Want to work in PR in the US? Here’s 10 top tips
A British comms professional, living and working in America, offers her advice to others wanting to make a career leap across the pond
My career in PR has covered cosmetics, healthcare, and lifestyle, but the majority of my expertise lies in luxury travel and hospitality, having gained experience at agencies such as P1 Communications and Perowne Charles Communications before joining the US-headquartered independent hotel brand, Preferred Hotels and Resorts. After five years working in London for Preferred, I transferred to the company’s New York City office. And having left the bustling PR scene in London for the dynamism of American public relations, I can attest first-hand to how two historically connected nations can be separated by a common language! So, for those who want to trade their mug of tea for a pike, the Thames for the Hudson, and the tube for the subway, here’s 10 insights my UK-based counterparts should consider if they’re eyeing a similar transatlantic leap.
1. Network, network, network
While PRs are no strangers to networking in the UK, in the US, it’s on a whole different level. Networking isn’t just business here – it’s a way of life. The power of networking is huge: it’s not just about the occasional business mixer; it’s about making yourself known in circles that can make a difference to day-to-day business and your career overall. Industry events are scattered across the country, not concentrated in one destination like we do with London. Be prepared for a wider distribution of gatherings and conferences, and consciously make efforts to expand your network, near and far.
2. Embrace local media
One of the really fundamental differences I think we could learn in the UK is the potential of local and regional media. In the UK, we often find ourselves focused on national media, with London being the only market where regional outreach tends to be focused. However, the US operates differently, and here, the importance of regional media cannot be overstated. You can secure local coverage that reaches target audiences in the hundreds of thousands when you are consistent with local outlets. And this makes a ton of sense, whether it’s the traditional hubs of Los Angeles and New York or burgeoning markets like Florida and Texas, understanding and leveraging regional media can be a real game-changer for your company or clients.
3. Centralisation vs. Decentralisation
The UK’s centralised model, with London as the epicentre, contrasts sharply with the mostly decentralised approach in the United States. Remote work here wasn’t just a necessity during the pandemic, it was already pretty commonplace. So, be prepared to engage with journalists and influencers scattered across various locations, even beyond major cities. Adapting to a more decentralised working environment, with multiple different time zones, is worth the effort.
4. Look on the bright side
In the US, directness is key. Americans in business tend to thrive on confidence and assertiveness, so if you can put your best foot forward and avoid being too self-deprecating, you will get further. There are so many ambitious people on a wing and a prayer - imposter syndrome left at the door - and Americans appreciate that go-getter mentality. I used to find it a bit overwhelming, but now I think that we could all bring a bit more of that positive energy to our interactions. Just dive in, using what makes you different to your advantage – and often an accent from the UK can go a long way! (Okay, maybe not so much in New York, but elsewhere, you’re likely to hear, ‘Oh, wow, did I detect a British accent?’)
5. Leverage all the different communication channels
In the UK, the emphasis might be on print and online but in the US, there is a stronger appetite for multichannel route-to-market initiatives – the digital landscape is vast and evolving. Be ready to explore new and niche communication channels and establish a good working knowledge of marketing disciplines for a more integrated approach to outreach. Understand the significance of broadcast, radio, social, experiential, and podcasts. Tailor your strategies to fit various outlets, ensuring your message is constant and resonates across the spectrum.
6. Consider the time zone(s)
Working globally comes with its challenges, especially regarding time zones. While UK professionals can be sticklers for clocking off on time, their US counterparts often operate in extended or flexible hours to accommodate the different time zones within their own country. I tend to find that my U.S. colleagues have stronger relationships with colleagues in Asia because they are more open to compromising around the time. Try to embrace a more fluid schedule and make it work for you and your non-professional commitments. Before you move, it is smart preparation to use your morning hours to get ahead so you are better positioned to sync up with American colleagues.
7. Embrace work-life Integration
In the US, the integration of work into daily life is standard practice, especially in major cities like New York. So, get ready for a lifestyle where work schedules influence social plans, health routines, and even weekend activities. It’s also a myth that Americans get less time off! Well, typically they do get around two weeks of vacation time each year, but they also have a lot more public holidays than we do with numerous state and federal dates on the calendar.
8. Navigate political and cultural sensitivities with care
The US is a hugely diverse landscape with varying political climates across states and cities. The well-known phrase ‘avoid politics, religion or discussion of sexuality in the workspace’ is even more relevant in the US than in the UK. As companies become more vocal about their ethics and values, strive for a balance that promotes diversity and inclusion, bringing audiences along instead of alienating them.
9. Say what you mean and mean what you say
Language, as we know, is a powerful tool. In the US you’ll need to streamline, avoid puns, inside jokes, and complex expressions or sayings (you wouldn’t believe how much we talk in expressions in the UK, and they don’t do that) to ensure your message is universally understood. Americans can find the conversational way of ‘going round the houses’ quite hard to deal with, and your British sense of humour isn’t necessarily going to land – which can affect first impressions and interview outcomes. So wherever possible, keep it simple and direct.
10. UK or US? It’s all global!
Ultimately, the journey from the UK to the US should achieve more than a location change. The PR profession is evolving into a more international model, so a move to New York is not the only way to open the doors to this market. This said, the outlook you pick up in the United States can be empowering, helping you to develop your skillset in a rapidly changing media landscape - at home, in the United States or anywhere in the world.
Terri McCollin is a travel communications executive with more than 15 years’ experience across travel, hotels, and luxury lifestyle sectors.
