Are you a B2B organisation looking to break into Europe? Or perhaps you’re already present in one European market and you’re looking to expand into other countries? Before you plunge into a PR programme, ask yourself this: Are you confident you have everything in place to build a strong reputation in Europe?

We’ve been leading pan-European PR programmes since Firefly was established three decades ago, helping major technology brands across various sectors make their mark in local markets across Europe. So we have a pretty good idea of what is needed to embark on a successful European PR strategy.

Expanding into new territories can be extremely exciting for organisations but it can only be successful if you’re well prepared to articulate your presence in a way that’s relevant and meaningful to the local market.

Here is a checklist to make sure that you’re set up to make a strong impression from the get-go.

1.Native spokesperson

Particularly if you’re a B2B organisation launching in a European market, the first thing media and influencers will want to see is ‘the person’ (or people) who will lead the organisation in that country.

This face becomes intrinsically linked to the company and will need to be able to speak confidently on local challenges and opportunities to demonstrate credibility.

2. Clarity on your local commitments

No-one likes having someone intrude on a conversation and offer nothing of substance.

It’s the same when entering a new market – people will look to understand what’s in it for them and what value you add. Aside from communicating how a service or product offering is different to what’s currently available, organisations must communicate commitment in the region. Offering facts and figures on growth and recruitment plans is the most powerful way to do that as it demonstrates local economic impact.

3. Understanding of local competitors

Every market is made up of different players with various levels of influence on your audience.

Some competitors may be present in multiple markets but with various levels of dominance, and some markets may be dominated by a local player. Whatever the scenario, you must know who you’re up against. Understanding where your competitors’ strengths and weaknesses are helps you dial up and down elements of your communication programme, helping you stand out more.

4. Aligned investment and expectations

When looking to invest in a new market, you need to think in terms of both time and money.

From a communication standpoint, it’s about how much you invest in people and partners, and how much the global team will offer in terms of support and time. To make the right investment, set out how you see success and work back from there. Adjusting your investment means adjusting expectations.

If you tick the above boxes, you have the right foundations to kick-off PR, but you may want to still review and refine in order to give your PR strategy more power. If you’re lacking in most of the areas listed, it’s probably best to hold fire on European launch plans and review what you need to be successful.

A strong communication strategy is a major part in breaking a new market or increasing your presence in a certain country so it’s best to consult a communications agency that has experience with European PR. Jumping in blindly won’t give you the best chance at success and will most likely alienate your audience and hurt your brand reputation.