With the deepening of globalization, more and more Chinese brands have begun to expand overseas markets. However, when it comes to overseas PR, many brands often fall into the trap due to their lack of experience and in-depth understanding of the local market, resulting in poor PR results. In order to help Chinese brands better establish their image and enhance their brand influence in overseas markets, this article will share the four major misunderstandings and coping strategies that Chinese brands are prone to make in overseas public relations based on the actual situation of the US market.
Myth 1: One-sided pursuit of high-cost public relations activities
Many Chinese brands believe that they must invest a lot of money in their PR campaigns in the U.S. market to achieve significant results. However, this notion is not entirely true. In fact, while it's true that some large PR agencies have higher fees for their services, that doesn't mean that all PR campaigns come at a high cost. Many U.S.** focus more on the newsworthiness and uniqueness of the content than on the cost. Therefore, brands should choose the right PR method according to their own needs, focusing on providing valuable and news-breaking content, rather than just pursuing high PR costs.
Coping strategiesWhen developing a PR strategy, brands should be clear about their goals and audiences, and choose the right PR channels and methods. For example, you can increase brand awareness by partnering with influential industries** to publish high-quality press releases; Or through social platforms, interact with consumers and build brand trust.
Myth 2: Relying too much on the "head"**
In China, the head has a greater influence, but in the U.S. market, the industry is more diversified and fragmented. Each has its own characteristics and target audience. Therefore, when choosing the best, the brand should not rely too much on the head, but should choose the right one for cooperation according to its own brand image and target market.
Coping strategiesWhen choosing a brand, it should fully consider factors such as content positioning, target audience and audience preferences. At the same time, it can cooperate with multiple ** to deliver brand information to a wider audience through diversified communication channels.
Myth 3: Over-reliance on the number of reads to measure the effectiveness of PR
In China, the number of readers is often used as the main indicator to measure the effectiveness of public relations. However, in the U.S. market, this measurement is not entirely applicable. This is because the U.S.** usually doesn't publish specific views for each article, and the number of views doesn't fully reflect the effectiveness of a PR campaign.
Coping strategies: Brands should pay more attention to whether the core message of the PR campaign is accurately conveyed to the target audience and arouses their attention and interest. Through questionnaires, social interactions, etc., you can understand the audience's feedback and opinions on PR activities, so as to evaluate the effectiveness of PR.
Myth 4: Lack of storytelling skills with **
In China, "advertorials" are a common way to promote them, but in the U.S. market, this method may not work. Because the U.S. pays more attention to authenticity and storytelling, they prefer to hear the real stories and entrepreneurial experiences behind the brand.
Coping strategiesBrands need to learn how to work with a brand to deliver their core values by telling a compelling story. This requires brands to have the ability to communicate and collaborate with **, as well as the ability to tell authentic, engaging stories. At the same time, industry experts and opinion leaders can be invited to cooperate to jointly create in-depth content and enhance brand image.
In short, Chinese brands need to avoid the above four misunderstandings in overseas public relations, have an in-depth understanding of the American market and culture, and formulate appropriate public relations strategies based on the brand's own characteristics and target audience. Only in this way can we succeed in the U.S. market and enhance brand influence and competitiveness.