Benefits / Challenges of Overseas PR
Targeted editorial PR exposure is the most economical and
credible method of building name awareness and generating sales
your overseas markets. However, because the challenges
are more complicated than implementing USA PR, your company may
not be taking full advantage of the opportunity to "get your
message out" to customers abroad.
- You may not be aware of the names, addresses and editorial contacts
for trade and technical publications serving your target industries
in all your overseas markets
- You may not know how to write news that will be journalistically
acceptable to overseas editors whose standards are quite different
from those in the US
- You may not have access to technically capable translators who
can present your messages accurately and credibly in all required
ICM has a specialized system to meet those needs: We
have a proprietary database to research targeted country specific
and regional journals. We know how to write
culturally acceptable releases and feature articles for overseas
markets (USA texts usually don’t work). We distribute the
message by hard copy and email so that it gets published
Results are measurable because our dedicated editorial follow-up
produces clips and Results Reports enabling evaluation of Return
Editorial PR or Advertising? An international marketing
mix can include both PR and advertising given adequate budgets. However,
many companies find that editorial PR offers more value for
the money and is more realistic to implement overseas.
For the same space costs as one advertisement, PR can achieve 2 to
4 times more exposure in several journals with greater credibility with
The cost effectiveness of editorial PR is multiplied when
companies need to reach several market segments in multiple countries.
This is because the cost to add markets or countries when generating
editorial exposure is a fraction of the cost of adding advertising insertions.
Relative costs. ICM implements successful overseas
news releases for about 25% more than a USA campaign. When you factor
in the extra challenges of identifying targeted overseas media, creating
culturally correct texts, technical translations, global distribution
costs, editorial follow up and reporting publication results, the
persuasive. ICM would like the opportunity to demonstrate
us for a no-obligation proposal and price quotation.
Building name awareness and leads in overseas markets