When should a brand start overseas PR?

Product launches, entering new markets, trade shows, major partnerships, awards or certifications, industry data releases, seasonal campaigns, channel recruitment, and founder / executive thought leadership are common PR moments.

Timelines differ by format:

• Wire distribution and commercial media partnerships: plan 2–4 weeks ahead;
• Journalist pitching, product reviews, and editorial features: often 4–8 weeks or longer;
• Competitive moments such as CES, IFA, and Black Friday: start as early as possible.

41CAIJING reverse-plans media, content, and timing from your goals and news windows—so execution is not rushed at the last minute.