Should your press release go global? 4 questions to ask
In many cases, the press release you write will be local or national, of interest to the region or state you are working in, or perhaps the United States. But in some cases, you might want your press release to go global. In this situation, there are a number of questions to ask yourself before making this decision.
1-Is it really of international interest?
A press release is typically sent out for a number of reasons, including:
- A new product launch
- A new breakthrough
- Mergers and acquisitions
- The opening of a new factory or location
And so on.
In some cases, the impact will not just be domestic, but be felt overseas as well. For example, a new ground-breaking piece of software with multi-lingual options might be of great interest to many companies around the world. Similarly, a merger that will involve changes in workforce or putting overseas operations under new management might merit going global. New overseas factories, locations and/or outsourcing contracts might also have global implications.
2-What impression do you wish to create when sending out a global press release?
Press releases help craft a certain impression of your company. If you are already global, it can enhance your reputation. If you are not global yet, it can make you look like a bigger player in your niche or industry.
3-What is the goal of the press release?
Every press release you send out should have a clear goal in mind. Are you:
- Announcing news or a new product?
- Looking to increase your brand reach?
- Trying to get partners interested in your new enterprise?
Your goal will help determine whether or not it should go global. For example, if you are launching a new company that makes bricks out of the plastic washes up on beaches all over the world, in order to help solve the homelessness problem, you need to go global. Going global is essential in order to partner with local people who can gather the washed-up plastic necessary for your project to move forward.
4-Does the press release translate?
“Translate” can refer to both language translation and the idea being easily grasped in other cultures. You could create multiple versions of the same press release in the most important languages related to your business. If you were going to be expanding into South America, for example, have an English, Spanish and Portuguese version of your press release.
In other cases, the concept might be a bit foreign and not make sense. Manufacturing pairs of jeans out of sea plastic collected from beaches may not make sense in a land-locked country, or one that might not approve of people wearing jeans, or one that has weather that makes it practical. New “Pokemon Go” hints, tips and accessories won’t make sense in a country that does not have the game available yet.
Use these 4 questions and you should soon be able to decide whether or not to go global with your press release.
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