This insights post is a summary of the blog post published by The Pollack Group. View the full insight at: Think Global, Pitch Local: How to Win at International Media Outreach.
As companies grow, they start to think about expanding their brand internationally. International PR can accelerate growth, build credibility, and even attract investors, but only if it’s done with precision.
However, breaking into new markets requires more than just hitting “send” on an email pitch. When helping brands earn coverage across Europe, Asia, and Latin America, developing a good strategy is the difference between landing the headline and being ignored. For startups and established corporations alike, global media coverage doesn’t just build credibility; it can also fuel domestic awareness and strengthen SEO.
Today, media influence knows no geographical limits. A story in a respected London outlet can rank on the first page of Google searches in Los Angeles. A feature in a leading Singapore business journal can open doors with US investors.
Based on our extensive work with international media, below are select pitching recommendations as well as pitfalls for brands craving international coverage to be aware of:
Best Practices
There are are several tactics that should always be present when you are creating a strategy including:
- Respect Time Zones: Timing is everything in PR, so when adding time zones into the mix, the pitching challenge grows. The key to tackling time differences is to keep news cycles and media contacts’ time zones in mind.
- Localize the Pitch Copy: While most media report in English, they may also publish in other languages. To help ensure accuracy and save time on translation, it’s best to provide them with media materials in their preferred language(s).
- Understand Local Trends and News Cycles: What’s Italian college students’ favorite pastime? Which skincare brands are top-of-mind for work moms in South Korea? To craft strong pitches, you must understand what local reporters and their audiences care about, rather than just feeding them whatever you assume they should know.
Pitfalls to Avoid
Although it can seem like an easy set of steps, there are several thing to consider and should be avoided to make sure your efforts are effective.
- DO NOT Rely on AI: AI is great for mundane chores, but it should be critically fact-checked when using for international pitching. While AI-powered integrations are available in almost every search engine and media intelligence platform, it can produce inaccuracies due to flawed LLM models.
- DO NOT Assume One Pitch Fits All: Platforms like Muck Rack and Cision have made it easy to email thousands of reporters within a few clicks. However, without proper personalization, your pitches won’t get more attention than regular spam emails.
- DO NOT Ignore Local Expertise: Yes, ChatGPT and Google are very resourceful, but local PR professionals know the unspoken rules and cultural sensitivities that can make or break a story.
Putting the Tactics Together for a Stronger Strategy
Just like domestic PR, international media relations are about trust. However, global public relations requires understanding audiences in context—language, culture, timing, and trends. Brands that combine a global strategy with local nuance become credible sources anywhere in the world.
To get details and more insights, see the full post at: Think Global, Pitch Local: How to Win at International Media Outreach.
