PR is the same, no matter the continent.
While the days of wine-fueled lunches with editors might (largely) be over, PR professionals still spend much of their day courting the media. Meeting a journalist, even if it’s only for 10 minutes over coffee, is an opportunity to tell them precisely what your business or client does, positioning them as go-to experts whenever a comment is needed.
This is hardly a problem in the UK where even a trip across the country, between London and Edinburgh say, can be done in a day. It’s also straightforward enough to pick up the phone and have a conversation with someone in the newsroom, knowing that we are in the same time zone and share an understanding of how the British press operates.
Building relationships with journalists in the US, on the other hand, is certainly a challenge when you have few opportunities to talk to them in person. You might speak the same language—but differences in writing style and media culture more generally can lead to UK PR teams pitching news stories and features that are of little interest to stateside audiences. Add to that different time zones, deadlines and public holidays, and it might be extremely difficult to catch a reporter at their desk.
Navigating the intricacies of the press takes time—something you don’t always have when a client wants to raise their profile in another country quickly.
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In the digital age, of course, there is no excuse for not getting to know the journalists and publications you are pitching.The Wall Street Journal, New York Times and San Francisco Chronicle are all available online, and it’s easy to see what reporters write about and connect with them on social media. If you can’t get hold of them on the phone, a tweet or LinkedIn message alerting them to your story is another option, just as it is when pitching anywhere else.
What U.S. journalists want
If British PR teams do their homework, there is no reason why they can’t enjoy a similar success in the US to that which they have at home. Demand for quality content is nearly universal, although the editorial guidelines can be vastly different. While some of the more “academic” publications might ask you to follow a strict set of rules on style and content, which is less common in the UK, others are prepared to accept more direct, product-driven articles.
to win over a journalist. Remember that when a business moves into new markets, they bring with them fresh perspectives and knowledge that have possibly never been published in that country before.
Don’t be afraid to travel
Occasionally, PR professionals who are serious about building lasting relationships with journalists in the US (or anywhere else) need to go out of their way to meet them. Just as important as getting the latest industry insights is the opportunity to network with journalists and secure coverage in relevant titles, both immediately after a meeting and in the long-term.
Despite the obvious discrepancies in spelling and tone-of-voice, which can easily be accommodated, working with the US journalists is not all that different to pitching ideas in the U.K. Editorial teams on both sides of the pond face similar challenges, including declining print sales and advertising revenue, and staff shortages in the newsroom. As in the UK, some reporters prefer a phone call, while others respond better to emails; some have time for a long conversation and others would rather you get to the point quickly.
More than anything, you should never lose sight of the fact that respected journalists want interesting and engaging content, wherever they are in the world.
Dan Trussel is a senior account manager for Tank, a PR agency based in Nottingham, England.
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