Earlier this year, I had the opportunity to spend six weeks working from our sister agency, Greentarget Global, in their Chicago office. It was an experience I won’t soon forget, and I owe a huge thank you to the leadership and teams on both sides of the Atlantic for making it happen.

I walked away with a newfound love of ketchup-less hot dogs and mid-century skyscrapers, a Zyn addiction, and question marks over the chemical makeup of shelf stable coffee creamer. Professionally, I was able to engage with new and exciting client work as well as observe first-hand the nuances in PR between the US and the UK.

My colleagues Ben and Elizabeth recently collaborated on an excellent article for Law360 on navigating the differences between the US and UK in legal PR – but I want to focus the conversation on the concept of ‘Americanisation’ (is the spelling of that word foreshadowing? I won’t give it away).

As the global cultural, political, military, and economic hegemon it’s hard to argue that Americanisation isn’t happening. Last month Conservative party leader hopeful Robert Jenrick held a political rally – a rally! Look at the podium and backdrop below and tell me that’s not straight out of the US political campaign handbook.

What happened to the British political tradition of called your voters bigoted or punching people with mullets? Game’s gone.

Differences in the details

American PR firms must work in a fiercely competitive environment, where every pitch needs a hook that’s stronger than the last, and the bar for quality research gets higher each year. The most recent estimates show that PRs outnumber journalists by a whopping six to one in the US. The UK isn’t far behind, there are 9000 more PRs than reporters over here and the shrinking media landscape means we’re seeing a shift towards a more hook-driven, research-heavy approach.

There’s certainly a convergence in international coverage as well. While PR in the US historically tended to focus on domestic stories (fair, given the size of the US and importance of local news), we’ve seen this give way to a more international mindset – especially in professional and financial services. Regulatory harmonisation, international frameworks increasingly tie our worlds together in these sectors.

Americanisation

There is a strong current of discourse that tends towards the Americanisation of the UK more broadly. In PR, there is an idea that we are becoming more like the US – bigger, bolder, more sensational. Sure, there are trends that cross over – we’re seeing more emphasis on data and more competition. But I am not entirely convinced that we’re becoming the 51st state (at least in PR terms).

Even recently, we’ve seen a journalistic culture clash with a slew of British editorial hires at US publications. US outlets The Washington Post and CNN have faced backlash from their newsrooms when the new editors tried to bring their ‘Fleet Street’ mentality to reporting. It’s just an example of how British culture in media and PR stands firm against the broader tide of Americanisation.

As Ben and Elizabeth covered – UK comms teams are less likely to dive into the kind of party-political PR that’s common in the US and are a bit more measured in their approach to social issues. It’s this subtlety that I think sets us apart and keeps our identity intact, even as we borrow the best of what the US has to offer.

It’s All About the Story

Something both sides of the Atlantic can agree on its that essentially, good PR is about good stories. Whether it is a hook that grabs attention, a relationship that ensures your message gets across, or top-quality research to back it up – a compelling story is always the common denominator. Tactics and style may vary, but the core of what we do remains the same.

I’m incredibly grateful for the chance to work with my US colleagues and immerse myself in a different PR culture. It’s broadened my perspective and given me new insights into how we can adapt and thrive as PR professionals, no matter where we’re based.

A heartfelt thanks to the teams at Greentarget on both sides of the pond!