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Going global sounds sexy and exciting, right? Diving into a new market with fresh audiences is the next big step in scaling your business.
But here’s the real deal: expanding your PR strategy to reach global audiences isn’t just about slapping a translating a press release on the wire and calling it a day.
For every tech brand dreaming of becoming the next big international player, there’s a very real challenge waiting in the wings. You can’t copy/paste your U.S. PR strategy and expect it to work everywhere else—or bring your overseas strategy into the U.S. and expect to dominate.
Let’s break down the biggest pitfalls I’ve seen companies make when expanding into new markets—and how you can set yourself up for real traction across borders.
👉PR Has a Different Flavor in Every Country—Respect It.
Here’s something a lot of brands overlook: every country has its own PR culture. Tone, timing, and tactics all shift from one market to the next. What gets headlines in Canada might fall flat in South Korea. What’s compelling in London might sound tone-deaf in São Paulo. It’s not something to overlook.
If you’re an international brand entering the U.S.? Buckle up. The U.S. media landscape is one of the most competitive in the world. It’s crowded, fast-moving, and brutally selective. Here, it’s not enough to just show up—you need to prove you can play with the big boys.
There have been so many times where founders and marketers tell me “I just saw our competitor in the news” or “they aren’t nearly as good as us and they were covered by XX”. That may be true to you, but those companies are doing the groundwork to get noticed and there are really no shortcuts to the process if you want your brand to have longevity.
Being a market leader in your home country doesn’t give you automatic credibility in the States. In the eyes of U.S. media, you're likely starting from zero. That’s not a dig—it’s just the game.
👉Your Awards Don’t Always Translate—Start Over (with Grace)
This is a tough pill to swallow for many startups and scaleups: the moment you cross into a new country, you’re a newcomer again. You could be the hottest thing in Tel Aviv, Berlin, or Bangalore—but in a new market, you have to reintroduce yourself like no one’s heard of you. And in many cases, they haven’t.
The brands that succeed in global PR are the ones that embrace this reset—not fight it. But this is where many founders trip. They lack the humility and patience it takes to build local trust, brick by brick.
That doesn’t necessarily mean it will take the same amount of time, the assumption is you’ve learned some things in your home market that will translate with the type of customers and media you are trying to reach, however, that does mean you should set your expectations and prepare to work hard to build.
👉Assuming the Media Landscape Works the Same Everywhere
If you think your “top-tier media list” in the U.S. translates overseas, think again.
Every region has its own media structure, influencer ecosystems, and content expectations. In the U.S., journalists love data and trend-forward narratives. In Latin America, relationship-driven outreach is key. In Germany, the press is formal, direct, and fact-based. In the Middle East, brand trust might hinge on regional partnerships or government alignment.
If you want a fast track to the trash folder go ahead and send that blanket pitch to the international press with U.S.-centric headlines and see how far that gets you.
👉Not Realizing Storytelling Norms Don’t Travel
Just because your origin story plays well in your home market doesn’t mean it’s globally relatable.
For example: In the U.S., journalists and readers love founder-led journeys, especially those with scrappy beginnings or bold pivots. In Japan, humility and group effort often resonate more than individual ambition. In France, intellectual discourse and policy implications might win over more media hearts than emotional storytelling.
Understanding not just the language, but the cultural tone of storytelling is essential to PR success across borders.
👉 Thinking PR = Press Release
PR is not just press releases. And that’s doubly true in global markets. Some regions lean into events and networking. Others value analyst briefings or influencer campaigns. Some have strong media gatekeepers; others rely on digital platforms and paid media.
If you’re relying solely on a press release to make a splash in a new country, you're missing the entire playbook. That’s likely true in most markets as PR is about building rapport and relationships with the journalists. This is not just for your PR representative, it's for your brand to create those relationships whether it's through a PR representative or directly.
Even if a journalist knows your PR person, that does not automatically translate to trust in your brand. These bridges need to be built with proof points and milestones.
Global Expansion Means Digging Into Market Differences
Going global doesn’t mean going broad—it means getting hyper-targeted by region. You don’t need to conquer the world in one shot. But you do need to show up in the right way for each market if you want to win.
Remember that global PR is not about scaling the same story, but it’s about reshaping the narrative and building the brand to resonate in every room you walk into.
And if you’re coming into a new market (especially the U.S.), understand that you’re entering a crowded room where everyone’s talking. You’ve got to say something meaningful, timely, and relevant, or risk getting drowned out.
A Tip from the Trenches
If I had a dollar for every time a company asked us to “just repeat what we did” in another market—or vice versa—I’d be writing this from my private island.
The reality is each region requires its own lens, voice and pace. Whether you’re expanding out of the U.S. or breaking into it, know that the way you position your success matters more than the success itself.
The media in each market expects you to prove you’re relevant there—not just globally. And yes, you may need to start at the bottom again—but that’s how long-term credibility is built.
Need help navigating your next international move?
We’ve helped launch tech brands in 20+ countries and know how to build PR strategies that hit the right notes—locally and globally.
Let’s make your message matter—wherever you take it next.