A Guide to International Media Engagement

Effective media outreach and engagement in global markets goes beyond simply getting your message across — it involves cultivating long-term relationships and understanding local customs. This requires a deep understanding of local cultures, nuances, and market dynamics, then incorporating these insights into your strategic approach to accelerate achieving your PR objectives.

In this article, we discuss three considerations for PR professionals when engaging media across global markets.

1. Mastering time zone differences

Time zone differences are one of the most immediate and tangible challenges when speaking with the global media across markets. A pitch sent at the wrong time can sink to the bottom of a journalist’s inbox before sunrise. For example, if you are based in New York and reaching out to media in Singapore, there is a 12–13-hour difference. If you send a press release at 9 am in New York, it’s already 9 or 10 pm in Singapore. Your target recipient might miss it until the following morning or overlook it entirely.

To improve the chances of your story being noticed, ensure your communication reaches journalists during their working hours when they are most likely to check their emails. This also means that time zone differences can become more complicated when you are targeting multiple regions across various time zones.

To mitigate this issue, PR professionals can leverage tools that help with scheduling emails and releases. Outlook has added the “schedule send” function in recent years, while third-party platforms like Prowly and Mailchimp enable you to schedule emails at the optimal time for journalists. You should also keep in mind the habits of journalists in different regions: some markets may have more early risers, while others may see higher open rates in the afternoon after finishing their assignments.

When handling time-sensitive media announcements, such as crisis communications or a product launch, factoring in time differences becomes even more important. A delay in communication could affect the effectiveness of communications or result in missed opportunities to secure coverage.

2. Local market nuances

Local nuances are another element to take into consideration when engaging with media around the world. For instance, in mainland China, WeChat is a social media platform for consuming information as well as direct communication, and many journalists prefer to be contacted via WeChat. In contrast, journalists in the West, like the U.S., often prefer email as their primary communication channel.

Studying the media landscape and understanding the local dynamics of your target region can fast-track your success with the media. These variations in communication preferences should shape how you craft press releases, media pitches, and follow-up approaches. For example, some journalists might value personal meetings and phone calls, while others may rely predominantly on email or LinkedIn. The more you can tailor your approach, the more successful your outreach efforts could be.

Local media may be more risk-averse and sensitive to certain issues or topics. For instance, content around political issues or cultural values has to be carefully crafted to avoid controversy or offense. Sensitivity to local contexts — whether it’s national holidays or social issues — is crucial.

Some media markets may still prioritize traditional media like newspapers and TV, while others may lean heavily on digital media and social platforms. Social media is particularly important in markets like Southeast Asia, where platforms such as Facebook, TikTok, and Instagram play a significant role in news consumption.

3. Building lasting relationships

Building and maintaining strong relationships with journalists is one of the must-have components of media engagement. Media professionals around the world value trust, transparency, and professionalism. Fostering these qualities in your daily interactions with journalists can significantly improve the receptiveness of your pitches and the likelihood of collaboration.

In all media markets, journalists expect to work with PR professionals who can “speak their language,” understand the movements in the local markets, and demonstrate respect for their time and expertise. Hence, PR professionals must look beyond solely relying on press releases.

Reach out to journalists with tailored pitches based on their specific interests and past coverage. Try to engage journalists on a personal level by providing them with the insights or research findings they are looking for, responding to their queries promptly, and being proactive in offering them media angles that resonate with their readers.

Another critical aspect of relationship-building is showing appreciation. Saying “thank you” can go a long way. In markets where personal relationships are highly valued, such as in parts of Asia, these interactions can make a difference. Small gestures of acknowledgment of a journalist’s work and time can foster a positive work relationship.

Engaging media in global markets presents a unique set of challenges alongside a new set of opportunities for marketing communications and PR professionals. Time zone differences, local market nuances, and building lasting relationships with journalists are a few of the key elements that require careful consideration when working with media internationally. With thoughtful planning and strategic outreach, media relations can become a cornerstone of a successful PR strategy across markets.