Building trust through PR with Sarah Kauter

PR can put your product or service in front of a huge number of consumers. In this episode of Conquer New Markets, Levent is joined by Sarah Kauter, the CEO of award-winning PR and marketing agency, VerriBerri. Join the conversation as Sarah discusses the importance of PR and branding, why it’s essential to build trust with your consumers and why building a respectful brand message can help you grow internationally. KEY TAKEAWAYS PR is a great growth tool because you can get featured in articles, on TV and in magazines and newspapers, and there are so many opportunities. With PR you can really expand the number of eyes on your product or service because you’re borrowing the reach of large publications with huge readerships. When expanding into international markets it’s important to translate your product or service into the native language because it makes a difference to the trust between the brand and the end-user. It shows you care about the user experience.  There's no right or wrong when expanding globally, it’s just important that your brand is accepting of everybody regardless of who they are. And that's important, no matter what you're selling because it’s all about the people you're talking to so you need to make sure you reflect your values in your message and speak to what your consumers want to achieve because ultimately it's all going to come back to return on investment and the money that they're going to make.  COVID has shown everybody that a consumer market can have highs. It can have lows, but business to business services and products tend to be relatively solid. BEST MOMENTS “PR is the best way forward for larger companies because they pay more attention to marketing than smaller businesses” “Larger businesses appreciate that they can't do everything in-house and they don't have the expertise for everything so that’s where specialised agencies come in.” “When branding internationally you've got to take into consideration what is culturally acceptable in different places” “90% of people will believe what’s put forward in front of them, but it’s still important to back up your marketing materials with research.” CONTACT METHOD Linkedin:  https://www.linkedin.com/in/leventyildizgoren/ Twitter: https://twitter.com/yildizgoren IG: https://www.instagram.com/levent.yildizgoren/ ABOUT THE HOST Levent Yildizgoren, author of 'Good Business in any Language', is an award-winning entrepreneur, localisation professional and a PRINCE2 qualified project manager.  ABOUT THE GUEST Sarah Kauter is the CEO of multi-award-winning marketing agency VerriBerri Digital. A PR and design agency, helping businesses across the UK and USA to grow their brand. VerriBerri boasts a vast array of connections due to over eleven years in the industry. Sarah has won awards such as "Entrepreneur of the year" in 2018 and "Business Person of the year" in 2020. CONTACT METHOD Linkedin: https://www.linkedin.com/in/sarah-kauter-a28a3b1b/ Website: ​​https://www.verriberri.co.uk/