- Digital PR in the U.S. is still evolving: Unlike the U.K., where digital PR is saturated and well-defined, the U.S. market offers untapped opportunities and diverse terminology.
- Story-first approach drives results: Strong, relevant stories outperform tactics; success hinges on cultural relevance and newsworthiness over media connections.
- AI and SERP changes demand strategic PR shifts: Brands must focus on trusted source mentions and visibility in AI Overviews, not just link building.
- Cross-team collaboration is essential: Integrating PR, SEO, content, and social leads to stronger, multi-channel campaigns aligned with brand and search goals.
- Case studies and regional data still win: U.S. press loves state-by-state studies and real-life angles, especially in lifestyle and consumer verticals.
Last year, I invited Rise at Seven’s VP of PR, Will Hobson, onto our podcast to chat about the differences between the UK and the US digital PR. (Check out my previous conversation with Will Hobson if you haven’t already.)
So, for our 50th episode (and final of the season), given all of the crazy changes in the industry (Google Leak, HCU, AI), I decided it was time to check in once again.
If you work in both markets or are curious about how they relate, definitely check this one out.
Time Stamps
00:00 – Welcome to the OutreachLark Podcast
00:48 – Differences Between UK and US Digital PR
02:23 – Challenges and Opportunities in US Digital PR
05:07 – Creative Storytelling in PR
10:43 – Learning from the US Market
13:08 – Adapting to SEO Changes and AI
14:51 – Collaborative Campaign Strategies
18:20 – Journalism Trends and PR Myths
20:34 – The Importance of Melody in Storytelling
21:06 – Identifying a Good Story
21:55 – Effective Strategies in the US Market
24:02 – Regional and Local Outreach Tactics
26:04 – Balancing National and Local SEO
31:16 – The Role of Expert Commentary
33:41 – The Influence of TikTok and Short-Form Content
35:23 – Emerging Platforms and Future Trends
36:53 – Final Thoughts and Closing Remarks