In her reflection on the differences between UK and US public relations, Lizi Sprague emphasizes how her expectation of similarity between the two countries was misguided. With over 15 years of experience, she identifies two flawed approaches taken by UK companies entering the US market: replicating existing models with minor changes or completely overhauling their strategy without understanding regional nuances. The essence of successful PR remains the same—engaging stories and authentic messaging—but execution must adapt to the distinct media landscapes of each country for campaigns to succeed.
UK companies often replicate their existing PR model in the US, thinking only small changes will suffice, which fails to resonate in the American landscape.
Treating the US as an alien environment, UK firms alter everything without grasping regional nuances, resulting in campaigns that lack connection.
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