Recently we discussed PR in France based on a well-known Netflix series. Letâs learn about establishing your brand and doing Public Relations in Great Britain in an equally pleasant way!
Streamed in the mid-90s on BBC, âAbsolutely Fabulousâ tells the tale of a British PR, Edina Monsoon, who says her job involves making the âcrap into credibleâ and the âdull into deliciousâ â she came long before âEmily in Paris.â Both, however, have this in commonâŚthey do not portray the real world of PR.
British PR is a sophisticated, strategic profession with nuances in cities up and down the countries, each with their own media hubs. So, if youâre thinking of crossing the channel or the pond, then this post will act as your PR primer for success.
Firstly, we may need to explain that:
- Great Britain includes Northern Ireland and
- the UK is England, Scotland and Wales.
Both GB and UK are often used interchangeably.
The history of PR in the UK
Public relations in the UK started around the early 1900s, driven in part by the need for better communication between the government and corporate entities and as businesses sought to use newspapers to share their messages â in 1910, for example, wireless communications firm Marconi sent out its first press release. Both World Wars played a role in PRâs expansion thanks to the governmentâs need to keep the public informed and to battle propaganda during that period in time.
After the wars, as consumer culture took off and the economy grew, the importance of PR increased, particularly in London. By then, PR professionals were critical in helping companies and the government to manage reputations and connect with a growing media-savvy public.
The UK media landscape
We have our leading newspapers, the broadsheets like The Financial Times and The Guardian, our âred topâ tabloids like The Sun and The Daily Mirror, weeklies like The Economist and then we dip into trade press and regionals. Obviously we have broadcast too and as a British PR agency, we also target blogs and influencers.
One piece of advice is to read your target media before approaching them. We wrote an advice piece on how to get into the FT as we are asked this question so much.
UK media outlets are under a lot of pressure. 20 years ago there were many more publications around, each town, for example, often had several local newspapers and staff numbers on trade and national media were high. Today, there is stiff competition when trying to get the attention of time-pressed editorial teams. With newsrooms shrinking and digital content demands rising, UK journalists get an overwhelming number of pitches via emails daily, making engagement tough. Itâs not uncommon for your email to go unopened, let alone make it to publication.
Approaching an English journalist. Are AI and gifts a good idea?
British journalists tend to prefer brief, to-the-point communication rather than lengthy conversations â and do not send any pitch or content that is AI-generated! This isnât to say building relationships is impossible, but itâs much harder to secure those long, chatty press lunches that are more common in places like France, or visits to journalists offices, like in Germany.
Press gifts, a traditional part of media relations in some countries, must be handled with care as small tokens â like a pen or keyring â are accepted and often appreciated (and actually used), but anything larger risks being seen as a vulgar attempt to influence or bribe, which is a strict no-no. Paying for journalistsâ flights and accommodation for events is acceptable, but even with this done, there is often no guarantee of coverage, so make sure that the journalist covers your subject area, and never offer to pay for these things for journalists from major national newspapers, or the BBC.
Editorial calendars used to be common around the end of the year, but more publications than not have stopped pre-planning what each issue or monthly focus will be. This may in part be due to the quick change in news appetite and demand, alongside the fast pace of news in sectors like consumer technology. However, it is worth noting that some of the traditional trade media, like those in electronics and retail, do still plan their monthly features so itâs useful to know what they have in the pipeline to pitch relevant client content for two months in advance. This allows the editor to consider and plan the issue or month to include your content and gives you the time needed to ensure what you deliver for consideration is the best content it can be.
PR in the UK is different than in the US and Europe
The UKâs tendency towards tabloid journalism means the media often lean toward sensational stories or those involving public figures and celebrities. That makes business-led PR campaigns for SMEs and not-so-well-known brands tough. So, to combat that, PR campaigns are concise, avoiding unnecessary embellishments as UK journalists appreciate brevity and value PRs who respect their time by getting straight to the point.
Unlike the US where the emphasis is often on storytelling, with press releases and pitches that use more emotional descriptions like âinnovativeâ, âworld-leadingâ and âground-breakingâ these are a definite no-no in UK PR.
European countries, particularly France and Germany, tend towards a more reserved and formal approach, placing greater emphasis on objectivity. The same with Asian markets, such as South Korea.
In contrast, the UK strikes a balance between these two differing approaches. While big corporations naturally get their share of the spotlight, British journalists also have a soft spot for underdog stories and inspirational startups. Rather than being conversational with the UK media, PR professionals here prefer to focus on:
- numbers,
- percentages,
- stats,
- financials,
- proof points,
that ensure our campaigns stand up to rigorous scrutiny by often sceptical and time-frazzled journalists.
The product press release (learn how to write them) is a fantastic example here as, while US PRs can draft an entire release detailing updates and new features and benefits for customers, it is a rarity that UK media will consider let alone cover product update news. Instead, UK journalists might do product roundups every now and then but they will only ever consider covering brand new product launches, and only those that fill a gap or offer something truly unique that no other product provides.
Another interesting point of comparison is that the UK PR takes a global angle more than the US PR, which is often heavily USA-only based. US publications are usually reluctant to write about UK companies, for example, unless they have some sort of office or base in America or they are working with an American company.
You will also enjoy reading: International PR. How to conduct PR abroad?
Regional variations
Just as the US has differences in cultural customs and accents from one state to another, the same is just as true of the various regions up and down the UK. The media landscape in London, the countryâs PR epicentre and the UKâs capital city, is large and diverse, with many national and international media outlets located there. In contrast, cities like Edinburgh, which is Scotlandâs capital city, have a more regional media focus, with a stronger emphasis on local news, tourism, education and technology. In Edinburgh, news from local and Scottish-based companies is favoured so PR strategies that succeed in London might not be as effective in Edinburgh, where journalists have different priorities and a more traditional approach.
Cultural distinctions also come into play depending on which UK region you focus your PR efforts on. London, as a cosmopolitan hub, is fast-paced and leans towards so PR campaigns here need to be quick on their feet and responsive to the competitive landscape. Edinburgh, however, has a slower pace of life, which can impact the urgency and timing of PR efforts. Understanding these regional differences is crucial to tailoring PR campaigns that resonate with the local audience.
Communication style
Communication styles in PR vary significantly in the UK, compared to the US and Europe. While UK PR is usually written in a formal, reserved tone, especially in corporate and political spheres, there is a tendency towards subtle, dry humour, which is a hallmark of Britain. PR messaging is diplomatic, measured and polite, reflecting a cultural preference for subtlety and avoiding bold or aggressive tactics. In the US, PR is much more direct and energetic, with an emphasis on bold, confident messaging designed to capture attention quickly. Storytelling is prominent in the UK, with PR professionals employing persuasive narratives to create a memorable impression but the focus is more on building trust through credibility and expertise rather than the overuse of emotional language.
Understanding these nuances is essential for effective communication as UK journalists wonât take kindly to you sending them a press release that says your client is âworld-leadingâ with an âinnovativeâ, âcutting edgeâ solution that is ârevolutionisingâ an industry or sector. This type of language is seen as very marketing and sales so must never be used, unless your client really is the worldâs first ever to launch a product that no-one has ever thought about beforeâŚ.and can prove it. Think of the iPad or Netflix or Amazon Prime here.
The UK business landscape is as varied as its regions. While London dominates as a media hub, regional markets like Scotland, Wales and Northern Ireland shouldnât be overlooked. Each of those has its own unique political, social and cultural preferences that can influence PR so tailoring campaigns to make them distinct and suited to local nuances will have a positive impact. That will also help build trust and increase engagement with regional audiences, who are fickle when it comes to language and styles used to promote brands. If geographical exposure is a PR objective, then regional presence via offices, partnerships, tie-ins with local governments/schools/hospitals and more are routes to securing media coverage.
Strong relationships with journalists mean PR professionals must be ready for tough questions and rigorous scrutiny of their campaigns. There is a strong emphasis on transparency and accountability so PR campaigns need to be visible and take account of any recent or past scandals or negativity.
PR in the UK. Conclusion
Public relations in the UK is complex and fast-paced. But by tailoring your approach to the reserved, sceptical nature of British journalists, recognising and adjusting to regional variations, and adapting communication styles, PR professionals can navigate challenges and opportunities with finesse. Whether youâre pitching to the national press in London or engaging with regional outlets in Edinburgh, a thoughtful approach to PR will serve you well here in the UK.
Check the prices for PR in the UK, or contact us to talk about your presence in the British market.
