Establishing an international PR strategy for a successful business
When you manage to transform your company into a successful business, you start thinking about the option of expanding it to a foreign country. But you have to be ready because it is one of the most overwhelming things you will ever do. It requires a lot of work and research, so the following period you will have to focus your efforts to create an effective strategy. You will have to find new distributors in case the companies you collaborated with until now, do not offer their services internationally, also you will have to check the legal conditions of the country where you want to expand your line.
You are not the only company that offers this type of services in the foreign country, where you want to sell your products, so you will have to conduct research to find out who your competitors are. But most importantly, you will have to establish a PR strategy, because it will help you reach the right audience and attract potential clients. If you do not know how to create a PR strategy for when you will enter a foreign market, here are some tips you may find useful.
You will need resources
There are companies that state from the first day of existence that they want to offer products to the wide public, and they want to go internationally. But this is not the case for you, you decided to offer your products in your native country, and when you noticed that they are a real success, you considered the idea of entering other markets. It is a good way of making businesses, but before starting to create products for a foreign audience, you have to check if your financial resources allow you to expand your business at this level.
You can lose your focus on the market, you act at the present moment, because you want to enter other markets, and this can affect your marketing effectiveness in your native country. So you have to try not to focus your resources in a single direction. Make sure that in the country where you want to expand you can make a difference with your products. It is advisable to expand on a market where people know about your existence, because you will not have to use your resources to a great extent to promote your brand.
Make sure you understand the culture of the country
You not only offer your products to more clients you will enter a market with a different culture. You should not expect people from another geographic region to respond to the same messages. When you create a PR strategy for a foreign country, you have to understand the culture of the place. The buyers from that country speak a different language, live in a different way than you do in your native country, and have different preferences. So you will have to find a way to communicate with them and show them that your business will affect them in a positive way. You have to do research on what is considered humorous in the culture, what their favourite jokes are. When you will create names for your products, you have to make sure that they do not have a bad meaning, and they will not bother someone.
Do market research
In the past companies sold their products by making their clients feel that they do not have something, that they have to buy a certain thing, or because they have to solve an urgent issue. However, nowadays these strategies do not work anymore, because people have multiple options from which to choose, when it comes to a certain product or service. When you create the PR campaign, you have to make sure that you understand the external influences of the market.
You have to make sure that your message is conceived by someone, who knows how to engage the readers in that particular country. There are cultures that are attracted by a colourful or inspirational advertising, but there are other people who prefer objective and factual advertisements. There are audiences impressed by the religious messages, and there are communities impressed by the moral tone of the message, you have to understand what drives the people from that particular region to action.
Speak their language
When you create the PR campaign you have to make sure that the messages are created in their language because it is essential they to understand them in order to be interested in what you offer. It is important to hire a native speaker to help you design the messages and to translate the content you have created for the marketing campaign. The way a message is understood in different countries can vary greatly, so it is important someone who is in touch with the culture to check it before being shared with the public.
You will be the one who will have to find partners in the new market, so it is essential for you to be able to communicate with them. It does not mean that you have to learn that particular language, but it is important for you to know to speak English. If you want to improve your language skills, you can do it by taking English lessons by skype with professional native English teachers.
Be ready for a crisis
No one can guarantee you that the expansion will be a success, so you have to be ready in case your company will face a crisis. You have to consider all the crisis scenarios possible and to have solutions for all of them, because you have to make sure that it will not affect your local success. Some PR specialists consider that if a PR campaign is not successful the main reason is under-communication. Also, there are experts who consider that the responses received from the buyers cannot be measured, and it is important to try again. The fact is that in the majority of cases when a PR campaign does not have the expected success, under-communication is the reason.