Rapid advances in technology have dramatically changed the way we communicate and receive information. We are no longer restricted to local news and traditional forms of media – we can access information from any corner of the globe in a matter of seconds. As a global B2B PR agency, we are constantly adapting and evolving our technology PR campaigns to fit in with the global B2B landscape.
STEM companies are at the forefront of globalisation and as such require global communication. Global PR campaigns for technology companies have therefore become a necessity rather than an option.
These campaigns have the power to communicate messages to target audiences, at a fraction of the cost of other marketing methods. That said, implementing a truly global communications strategy is more difficult than it sounds.
Here are our tips on running a global PR campaign.
Clear strategic direction
It is critical to have a centre of gravity for any campaign, where the strategic vision is set and goals are outlined. In order to make a global campaign work, all players need to have a clear view of what they are aiming for before they execute locally. They also need to know and embrace the purpose and values of the business. At its highest level this means no matter what they do, all employees will be aiming for the same ultimate goal. This takes some serious investment in company culture, but it will also help you reap the largest rewards.
This is perhaps the most important part of any global campaign. Even at a local level, your key message won’t change – but the way you present it will.
When it comes to social media, we are often asked if it is better to have a single feed (be it Twitter, Instagram, LinkedIn, Facebook, Youtube) or different feeds for different countries. There is no hard and fast rule, but language is a good starting point. In order for your brand to gain the respect of your audience, you must communicate in the local language. But we would almost always advocate having a corporate level social feed which helps to tie the various threads of your business together into a bigger picture.
The essence of a good story doesn’t change much from market to market, but the tools to share that story do, and the emphasis might change too. Listen to your people on the ground. Solicit their feedback at the earliest stages of any campaign and facilitate opportunities for your dispersed teams to openly discuss what works and what doesn’t in their country and with their culture.
Communicate, communicate, communicate
Although we are all communications professionals, it never hurts to make sure we put the right processes in place to ensure global teams are communicating well and regularly. Best practice is to share information, rather than simply ‘broadcasting’ from the ‘centre’. This might happen informally on a daily basis, but we’d also suggest a regular, scheduled check in once every two weeks.
Let technology help you
Investing in shared platforms, collaboration software and document sharing will streamline communication and make cross-market knowledge-sharing much more efficient. With a proliferation of technology available today, there is really no excuse for not using it. Whether it is Wrike, Asana, Google or even Microsoft’s Office 365, today you have the power to manage information in a central, transparent way that should mean distributed teams have the information they need at their fingertips, whenever they need it.
Whether you are using in-house resources, a global PR agency, or a network of independent specialists, don’t be afraid to test your team’s strength. If using external support, you should expect a first-rate team in every country you are operating in.
The benefits of global expansion for businesses are obvious and, in many ways, inevitable because the digital age has broken down physical barriers. A dedicated global team implementing a global communications strategy places your business in a strong position to connect with the global market. Ensuring they can apply the strategy authentically across regions is critical to your success.