International PR is a powerful way of exporting your brand, accessing new and potentially untapped markets and maximising your global digital footprint. If you have a website, your company is already out there for the world to see, so why not increase its international visibility with a well-planned PR campaign?

Here Monia Dal Checco, multilingual account executive at Stone Junction, shares three tips to get you started.

Don’t split your message
If you decide to give international PR a try, you might be faced with the dilemma of whether to opt for a single international PR agency or to rely on multiple ones, each for every target area.

Though having a physical presence on the territory might have its advantages, the truth is that, thanks to communication technology, overcoming distances has never been easier. As a consequence, relying on a single agency to take care of all aspects of your PR might give you a better chance of coming up with a cohesive, unified message. This message will then be adapted appropriately for the different linguistic and cultural audiences you’d like to target.

Added bonus: relying on a single agency is by far the most cost-effective solution.

Scan the local trade press
Even if you don’t speak the language, it’s still worth having a look at local trade publications in your sector. If the language barrier doesn’t allow you to read the articles in their entirety, there are a couple of tricks you can use to try and understand the kind of content that is most likely to be featured.

Do most publications in your sector focus on hard news about product launches and trade shows, or do they privilege informative articles on a broader concept or technology? You can easily figure this out from the graphics.

You can also look at figures, stats and graphs to understand the level of technical complexity that local trade outlets look for. A technical PR agencycan give you the specialist support you need to be featured in publications that require highly technical content.

Don’t get lost in translation
English might be the universal language of B2B communications, but your international audiences probably live, speak and think in a different language. As a consequence, you need to plan how to engage readers from a different linguistic and cultural background.

Firstly, be aware of local preferences in writing style. Some cultures, such as the Italian one, favour a wordy and articulate style, which is seen as  evidence of the writer’s education and expertise. Others prefer a more straight-to-the-point approach, which allows readers of all backgrounds to easily access the content.

The sentences you typically find in the English trade press – snappy, concise and centred around noun phrases – might sound too simplistic once translated. As a result, your content might sound less trustworthy.  

It’s also a good idea to avoid metaphors and figurative language that might not translate well, and to familiarise yourself with what can or cannot be the subjects of puns and jokes. Religion, politics, and sexuality are topics to be handled delicately and only if you have a deep understanding of the target audience’s culture.

Once you have prepared content that can work transculturally, get in touch with qualified translators and let them do their magic. At Stone Junction, we currently speak eight different languages in house and collaborate with professional technical translators providing reach to nearly every country in the world.

For more information on how to write outstanding international PR content, get in touch with me by e-mailing monia@stonejunction.co.uk or calling +44 01785 225416.

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