Without question, positioning a global brand on the international stage will put a company in the game to reaching perhaps their most lucrative customer – before competitors. Yet, global brands with big news to share often miss the mark in effectively touting this to the right international audiences. Loading up a press release in PR Web or Cision and clicking on every region to distribute this news to is hardly the way to send a global announcement.
Here are a few tips brands can follow to ensure their next news release is heard in all the right places around the world.
Specify which countries or regions to target
Unless your news is “breaking” or you have a very large budget, sending your news release to every country on the planet isn’t effective. You’ll need to pin down the countries that are most important to your company, your client or your news.
If your team is unsure, consider asking the following questions:
- What cities does this news resonate in the most?
- What regions show the most market opportunity, either now or in the future?
As I’ve discussed in a recent post, ensure the targeted regions align with clients’ sales goals.
Localize news release content
After the regions are chosen, another tip is to think about how to make the news release compelling to media in those regions. From adding in local cities and customers, to mentioning local research, small release modifications can create a huge difference in the effectiveness of an announcement within a specific market. This is also the easiest way to garner attention from stakeholders and media. Here are a few ways to do this:
1. As with any release, customer or partner quotes or examples make a release much stronger. Try using quotes from local companies or customers who have a major presence in the targeted cities or countries.
For example, “XYZ Inc. to regulate power in ______ with innovative new chip designed to....” as a headline. Or insert a local company that’s already leveraging this new product.
2. Think about how the supporting points or product specifics resonate with stakeholders and media in those regions.
Add in local data to showcase the impact or application of this news in each market. For example, insert the regional price point or product availability details. Another type of data that is sure to create a stronger release is industry data. Use local research findings to further tell the story and its impact in each city.
3. Consider how your message will translate in other languages. I’ve touched on global brand messaging in the past. The perfect time to apply these pointers is when sending out a global news release.
Coordinate distribution times
The time at which a news release is sent is almost as important as the news itself. Sending a news release to all regions of the world simultaneously is a terrible idea, as someone important is going to be asleep and miss receiving the news. Consider targeting the distribution time simultaneously in Europe, the Middle East and Africa around the time the release will go out in the Americas and send the same news release to Asia later in the day.
A great tool to leverage when mapping out distribution times is Time and Date. This site will provide multiple times and dates, and even take into account daylight savings times in different regions, so users can be totally sure of the times and days their release will be sent.
Finally, think about customs and holidays in each region as well. For example, a 9 a.m. time in the U.S. might make sense, but in many countries this is considered very early.
Be strategic in media pitching
I’d like to assume it goes without saying, but I have seen far too many communications teams send a release “on the wire” with no targeted pitches to follow. Unless you’re Apple or Microsoft, sending a news release “on the wire” does very little for your media coverage goals. Before a release is even written, communications and marketing teams must consider which type of media will likely pick up the news. For a global news release, asking this question is even more important. What’s the point in sending a news release if media don’t care about the news?
After media outlets are identified, make sure the news release is being sent to these media at the time and outlet they prefer. For example, before their editorial meeting or sending via Twitter instead of email. Actually, many journalists prefer no calls, but some journalists may only see a company’s news release if the PR representative brings it to their attention via a phone call.
A third tip - always personalize a pitch. This doesn’t mean just add in their name to the email. Make sure the journalist knows you’re aware of exactly what they cover and why this piece of news would make for a great story.
In sum, distributing a global press release is no easy feat. It requires lots of analyzation and planning. From hyper-targeting content and distribution times, to personalizing pitches, the more planning a brand does up front the greater chances they have of securing global coverage in all the right places.
Are you sending out a global announcement and don’t know where to begin? Give me shout.