Thanks to the interconnectivity of the digital age, the world has never been smaller. This is especially true in the realm of news media, with most people now instantly able to access any source of news from around the planet.
While this has seen many outlets striving for a more global approach to their news output, it’s a serious mistake to assume that all the world’s media has become homogenous. UK journalists are still much more likely to consider a story with a local angle, and having a specific strategy based on genuine local knowledge is essential for securing regular coverage when breaking into a new market.
International companies launching PR in the UK cannot simply expect to copy-paste their domestic media strategy and garner the same level of success, especially at the national press level. Instead strategies need to have a strong local approach wherever possible.
Some of the most valuable areas to localise include:
Spokespeople. Spokespeople who are genuinely knowledgeable about the local market will be better placed to provide journalists with more specific insight into the industry, as well as the influence of factors like politics and economics. Having a spokesperson based in the country will also make it far easier to get involved in breaking news opportunities and will open up the potential for face-to-face meetings and broadcast appearances.
Case studies. We all know named case studies are worth their weight in gold, particularly in the cyber security sector. However, having a known UK name as a case study will be vastly more effective than an equivalent company from abroad, particularly if a local spokesperson is available.
Success stories. Journalists are constantly bombarded with stories of funding success, company growth, acquisitions and other triumphs. An authentic local angle will help to elevate your company’s story above the noise and provide the journalist with a hook for their audience.
Research. Journalists are similarly inundated with stories based on research, and many have taken to routinely ignoring all but the best of these pitches. A strong local perspective will help to distinguish a research story from the crowd and make it more relevant. Surveys should have a credible number of UK respondents, while discoveries around vulnerabilities and so on should have a real potential impact for UK products, consumers and businesses.
Although we can expect the world to become ever more globalised in the coming years, a localised strategy based on real knowledge will always help increase the news value of any PR activity and gain an advantage over more generic, globalised competition.