What Are My Multi-Country Tech PR Options?
Ready to boost your brand visibility and reputation internationally? A multi-country tech PR campaign can quickly turn into your biggest headache of the year.
There’s no one-size-fits-all answer for CMOs or CEOs when it comes to multi-country tech PR. But let’s explore the options.
Note: In this example, we’re focusing specifically on media relations—“earned media”—which involves working directly with journalists, as opposed to the broader PESO model (Paid, Earned, Shared, Owned).
Option 1: Do It Yourself
You can manage PR on your own if you can (1) spot a good story, (2) write well, (3) spare the time, and (4) have media contacts.
Pros: Full control, and it’s free (if you don’t count your time).
Cons: But, it will consume a lot of time. Also, you can’t just send out a press release and disappear; journalists won’t appreciate that, so prepare for the long haul.
Option 2: Do It Yourself with Online Tools
If you can write and spot a good story but lack media contacts, consider using online platforms like PR Newswire to distribute your press release.
Pros: Saves you significant time.
Cons: Still, don’t treat it as just another task to check off. Journalists expect great stories tailored to their audience, and they prioritise exclusivity.
Option 3: Hire Local Freelancers
Consider working with in-country freelancers to manage local media campaigns.
Pros: They can help create a tailored PR strategy that resonates with local media.
Cons: You’ll need to invest more time and budget to coordinate, as the freelancers likely won’t work directly with one another. You’ll become the ‘glue’ holding everything together, and that’s a lot of work.
Option 4: Partner with a Global PR Agency
If you’re looking for a long-term, strategic campaign with in-country expertise, consider a global agency like Hotwire, Archetype, or Cognito.
Pros: Mostly outsourced PR management by a well-trained, streamlined team.
Cons: High costs per country (higher in the US or UK). The work they produce may vary by location, and it can still require significant involvement from your side.
Option 5: Work with a Network of Independent Agencies
A network of connected, but independent PR agencies could be the perfect solution.
Pros: You get the agility of freelancers with the strategic collaboration of a global team. By designating a “hub” agency, you can centralise coordination. These agencies are highly motivated to deliver results, leveraging their collective strengths to run a successful multi-country tech PR campaign. And, they have worked together previously.
Cons: None. (Yes, we’re biased—but it’s our blog.)
