Andrew Arnold


Andrew Arnold

Andrew Arnold

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Tips for great international PR

International PR has a reputation for being complicated, time-consuming and expensive. With so many countries and thousands of newspapers, magazines and web sites to target, costs can quickly get out of hand. But the key is to focus on getting the most out of each market – not to cover them all equally. Here’s a few tips to help you get started.

  1. Start by looking at your business objectives and how you can achieve them. This is particularly important with international PR – by focusing only on what’s relevant to your needs, you can cut a long list of potential journalists in half.
  2. Be choosy. Only target the top two or three publications in each business segment. PR is about building awareness, but some publications are more highly regarded than others. Stick to the ones that matter.
  3. Go to the publication’s web site and get hold of its editorial features list. A features list tells you when a magazine will write about a particular topic, use it to plan your communications.
  4. Build a list of key publications – and use it. Make a point of contacting the relevant journalists on a regular basis. You don’t have to send a press release. Often, a short email ‘tip-off’ is enough, or just give them a call.
  5. If you have a news story that is relevant to several different markets, buy a mailing list or have it distributed on a wire service such as PR Newswire. This way your story will be used on Google News, MSN, Yahoo and others. It also means that if someone searches for your company there’s a greater chance they’ll find you.
  6. Use your web site actively. Upload your latest news and make sure it can be found by search engines through the smart use of keywords or by making an RSS feed. You can even ‘blog’ your news and let specific blog search services know when your blog is updated.
  7. Become an expert on your own national market or region. That way, journalists will want to contact you for information!

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