If you’re a U.S.-based B@B tech brand hoping to gain visibility overseas, success in the UK isn’t just about swapping Z’s for S’s and crossing your fingers.
Julie Kirby, an ITPR specialist at Clariant Global and trusted partner to Look Left, joined Jennifer Tanner on Share of Voice to unpack what it really takes to build brand presence across the Atlantic. It starts with a thoughtful media strategy, on-the-ground expertise and a whole lot of transparency.
The UK Tech Market Is Still Cautious
While U.S. headlines might suggest a tech sector bounce-back, Julie says that confidence in the UK, especially among small and mid-sized enterprises, isn’t quite there yet.
“Clients are hedging their bets,” she said. “Inflation, energy costs and geopolitical uncertainty are all factors. There’s interest in AI and innovation, but decision-makers are still cautious.”
Takeaway: Don’t assume global enthusiasm means instant global budget. Tailor expectations and strategies to local market realities.
AI Is Hot in Tech, But Cooler in Editorial
There’s no question that generative AI is fueling growth in IT, but when it comes to media relations, it’s a different story.
“I haven’t had one UK editor be positive about using AI to generate content,” Julie said. “Some explicitly say, ‘We’ll take your piece—but don’t use AI.’”
Meanwhile, U.S. outlets are split. Some reject AI outright, while others use it to rewrite press releases. In the UK, originality and insight are still non-negotiable.
Takeaway: Know the local publishing climate. Authentic, human-driven content wins across the pond.
Trade Media Can Be More Powerful Than the Front Page
Julie says clients often walk in the door with one goal: “Get me in the Financial Times.” But that doesn’t always serve the business.
“We’ve seen better ROI when clients focus on tier-one trades,” she said. “These outlets reach the actual decision-makers. They understand the space. And often, they get results fast.”
Jennifer backed that up with a story of a client who closed a lead directly from a byline in MSSP Alert. That’s the kind of PR that drives revenue, not just headlines.
Takeaway: Don’t chase prestige. Chase the people who are actually going to buy what you’re selling.
Boots on the Ground Matter
Slack and Zoom are great, but local expertise still matters when executing a successful PR strategy abroad.
“You need someone who knows the media, the market and the culture,” Julie said. “We know what works in the UK, and what doesn’t. That’s hard to replicate from afar.”
She emphasized that international campaigns also need local spokespeople, culturally relevant messaging and support for live events. It’s not optional. It’s foundational.
Takeaway: Global reach starts with local roots. If you're going international, invest in people who live there.
Final Word: The Best Partnerships Feel Like One Team
Julie’s perspective on what makes a great PR partnership? Seamlessness.
“The best partnerships feel like you’re sitting in the same office—even if you’re continents apart,” she said. “Shared Slack channels, joint planning, aligned KPIs. It’s all about communication and trust.”
And yes, clients notice. The more unified the agency team, the easier it is to add value without adding stress.
For more insight, listen to Julie’s full episode. Looking for a U.S.-based partner for global PR and marketing expansion? We’ve done it a time or two. Let’s chat.
