Many companies strive to gain a foothold in the USA. One prerequisite for this goal is strategic PR work, which differs significantly in some regards from those in German-speaking countries. Here are seven factors you should be aware of to convince the US press.
But first, the good news: American journalists aren’t all that different from European journalists. The relationship between companies, the press, and the public is similar to that of other Western democracies. And anyone who has had to deal with censorship or corruption in various markets around the world will find PR and press work in the USA conveniently familiar.
Nevertheless, there are cultural differences; and being aware of them can make the difference between success and failure. These differences also affect the structure and wording of press releases. For your convenience, we have summarized the seven most important ones.
- Public relations and journalism are unequivocally distinct
Many journalists in German-speaking countries switch sides in the course of their careers – and often move to corporate communications. This is partly due to the erosion of print journalism, but sometimes it is also the result of a perceived closeness. The work of spokespeople is seen by many as a kind of journalism from the other side.
This view is not shared in the USA or in the Anglo-Saxon world in general. The two spheres treat each other with respect, but the dividing line is more clear-cut than in Europe. For press releases and press kits, this means that corporate communicators are not expected to work and formulate journalistically. Instead, they are supposed to follow the rules of press and public relations work, which are complimented by the contrasting rules of journalism.
- Press releases are often only the first step for the media
An unpleasant effect has spread in Germany, particularly in the trade press: Press releases from companies are adopted unchanged and without question. This may have to do with the depletion of (print) editorial offices and the time constraints in (online) editorial offices. However, in many cases it is probably attributable to the fact that journalistic integrity has gone down the drain.
Copying a press release completely unchanged is an absolute no-go in the USA. The situation gets even more harrowing when companies angrily ask why the text has been changed, which is not uncommon in Germany and Austria. Press releases are also an important source of information for journalists in the USA, but more in the interest of gathering initial information, which is almost always supplemented by the journalist’s own research. In the home country of investigative journalism, companies should therefore always expect follow-up questions, which may frequently be critical. Consequently, they should be properly prepared.
- PR work must be more differentiated
The media landscape in the USA is significantly larger than in European countries, but it is also more differentiated. Both online and in print, there are highly specialized media outlets dedicated to tackling the same topics from different perspectives. Therefore, it is highly advisable to adapt the content and language of communication pieces to the respective publications and their target groups. This may also include adapting image and video material. While this creates additional work, it will certainly pay off.
- The C-Suite should have their say in the press release
American journalists are used to having relatively uncomplicated access to C-level executives and other high-level corporate officials. Top executives often actively and personally reach out to the media to provide news and background information. Building and maintaining relationships with the media is often an absolute top priority in the USA.
This is a culture that is still not very widespread in German companies. Instead, a personal touch is often simulated by quotes interspersed in the body text of press releases. And they are often subjected to a remarkably long journey through various approval loops. This results in non-substantive quotes without any news value whatsoever. While they are met with complete disinterest in German editorial offices, they are perceived as impertinence in the USA.
For successful press relations, this means that mere translation of trivial quotes in the press release is simply not enough. Effective PR work requires real transcreation. Provide the editors with snappy statements from senior management that appear authentic, offer real added value, and convey subjective opinions.
- Facts, figures, data: Ensure maximum transparency in the press release
US journalists traditionally place high demands on transparency. The media outlets expect companies to provide them with sufficient facts, figures, and data via press releases or press conferences to allow them to form their own independent opinion. Above all, they expect comprehensive answers to the classic “W” questions, preferably in the first paragraph of the press release. The widespread reluctance of many European companies to communicate transparently should be scrutinized for the US media world. Accordingly, the translation of press releases must be checked to ensure that sufficient facts are included.
- Press releases convey facts, not opinions
When British and US journalists helped restore German and Austrian journalism after World War II, they noticed something rather objectionable: The local journalists were not in the habit of separating opinions from news. By contrast, this separation was very pronounced in English-speaking countries.
For communication with these markets, you should bear in mind that journalists expect verifiable facts from you, but they still want to be able to form their own opinions. Vice versa, companies in the USA are also less thin-skinned when products or services are criticized by the media.
- PR in a crisis situation: Only effective if it’s immediate
Whenever the editorial team of a daily newspaper appears in American films or TV shows, you can be sure that things are extremely hectic. Having said that, the breaking news culture is not just a cliché. In fact, journalists in English-speaking countries are used to a high pace of communication from companies.
And this applies above all to crisis communications. Generally speaking, US companies react more rapidly and aggressively than most European companies. The restraint in terms of content and language, but above all the speed of German companies in crisis PR is very poorly received in the USA. In the event of a crisis, it is therefore crucial to communicate as transparently as possible in the interests of your company’s public reputation and to send your response to the press distribution list very quickly.
