imPRint

Asia or Bust

If you're in tech PR, you know very well that the line between PR and international PR is quickly disappearing. As US-based technology companies continue to grow -- some pursing new, emerging markets and technologies-- international outreach has become increasingly important. Over the past year, I've witnessed a significant increase in clients' concern with brand recognition and coverage in international press, specifically in Asia , where the majority of their customers, partners and primary competitors dominate.

So, what can companies do to bolster their international relations and coverage?

1. Central Point of Contact. If you're a big player in the tech space, you have probably hired a tech agency to help implement a strategic PR program. Every strong tech PR agency should have experience in dealing with international media, specifically in Asia. Your agency should have strong working relationships with partner agencies all over the world. The advantage here - one point of contact. Have your agency create and manage an Asia-focused PR program tailored to meet your specific needs. Instead of losing valuable time managing multiple agencies and all that it entails (from timezone hassles to billing and other logistical issues) utilize your agency as your "international liaison."

2. Resources! Resources! Resources! In following with the above -one central point of contact - leverage the multiple and trustworthy resources that your agency has at its fingertips , from translation services and recommended local press venues to cultural media relations suggestions and tips. All of these will help to streamline your public relations outreach and portray your company as knowledgeable, culturally - aware and media savvy.

3. If you're global...you should be local. Although this sounds like an oxymoron, what makes a story newsworthy may not be a cool and exciting new technology, but rather what impact this technology or your company will have on the local community. In Asia, specifically, where the media may tend to favor Asia-based companies, it is critical to convey your impact on the local community. Emphasize your local offices and facilities, discuss your industry in the context of Asia - in what countries do you see future growth? Know how your market is perceived by the press in each given country. But it doesn't stop here. All communication, from a language-friendly W eb-site to on-site translators for press meetings, must be considered. For Asia media to take you seriously you must take them seriously.

In closing, although my colleagues sometimes tease that I am the "Asia Liaison" - I secretly enjoy it. I get great satisfaction out of seeing our clients establish great relationships with international press, and even more satisfaction when their messages are well received... and result in great coverage. I have also enjoyed all the interesting surprises and challenges along the way - after all, its not that often that you get to arrange a press conference in a Beijing tea room.

-Emily

posted by The Ardell Group @ 4:09 PM