in this regard. They do so by making your ad campaigns in a foreign market look transparent and authentic. Public relations is more than marketing a brand; it involves building and maintaining a company’s image and credibility along with crisis management in all situations.

Your local business can achieve massive success by earning the loyalty of its valued customers in a foreign market. For example, some public relations firms Chicago can do so by living up to its audience’s expectations and delivering the right message at the right time.

A brand needs to analyze the effectiveness of its various ad campaigns as management and stakeholders make decisions according to the data. Different performance indicators and analytics tools are used to gain insights into these ad strategies. This data-oriented approach facilitates change management that contributes to business development.

An effective PR strategy is vital for a brand, especially when it comes to achieving success in foreign markets. It paves the way for creating and maintaining your identity as a brand.

PR professionals are involved in creating a positive public opinion among the target audience. These companies play a vital role in a world where interconnectedness is the new normal. We can think of them as conduits between the public and businesses that are equipped with skills relating to crisis resolution, media relations, and social media platforms.

Final Thoughts

We conclude by saying that public relations agencies have an important task at hand: assisting local businesses in finding success in foreign markets via different PR strategies and ad campaigns. They specialize in crafting compelling narratives that connect organizations with new markets and get brands noticed internationally.

Local businesses should consider PR agencies as their closest allies when trying to gain entry into foreign markets.