Should we employ local PR agencies for each country? Should we appoint a specialist agency or one with broader scope? Should we have one agency for consumer, trade and B2B needs across Europe or America, or a network of local PR agencies?
These are questions that many organisations face when planning their international PR structure, regardless of their market. It’s an important decision.
The standard reasons for considering one full service agency across consumer and B2B are potential economies of scale, reduced administration and easier co-ordination and communications.
Local PR agencies – questions
The key question that should be driving the decision is – which approach will deliver the best results across the spectrum?
There are specific considerations that should be answered. Using the travel and meetings sector as an example, here are questions that, for instance, a tourist authority, destination, venue or hotel group should answer in the process of deciding whether local PR agencies or an international agency would work for them.
– Does the agency have in-depth specialist knowledge and media contacts in the events, meetings and incentive travel sector as well as consumer travel? To maximise results, would it be better to appoint two separate agencies with real expertise in both?
– As the media respond best to communications in their own language, can the agency produce editorial in the local language and style without relying on translators?
– Does the agency have staff who operate in the same time zone as the press?
– If representation and maintain contacts in the local market is a consideration, does the agency have its own representation team or does it have strong contacts with specialist local representation agencies?
Many brands have found that a network of specialist local PR agencies delivers better results. But the only way to gain a true measure is to try it. Why not give it a try?