The Labor Day weekend sealed the last of a series of economic data released to the public over the course of the past month and a half. Almost instantly, it seemed to have a negative impact on people’s emotions and confidence. For many industries, and even small companies, aspirations have remained on a global scale: Why stay “king of your street” when you can become king of an empire? As headlines indicate, the technology industry continues to drive economic recovery, but at a much slower pace than expected and, as consumers expresses their lack of confidence, businesses eye the global markets. Even small businesses are directing their focus overseas in ways in which they would never have been able to do only a few years ago. When dealing with new audiences, communications should be the first part of an expansion plan as it is the most practical and most important. From personal experience, going global is totally doable. But, you will need an understanding of smaller local markets; whether it is an understanding of food, culture, or politics– it’s doable. Marketing your small business on a local level is not to be overlooked as this is how you build up your business to dominate the competition in a given area; for example, small businesses in London may choose to pursue SEO is a method of boosting their online presence in their immediate community. Communication skills and global attitude will attract attention and generate leads that will materialize into business. On your way to “going global” here are a few key points to consider: Make your PR global: Public relations serves you by reaching out to different audiences. There is no “one-size-fits-all” solution. Your PR firm should tailor messages around your offered services or most appealing angle while creating different “tunes” that new audience will channel into. A paper in London will not necessarily publish the same story that you placed in a New York City publication or a major online outlet in Frankfurt. Understanding key unique characteristics of target locations will benefit both branding and positioning efforts. Internal Communications for External Gains: It is vital to communicate internally to employees and constituents. They should be “brought aboard” through welcoming messages and sharing some of your positive intentions. First, it will alleviate any potential anxieties or uncertainties. Second, it will help dispel harmful rumors about the future or tensions that can radiate outside the workplace. In addition, your internal communications can actually jump-start the generation of creative ideas by employees. The more experienced ones in your company are capable of taking what they do best and catering that skill to new markets. Internal communications can be improved with the implementation of an intranet – more information may be viewed right here. Try out your new market: One of the greatest benefits of our time is the low-cost methods available to try new business initiatives. Communications, to a new audience, is made possible simply by blasting out a marketing email, an introductory offer, or using more professional PR to foreign press, stating the intentions and announcements for the business’s target markets. Some of my clients are extremely competent in their ‘home’ field, but become somewhat confounded when they wish to tap a new venture. Leverage: The same content that makes your market position at ‘home’ average can be used for leverage in other locations. Foreign markets are open to your success stories and the opportunities for branding are abundant. What do you stand for? What are your corporate values and where would you like to see your services or products in the new market? Start communicating based on the answers to these questions. It is another chance for you to re-brand and position yourself while learning from lessons in your home market. Accept the adventure: If you own or run an entrepreneurial business, you know the feeling. But, remember, the greater the risk, the greater the benefit. Take those energies you had when you just started your business and adopt them; use them for the upcoming journey. Opportunities are great and the time is ideal to seek new revenues, development, and growth thousands of miles away from the U.S. Although I often tell people I don’t live in the USA (I live in NYC, and it’s a world into its own), there are many opportunities outside the USA – so, dust off your passport and go. It is a global village. Additionally, if you are thinking of starting a new life or business abroad somewhere like Dominica, then you might have asked yourself questions such as what is Dominica citizenship by investment program? Citizenship by investment is a process whereby wealthy individuals can obtain a second citizenship in exchange for an investment or donation. If you are thinking of applying for a citizenship by investment it is important to do as much research as possible to arm yourself with knowledge.

Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.