Ever for the reason that web age started, PR companies and practitioners have thought-about media relations simply a part of their tasks. And as soon as social media turned a viable enterprise software, that multi-tasking position turned much more complicated. New analysis from tech PR and content material company Fourth Day Public Relations exhibits that US expertise companies need to make it clear to the PR companies they enlist in Europe—media relations is simply a part of the job, they usually anticipate extra.
For the agency’s new report, What US Corporations Actually Need from PR in Europe, survey accomplice Sapio Analysis sought enter from 53 decision-making executives in US tech companies which are both already doing enterprise in Europe, or plan to take action, to seek out out about their future plans and previous experiences as regards to PR within the area. The brand new examine additionally contains views from the company’s personal European companions.
Requested what they need PR companies in Europe to supply, companies listed a variety of companies together with strategic recommendation, occasion assist and adapting US content material. Whereas conventional media relations remains to be an essential component, it was ranked a lot decrease than social media assist, which topped the present precedence listing:
- Social media assist (70 p.c)
- Strategic recommendation (64 p.c)
- Occasions (62 p.c)
- Adapting US content material (49 p.c)
- Media relations (43 p.c)
Regardless of the decrease rating of media relations, the flexibility to construct relationships with native journalists was cited as a deciding think about partaking an company (53 p.c), overwhelmed solely by data of rivals within the area (68 p.c).
After price, the primary barrier to partaking a consultancy was concern over alignment with the companies’ US advertising and marketing (38 p.c).
Practically a 3rd (30 p.c) of respondents are at present working with a PR company in Europe, however greater than half (58 p.c) of those that should not, do intend to. In all, a full one hundred pc of the companies which have labored with companies previously reported a optimistic expertise.
“The analysis confirms that market perception and a localized method are important for profitable campaigns,” mentioned Xanthe Vaughan Williams, Fourth Day co-founder and director, in a information launch. “It’s encouraging to see that companies need companies to advise them on technique for this. The survey outcomes additionally replicate the evolving nature of communication and the media, with focus transferring to on-line platforms, occasions and content material creation.”
“It’s nice to see that the businesses we heard from have all had optimistic experiences previously with European PR companies, and that they recognise the worth of native data,” mentioned Williams. “With that in thoughts, companions from our European community have supplied insights for US companies in our report.”
These insights got here from Fourth Day’s accomplice companies within the Nordics, France, Sweden, Germany and Poland, to provide a taste of how US companies can method PR in these territories.
Obtain the total report right here.
Fourth Day commissioned Sapio Analysis to survey 53 decision-making executives from expertise firms surveyed throughout the retail, martech, HR, biotech and well being sectors, in March 2023.
