In a world increasingly dominated by automation, AI-driven tools, and data analytics, one principle remains the cornerstone of successful public relations: relationships matter. For brands operating outside the U.S., across diverse international markets, understanding and embracing the human element in media relations isn’t just beneficial—it’s critical.
The Human Element in a Digitally Driven Industry
PR technology has transformed our workflows. Today, we can tap into social listening platforms, CRM systems for journalist management, and even use AI to draft initial pitches. But these tools, however sophisticated, can’t replace the emotional intelligence, creativity, and cultural awareness that seasoned PR professionals bring to the table.
Across global markets—from Europe to Asia, Latin America to Africa—journalists value context, personalization, and sincerity. Successful international media outreach hinges on relationships built over time, not just press releases sent en masse. Whether you're engaging with a tech reporter in Berlin, a lifestyle editor in Jakarta, or a business columnist in Nairobi, the message is the same: make it relevant, make it personal, and respect their environment.
Building Relationships That Transcend Borders
Moving beyond transactional media outreach means putting in the effort to know and engage with journalists on their terms. Here’s how to build authentic media relationships in international PR:
1. Understand Regional Newsrooms
Media landscapes vary dramatically by country. Learn how local journalists work, their editorial calendars, and their preferred modes of communication. Don’t pitch a product launch to a journalist in Tokyo during Golden Week or expect rapid replies from French outlets in August.
2. Adapt to Local Timelines and Traditions
International PR demands an appreciation for local holidays, cultural norms, and public events. In some countries, workweeks differ, and religious or national observances heavily influence media activity. Pitch timing can make or break your coverage potential.
3. Customize Every Pitch
Whether you're targeting media in Brazil, India, or South Africa, tailor your outreach. A one-size-fits-all global pitch often falls flat. Reference the journalist’s recent stories, align your angle with local concerns, and always consider translation or localization for non-English-speaking audiences.
4. Build In-Person or Virtual Rapport
While in-person meetings remain golden when possible, video calls and region-specific events still go a long way. Host localized virtual briefings or media roundtables to foster direct engagement and create lasting impressions.
Trust Is a Global Currency
Regardless of geography, trust builds reputations. It’s not about one-off wins; it’s about consistent, respectful engagement. Journalists around the world remember the PR pros who:
Offer meaningful, timely stories
Respect boundaries and timelines
Provide local access to spokespeople and resources
Are responsive in both proactive and reactive situations
With each successful interaction, trust grows—and so does media impact.
Empathy: The Global Superpower in PR
Empathy allows you to truly understand how your message will land in different markets. It helps you avoid cultural missteps and frame your stories in ways that feel authentic and impactful.
For example, a global tech brand launching a health-monitoring wearable might focus on fitness in North America, but pivot to privacy concerns in Europe and emphasize healthcare access in Southeast Asia. The story shifts to meet regional needs, guided by empathy.
Case in Point: A Localized Launch in Latin America
A U.S.-based client was introducing a smart home solution in Argentina and Colombia. Rather than push a standard global press release, our international team at NettResults rewrote the narrative to highlight benefits relevant to multigenerational homes and urban living in Latin American cities. We focused on ease of use, Spanish-language support, and affordability.
We also hosted regional media briefings via Zoom with Spanish-speaking product experts. As a result, we saw stronger media pick-up, deeper engagement, and even follow-up stories months after launch.
Technology Supports, but Relationships Drive Results
We’re big believers in using technology to support our efforts. At NettResults, we embrace AI tools, media databases, and analytics platforms to stay ahead. But tech alone doesn’t win headlines.
Relationships—founded on relevance, respect, and cultural understanding—remain the heartbeat of international PR success.
So next time you're preparing a global media campaign, don’t just think about your message. Think about your audience. Where are they? What matters to them? How can you help them do their job better?
Because whether you're pitching in Paris or Manila, people will remember how you made them feel—not just what you sent them.
Looking for the best International PR… NettResults is here to help… connect today.