Finding a good PR agency in one country can be challenging enough. Finding reliable PR agencies in several countries, particularly when you’re unfamiliar with the local markets, can be considerably more difficult. You need agencies that understand their media, know the right journalists and have the experience to deliver results, but how do you identify the right partners when you’re planning PR activity internationally?
One of the simplest ways to find PR agencies in multiple countries is to approach an established international PR consultancy with relationships across a network of independent local agencies. Rather than researching agencies in every country individually, you can explain what you’re looking for and ask for recommendations based on your requirements.
Perhaps you’re launching a new product internationally, expanding into new markets or looking to raise your company’s profile in several countries. At Vitis PR, we can help businesses identify suitable local PR partners through our international agency relationships, saving them the time involved in starting their search from scratch.
Why independent tech PR agencies are worth considering for a global campaign
I was in Barcelona last week (see pic) at an international PR conference attended by representatives from around 70 agencies. It was a great opportunity to catch up with contacts, meet new people and exchange ideas about what’s happening in PR across different markets.
One thing that always strikes me at these gatherings is the level of expertise within smaller and medium-sized independent agencies. There’s sometimes an assumption that if you’re planning international PR activity, you need one of the big multinational agency groups. In reality, independent agencies can do just as good a job, and sometimes a better one, particularly when it comes to flexibility, responsiveness and the attention clients receive.
With a smaller agency, you’re often working directly with senior consultants who have years of experience and established media relationships. In many cases, the agency’s founder or owner is personally involved in overseeing the work, rather than simply attending the initial pitch. Decisions can be made quickly, campaigns can be adapted without layers of approval, and clients tend to have direct access to the people doing the work. Larger agencies certainly have their advantages too, but size alone isn’t necessarily an indication of the service or results you’ll receive.
Why local PR knowledge matters
International PR isn’t simply a matter of translating a press release and distributing it in different countries. Media landscapes, journalist expectations, cultural considerations and news agendas vary considerably from market to market.
What makes an interesting story for a journalist in Germany might not appeal to an editor in another country. The way journalists prefer to work in the UK may be different from practices elsewhere. Understanding these differences is important if you want your communications to be relevant and effective.
Local PR agencies bring this knowledge because they’re working with their national media every day. They know which publications matter, which journalists cover particular sectors and how best to position a story for their market. They can also advise on the practicalities of launching products, building brand awareness or managing corporate communications in their country.
Do you need a different IT PR agency in every country?
Not necessarily, although you do need access to people who understand each market. One option is to appoint a large international PR agency group with offices around the world. Another is to work with independent local agencies in the countries where you need support.
The challenge with the second approach is identifying suitable agencies and establishing whether they’re a good fit. An online search will produce plenty of results, but it won’t necessarily tell you which agencies have the strongest media relationships, which have relevant experience in your sector or who will actually be managing your account.
An established international PR agency network can make this process much easier. Rather than starting from scratch in every country, you can approach a consultancy that already has relationships with independent agencies internationally and can help identify suitable local partners. This also gives you the flexibility to choose agencies according to their strengths in each market, rather than relying on one organisation to deliver everything.
Can someone recommend reliable tech PR agencies in different countries?
If you’re looking for recommendations for PR agencies internationally, it’s worth speaking to a consultancy that already knows independent agencies in the markets you’re targeting. Personal relationships can be particularly valuable because they provide insight into an agency’s experience, strengths and the people who will actually manage your account.
At Vitis PR, we’ve developed relationships with independent PR agencies over many years. This means we can help companies identify potential partners based on the countries they want to target, their industry and the type of PR support they need. Rather than simply providing a directory of agency names, we can discuss your requirements and help connect you with suitable local contacts.
What should you look for when choosing international PR agencies?
Relevant experience is a good starting point. If you’re a technology company launching a new product, for example, you’ll want an agency that understands your industry and has relationships with the journalists and publications you need to reach. The right agency for a consumer product launch may not necessarily be the best choice for a specialist B2B campaign.
It’s also worth finding out who will actually work on your account. Will you have access to senior consultants? Does the agency have experience of working with international clients? How does it measure results, and how will it communicate progress?
When you’re appointing agencies in several countries, coordination is another important consideration. Each agency needs the flexibility to adapt its approach to local conditions while understanding the wider objectives of the campaign. This is particularly important when several agencies are working towards the same product launch or communications deadline.
How can Vitis PR help you find PR agencies internationally?
At Vitis PR, we’ve spent years developing relationships with independent PR agencies internationally. Our contacts extend across Europe and into other international markets, allowing us to help companies identify potential local PR partners in different countries.
These aren’t simply names in a directory. Getting to know the people behind the agencies is an important part of building a useful international network. Attending events such as the recent PR conference in Barcelona gives us the opportunity to meet agency owners and senior consultants, exchange ideas and learn more about their expertise and the markets they cover.
For companies looking for PR support in several countries, these relationships can save considerable time. Whether you’re looking for agencies in Germany, France and Spain or planning a product launch across several other markets, we can help identify potential local contacts and discuss which agencies might be suitable for your requirements.
Our own background is in technology PR, but our international agency relationships extend into other sectors, giving us the opportunity to connect companies with relevant PR expertise beyond our own specialism.
Looking for PR agencies in multiple countries?
If you’re planning an international PR campaign, launching into new markets or simply need help identifying reliable local PR agencies, we’d be pleased to hear from you.
Tell us which countries you’re targeting, what you want to achieve and the type of PR support you need. We can then explore suitable options through our international contacts and help connect you with experienced independent PR agencies.
Contact Vitis PR to discuss your international PR requirements.
