Five PR Tips for Entering the UK Market

Expanding into the UK is a strategic decision for numerous businesses. As one of the largest economies globally, the UK provides a stable and robust market. Its diverse demographic includes people of various ages, ethnicities, and socioeconomic backgrounds, making it a versatile market to accommodate almost every type of product or service.

With a population exceeding 67 million people, businesses can also leverage the UK as a testing ground to refine their offerings. This allows companies to gain insights into diverse preferences and behaviours to optimise their strategies before scaling operations into different European markets. 

An established infrastructure, regulatory framework, and consumer sophistication further enhances the UK’s appeal as a launchpad for startups, scaleups or established businesses.

For those looking to launch, here are five PR tips for entering the UK market: 

Researching the UK Market 

Understanding the UK market before launching your business is essential to ensure your strategies are well-informed and tailored to local conditions. Start by analysing current economic conditions, including GDP growth, unemployment rates, inflation, and consumer spending patterns. Identify key trends and developments in your industry within the UK, such as emerging technologies, consumer behaviours, and market shifts.

Next, identify your main competitors in the UK. Research their products, pricing, distribution channels, and marketing strategies. Conduct a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) for both your competitors and your own business. A communications agency can help with this upfront work to help you land safely into the market. 

Understanding the UK Media Landscape

The UK boasts a diverse media landscape, including traditional outlets like The Times and The Guardian, broadcast media such as the BBC, and a strong digital presence with influential online publications like the Mail Online. UK media outlets are known for their quality journalism, attracting a global audience and extending their influence worldwide. With a long history of pioneering journalism, including some of the oldest and most respected newspapers and broadcasters, the UK's media landscape is widely respected.

With over eight national newspapers, achieving standout coverage is highly competitive, especially with scaleups vying for a share of voice. Additionally, UK media can be unforgiving - one day a brand can be praised, and the next it might be heavily criticised. Appointing a PR agency can help navigate this complex media environment.

Connecting with Key UK Stakeholders 

We collaborate closely with businesses at the forefront of industry disruption. For these innovators, thorough research is just the beginning; it's equally critical to engage with the right stakeholders using the right approach to enter a new market. In the UK, media outlets often seek quotes from national associations and key stakeholders when covering new ventures. Connecting with these key stakeholders could help your business be covered in media more favourable. Your PR agency can help facilitate this. 

The UK Regulatory Environment

The UK has specific regulations and guidelines governing PR and advertising practices, including consumer protection laws and data privacy regulations (e.g. OFCOM). PR professionals and journalists must ensure compliance with these regulations to avoid legal repercussions and maintain trust with consumers.

Many clients want to be featured on national TV. In the UK this is certainly possible, however it is more regulated than some other English speaking markets. For example, brand mentions are restricted and many broadcasters will cut brand mentions if pre-recorded. A PR agency can guide you on what’s possible and ways to work around this. 

UK Economic Climate 

While earned media has traditionally been the foundation of public relations (PR), the landscape has shifted since COVID-19. PR agencies now often require budgets that include funds for paid media placements and partnerships, even in trade and regional outlets, which are among the most likely to request such expenditures.

Additionally, the number of journalists working in editorial teams has decreased, with individual reporters now covering multiple beats. This increased workload means that securing media coverage often requires longer lead times, a factor that should be taken into consideration in PR strategies.

UK Market Entry Lead Times 

Ideally PR agencies would like an RFP or an initial briefing call at least six months ahead. They will then be able to share strategies and creatives with enough lead time to make a real impact. We do work to shorter lead times, however, as you only get one launch moment in media, it gives ample time to prepare a quality campaign with all the key implements required. Sometimes we advise companies that they are too early to launch to media, and we offer consultancy work upfront on ways to refine their service or product.

To find out more email lisa@thisisbanjo.com