Today’s post is the first in a three-part series with Engage PR’s European PR partner agencies regarding Best Practices for North American technology companies looking to expand into the European marketplace. Each partner provided a tremendous amount of insight and shared what companies must consider before embarking down this new path.
In this post, Managing Director of UK-based CCgroup, Richard Fogg shares his top five tips for launching a successful PR program in Europe.
By Richard Fogg
In the broad b2b telecoms and technology space it’s long been the case that the US has the capital and the technology, Europe has the customers. Over the last 20 years we’ve helped many US companies establish a beachhead in the European market. What have we learnt, and what have we tried to teach them?
- Subtlety – European influencers positively cringe at flagrant marketing speak and overt displays of corporate confidence (i.e. arrogance). They’re interested in your opinions of the market, the issues, the challenges and then, maybe, how your service/product/widget addresses them. Far too many US companies entering Europe start with their product and work backwards. Turn this approach on its head. Don’t “sell” your product/company, and don’t give a sermon; know your stuff, tell a story, have a conversation. The reaction will be far more positive.
- Appropriate informality – this is a horribly sweeping statement, but I stand by it: European influencers – especially in the trade media – are a little bit ‘left wing’. Why is that important? Because they have a diminished respect for seniority and tend against the stuffy, anodyne formal style so beloved by corporate America. They want to be spoken with as people, to form relationships with useful companies. Relax your style, invest time and get to know them as people – you will be surprised at the results.
- Polycentricity – I’ve been guilty of this above. Of course European influencers are not all a little bit ‘left wing’! Many in London are...but not in Munich, Paris, Frankfurt, Madrid, Milan etc. There are nearly 50 countries in Europe (27 in the European Union), and 731 million people. They display huge political, economic, social and technological differences. It’s incredibly frustrating when American executives talk about Europe as a single country – especially to the media! Or, even worse, that ‘US, and then the rest of the world’ type approach. Basic cultural awareness and an understanding of national characteristics are essential in developing communications programmes and messages that have the desired effect in ‘Europe’. Take time too, to understand how your company is viewed in Europe before you arrive here. Want to make an impact in Germany without a German office or spokesperson? Good luck, you’ll need it.
- Titles - While this issue is softening, many European media (not so much industry analysts) will naturally push back on interviews with people with ‘marketing,’ ‘sales’ or ‘communications’ in their title. Yes, they’re often the best spokespeople in engineering-focused technology companies, but they don’t have the credibility of a CEO or other C-class executive. The solution? Pick another title...you’d be amazed at how many ‘heads of strategy’ we’ve created in the last few years.
- Cynicism, Satire and Irony – Brits invented the tabloid culture. Some of the articles published by UK-based trade media would make National Enquirer readers blush. You may find yourself having to defend your approach or product in fairly stark terms. While not often rude, European influencers do tend to be less ‘obedient’ than my own personal experience of US media would suggest. They are typically sceptical and independent, and see themselves as guardians of all that is righteous. Be prepared for an impassioned argument and enter into it with a smile – the chances are you’ll get a lot more out of it.
And finally, a pet hate...when coming to Europe, please try and avoid using the following hyperbole, words and phrases: leading provider, solutions, end-to-end, turnkey, unique, paradigm, sea-change, revolutionary, mission-critical, innovative, win-win, milestone (Europe is metric!)… Many UK-based reporters like to play a game called ‘bullsh*t bingo’ – identifying a predetermined number of useless, vacuous marketing terms said during a briefing or in press releases and contributed articles. This is one game you do not want to win!
Europe is a key market for the vast majority of US-based tech firms. By being culturally aware and learning from the points above, you dramatically improve your chances of being accepted, and even embraced, by a sometimes prickly influencer community.
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