Why Indian Tech Companies Fail at Global PR and How to Get It Right

India’s tech industry is booming, with startups scaling faster than ever and homegrown SaaS companies turning into global powerhouses. But when it comes to public relations (PR), many of these companies fall short—especially on the global stage.

So, why do Indian tech companies fail at global PR? And what can they do to get it right? Let's unpack this.

1. The Common Pitfalls

a) Over-Reliance on Domestic Success: Many startups assume that what worked in India will work globally. However, the media landscape, cultural context, and buyer personas vary drastically across markets like the US, UK, and the Middle East.

b) Lack of Localization: Sending out global press releases with India-centric narratives often results in zero traction. Without localization—tailoring messaging to resonate with each market—your story will likely fall flat.

c) No On-Ground Media Relationships: In India, many companies thrive because of strong journalist connections. But outside India, you’re starting from scratch. Without a local network, breaking into earned media becomes tough.

d) Underestimating Strategy: PR is often reduced to just sending press releases. But global PR requires storytelling, campaign planning, and influencer/media outreach built on data and insights—not gut feel.

e) Budget Constraints or Misallocations: Instead of investing in a lean but strategic global PR plan, companies either spend too much on flashy one-time events or too little on consistent visibility-building efforts.

2. What ‘Getting It Right’ Looks Like

a) Start with Market Prioritization: Not every country needs your attention. Focus on 1-2 strategic markets where your buyers, partners, or investors are.

b) Localize Messaging: Rewrite your story with the local audience in mind. Include regional proof points, market-specific insights, and customer use cases.

c) Build a Multi-Country PR Plan: This means setting goals (like share of voice or investor mentions), tracking media coverage in key regions, and planning outreach campaigns tailored to each geography.

d) Partner with the Right Global PR Firm: Look for agencies (like MyComms Global) that specialize in multi-country PR for Indian tech companies and understand how to bridge Indian brand narratives with international media expectations.

e) Use Data to Drive Media Engagement: International media love data. Whether it’s your own customer stats or market trends, use data to build credible and insightful pitches.

3. A Bonus Tip: Think Long-Term

Global PR is a marathon, not a sprint. A one-off press release won’t move the needle. Focus on building relationships, consistent media engagement, and sustained visibility. Investor interest, partnership queries, and customer trust follow when you're constantly in the right conversations across borders.

Conclusion

For Indian tech companies eyeing global dominance, PR cannot be an afterthought. With the right partner, localized storytelling, and long-term strategy, you can make your brand resonate across the globe—and not just at home.