Using PR to Build International Awareness





Blog Date

June 5, 2024


UK, Manchester

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Table of Contents

Using PR to Build International Awareness

Stepping out of my Comfort Zone

I’ll be the first to admit, public relations has never been my strong suit. As a dedicated SEO specialist, I tend to gravitate towards the technical side of digital marketing – the algorithms, the analytics, the endless tweaks and optimizations. But when our Manchester-based SEO agency was tasked with helping a client expand their global reach, I knew I had to step out of my comfort zone and explore the power of PR.

The PR Awakening

It all started when our client, a sustainable fashion brand, expressed a desire to build awareness in new international markets. They had a fantastic product and a compelling brand story, but their online visibility was limited outside of their home country. That’s where I came in, armed with a newfound appreciation for the role of public relations in amplifying a brand’s message.

Crafting the PR Strategy

Leveraging International Compost Awareness Week

One of the key insights I gleaned from my research was the power of piggybacking on existing events and awareness campaigns. Take, for example, the International Compost Awareness Week (ICAW) – a global initiative that celebrates the importance of composting and the benefits of compost use. While our client wasn’t directly related to the composting industry, I saw an opportunity to leverage the international reach and media attention surrounding ICAW to raise awareness for our client’s sustainability efforts.

International Compost Awareness Week is the largest and most comprehensive education initiative of the compost industry, celebrated worldwide each year during the first full week of May. By aligning our client’s messaging with the ICAW theme of “COMPOST… Nature’s Climate Champion!”, we could tap into a global audience interested in environmental causes and sustainability.

Tapping into the ICC’s Reach

Another valuable resource I discovered was the International Criminal Court (ICC), an intergovernmental organization that promotes international criminal justice. While our client’s brand had no direct connection to the ICC, I recognized the potential to leverage the court’s global reach and reputation to amplify our client’s message.

By crafting a press release that highlighted the synergies between our client’s sustainable practices and the ICC’s mission to “end impunity for the perpetrators of the most serious crimes of concern to the international community,” we were able to secure placements in leading international media outlets. This not only expanded our client’s visibility but also positioned them as a thought leader in the sustainability space.

Harnessing the Power of Collaboration

One of the most effective strategies we employed was collaborating with like-minded organizations and influencers around the world. By partnering with the Compost Research & Education Foundation and leveraging their network of global stakeholders, we were able to reach a wider audience and lend credibility to our client’s sustainability initiatives.

Measuring Success

As an SEO specialist, I’m all about data and analytics, so it was important for us to track the success of our PR efforts. We closely monitored key metrics such as media placements, social media engagement, website traffic, and lead generation. The results were nothing short of impressive – our client saw a significant increase in international awareness, a surge in website visitors from new markets, and a steady stream of inquiries from potential customers around the globe.

The Ongoing PR Journey

The journey of using PR to build international awareness has been a transformative experience for me. It’s taught me the value of stepping outside my technical comfort zone and embracing the power of storytelling and relationship building. As I continue to work with our client and explore new opportunities to expand their global reach, I’m excited to see how the synergy of SEO and PR can unlock even greater success.

If you’re an SEO agency in Manchester, UK, like MCR SEO, and you’re looking to help your clients achieve international recognition, I encourage you to embrace the power of PR. It may not be your natural forte, but the rewards can be truly remarkable.

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