Starting a public relations agency with an international footprint from the outset may sound like an ambitious goal. Typically, a global network has been a distant aspiration until a company is firmly established in one territory, with a local team and a solid set of clients on the books. Then you think about expanding.
We think of large multinational agencies with a network of local offices in key geographies as the vanguards of international PR. These are often expensive for clients but robust because they maintain a physical presence in each of these locations. The structure is tried and tested but can be clunky. Often, due to the scale and headcount, individual local offices rarely interact and can be quite siloed.
However, times have changed, and most importantly, technology has changed the world and the way we work. It is now possible to reach the far corners of the earth from the comfort of your office. And that doesn’t mean that you must compromise on ‘local’. Reach does not have to be limited by budget or borders. With the right strategy, tools and experience for those local markets, you can be lean and agile.
In this piece, we look at some of the key winning factors to going global as a small but mighty agency.
Carve out your niche
This one was easy for PRSENSE because the agency was always going to be a specialist tech agency, based on the experience and passion for technology that our founder brought to the table. But we shouldn’t underestimate how important this is. Specialism is a kind of secret weapon because by narrowing your focus, you help to position yourself as the defacto expert and stand out in a hugely competitive industry. Your expertise and knowledge will outweigh your headcount.
Eyes and ears
Boots on the ground with good media contacts are invaluable. Forming a team made up of global contractors is no longer considered a negative by clients, who recognise that most contractors are highly experienced senior practitioners who understand local languages, media landscapes and market dynamics.
Your toolbox
The proliferation of tools that can keep you, as the agency lead, connected with your team means that you really can operate and behave as a cohesive team. Slack, Teams, WhatsApp, Discord and Google are just a few that allow for that personal touch, quick connection and ongoing touchpoints.
Team Up
Working with experts who share a similar philosophy can add significant depth to a team. Other complementary PR and marketing function organisations that are already established in that locality can be invaluable to your network, adding credibility in that region. By association, you can benefit as a trusted partner. Types of companies include those in marketing, advertising, digital, events, experiential, and evaluation. Consider creating a package offer combining both skill sets and experience. We recently joined forces with activ Marketing to create www.expoboosters.com, offering marketing and PR to support tech trade shows.
Stay nimble
International public relations is fast-paced and often unpredictable. Political shifts, media censorship, and economic changes can all affect the day-to-day workings. Stay informed and be ready to adapt. The ability to be agile and quick to respond is one of the biggest advantages we, as specialist-focused agencies, have over larger, more cumbersome businesses.
Think big
It’s easy to think about the mechanics of being an international agency with an experienced team as the most important success factor. It’s easy to forget that success will equally be down to outlook and attitude. You build trust with clients through knowledge, experience and demonstrating expertise, and that’s what ultimately success will be built on. Size doesn’t matter, and the proof will be in your delivery and the relationships built with clients.
There’s no doubt that running an international PR agency from scratch is an adventure – it would be naïve to say otherwise. But it is entirely achievable with the right systems, people, cultural awareness and specialism. Being smaller makes you adaptable and quick. Crucially it also means you can be personal and it is people after all who clients are paying for to deliver quality PR programmes and campaigns.
