Public relations strategies vary significantly across regions due to cultural nuances, media landscapes, and client expectations. While the principles remain constant – telling a story for maximum exposure to a targeted audience – approaches and success metrics differ globally.
For clients across the world, customization is crucial in account management, reporting, media targeting, and pitching. This flexibility should extend to creating messages and talking points.
With US, Europe, and India offices, Mercom works with its international cleantech client base to develop effective messages and communications strategies that generate results in any global market.
You’re talking my language
Communicating with journalists in their language ensures accuracy and shows the client’s commitment to the market. While it’s tempting to cut costs by limiting translations for press releases, this approach can backfire. In Southern Europe, for example, English-only media communications are likely to be ignored. Gazelle, a developer of offshore floating wind technology, has projects and initiatives in Spain and Portugal that have received significant local media attention based on Mercom issuing press releases in the local language and understanding how the local media operate.
Local and regional knowledge and presence are invaluable. In the UK, some media sectors are accustomed to American English in press announcements. However, opinion articles should adhere to British English. It’s essential to check each publication’s editorial guidelines before submitting content. At Mercom, we excel in handling these nuances in markets worldwide, issuing press releases and byline articles for clients in the US, UK, and Australia in their preferred English.
Digital or traditional?
When entering a foreign market, knowing which media types are most effective for sharing your story is important. While the US and UK have experienced shifts from print to digital to social media news sources, other parts of the world have not made the digital transition. Commercial broadcast remains the primary news source in Japan, with viewership remaining steady at over 70% for the past 15 years. Print media remains relevant in other parts of the world. According to Statista, Finland leads Europe in daily newspaper readership at 51%, followed by the Netherlands (48%) and Sweden (39%). In contrast, Bulgaria and Greece have only 4% print readership, and most New Zealand readers prefer online sources.
Mercom’s team understands how news is shared in different markets and creates media outreach strategies accordingly. For instance, Mercom Capital Group’s research and media subsidiary, Mercom India, produces a monthly print magazine to disseminate renewable industry news based on the local preference for this news format.
The PR approach
Working with an international PR agency that has a local or regional presence typically yields the best results, leveraging local knowledge, customs, contacts, language skills, and ability to respond promptly.
In the United States, PR campaigns often employ bold, attention-grabbing strategies to compete in the 24/7 news cycle. Pitches are longer than in the UK, emphasizing storytelling and viral content creation. Data-driven approaches are highly valued.
UK PR campaigns tend to be more understated. The media is centralized, with national outlets holding significant influence. Traditional media relations dominate, particularly in B2B PR, focusing on building long-term journalist relationships that can be optimized repeatedly.
In Europe, language is the primary barrier, making translation and local talent crucial. Content preferences vary: Germany and France favor listicles and infographics, while other countries focus on news, opinion articles, or interviews.
Conducting a PR campaign in the Middle East requires understanding local customs and religious sensitivities. The media landscape is often government-influenced, and personal relationships are crucial. Understanding that face-to-face meetings are highly valued and there’s a growing emphasis on digital channels, especially in tech-savvy markets like the UAE, Mercom has worked with clients like Viridi and Highview Power to launch their presence in the region.
A case in point:
Mercom recently helped UK company Highview Power announce a significant capital raise that has the potential to transform long-duration energy storage internationally. It was important to disseminate the story in the UK and Australia and international trade publications. Read our case study HERE to learn more.