Getting media coverage in the USA

During a recent meeting between Prime Minister, Theresa May and President Trump at Davos, the US president declared that there will be a tremendous increase in trade between the UK and US in years to come. So, if you’re a British company looking to start exporting stateside, how can you lay the building blocks for future international trade?

By Jennifer Barnes, account executive, Stone Junction. 


Depending where you are in your exporting process, you may have different priorities for what you want to communicate to the relevant market. It could be a particular product that is unique to the American market, or you may want to increase brand awareness by highlighting expertise in your industry. 

Fortunately, a well-managed PR campaign can help you to do both of these things. Once you’ve decided what messages you want to communicate with the American market, the next question is who do you want to target? 

Choosing the right publication to target can seem like a minefield, with the wide variety available in the US. At Stone Junction, we cover a range of sectors for our clients in the US, including automation, food and beverage, medical technology, defence applications, robotics and manufacturing. This means that we’re well connected with the core trade magazines in a number of related sectors. 

It’s also important to be aware that the way the media works differs from the UK in the US. Many editors will ask for complete exclusivity in the US, so be prepared to offer a new angle on existing articles, rather than mass distribute any content created and expect lots of coverage to roll in. 

Just because the language is the same, it doesn’t mean that the same content should be distributed to the UK and US. A good PR campaign will also respond to stories happening in the US. This may mean changing the lead of an article to make it more specific for your US readers, or it could mean responding to a story or topic that’s only relevant in the US. 

Either way, it’s not enough to simply copy and paste your existing UK PR campaign and expect it to successfully reach your potential customers in the US. A US PR campaign must be specially aligned to the needs of the US market, whether it’s to meet an editor’s request, get coverage in relevant publications or respond to issues that are relevant to your US customers. 

If you’d like to be a part of the expected increase in the trade between the US and UK and would like to reach customers in the states, why not give us a call on +44 (0)1785 225416 or e-mail me at jennifer@stonejunction.co.uk.  

Here’s some examples of some American coverage we’ve recently generated for our clients Ultralife Corporation, ABB and EU Automation.  

Jennifer Barnes

Stone Junction is a cool technical PR agency based in Stafford. We work for all sorts of businesses, with a particular focus on technology, technical and engineering companies. We like being sent cake and biscuits by clients, journalists and prospects.

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