Advancing Your Reputation Globally

Adiat Sadé Disu is a MarCom Executive with 12+ years launching digital multimedia + content platforms from IBM, Time inc (89 digital IPs – Essence, Time, People, InStyle, etc.), Hearst, and USAID, etc. Linkedin

Her experience includes building multinational and multicultural companies, working with entrepreneurs and brands (Adiree, Kimora Lee Simmons-Shinto Clinical, and Marazetti, to name a few). She also has experience pitching and collaborating with brands (Iman Cosmetics, BMW [Jersey], USAID, etc.) and building media platforms (Hearst Magazines: Cosmo Nigeria, the Voix, and Africa.com), and shares the primary Laws of (PR & Media) brand and business attraction. 

Startups may be experts at selling their products or services locally, but when it comes to launching goods and/or services in new markets, there may be several barriers and unknowns.  With this, startups may want to enter new markets through a “digital first” method and work with online media platforms to expand their reach and gauge consumers’ interest globally.

We’ve gathered stories of pitches from publicists and business owners, in addition to Adiat’s most recent experience as a brand strategist and web/ content developer for media platforms such as Hearst Digital Media’s first West African media platform, Cosmopolitan Nigeria. Adiat has provided five important tips for entrepreneurs to advance their reputation globally, using digital media platforms as accelerators.

1. Do your research

Using an Excel sheet, collect a list of niche and mainstream media platforms that target emerging markets you would potentially like to expand into.  After doing so be confident that contributors and/or editors on each platform would be interested in your story. To be particular, research the former articles they’ve published.

When you’re ready to pitch, you should reference previously published articles on the platform to show that you’re well-versed in topics that matter to the platform.

2. Tailor your story  (one size does not fit all)

Know your market. Your strategy must be inclusive, yet respectful of the nuances that exist among cultures and contexts across the continent. Make a conscious effort to dispel the myth of ‘the single story’; what will work in Kenya might not work in Nigeria.

Let’s look at a continent like Africa. Many companies are entering into that “market”, right? Wrong. They are entering into markets- notice the “s” at the end of markets- meaning plural. Africa has over 50 countries, with as many as 600 dialects in one country (for example, Nigeria), pitches and stories need to be focused and adapted to each market. Not every story that works on Nigeria’s media platforms will be relevant to an Ethiopian-based media platform.

3. Create beautiful visuals (saved for web & devices) for an audience to share

Media platforms are likely to scoop up your story when your visuals are mighty and vigorous. Let’s face it, when you provide shareable content— the type of content that would increase a platform’s audience engagement—media platforms’ desire to share your content and story will be innate. In other words, don’t just tell us how innovative your product or service is, show us with a montage of stunning photos, gifs, or appropriate videos. It’s a no-brainer.

4. Provide heart-wrenching and eye-popping statistics

To grab the attention of various platforms (especially from a news angle), provide interesting tips, insights into industry trends, compelling data, and make it useful to readers (it’s always about the readers). Content should equal quality, not quantity. With the right equation in mind, you’re bound to gain the attention of the right media platforms.  Statistics that trigger an emotional reaction will always do the trick. Example: Our company provides access to healthy food because X number of children go without food for X number of days each year.

5. Interact with media platforms via social media

There is nothing worse than requesting press from a platform or contributor that you do not follow or haven’t interacted with on social media.  Beyond securing placement on media platforms, show your interest and care by engaging with the target platform via Twitter, Facebook, LinkedIn, or Instagram.  You may do so by liking, sharing, or commenting on the shared content. This, however, does not provide you with the allowance to become a stalker. Make your interactions thoughtful, insightful, and strategic.

 

6. Attend events where editors or contributors are

Strategically networking and planning business travels around press-riddled events doesn’t hurt.  In fact, it could be quite brilliant. Create a calendar of events to attend where you know contributors, writers, or editors of media platforms will be. Mingle and make friends with them and watch the relationship flourish.

 

What do you think? Do you believe digital first is a great strategy for companies looking to enter into new markets? Or do you believe companies should have the full-throttle approach to new markets? Tweet Adiat at  @AdiatDisu and sign up for her newsletter at www.AdiatDisu.com