"British know-how and services are very much in demand"

British public relations practitioners are in demand, Stephen Waddington says, and international business has never been easier. Does that, a match in heaven make?

British know-how and services are very much in demand and not least in the area of public relations.

Economic data published in August for the first half of 2013 showed that an area of the economy in which the UK enjoys a healthy trade surplus is services. In Q2 2013, total exports were £48.9 billion and total imports were £29.9 billion, but the estimated surplus on trade in services was £18.9 billion. Year-to-date figures through June 2013 show a wider margin. Export services totalled £196 billion and imports £118 billion.

Julio Romo believes that British public relations services export well because of our social, cultural and political sensitivity. Romo, an international speaker and consultant who specialises in the impact of new forms of media on public relations, works in Asia, the Middle East and South Africa, and had just returned from a trip to Doha when we spoke. “British public relations services are highly respected overseas as a result of our cultural understanding. I think that it ultimately results from the legacy of the British Commonwealth and overseas trade diplomacy,” Romo says.

Romo’s view of the opportunity for British public relation services overseas is shared by Eva Maclaine, chair of the CIPR’s International group, “We lead the way in public relations expertise, listening and engaging in a two-way conversation, understanding local cultures and respecting local nuances. There is an irony that public relations is more respected as a management discipline outside of the UK but the professional standards of British practitioners are recognised and highly sought after.”Strategic planning is a key opportunity for practitioners working overseas. UK practitioners have the expertise and skills rooted in professional knowledge to develop communication frameworks and plans.

Skills in nascent areas of public relations practice are also much in demand. Monitoring public opinion, planning, social media, measurement and evaluation are all highly sought after services. The UK’s geographic location as a hub for Europe, and a gateway for the US, also works in its favour. It’s the reason that so many international organisations have their European headquarters in the UK. Large public relations firms like my own, Ketchum, build operations wherever there is client demand. The benefit of scale is that we’re able to move expertise around the world to support local teams and provide a consistent level of service and expertise in any market.

Irrespective of the size of your organisation, working internationally has never been so easy thanks to low-cost travel and the internet. But when it comes to building business overseas there are no short cuts. It takes hard work and, unsurprisingly, lots of travel.

Maclaine suggests monitoring international media for opportunities and registering on online tender frameworks. The CIPR International network consists of more than 1,000 members around the world. It’s a good place to start building relationships through our online communities and webinars says Maclaine.

Romo takes a personal approach. He extends trips to make face-to-face connections whenever he is able. “I’m always looking for ways to develop my business and learn something new that I can apply from one market to another,” he says.

Stephen Waddington is European digital and social media director, Ketchum, and president of the CIPR.