Written by Laura Iley
Here are our top five tips for a winning communications campaign when entering new oil and gas markets.
Breaking into new markets can be a long and complex process. This is particularly true in the oil and gas (O&G) sector, where global demand, technological innovation and the discovery of new reserves mean firms must frequently step into new markets and geographies. This calls for a well thought-out communications strategy, and one that is tailored not only to the needs of the business in question, but for the locale they are entering.
Certainly, the task can seem daunting from a communications standpoint. There are countless companies in the O&G sector with something new or interesting to say, fighting for voice share on the global media stage.
With more than 15 years’ experience working in the O&G sector, Aspectus PR’s energy team is trusted by major international players and respected by journalists around the world. It has represented scores of companies selling into the O&G niche and many operating within it.
Here are our top five tips for getting your communication strategy right:
- Research Get to know the local media landscape. This means identifying the publications most relevant to your target audience, sourcing the most credible and influential news outlets, establishing the journalists that cover your type of organisation and, importantly, understanding the issues driving the local news agenda.
- Messaging Messaging is the basis of all communications activity. Therefore, you need to be confident that your messages are appropriate for, and of interest to, your regional audience, as well as aligned with the aspirations of your organisation.
- Language This goes beyond simply translating your communications into the local tongue. Also consider how your current messages translate and whether they resonate in another language.
- Digital Optimising your website correctly can make or break your success in a new market.
- Social networking Social media is crucial for improving search engine optimisation (SEO). The more engagement you have online, the better your search ranking will be. Relationship building is at the very heart of PR, so remember that getting to know people on the ground is equally important.
Successful PR doesn’t happen overnight, so be realistic and persevere. This is where a communications agency can help. Bringing in specialist knowledge and expertise can ensure that the communications strategy and tactics you employ work as hard as possible to generate the highest return.
To find out more about PR for breaking into new markets, pick up a copy of this month’s Scandinavian Oil & Gas magazine, or get in touch with us directly.