Mastering UK Tech PR:

Expanding into the UK market presents a significant opportunity for many US-based startups. However, it’s not without its challenges, particularly when it comes to crafting effective PR strategies for UK tech startups that resonate with the unique dynamics of the UK tech sector. In a recent interview, queen of the UK tech PR scene and founder of CommsCo Ilona Hitel shared valuable insights into navigating this landscape. Here are the most crucial takeaways for startup marketers looking to establish a foothold in the UK.

The UK Tech Landscape: A Mix of Opportunities and Challenges

The UK tech industry has experienced its share of ups and downs in recent years, with UK tech investment figures fluctuating significantly. In September 2023, tech investments were reported at £488 million, a significant drop from the £760 million of the previous year. This volatility reflects the broader economic challenges, including high interest rates and geopolitical tensions. Despite these hurdles, certain sectors, such as AI and Health Tech, continue to attract significant investment, accounting for approximately 30% of all tech investments.

Hot Sectors to Watch

• • AI: A booming sector with high expectations, though many startups fail due to oversaturation or execution issues.
  • Health Tech: Dominating the investment landscape, this sector is thriving.
  • Tech for Good: Sustainability and technology that address societal challenges are gaining traction, reflecting a broader shift towards socially responsible innovation.
    

Navigating a Tough Media Landscape

Getting media coverage for UK tech startups is no small feat. The UK media landscape is competitive, with fewer publications and more competition for attention than the US. Furthermore, the UK is among the least likely countries to pay for news, which affects media consumption and, consequently, UK public relations strategies. This environment necessitates a more tailored and strategic approach to pitching stories.

What Works in UK PR?

• • Localized and Relevant Content: The UK media relations environment is highly localized, and what works in the US won’t necessarily fly in the UK. Crafting messages that resonate with local audiences is critical.
  • Targeted Media Pitches: Knowing the right publications and tailoring pitches to fit their specific needs is crucial. Generic press releases won’t cut it.
  • Thought Leadership: With the media’s shrinking capacity, well-crafted thought leadership pieces are more likely to get picked up. These pieces should align with current trends like sustainability, diversity, and economic awareness.

Avoiding Common Pitfalls 

Avoid the “one-size-fits-all” approach some US companies might bring to the UK market. Simply translating US content won’t work; startups need to focus on localizing PR campaigns for UK tech startups and be mindful of the nuances across European countries.

Maximizing PR Impact in a Challenging Economic Climate

PR campaigns are often the first to get cut in the UK’s tight economic climate. However, this doesn’t mean that PR becomes less important; on the contrary, ensuring that every pound spent delivers measurable results becomes even more critical. To maximize efficiency and impact, it’s essential to “do more with less” and fine-tune cost-effective PR strategies for UK startups.

Focusing on a single, well-executed campaign for startups with limited PR budgets can yield significant results. A 60- to 90-day launch phase can provide enough momentum to gauge market response and adjust strategies accordingly. This period is also an opportunity to establish key relationships with UK PR agencies specializing in startups and thought leaders.

Strategies for Breaking into the UK Market

Start small, but think big. For US startups looking to expand into the UK, start with the UK as a hub and build momentum before tackling other European markets. Europe is a federated region with distinct cultural and linguistic differences, so a phased approach is often more effective.

Critical Elements of a Successful UK Launch

• • Local Spokespeople and Customers: Having a local presence is crucial. This includes local customers willing to speak on behalf of the brand and local thought leaders to champion the message.
  • Authenticity and Relatability: Today’s UK audiences value authenticity over corporate messaging. Startups should focus on storytelling that resonates on a personal level, rather than relying solely on corporate jargon.
  • Stunts and Visual Content: Creative approaches like stunts or highly visual content can capture attention in a crowded media landscape. For example, CommsCo staged a stunt outside the Bank of England for an anti-money laundering client, generating immediate leads and long-tail media coverage.

Future Trends in UK PR

The Rise of Short-Form and Visual Content

As younger generations turn to platforms like TikTok for news, there’s a growing need for brands to adapt their content strategies accordingly. Short-form, visual content is on the rise, and brands need to experiment with these formats to stay relevant.

Embracing Paid Media

While UK consumers are less likely to pay for news, there’s a growing acceptance of paid media from a brand perspective. Paid advertorials can be an effective way to reach target audiences, especially when used strategically in conjunction with organic PR efforts.

The Importance of Empathy and Humility

In a world increasingly skeptical of corporate messaging, spokespeople who demonstrate empathy and humility are likelier to win over the media and the public. This trend is expected to grow as audiences seek authenticity in the brands they support.

Conclusion

Breaking into the UK market is a challenging yet rewarding endeavor for US startups. By understanding the unique dynamics of the UK tech PR scene and adopting a localized, authentic approach to public relations in the UK, startups can build a strong presence and capitalize on the opportunities available. Earning success in UK public relations for technology companies requires a mix of strategic thinking, creativity, and a deep understanding of local market nuances. For startups ready to make the leap, the key lies in starting small, thinking big, and always staying attuned to the evolving landscape.

CommsCo and Firebrand have partnered to help you succeed on both sides of the Atlantic. Firebrand’s PR services help UK tech companies looking to expand into the US and CommsCo supports US startups entering the UK market.