Guidelines for successfull international PR

1. International Public Relations
Guidelines for successful international PR
Stuttgart, June 2014
Bild: iStock.com / yesfoto

2. Principles of International PR
1. International PR needs time and money – there are no shortcuts
2. Always adapt press materials to the local market. This not only includes
a mere translation, but also adaptation of content
3. Choose your content carefully for each country – not every message is
news in every country you are present in. This means that messages
should be selected according to relevance
© sympra| International PR | 06/20142
The three most important must-dos

3. How to approach international PR?
© sympra| International PR | 06/20143
• As with all communication activities,
international PR needs clear objectives
and a strategy
• Allocate your budget! Building relations in
an international setting needs time and
money. Maybe it makes sense to start
with only a few countries first
• Trust your specialists: They have an
intimate understanding of their local
markets and know all peculiarities
First steps
Bild: Koecki / photocase.de

4. Finding the right partner
• Local agencies are crucial as they know the market, the editors and the
media. However, bear in mind that coordinating the agencies in each
country might become a full-time job
• Networks are usually the best and most economical option as they offer
various advantages:
• One interface on a continual basis (accountability)
• Coordination of international agencies across the globe (time-saving)
• Quality guarantee from each partner agency
• The creation and positioning of key messages adapted to local markets
© sympra| International PR | 06/20144
A network to trust in

5. The Public Relations Network
© sympra| International PR | 06/20145
• Razor sharp insight into local markets
• The flexibility of working with small to
medium sized agencies
• Airtight communication between member
agencies
• Shared working ethos amongst member
agencies
• Acting as an extension of clients’ marketing
departments
One network – 28 countries

6. Any questions?
© sympra6
Vineeta Manglani
pr@sympra.de
www.sympra.de Stafflenbergstraße 32, 70184 Stuttgart
www.blog.sympra.de T. +49 711 9 47 67 0
Please do not hesitate to contact us!
Berlin Stuttgart Munich
| International PR | 06/2014