Posted by BBN Central on 3rd Nov 2022
The Power of Creativity in B2B Marketing
B2B is now part of a pride of Lions! With the launch of the inaugural B2B Lions at the 2022READ MORE
Posted by Nicole Adrian - BBN US (Milwaukee) on 30th Jan 2017
Many of us may know a country — or even a set of countries — where we understand best practices for working with the media. But when it comes to new markets, we may be in unfamiliar territory. Luckily, as part of BBN, we can help educate each other about best practices and cultural do’s and don’ts, as well as help execute PR tactics as needed.
Recently, my team worked with a North American client who wanted to distribute a new product news release to targeted publications in a handful of European countries. Knowing the needs of the local media and audience would be different than what we are used to in North America, we knew we needed to call in the regional experts and think through our approach.
Through conversations with BBN UK (Scotland), BBN Germany and BBN France we learned insights that helped drive our strategy:
In Germany, articles are developed in collaboration with editors. An agency works closely with an editor to draft the story and discuss edits. On the other hand, in the United States, an agency often writes an article on a client’s behalf and submits to the editor. Sometimes, you might not hear anything about the article until you see it in print.
French editors are very independent. Because of this, they aren’t as receptive to story ideas or news releases like U.S. editors tend to be. Instead, they like to develop their own stories, typically focusing on the end user.
UK based publications are often led by advertising, meaning news is published only when money is spent, too. In the United States, earned media is still obtainable in trade outlets.
Although these takeaways are specific to our product launch and the countries we were targeting, it was eye-opening to learn the breadth of differences between PR in the United States and other countries. This knowledge has continued to serve us well, as our work with this client moves into new regions, including Asia-Pacific.
Beyond this, we’ve recognised some commonalities that are true no matter where you execute your PR campaigns. This list includes not only work on behalf of our clients but also tips for working with others in BBN:
The next time you’re tasked with taking your PR work global, don’t forget you have a wealth of knowledge within BBN — and the practitioners are ready
Posted by BBN Central on 10th Oct 2022
BBN welcomes back founding B2B agency Partner after seven years We announce today Stein IAS has rejoined BBN. The additionREAD MORE
Posted by BBN Central on 29th Aug 2022
Why consider Employee Advocacy? Most companies find getting their messages across to their target audience challenging. Except for the largestREAD MORE