International PR network

Which agency construct?

  • Central control through ofischer communication
  • Research in the local company offices
  • Formation of an international network of correspondents with local client employees
  • Press broadcasts in the individual local languages directly from Germany to the local journalists
  • Advantage: preservation of resources through minimal adjustment costs, minimal error-rate, good controlling options

Real Native Speakers?

  • Journalists from the Deutsche Welle (based in Bonn), which broadcasts worldwide in multiple languages
  • Persons associated with the embassies (Bonn is a former German capital)
  • Practical, because native speakers are not usually required on a full-time basis

Technical translations a problem area?

  • Cooperation with multinational translation agencies
  • Specialised in technical texts
  • Translation by professional translators, followed by accuracy checks by people with qualifications and experience in engineering and in the language concerned
  • e.g. native speakers of Spanish in Germany will send their translation for review by a qualified engineer working in Spain

Useful technologies?

  • Worldwide access to ofischer communication's CRM and Press Database through the internet
  • Organisation of virtual marketing and PR workspaces
  • An internet presence editable in regional languages yet remaining centrally controlled
  • An integrated service point that on request is able to quickly call up an on-site expert contact person

Internationalisation in the marketing of industrial goods – rising to the challenge

Hier sollten eigentlich die EU-Flagge, ein startender Jet und eine Grafik zur Entwicklung des Außenhandelsumsatzes zu sehen sein.

Communicate both competently and effectively on an international level

With the ever-increasing significance of foreign trade, international marketing and targeted country-specific PR work that works on a solely national level is becoming ever more important. (Click for larger view)

How can businesses set up their international marketing for successful communication?

Has the world really become a global village? The internet and television media seem to leave us with this impression through their coverage of major political or economic events. Yet in the international marketing of industrial goods it really is all about the communication of specific content; this is where strategic planning is important. This should then be followed by meticulous implementation on a solely national level.

If you are beginning to think about the differences in the target group's national mentality in the individual countries, you aren't wrong. Of course in the initial stages it is much more important to be able to answer a few central questions, such as: “What is our intention in international communication, and what exactly to we wish to achieve?” Asking these questions quickly leads to “Where do we want to achieve this, which countries come first in our strategic planning, and which can we hold off with for now?”

For international marketing communication and public relations there is no universal formula. Every business needs an integrated and individual marketing and communications concept in order to successfully market to their target groups on an international level – and that is independent of the size of the company, the budget, or the aims. This is the only way the marketing department can effectively strengthen their brand, and thereby give their business that necessary head start on the competition in international markets too.

Inter-cultural communication: methods, models, examples (literature recommendation)

German: Die spinnen, die Römer - oder doch nicht? (These Romans are crazy – aren't they?)

By Dagmar Kumbier (author), Friedemann Schulz von Thun (author), Friedemann Schulz von Thun (editor)

When two people meet, two worlds collide – and sometimes these worlds and their differences are inherently based on culture. An individual who knows their way around the complications that may develop in the confrontation of two different cultures ceases to be at the mercy of these potential problems.

On the basis of examples from highly contrasting cultures and industrial fields, this practical manual shows how the methods and models of communications psychology – how the communications quadrangle, inner team and data quadrangle – can be put to good use in inter- cultural communication.

Quick check for international marketing and worldwide country-specific public relations
  • What do I want to get out of the marketing communication?
  • Does our business already possess an integrated corporate identity and a standardised corporate design?
  • Which strategies do I wish to deploy internationally, which must differ on a local level? What needs to be considered? Mixed marketing?
  • Subject leadership through issues management
  • Do I require any specific technologies in order to be able communicate internationally?
  • How many countries to I wish to serve? Do I have to reach all simultaneously, or can I successively integrate one land after another into my communications strategy?
  • How will I deal with foreign languages? When do I really need a native speaker?
  • Who could help me? A lead agency controlling national agencies vs. an existing agency that operates internationally vs. central control through an agency based in the base country
  • Do the same rules apply internationally as those at the base country headquarters?
  • And how do I deal with my brand name, exactly how important is it in this context? What is the fixed central core of our brand?
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