By Stacey Gaswirth
Expanding PR efforts on a global level is one of the most important strategic initiatives a technology company will undertake. Whether reaching customers in different cultures
and markets seems second nature or a bit daunting, identifying the right resources to fully extend, support and integrate PR efforts is a critical decision worthy of the most time
and attention available.
Determining the best type of PR resources for your technology company is a bit like comparing apples and oranges - effective international PR activity is available through two
different approaches, depending on your needs and preferences.
The most common and traditional approach for sizeable high-tech companies is to use large account teams that can service one or more divisions of major brands, especially those
with consumer-focused PR needs.
An increasingly popular service option for technology companies of all sizes, however, is the global PR network or partnership, in which many different independent agencies are
linked cooperatively to provide integrated and personalized service across cultures, borders and sectors. In these network partnerships, organizations and PR agencies collaborate
in servicing clients in their particular geographic region - and often in a particular industry they are familiar with - by sharing leads, ideas and practices.
The five global networks operating today address a variety industries including technology:
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IPREX
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Pinnacle
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Public Relations Organization
* International (PROI)
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Worldcom PR Group
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Global Fluency
For clients in multiple geographic markets, these groups provide access to local PR professionals who speak the language and have the proper contacts and insight into the
nuances of the local media and culture, identifying opportunities and helping to avoid pitfalls. Typically, this "distributed" approach to international PR appeals most to growing
or transitional companies that may need targeted, flexible or phased PR program options.
Reviewing Your Choices
When deciding which direction to take, technology companies should consider five critical factors for a successful PR relationship:
>> Expertise - The type and amount of knowledge and experience a firm has in the area of PR you require
>> Breadth & Depth - The level of knowledge, understanding and experience a firm has within a specific industry
>> Reputation - The status a PR firm has developed among its clients, partners and peers
>> Service - The philosophy and amount of support and attention a firm is able to provide to its clients
>> Resources - The external network of support a firm employs to effectively and efficiently support clients
Loring Phinney, senior vice president of Canadian PROI partner Optimum Public Relations, sums up the importance of service in public relations: "Effective service has
everything to do with the leadership of the account team -- from making sure that messages are consistent and strategy is clear to ensuring quality control, progress and results.
The importance of that personalized senior-level guidance and involvement is even greater when the direction or scope of a technology client's PR program is changing."
Thomas Amberg, president of Chicago-based PROI member firm Cushman/Amberg Communications, says a strong network of independent agencies is a great advantage for companies who
need close attention and accountability. "These firms are typically larger and have more depth than the average field office of a multinational, and the senior management of these
firms oversee global assignments, providing a smooth collaborative effort within PROI firms."
Making Your Selection
There is no right or wrong route to take in selecting a resource to expand your PR program internationally -- each will have advantages and disadvantages for your situation.
Ultimately, the difference lies not in the level of competency between large agencies and networks but rather in the distribution of competency and your access to strategic
resources.
Whether your rollout requires expanding the scope of an existing strategy or customizing your strategy for each audience, you want a partner who understands your company's
needs and will work seamlessly with your team to implement the most effective PR program.
After you have identified your needs and preferences, making the right choice simply involves identifying the PR relationship that is best for your team. The following
checklist will ensure that you are finding the right PR relationship for your company:
>> Determine who and where critical audiences are.
>> Research key capabilities of appropriate firms and networks/partners.
>> Review your peers' news to identify providers with regional or sector focus.
>> Interview a few firms to assess strategic thinking and access to senior counsel.
>> Look for creative suggestions and insight that reflects your account
>> Check with references on service style, strategic value and results achieved.
Knowing your own company's requirements and goals will help you spot the PR team that can best help you achieve them.
Stacey Gaswirth oversees Shelton PR's public relations, creative design and marketing operations with a focus on client services and new business development. She can be
reached at 972.239.5119; [email protected].