Your firm is based in a specific location, city or region. Naturally, your clients come from the same area. Even if you have offices in multiple cities around the world, each location will tend to serve a more or less local clientele.

Of course, you will need to promote your projects to publications read by your local network. There are two main reasons: to make sure your work is recognized by current and prospective clients, peers and your immediate network; and to help you land new clients and contracts.

Local (city, region, province or state) and even national (country) media exposure can give a big boost to your reputation, brand and business opportunities.

Locally, newspapers generally offer the best possible visibility because they have a large general readership. However, a print or digital magazine in your region or country, specializing in design, architecture and lifestyles, allows you to reach a more targeted audience that will be highly relevant to your company. Usually, targeting both is the winning formula.

It’s often said, mistakenly, that a firm with only a local clientele doesn’t need international exposure. It just isn’t true – what is true is that the goal is different.

An article in an international publication can, in fact, lead to a big jump in your recognition, in some cases more than local coverage. This is the kind of recognition that will have a significant long-term impact on your reputation, because your potential clients will be even more impressed by an article in a prestigious international publication.

Don’t forget that the people reading a publication based in a certain country are not necessarily all located in that country. Many publications, especially specialized magazines, are distributed in multiple countries, and the magazine’s reputation often extends beyond its home country. Not to mention that the digital world, of course, has no geographical barriers.

Did you know that Dezeen, for example, is a platform based in the United Kingdom, but the majority of its readers are in the United States? Archdaily has millions of readers all over the world, but you might be surprised to learn that it’s based in Chile. It should go without saying that readership is more important than the media outlet’s country of origin.

As for business opportunities, there’s always a chance that a foreign client will want to hire you for a project in your area. International media coverage also opens up the possibility of expanding your activities to other countries.

Don’t forget that the main goal of getting international media coverage is to enhance your reputation and brand among current and potential clients, no matter where they are. And building a strong reputation is essential to landing new projects.

On the whole, it’s a bit like entering local and international competitions. The recognition of your work depends, above all, on the credibility and reputation of the media or competition, no matter where it’s located. Both are fully compatible and complementary.

To learn more about crafting your local and international media strategy, feel free to get in touch with us. We’ll be happy to talk about it.