With workers in countries like India and China costing a
fraction of their U.S. and European counterparts, outsourcing has
become the latest trend that some claim is pervasive across
industries.
So why not outsource PR? Isn't the majority of all communication
done by e-mail? Aren't teleconferences replacing in-person
meetings? Is it such a far leap to hand over your PR efforts to a
more cost-effective resource in Asia--one that has been schooled in
the trade of PR?
Factually, it is a leap of faith that ultimately could cost your
company more in the long run--in dollars, time, credibility and
even coverage.
Let's say your San Francisco-based company is moving into
Europe, and you plan to outsource your PR and marketing activities
abroad. Isn't it expensive to work with several European agencies?
Why not stretch your dollar and go to India?
Not so fast. Let's think about the relationships at stake. After
all, garnering media coverage boils down to relationships with
influential editors and analysts in your target regions.
Granted, while most of the communication with these influencers
does occur through e-mail in the United States, this is not the
case across Europe; even in the United States, there is a nuance to
communicating that may prove beneficial to outsourcing your
outreach efforts to Asia.
Every region has its own communication style and business
conduct. In some countries, relationships start at tradeshows and
events. In other countries, many begin over a mouthwatering dinner,
possibly accompanied by a fine wine.
Only a PR agent local to a region can truly assess the best way
to build and foster relationships that will lead to coverage.
This is why you cannot simply outsource all of your outreach to
Asia--or, to take it a step further, even to a single agency in the
U.K., if you are also trying to reach editors in France and
Germany.
To launch a successful PR campaign, you must work with area
experts who understand the culture and conduct. Recently, a U.S.
client was surprised to learn that German press releases do not
contain quotes from corporate spokespeople unless the person is an
industry icon. Another nuance in Germany is that press releases
still are issued on company letterhead and sent through regular
mail. Would your PR representative in Bangalore know these
facts?
Language and local color also present barriers. Although English
is the universal language of business, editors still prefer to
speak in their mother tongues when coordinating meetings. Jargon,
cultural jokes and attitude--even local activities and events--all
help to develop relationships that can lead to securing
interviews.
Knowledge of local news events can mean the difference between
seizing a meeting and missing an opportunity. Local credibility,
starting with a local PR practitioner who has gained the trust of
the local media, is instrumental in establishing contact,
regardless of your location.
Are you comfortable with a call-center employee making the first
impression for your company? Remember, a bad first impression can
cost you dollars.
And what about deadlines? Editors rely on PR agents to help
gather information, to develop stories and to meet their deadlines.
This can present a challenge if your PR agent resides on the other
side of the globe --unless, of course, he or she is taking the late
shift to service your company. Have we become a society where PR is
stripped of its integrity in the name of saving a few dollars that
ultimately may cost your company more in damage control?
Conducting a PR campaign in Europe can seem like a budgetary
burden because outreach typically is handled regionally. However,
PR is essential to your company's success and reputation--and any
cost savings you might encounter by working with a call-center
employee somewhere in Asia can come back to cost more if you make a
bad first impression or generate poor results.
Contact: Susanne Khawand, vice president of MaCS
Marketing Co., helps U.S.-based high-tech companies develop and
execute localized marketing-communications and PR programs for the
European market. She can reached at 415.561.1513, [email protected]