Perhaps your brand is extending its reach by working with global markets or you’ve got a new product you want to share with the world. How do you go about sharing that news with press outside the UK? Looking for the right international media contacts can seem like a daunting task, but with these six steps you can get yourself off to a flying start
Do your research
The best place to start is by having a look at what titles exist in the countries you’re looking to target. Subscribe to their newsletters or order in copies of their magazine to get a feel of what they like to write about and the types of content they cover. Have a look at individual journalist’s social media profiles too and connect with them, as international communication is more convenient through apps and technology.
Create a tailored pitch
You’ll have probably never spoken to this journalist before, so take your time to craft a great introductory email. Explain who you are, your brand and why your news or insight might be of relevance to their audience. If you can talk about an industry problem that’s specific to that country that you’re solving or trying to solve, even better.
Try to understand the professional and personal routines of your international contacts. For instance, if you’re wanting a journalist to interview you or a member of your team at 9am, be conscious of time zones. It might mean they are having to work late into the night depending where they are in the world. This oversight could be perceived as carelessness. A simple act of cultural sensitivity can go a long way towards improving relationships abroad.
Stay on top of the news agenda
Keeping on top of the news agenda in the country you’re looking to achieve coverage in is also really important. Something major may have happened that day that could affect the likelihood of achieving any coverage or it may even give your story more relevance.
Be aware of any possible language barriers and make sure to check if the title is produced in English or if they have English speaking journalists at the title. If not, then you may need to work with a translator. If you’re contacting the US market, then you’ll also want to consider a country specific press release which include US spellings rather than UK.
Stay in touch
Effective communication is the foundation of any valuable partnership, especially when your contacts are overseas. Make sure they can easily contact you, but also be aware that it may take them a little time to respond depending on the time zone. You should also regularly check in with them about what you are up to and what they are working on, as you never know, a small news update may spark off a bigger feature.
Do you need help extending your story outside the UK? Get in touch. We can help.