Navigating the US PR landscape: Key considerations for UK companies

*This blog was initially posted on the website of one of our UK partner agencies, EC-PR

Despite sharing a common language, similarities in US and UK PR often stop at the water’s edge. UK companies looking to make the leap to the US, especially as it relates to communications, marketing and PR, often find it more difficult than expected.

Companies scaling up their comms initiatives into the US often take one of two approaches. The first is to “build out” their existing PR programs to include the US market, often with the same or only slightly altered messaging and strategy. The second is to treat US PR as an entirely separate project, with its own messaging, budget, news pipeline and content.

While many PR practices are universal—like the need to tell a compelling story or establish strong press relationships—there are key differences to understand for success. Here are three considerations for your business before embarking on US PR activity.

Budget

US PR is far more expensive than in the UK. There are many reasons for this, chief among them is the sheer size of the market and the press who cover it. Depending on the industry and target audience, the media landscape can be anywhere from 5x to 10x bigger than in the UK and even across Europe. Expenses go up if you want full-circle PR work, including speaking and award opportunities, content creation and placement, analyst relations and more.

The old adage ‘you get what you pay for’ matters here. In a constantly shifting environment, where reporters change publications and beats frequently and media outlets downsize and upsize quickly, PR professionals in the US must work hard to achieve results, rise above the noise and ensure your company or executive are in front of the right journalist at the right publication at the right time.

Timeline

Speaking of time, a common mistake for companies looking to increase PR activity in the US is failing to appreciate the timeline required to get news in front of the right sources. 

The news cycle is constantly evolving and members of the media are inundated with press releases, pitches and breaking news. Add to that the fact that, more so than ever before, journalists are crossing over to write about trending topics related to everything from politics to social justice to natural disasters. As editorial staff numbers continue to shrink, most reporters are having to churn out a higher number of stories at an increased rate and cover more subject matters. 

The best thing you can offer to a journalist, beyond the story and assets themselves, is the proper amount of time to dig in, write and file. A typical news announcement needs at least a week-long window to pitch, more if you’re targeting an exclusive. The easiest way to get on a journalist’s bad side is to give them the news with no advanced warning.

The kinds of stories that matter in the US

US reporters tend to prefer stories with a sharp US angle even if their beat includes an international focus. Products and services must be available to US customers, and your customer references and proof points should be US-based. Messaging should resonate with a US audience and be written in American English.

US media also love proprietary data that can't be found elsewhere. They need all assets—images, video, data, customer references, and spokespeople—available within their required timeframe. US press are, by nature, highly skeptical. Failing to deliver on promised sources can cause lasting damage to your brand perception.

The US market can be a fantastic boon for companies looking to scale up and grow their audience and overall market share. Assuming you can simply hop across the pond and communicate the same message is the wrong way to approach PR, but for those who are willing to invest the right resources and time, it can be a true game changer in brand exposure.

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