Building Global Visibility for Your Brand
Communications teams today face increasing pressure to expand their brand’s earned media presence beyond national borders. For nonprofits, global visibility can make the difference in securing donor support; for private companies, it has long been a requirement to stay ahead of competitors.
Here are six practical steps to strengthen and grow your global earned media visibility:
Clarify the “Why”
Start with intent. Why do you need more visibility abroad? Define with leadership what success looks like, whether that’s increased donations, new markets, or stronger partnerships. Then, match ambition to resources. Can you afford a global agency, or will a regional firm and internal hires be more realistic? Pragmatism early on saves pain later.
Set Metrics that Matter
Align with leadership on clear goals, target markets, and timelines. Decide which indicators, such as share of voice, message penetration, media sentiment, web traffic, or audience engagement, best measure success. While AVE (Advertising Value Equivalency) is sometimes requested, most communicators now see it as outdated. Stronger metrics link coverage to outcomes: awareness, reputation, donor or customer engagement. Finally, agree on how often and in what form results will be reported to ensure accountability.
Map the Media Landscape
Each market is unique. Which outlets dominate? What formats resonate? Where do people turn for trusted news? Avoid assuming your home approach will translate. In some regions, government-controlled outlets or pay-to-play models shape the rules. Commission research or partner with local experts to uncover these nuances.
Tailor Your Storylines
Develop market-specific narratives. Use surveys, focus groups, or digital testing to identify which stories and spokespeople connect. Brand ambassadors, from board members, celebrities, influencers, or a combination, can extend reach, but only if they align with audience values and trust.
Sharpen Messaging
Messaging discipline is non-negotiable. Run exercises with senior leadership to refine core narratives for both the organization and its flagship initiatives. Train spokespeople thoroughly—yes, even veterans—so they deliver consistent, confident messages across every platform.
Amplify Your Coverage
Earned media and digital must work hand in hand. Ensure your website and social channels echo placements in media outlets. In some markets, online platforms carry even more credibility than traditional press. Just as important: share media coverage across your own channels as it happens. Timely amplification not only extends reach but also reinforces credibility with audiences who may never see the original outlet. Blend owned, shared, earned, and paid strategies so your content ecosystem reinforces itself.
Remember, flexibility is key. Every country has its own rhythms and rules of engagement. Leverage local knowledge, invest in in-market partnerships, and above all, remain adaptable. Global earned media visibility is not about control, it is about building trust across borders.
👉 Ready to take your brand global? Start by auditing your current visibility and mapping where you need to grow. If you would like expert guidance in shaping or scaling your strategy, let’s connect.