When choosing a PR firm to work with, both local and international businesses looking to enter the market may find themselves asking: Does location matter?
The decision to outsource PR support to an international agency located outside the country is a tricky one.
It can be tempting to look to global PR agencies or if you’re a franchise, global agencies connected to the headquarters.
Global agencies may have their benefits, but there are also downsides to letting an out-of-town entity handle your PR.
PR Professionals believe it is important that you work with an agency that is close by and in touch with your target market.
Therefore, whether your business is based in Saudi Arabia, or outside the Kingdom with a target audience comprising of Saudis, it is best to work with a Saudi-based PR and communications agency. When it comes to agencies, bigger names do not always mean better.
Hiring a local PR agency is a great strategy for businesses who want to stand out from their competitors, build their profile and reputation and communicate with their target audience. A local PR company can deliver more exposure in both traditional and online media than a global firm.
Here are some of the ways in which your local PR agency has an edge over out-of-town firms:
A local agency that knows well its customer base understands the target demographic and what drives engagement with it. It doesn’t have to start from scratch as in the case of global firms, thus saving time and money. Having a finger on the pulse of what’s hot and happening in the community always makes it easier to connect with local audiences. What’s more, a local agency will have a better knowledge of real local social media influencers as opposed to those who are either fake or do not have much influence.
Attention to Detail
In most cases, local PR agencies may have fewer clients as opposed to bigger, international companies, which means they can dedicate more time and attention to your business. Local PR companies often comprise a close-knit group of individuals who are all focused on meeting their clients’ PR objectives.
Worth Every Penny
For some businesses, the benefit of hiring a global PR firm may outweigh the exorbitant price paid for the service. However, many businesses, especially the up and coming ones, do not need or cannot afford such spending. Generally, local agencies are more likely to be competitive on price.
It’s critical that business owners have some connection to the PR firm so that they can oversee the process. Local agencies work in an intimate environment, where it is easy to regularly sit down for meetings, share ideas and advice, and discuss any possible differences in opinions. Working with a local agency also means one can benefit from the agencies’ close relationships with local journalists and media houses.