Public Relations in the US: PROs' Insights for Success in the American Market

Breaking into the American market is one of the most sought-after goals for many international brands, owing to its dynamic and diverse business landscape. Factors such as expansive customer bases and economic opportunities make it a highly attractive place to do business, as well as the vast number of possibilities to scale up. After all, the US is quite literally called the “land of opportunities”.

Think of the US market as a competitive arena. While the potential rewards can be great, so are the challenges that come with it.

One tried-and-true method for standing out is to establish good public relations in the United States. This article will explore the often complex practices of public relations in the US, while emphasizing the importance of understanding cultural and systemic differences.

With our expertise, professional insights and strategies in this article, we aim to guide brands toward a successful and impactful presence in the US market for PR success.

Overview of PR in USA

Public relations as an industry, as we know it, actually originated in the United States. In fact, the term "public relations" was first documented in the 1897 Year Book of Railway Literature. The first press release was crafted by Ivy Lee for the Pennsylvania Railroad in response to a devastating train derailment.

The early 1900s saw a boom in press and publicity. American railroads effectively used PR and press agents to broaden their reach and to encourage people to settle into new and different places, showcasing the powerful role of strategic communication in societal and economic development.

One of the earliest and most iconic figures in the history of public relations in USA was the 19th-century American showman, P.T. Barnum. Renowned for his flair for sensationalism, Barnum used glamorization and sensationalism to promote his circus and various attractions. His elaborate claims and eye-catching advertisements in the newspapers turned his circus into a spectacle thoroughly enjoyed by the masses.

Rosie the Riveter campaign

In the 1940s, the U.S. government launched the Rosie the Riveter campaign to encourage women to join the workforce during World War II, strengthening PR in the United States as an industry. This PR campaign used various forms of the media, such as posters, films, and magazines, to challenge stereotypes and promote the idea that women were capable of performing jobs traditionally held by men.

The campaign was extremely successful, substantially boosting the number of women who entered the workforce during the war.

The rise of corporate social responsibility (CSR)

The 1960s and 1970s saw a change in how public relations in USA are handled, due to several high-profile incidents of harmful corporate practices.

This period also marked the rise of corporate social responsibility (CSR) as a crucial aspect of PR strategies. Companies began to prioritize ethical practices and social responsibility to rebuild and maintain public trust.

Learn more about CSR and PR

PR in digital media

In the 21st century, the public relations industry has continued to evolve with the rise of digital media. The popularity of social media platforms, blogs, and other online channels has also changed how organizations communicate with their stakeholders and manage their reputations.

These digital tools have provided new opportunities for engagement and have become essential components of modern strategies in PR in the United States.

Learn more about digital PR

Difference between PR in USA vs European market

Brands significantly shape everyday life for Americans, who are known for their vibrant consumer culture. American consumers are also known to be tech-savvy and open -minded, often eager to embrace new products that offer new levels of convenience, excitement, and innovation.

This means that higher, bigger budgets are often needed for US PR, as companies from overseas more often than not arrive in the U.S. with budgets that are insufficient for effective communication. They fail to grasp the necessity of increasing their spending to effectively engage with diverse target audiences.

In European PR, localization is essential. Even though English is the default business language, media outlets usually look for a more localized angle to fit their specific audiences. Cultural differences between European countries mean that a one-size-fits-all approach won't work. Some countries, like Sweden, value networking and references within the local community to get into the loop.

It's important to research the media landscape in each country to find the best strategy. For example, television is incredibly popular in Italy, with 95.9% of Italians watching it regularly. In Denmark, on the other hand, a mix of broadcasters and newspapers is more effective. Understanding these local preferences will help you tailor your PR efforts for better results.

American PR tends to use more superlatives and large claims, while European PR focuses more on facts, objectivity, and less excited tones, according to Antoine Billon, a PR professional.

Most major and mid-scale companies in the US are likely to have their own in-house PR team. However, due to budget constraints and other factors, more and more companies no longer want to take care of it in-house, and are steering towards outsourcing their PR efforts to specialized experts and teams.

A US PR Agency is the best choice to handle complex PR needs efficiently and cost-effectively. These agencies bring a wealth of experience and industry connections. By partnering with a US PR agency, companies can focus on their core operations while leaving the intricacies of public relations to seasoned professionals.

The American media landscape

Historically, the US media is highly competitive, with a long, rich list of legacy and traditional media outlets that have dominated the ‘Information Age’, not just in the United States but also across the globe. Because of this, American media has a vast public influence that helps shape public opinion. You might be familiar with the New York Times, Washington Post, and ABC News. These outlets, among many others, are a part of legacy media.

Starting the mid-2000s, other forms of media started popping out - social media, podcasts, blogs, video blogs, and influencers have taken over the internet. Nowadays, it can be argued that social media is every bit as influential as traditional media these days.

It’s also worth noting that while establishing a digital presence is extremely important today, it always pays to establish connections in person first.

We’re seeing a large portion of the communication industry moving towards establishing authentic human relationships. For example, New York is known for being community-based, so social networking is extremely relevant and should be encouraged for businesses there.

Key techniques for PR success in the US

The US presents multiple opportunities, but you have to be specific and realistic with your goals, objectives, target audience, and measurements. Understanding regional differences and cultural nuances is essential, as is making good use of digital platforms to reach a broader audience.

Preparing pitches

Regardless of location, it’s good PR practice to prepare media pitches for journalists the night before. Most journalists and media outlets look at pitches first thing in the morning, so hitting send at 8:30 or 9 AM ET is the most effective way for pitches to be noticed without it being buried in a sea of emails.

Be smart about your timing - see what timezone the journalist is in, if possible, and aim to pitch them between Tuesday and Thursday. It’s likely that a pitch sent on Friday won’t be noticed.

Social networking

Social networking in both physical and digital forms is extremely important. We have mentioned earlier that establishing authentic human relationships is extremely important, and so it pays to be genuine, approachable, and transparent.

Engaging sincerely with others enhances your personal and professional reputation while also creating a supportive network that can provide valuable opportunities, insights, and collaborations.

In this day and age where connections can be made and maintained across various platforms, prioritizing authenticity in your interactions can significantly amplify the impact of your networking efforts.

Localization & Geographics

Localization is key. There is no one-size-fits all strategy in public relations in USA, so don’t think you can just copy and paste your existing or previously successful PR strategy in the US and enjoy the same results. You need to appeal to the specific audience sector and the issues that are important to them.

Understand the news of the day, be relevant and timely. Understand geographics and their differences. How you operate in one city might significantly differ from another. Respect the time zones as well.

Focusing on niches

Focusing on your niche and scaling up from there might be your best chance at media success - zone in on what makes you different or stand out from your competitors. Or you could try the other way around - breaking into general media and working your way towards your niche audience.

Don’t forget the seasons

Contrary to popular belief, the summer holiday season can be an excellent time for PR initiatives. Summer in the United States is a big deal - it is when families come together for backyard BBQ’s, fireworks, pool parties, and trips to the beach or to the mountains.

With many businesses slowing down, there's less competition for media attention, meaning stories have a better chance to shine. Plus, media outlets still have content quotas to meet, so journalists are eager to find interesting stories to fill their summer schedules.

The season also offers a fantastic opportunity for creating timely and relevant content with summer-themed angles. Additionally, the slower pace of summer allows for more in-depth coverage of your company or industry.

Insights from PR professionals (PROs)

Newsjacking

“Newsjackingis an effective strategy because 2. It's essential to emphasize localization in your approach. With the media landscape cluttered with information, thorough research and innovative thinking are crucial. Journalists are not interested in rehashed information; they want unique and fresh perspectives.

Understanding your audience is key—know who you’re reaching out to and ensure your topic aligns with what the journalist covers. Avoid wasting their time with irrelevant pitches. Remember to be genuine and authentic in your interactions. Invest time in crafting and fine-tuning your pitch to make a meaningful impact.” - Jacolene Jonker, PR Executive, PR Lab

Punchy pitches at the top

“Keep in mind that journalists are time-poor and often stretched thinly. It’s critically important to craft your pitches to be as punchy and straight to the point as possible. Think of a relevant hook to highlight what you’re offering and why it is important. Always keep the most important information at the top, rather than burying it in lots of text.” - Mairi Kate Morrison, PR Account Manager, PR Lab

PR as “earned media”

“Your own media channels can’t get you third-party endorsements - that’s why PR falls under the “earned” media category and not under “paid for” media. Still, I saw some people talk about PR as a dying industry, which couldn’t be furthest from the truth.

What might be dying is the traditional media channels, but new ones are popping up as it’s always happened. Different generations consume different media in formats and channels that correlate with their preferences. It’s on us to study our audiences and to create and deliver PR stories in formats that are preferred by our audiences.” - Matias Rodsevich, CEO and Founder of PRLab

Case studies for PR in the American market

Case study 1: Revolv3

Founded in 2020, Revolv3 is a payment optimization company specializing in SaaS subscription billing. Their platform aims to maximize credit card approval rates, reduce costs, and improve customer retention, helping online merchants increase revenue and minimize churn.

To establish brand awareness and credibility in the US market, Revolv3 partnered with PRLab. PRLab crafted non-commercial, trust-building messages and secured an initial publication with TechRound, which helped enhance Revolv3’s global visibility. They also positioned Revolv3 as a thought leader through various articles, newsjacking, and an industry report.

Over 10 months, PRLab’s efforts significantly boosted Revolv3’s presence, achieving 24 pieces of coverage, reaching 7.84 million people, and securing thought leadership placements in top-tier outlets.

Case study 2: Cemex

Cemex Ventures, the corporate venture capital arm of Cemex, aims to bring innovation in the construction industry with a focus on sustainability. In 2021, they partnered with PRLab to increase visibility, particularly through the Construction Startup Competition and their investment in Modulous, a company they initially funded in 2020.

PRLab's strategy involved creating a compelling news story around Cemex Ventures' initiatives and tailoring press releases for the US and UK markets.

Through targeted media outreach, they secured 18 pieces of coverage, surpassing their goals and establishing a significant US market presence for Cemex Ventures.

Case study 3: Nupay

NuPay Technologies, founded in 2020, focuses on innovative, eco-friendly blockchain solutions. With expertise in merchant services, banking, software development, sales, and marketing, NuPay delivers secure and valuable blockchain-based products for businesses and communities.

To boost global media presence and establish their NFT marketplace, PRISM, as a leader, NuPay teamed up with PRLab on a three-month project targeting fintech and blockchain audiences. PRLab crafted press releases and thought leadership articles to highlight NuPay's innovations and PRISM’s unique features, even generating behind-the-scenes buzz despite a delayed launch.

The strategy resulted in 39 publications and 169 mentions, significantly raising NuPay's profile. Coverage in top media outlets like VentureBeat, FastCompany, and Forbes established NuPay as an industry leader.

Regional considerations while doing PR in US

In every PR-themed show or movie, there’s always a cliche that comes with the two coasts. On the East Coast, it's all political scandal and intrigue; West Coast, on the other hand, it's all glamour and entertainment.

Some PR specialists and executives say that in the real world, there’s not much of a difference in PR practices between the East Coast and the west. However, other specialists beg to differ. Regional and cultural differences across the United States is something that should be taken seriously. Values, norms, and taboos all come under culture, and should be approached with all seriousness.

Always take into consideration the language and colloquialisms that come with different regions, so as to avoid pitfalls. What works on the West Coast might not work in the deep south, for example.

East Coast PR

East Coast PR firms, often rooted in the bustling business hubs of New York and Washington D.C., tend to emphasize traditional media relations, crisis management, and a more formal, corporate style.

They focus heavily on established media outlets, such as major newspapers, television networks, and influential magazines, using these platforms to build and maintain a company's reputation. The fast-paced, high-stakes environment of the East Coast demands a meticulous approach to public relations.

An American PR professional says, “New York has more publicity firms that target national consumer media. Washington has the lion's share of the big public affairs firms. The rest of the PR field is handled the same no matter where you are, including both coasts.”

West Coast PR

In contrast, West Coast PR practices, particularly in the innovation-driven atmosphere of Silicon Valley and the entertainment-centric culture of Los Angeles, are more likely to embrace digital media, social media influencers, and creative storytelling.

The West Coast's PR strategies are often more relaxed and experimental, reflecting the region's emphasis on technology, start-ups, and pop culture. Ultimately, while the core principles of public relations remain consistent across both coasts, the execution and focus areas can vary subtly, shaped by the distinct business environments, cultural influences, and industry landscapes of each region.

Another example is that PR offices in the West Coast tend to follow the EST (Eastern Standard Time), so as to not miss any key actions happening across the country. This means starting the working day early to match the East Coast’s timezone, or at least have a bit of overlap.

“If you're doing PR in USA, especially in San Francisco, you’re bound to work with a startup. Get used to the rollercoaster that can come with a company or owner who has never worked with a firm before,” A PR professional quipped.

Future trends in PR in USA

As PR keeps changing in the US, a few key trends are really starting to shape the industry's future.

Thought leaders are flocking to different platforms to share their expertise, often experimenting with unconventional platforms such as TikTok and Reddit, where r/AskMeAnything in the latter platform gives them a chance to answer questions from curious minds and prove their expertise in their field.

Short-form video platforms such as TikTok, Instagram, and YouTube Shorts are becoming essential tools for creating easily digestible content. These platforms allow thought leaders to quickly engage with their audience and convey their messages in an accessible format.

Additionally, there is a growing comfort with AI as a versatile tool. From content creation to data analysis, AI is being integrated into various aspects of their work, enhancing efficiency and expanding the possibilities for innovation. Keep up to date with new strategies and technologies and learn more about PR trends.

Conclusion

Making your mark in the US takes a bit of finesse and a lot of heart. The American market is full of opportunities, but it’s also diverse and fast-paced, so a blend of classic PR wisdom and fresh digital strategies is key.

Whether you want to shine brighter, tell your brand’s story in a new way, or connect with different regions, having the right PR partner can make all the difference. Our PR office in Austin, Texas, is ready to help you achieve your goals and elevate your brand.