originally posted to www.carnsight.com

Introducing Lizi Sprague, Co-founder, Songue PR

Lizi Sprague is the co-founder of Songue PR. Hailing from London, she made the bold move to San Francisco nearly a decade ago, immersing herself in the nuances of US public relations. This journey has been eye-opening, highlighting the stark contrasts between UK and US PR landscapes. Lizi has skillfully navigated these differences to establish her own successful B2B tech PR agency alongside her co-founder, Natalee Gibson. I had the pleasure of managing and mentoring Lizi at the start of her career, and I continue to support her as she thrives in this competitive field. With over 15 years of experience, she is a seasoned PR and media relations specialist renowned for crafting compelling campaigns that resonate across cultures and borders.

How do the media landscapes in the US and UK compare?
In short, entering the US market requires more than just a messaging translation; it demands an understanding of the very different media landscape, cultural context, and strategic planning tailored to each market’s needs. The US media environment is larger and more fragmented, with various outlets across diverse regions and demographics, while the UK has a more centralized media structure with several dominant players. Understanding these points is crucial for tailoring communications effectively.

What’s your approach to national versus regional media in the US, and how does that differ from the UK?

We prioritize a dual approach: crafting national campaigns that resonate broadly with business and tech press while developing targeted trade and vertical media strategies. These verticals are crucial for influencing broader media narratives and reaching key decision-makers within specific sectors. While we develop targeted strategies for regional media, which can effectively connect with local audiences for hyper-local messaging, we often view trade and business press as a primary vehicle for impactful communication. At the end of the day, it depends on the news, produc, and the story we want to tell.

How do you manage global clients who need their messaging to resonate across both US and UK markets?

We develop comprehensive messaging platforms for our clients and ensure that messaging translates and respects both markets’ cultural nuances and media preferences. This often means developing distinct campaigns for the US and UK, while maintaining a cohesive brand message. Regular collaboration with local teams, like Carnsight Communications, ensures we adapt our approach based on real-time feedback and market insights.

Do you find US press releases have a different tone or structure compared to UK ones?

Absolutely. US press releases typically adopt a more direct, concise tone, often incorporating a “call to action.” They may also emphasize data and statistics to bolster credibility. UK press releases tend to employ a more narrative style, focusing on storytelling and context. Press releases are a much more common tool in the US and very much used and are expected by the media. Adapting to these preferences is essential for effective communication.

How do cultural nuances in the US shape PR messaging compared to the UK?

In the US, there is often a stronger emphasis on individualism, innovation, and the “next big thing,” influencing how stories are framed and presented. On the other hand, UK audiences may appreciate wit, tradition, and subtlety, leading to different narrative styles. Understanding these cultural differences is key to crafting messages that resonate authentically in each market.

Interested in hearing from more of our guest features? Try In Conversation With: Philly Spurr, Head of Communications – BBC World Service or In Conversation With: Tessa Clements, Founder of Tessa Clements Photography.

About Carnsight Communications

At Carnsight Communications we create strategies and campaigns to showcase our clients’ brilliant work through PR, content and social media. We help them get noticed by the right audience, at the right time. We specialise in creative agency PR.