PR How To: Taking your content to global markets
and building an international profile
For production companies, distributors and content creators, expanding into new territories doesn’t just mean selling a project overseas. It is an opportunity to evolve from being established in your home market, into a recognisable industry leader and expert on bringing content to global audiences, working with international talent and building partnerships across multiple territories.
This international profile offers access to new co-production partners, commissioners, platforms, distributors, talent and investment. But international expansion needs to be visible and communicated. PR is a strategic part of that process, building credibility in new markets and creating a consistent story around your business as a global entertainment partner.
If you’re:
- Expanding your production, distribution or content business into new territories
- Looking to attract international co-production or commercial partners
- Building relationships with global platforms, broadcasters, distributors or commissioners or looking to sell content to new territories
- Looking to raise visibility in front of international talent, investors or industry partners
Building an international story
Expanding into a new territory can be more that one-off press release or a physical HQ launch. Every new partnership, project, hire, distribution deal or market presence can contribute to a wider narrative about your international growth.
An international coproduction partner, start of production in another territory or a distribution agreement, can contribute to global messaging around the business to a new industry audience and actively communicates your international presence and network.
Use local markets to build recognition
Territory-specific trade press can introduce a company or project to local producers, commissioners, distributors, platforms, and talent before a formal partnership exists. Whether that’s a feature about your approach to Spanish co-productions in Senal News, or an interview with Television Asia Plus around selling unscripted content to APAC, a market-specific thought-leadership piece can put your company into conversations that extend beyond your existing network.
Territory specific press coverage can then be a touchpoint ahead of international markets or meetings, giving potential partners additional context behind your ambitions and projects.
Talk about your international partnerships
Your international partnerships reflect your ability to operate across borders.
Whether it is a co-production with Finland, a project financed across the UK, North America and Spain, an international distribution partnership with an Indian platform or a project with leading Eastern European talent, these collaborations demonstrate your work with different creative, commercial and production partners from around the world.
A trade interview, a cast announcement or even a local press feature can highlight your expertise in developing content for international audiences, working across cultures, and navigating different markets.
Use your slate as international proof points
PR doesn’t have to wait until you have landed a global distribution deal, boarded a coproduction partner or touched down in a new territory.
Existing projects and formats can demonstrate why you and your business is relevant to international audiences and partners. Whether that’s a German drama with transnational potential, an unscripted format that could be sold to Japan, or a rom com with a leading global cast, these can become reference points about your wider knowledge and can become thought leadership discussions about the global industry.
Get in touch…
International expansion is ultimately a business development strategy, and PR should work to amplify this. Building visibility, credibility and a track record supports a company as it moves from being known in one home market to being recognised as an international content business.
Get in touch with us if you’d like to know how PR can support international expansion of your content and business.
Contact Percy & Warren today
Get in touch with us at Percy & Warren to talk about how to meet international partners, explore global co-pros, and use PR to position your company and content on an international level – no matter the language, format or stage.