PR Strategies for Expanding Your Brand Internationally

Media coverage is one of the fastest ways to build credibility in a new market, because local audiences trust local media. International PR helps you earn that coverage while respecting how media works differently in each country. Here's how.

This guide is part of our international expansion series and builds on our PR strategy playbook.

Step 1: Prioritize markets and media

For each target market, list:

• National business and news outlets
• Trade and industry publications
• Regional and city media
• Podcasts, newsletters and influential creators
• Broadcast: radio and TV shows that feature businesses and experts

Start with the outlets your buyers actually read, watch and listen to.

Step 2: Find local angles

A Canadian company's launch isn't automatically news elsewhere. Make it local:

• Jobs or investment in the market
• Local partnerships or clients
• Data about the local market
• Expert commentary on local trends
• A founder with a connection to the country or diaspora community

Step 3: Localize your press materials

• Adapt press releases for each market (how to write a press release)
• Local spokesperson quotes where possible
• Translated or transcreated materials by native speakers (multilingual marketing)
• Local contact details and time-zone-appropriate availability

Step 4: Work with local partners

Local PR freelancers or agencies bring relationships and cultural knowledge. Brief them well on your story, goals and brand voice (global brand voice).

Step 5: Understand local media norms

Media practices vary. In some markets, paid placements and advertorials are common and not always clearly labelled; in others, clear separation between editorial and advertising is expected. Be transparent about any paid content and follow local disclosure rules.

Step 6: Plan announcements across time zones

• Stagger announcements by region
• Use embargoes carefully and respect them
• Have spokespeople ready for interviews in each time zone
• Monitor coverage and social reaction in each market

Step 7: Build thought leadership locally

Contribute articles to local publications, speak at local events and appear on local podcasts. See thought leadership articles, speaking engagements and podcast guesting.

Step 8: Prepare for issues

Crisis communications get harder across countries and languages. Plan ahead; see crisis communications across markets.

Measure

Track coverage by market, outlet quality, key message inclusion, referral traffic, branded search in each country and leads mentioning media. See how to measure PR ROI.

Combine PR with paid media

Local coverage makes local advertising more credible, and vice versa. Pair PR with localized radio, out-of-home and digital campaigns in each market. Blastily helps brands coordinate press releases, media placement and cross-border advertising.