I write this as I'm sitting in a cafe in Birmingham International airport getting ready for a UKTI trip to Denmark. It's part of a Stone Junction initiative to improve our international PR services and increase the level of export we achieve each year.

As existing clients and long term readers will know we've offered international PR services for some time and achieved some good results.

We've also been exporting for a while, but without truly serious intent.
We've been accidental exporters if you like.

So last December, when we put together our business plan for the next financial year last year, we made increasing the level and standard of both the international service and export key priorities.

The reason we want to export more is obvious; there are some real opportunities internationally for UK marketing and communications firms. We simply want to increase the size our slice of that particular pie. And ideally, get some custard to go with it too!

But our reasoning for proving our international PR services is a bit more complex.

The return on marketing investment in the engineering, technology, and engineering-technology sectors has changed substantially in the last decade.
One of the practical reasons for this change is the shift in the effectiveness of trade publications.

Historically, one could send out a press release and wait for the resultant mountain of clippings. Then you simply had to sit back and wait for the enquiries to start flowing.

It's a lot harder now - the trade press, like all marketing mediums - produces fewer leads and PR agencies have to work a lot harder to achieve really outstanding results. For this reason, we've introduced countless tactics over the last decade to help our clients get more bank for their buck, from awards entries to blogging and podcasting to e-mail marketing.

International technical PR is a great way of doing just that, providing you have an export market. The same words we write for the UK trade press can be re-purposed, localised, translated, validated and used internationally in your target countries.

So, if you want to know more about our international services, get in touch.
There are plenty of people in the office to talk to while I'm in Denmark.
And no, I can't bring you a pastry back!

Image courtesy of Paul /

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About the author

Richard Stone
Richard Stone - CHART.PR, MCIPR

Stone Junction is managed by Richard Stone, a chartered member of the CIPR whose previous experience includes campaigns for Arup, AIT Plc, CIENA, Parker Hannifin, Schneider Electric, SIG, SKF, Roche and WorldCom.

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