Markets aren’t limited by maps. Business growth often requires engaging audience around the globe. However, successful media relations in different countries require more than just translating a press release.

Each global region has a distinct media landscape, cultural norms and language guidelines to navigate. To conduct successful media relations abroad, PR professionals should consider these key factors:

• Media Landscape – Each country as a unique media structure, key outlets and prominent journalists that PR professionals must know. Identifying industry-specific publications and journalists ensure the right messaging reaches the right audience.
• Culture & Language – Cultural sensitivities and business etiquette vary worldwide. It’s important to adapt messaging to align with local norms and ensure translations are accurate. This kind of care can prevent miscommunications and build stronger media relationships.
• Regulations & Press Policies – Press release regulations, embargoes and advertorial content vary from country to country. Staying aware of each country’s specific practices helps prevent compliance issues and ensures smooth media interactions.
• Localization of Content – PR professionals should tailor content to resonate with local audiences rather than taking a one-size-fits-all approach. Understanding regional priorities and storytelling preferences can help build trust with journalists.
• Timing & Scheduling – Coordinating across time zones, accounting for public holidays and being mindful of different working hours is critical when pitching media and scheduling interviews.

ZAPI GROUP’s PR Strategy at bauma China

ZAPI GROUP, a global leader in electrification solutions for industrial and recreational vehicles, sought to expand its media presence at bauma China, one of the world’s largest trade fairs for construction and mining machinery. Their goal was to increase brand awareness, secure media interviews and position themselves as an electrification global leader.

Understanding the complexities of conducting PR in China, CPR leveraged its global PR partnership, Public Relations Network, to collaborate with a local firm familiar with the region’s media landscape, language and business practices. This collaboration ensured a seamless approach to media relations.

Our team worked closely with ZAPI GROUP to define key objectives and develop a targeted media strategy. Together, we crafted a compelling media pitch that highlighted ZAPI GROUP’s innovations, a message that resonated with Chinese media. Specifically, we crafted messages that aligned with the focus of the trade show and positioned ZAPI GROUP as a thought leader in those topics. Our local PR partner then leveraged its relationships with journalists to secure interviews at the event.

Throughout the process, CPR facilitated communication between ZAPI GROUP and the local PR firm, ensuring that messaging and interview logistics were aligned. Our teams worked together to schedule media briefings and develop talking points. It was useful to have partners at the trade show facilitating the interviews in person. Having a trusted partner in Shanghai allowed ZAPI GROUP to maximize its media exposure and engage with local journalists.

Results & Takeaways

Our strategic collaboration secured ZAPI GROUP three in-person media interviews, leading to three published articles (see coverage below). This success reinforced the importance of leveraging local expertise to navigate regional nuances and maximize PR impact.

ZAPI GROUP’s experience at bauma China demonstrates the value of global PR partnerships. These partnerships expand brand presence and secure meaningful media coverage in international markets. Working with local experts helps businesses overcome cultural and logistical barriers, enhance messaging effectiveness and build stronger relationships with the press.

ZAPI GROUP bauma China Coverage

• Construction Times: 助力建筑行业电动化——专访ZAPI GROUP执行董事克莱斯 阿瓦舍
• gongkong: ZAPI GROUP：引领电动化潮流，驱动工程机械行业可持续发展
• Control Engineering China: 多元化的产品组合，让客户更加称心如意-智能制造频道