PR for brands entering the UK or US market

A brand that's well known at home usually starts from zero in a new market. Journalists, customers and partners don't know your story, and what worked at home won't always land in the same way.

Entering the UK or the US successfully needs a communications plan built for that market: the right story, told in the right way, to the people who matter there.

How the UK and US media differ

The two markets share a language but not a media culture. Some of the differences founders most often underestimate:

UK

Media landscape: Concentrated, with influential national press and broadcasters, mostly based in London.

Read: Understated and evidence-led. Big claims are met with scepticism.

Approach: A local (national) angle, supported with UK data points and cases studies.

Practicalities: UK spokespeople and UK proof points.

USA

Media landscape: Larger and more spread out, with strong regional, trade and specialist outlets,
Read: Success and ambition is celebrated, but it needs to be underlined by data and a clear reason to care now.

Approach: Scale, a strong founder story and relevance to US market.

Practicalities: Time zones, exclusives for bigger news, and US-based proof.

How I help brands launch in a new market

I work with founders and leadership teams from planning through to launch and beyond.

  • Adapt your brand story and messaging for the new market

  • Identify and map key media, influencers and partners who matter most to your audience

  • Find local proof points, such as customers, data, partnerships or a local spokesperson

  • Prepare your founder or leadership team for interviews and local media

Before you launch

1

  • Plan the launch story, timing and the outlets to approach

  • Secure coverage in national, trade and specialist media

  • Coordinate with your local team, distributors or retail partners so everyone tells the same story

At launch

2

  • Keep momentum with a steady plan of news and founder profile

  • Brief, manage or hire a local agency or freelancers when you need more support on the ground

Post launch

3

Why work with me

I'm a London-based fractional PR and communications director with more than 20 years' experience across UK and US brands. I spent five years as Global Director at M&C Saatchi Talk, and have worked on global brands including Google, Samsung, Coca-Cola and Unilever.

Since going independent, I've helped founders build their profile in both markets, including one preparing for a £2m pre-seed round.

I work directly with founders and leadership teams, with no account-management layers, so you get senior judgement on a market you don't yet know.

  • Not always at the start. I can set the strategy and handle early media work, then help you brief and manage a local agency once you need more support on the ground.

  • Ideally three months or more. That gives time to adapt your story, find local proof points and build relationships before you need coverage.

  • Yes. I work across time zones with US media, partners and teams, and have worked on US brands throughout my career.

Frequently asked questions

Written by Sophie Parker, fractional communications and PR director with more than 20 years' experience. Last updated November 2026