International Digital PR Tips for Success with Hana Montgomery

In this article, we explore valuable insights from Hana Montgomery, the founder and managing director of the digital PR agency Shout Bravo. Known for her expertise in running global digital PR campaigns and earning international links, Hana shared her knowledge during a talk at Brighton SEO, where we first met. Below, we delve into some of the key takeaways from our conversation, highlighting effective strategies for international digital PR.

Table of Contents

• The Importance of Wider Content Inspiration
• Addressing Audience Needs
• Establishing Clear Objectives for International Markets
• Tailoring Your Outreach Content
• Effective Translation Practices
• Working with Native Experts
• The Importance of Manual Research
• Emphasizing Data-Driven Campaigns
• Highlighting National Achievements

The Importance of Wider Content Inspiration

Hana emphasizes the need to look beyond your immediate industry for content inspiration. Drawing ideas from unconventional sources can spark creativity and provide new insights into your campaigns. For example, Hana shared an amusing observation about political parties in the UK using humorous and unconventional methods on social media to engage their audience. While these examples might not directly relate to digital PR, they serve as a reminder that innovation can often come from unexpected places.

Addressing Audience Needs

It is crucial for campaigns to resonate with the specific needs of the target audience. According to Hana, current campaigns should primarily focus on solving problems or evoking emotions. Aligning content with user needs not only provides valuable answers but also adheres to Google’s evolving guidelines—which prioritize helpful, relevant content. An instance of this is when Hana’s team crafted campaigns that addressed particular societal challenges, generating significant engagement.

Establishing Clear Objectives for International Markets

When venturing into international markets, having a well-defined objective is vital. Content must be relevant and tailored for the audience in that specific country. For instance, the campaign’s goals could range from increasing brand awareness to generating leads, but they must be grounded in an understanding of the local market dynamics.

Tailoring Your Outreach Content

Hana warns against the one-size-fits-all approach in content creation and outreach strategies. Each market has its unique cultural context, and as such, communication must be characterized by relevance and specificity. This tailoring process involves not only modifying the content but also adjusting the outreach strategies to align with local trends and behaviors.

Effective Translation Practices

Translating content or press releases alone often falls short. Hana advises that every piece of outreach—be it emails, follow-ups, or link queries—should be translated to ensure clarity and cultural relevance. Collaborating with native speakers or professional translators enables agencies to maintain the right tone while considering local nuances.

Working with Native Experts

Partnering with local experts can significantly enhance the effectiveness of international campaigns. By understanding the nuances of a specific market, these experts can ensure that the messaging is appropriate and resonate with the target audience. This collaboration not only boosts credibility but also enhances the overall campaign coherence.

The Importance of Manual Research

Although media databases can be useful, they may not always have the most up-to-date contacts in international markets. Hana highlights the necessity of manual research to identify relevant journalists. Taking the time to craft personalized outreach can yield much better results than relying solely on automated tools.

Emphasizing Data-Driven Campaigns

In several markets, particularly countries like Germany, France, and Italy, data-driven content is highly valued. Campaigns supported by compelling statistics and thorough analysis tend to perform better, positioning brands as credible and informative players in the industry. For instance, Hana’s agency successfully executed campaigns that highlighted achievements through relevant data points, drawing substantial attention and engagement from target audiences.

Highlighting National Achievements

Another effective strategy for international digital PR is to focus on the achievements of a particular country. Campaigns that showcase national successes can generate broad interest and garner positive attention. Hana shared an example where her agency highlighted Greece’s accomplishments, which resulted in significant media coverage and international engagement.

Conclusion

International digital PR is a complex but rewarding endeavor. By prioritizing creativity, understanding local context, and focusing on data-driven strategies, brands can effectively navigate the global market. Insights gained from industry experts like Hana Montgomery can provide the necessary framework for developing successful international campaigns that resonate with diverse audiences.