Breaking into U.S. media can feel a lot like stepping onto a brand-new playground full of swings, slides, and opportunities, but with rules you might not know yet. What counts as news at home in Asia might barely make a ripple across the Pacific, and pitching stories can feel like learning an entirely new game. The good news? Once you understand the rules—how to think like U.S. editors, set realistic expectations, and work closely with your agency partner—that tricky playground turns into a place to show off your brand’s best moments. In this blog, we explore five practical tips to help Asian brands climb higher, slide smoother, and jump farther toward meaningful media coverage in the U.S.
Press coverage of your event amplifies your message and reaches many more people than just event attendees. Media coverage also builds positive brand visibility, credibility, and leads to increased revenues. But with shrinking newsrooms and journalists flooded with press invites every week, how do you ensure your event gets on their to-do list? Besides genuine uniqueness and proximity to venue, here are ways to sweeten the pot (as they say) with catchy news angles:
Gaining media traction as a startup can be difficult. You approach a reporter at a trade show, but he gives you a blank stare and mutters, “Who are you again?” You write email after email, but they seemed to have fallen into an abyss of no return. This anonymity can be especially frightening against the fact that 90% of startups don’t make it. How can people buy your product or service if they don’t know you exist?! If journalists are ignoring you now, here are 5 reasons why this might be happening.
Public Relations and digital marketing have a common goal. Both want to increase visibility and awareness, but while one is about your relationships with customers and prospects, the other is more about your relationships with reporters and media outlets. A healthy marriage of the two disciplines benefits each side — making each one stronger than it would be on its own. PR gets access to digital audiences beyond their traditional sphere, and digital marketing gets the experience of tried-and-true methods of communication. And you get a cross-channel strategy that can’t be matched that provides the following 5 key advantages to your business.
The press release is dead. Long live the press release! The debate as to whether the press release is a relic of the past (the first one was sent over 100 years ago), or still a relevant tool today has been raging for the past few years. No one reads them, they don’t get “picked up,” and SEO value is limited these days, say the press release naysayers. But we’re here to tell you, don’t rule them out entirely. And while at times another tactic will work better, they do fulfill some very useful PR purposes. Here are 6 reasons to keep press releases in your PR toolbox:
The press release is approved. Let’s get it across the wire. Let’s not! This has happened before. You find yourself in a tug of war between newswire advocates and antagonists. Each group insists their way is the only way. The advocates argue that services like Business Wire and PR Newswire offer a broader reach and deliver trustworthy content. But the cynics are up in arms about costs and insist that social media will suffice. SKC is here to say, wires are wise to use, just not all the time. Definitely, let’s use the wire for big news such as funding rounds and major product launches, but let’s decide on a case-by-case basis on softer news like new hires and award wins. Here are 6 reasons newswires are still relevant and helpful to companies today:
You've followed all the steps to become a thought leader . You've planned your media event down to the smallest detail. Now, all of your hard work has paid off, and it's your turn to take the spotlight. You might be thinking, I'm ready, now I just need to connect with my audience. Whether you're talking one-on-one with a reporter, hosting a webinar, or giving a keynote speech at an industry event, what can you do to boost your confidence and wow everyone listening? Here are 5 tips for connecting with your audience:
If you're a small company, trying to handle your PR and marketing on top of everything else you have to worry about, it can be overwhelming. Sure, you've got just as much ambition as a more prominent company, but you're short-staffed and as much as you hate to admit... you're not Superman or Wonder Woman. We're here to tell you that it's okay. Great leaders know when to ask for help and how to delegate. So stop trying to grow that third shoulder to carry the weight of your company's marketing and instead share that load with an agency that knows what they're doing. Here are five reasons why you should:
You’re proud of your startup, and rightly so! Building a startup is no mean feat and you want to share your company with the world. As a new company looking at the giants monopolizing your industry, this can be daunting. But a good dose of PR and marketing can give you the leg up you need. Even the big guys rely on PR. As Bill Gates said, “If I was down to my last dollar, I’d spend it on public relations.” Not convinced it’ll work for your startup? Just take a look around! Many startups get their foot in the door for new customers and potential investors by leveraging proven public relations and marketing strategies. Here are 4 examples of how PR changed the lives of these startups for the better:
“A mind needs books like a sword needs a whetstone, if it is to keep its edge.” While this quote comes from the pop culture explosion that is Game of Thrones, it doesn’t make it less true, especially when it comes to PR and marketing! Reading the techniques and strategies from seasoned professionals keeps communication skills sharp and inspires new ideas for your business. PR is constantly evolving and there is always something new to learn. Here are SKC's list of 14 books related to PR that are must-reads for the executive eager to learn.