Running a successful PR campaign across multiple European markets takes more than simply replicating a single strategy in every country.
Each market has its own media landscape, cultural nuances, and economic realities, requiring you to think global and act local. But how can you do that efficiently at scale?
That’s where Tyto’s unique PRWithoutBorders™ model comes in. It’s our answer to the complexity of multi-market PR in Europe: a borderless, integrated approach that allows tech companies to drive consistent strategy while tailoring execution to meet local needs – all through one unified team of PR and communication experts.
But don’t just take our word for it. We asked five senior comms leaders and Tyto clients from some of the world’s top tech companies including Mozilla, Remote, Contentsquare, OutSystems, and Yext to share their advice on how to approach multi-market PR in a way that delivers a real impact.
Focus on the markets that matter most
Before you even think about tactics, it’s important to take a step back and ask: what are we trying to achieve, and where should we focus first?
As Contentsquare’s Gabrielle Moreau points out, it’s not realistic – or effective – to spread your efforts evenly across every region. You must prioritise. Fortunately, PR pros today have a wealth of data at their fingertips that can help them to do just that.
Gabrielle Moreau, Head of Communications and Public Affairs for EMEA at Contentsquare: “It’s essential to prioritise certain markets over others. You can’t put the same level of energy into everywhere you operate, just like in business. You also need to report effectively. As a data-driven company, we’re very focused on reporting because data helps us make better decisions. By reporting every month and quarterly, we can spot changes and adjust our strategies as needed.”
Choose a PR partner you can rely on
In an industry where things can change overnight, having an agency partner you trust is one of the few things that can help bring stability.
Shayna Chapel at OutSystems emphasises that trust isn’t just about placing your brand in a safe pair of hands – it’s about knowing your agency has your back when the unexpected happens.
Shayna Chapel, Director of Global Communications at OutSystems: “My advice would be to invest in agency partners who you trust. As comms professionals, we’ve come to expect the unexpected, but what we can control is the partners we choose to help navigate our brand stories and to navigate the inevitable hurdles that come up. And when you have the right partners who you trust in place, it’s just one less thing to worry about and juggle.”
Empower local teams can tell local stories
No matter how strong your global communications strategy is, success in each market ultimately depends on local knowledge and execution.
Remote’s Connor Murphy says that local stories and media contacts are the keys to generating coverage. That means you need people who know the market inside and out and can bring your message to life in a way that will resonate with local audiences and media.
Connor Murphy, Senior Manager of Global Comms at Remote: “When it comes to running global comms programme, the only way you can succeed is if you are thinking local first. It’s fine to have a global strategy and a global plan but results always happen at the local level. You’re always going to need someone in the local country who reaches out to a local journalist and tells a local story. There’s no way you could succeed without that. The Tyto team enables that for Remote.”
Keep your messaging consistent, but adapt it for each country
Getting your messaging right across multiple countries is a delicate balance.
Jenna Hudson at Yext says that global consistency is important but not at the expense of local nuance. To be effective, your agency needs to be able to adapt and localise content for different audiences without diluting your overarching story. That requires a partner that understands your industry, your business, and the local market inside and out.
Jenna Hudson, Director of Communications at Yext: “There are three key things I’ve learned from working with Tyto. Firstly, make sure your messaging is tailored for each market – you can’t take a global approach without customising it for each country. Secondly, find an agency that can unify your global strategy while delivering local execution. And thirdly, invest in the partnership. Work with an agency that understands your business and acts as an extension of your in-house team. That’s what helps you achieve your goals and drive long-term results.”
Work as one team across all markets
When you’re operating across multiple markets, staying agile is essential.
Mozilla’s Chris Hilton points out that working with fragmented agency teams often slows things down and leads to duplicated effort.
A single, coordinated team that understands the region can help you respond faster and scale up – or down – as needed without adding unnecessary complexity.
Chris Hilton, Global Director of Corporate and Policy Communication at Mozilla: “You need a partner that understands Europe and can be specific when needed. That’s one of the great features Tyto offers. In today’s global PR and media environments, siloes don’t work well for efficiency or speed. It doesn’t make sense to re-do work for every single market. For a company like Mozilla, where most of our product is developed in the US, having a single team across Europe allows us to efficiently translate that for customers in the region and effectively engage all the markets we need, when we need to.”
How to scale PR successfully across borders
These five perspectives share a common message: to run an effective PR programme across Europe, companies need a strategic playbook that embraces a global vision while allowing for local adaptability. Success lies in being focused and flexible – working with an agency that not only understands the broader business goals but also acts as a seamless extension of your internal comms team.
It’s clear that the greatest impact comes when teams can balance the demands of a global strategy while meeting local market and media needs. That requires careful planning, an agile approach, and a one-team mentality so that every market is heading in the same direction, even if they take a slightly different route to get there.
As Europe’s media landscape keeps changing and market conditions evolve, the way that B2B technology companies approach PR must change too. The future belongs to brands that can move quickly, work efficiently, and break down silos across borders.
That’s exactly why Tyto developed its innovative PRWithoutBorders™ model: to help high-growth tech firms to scale faster and communicate seamlessly across Europe with one team working efficiently to deliver 40% more value from your PR budget.
About the author
Siân Gaskell is Managing Partner at Tyto and leads the Content Studio. She was worked with countless brands including BlackBerry, Zendesk, Outbrain, and First Utility.