Digital PR in the UK vs US [Part 2] with Will Hobson

• Digital PR in the U.S. is still evolving: Unlike the U.K., where digital PR is saturated and well-defined, the U.S. market offers untapped opportunities and diverse terminology.
• Story-first approach drives results: Strong, relevant stories outperform tactics; success hinges on cultural relevance and newsworthiness over media connections.
• AI and SERP changes demand strategic PR shifts: Brands must focus on trusted source mentions and visibility in AI Overviews, not just link building.
• Cross-team collaboration is essential: Integrating PR, SEO, content, and social leads to stronger, multi-channel campaigns aligned with brand and search goals.
• Case studies and regional data still win: U.S. press loves state-by-state studies and real-life angles, especially in lifestyle and consumer verticals.

Last year, I invited Rise at Seven’s VP of PR, Will Hobson, onto our podcast to chat about the differences between the UK and the US when it comes to digital PR. (Check out my previous conversation with Will Hobson if you haven’t already.)

So, for our 50th episode (and final of the season), given all of the crazy changes in the industry (Google Leak, HCU, AI), I decided it was time to check in once again.

If you work in both markets or are curious about how they relate, definitely check this one out.

Time Stamps

00:00 – Welcome to the BuzzStream Podcast

00:48 – Differences Between UK and US Digital PR

02:23 – Challenges and Opportunities in US Digital PR

05:07 – Creative Storytelling in PR

10:43 – Learning from the US Market

13:08 – Adapting to SEO Changes and AI

14:51 – Collaborative Campaign Strategies

18:20 – Journalism Trends and PR Myths

20:34 – The Importance of Melody in Storytelling

21:06 – Identifying a Good Story

21:55 – Effective Strategies in the US Market

24:02 – Regional and Local Outreach Tactics

26:04 – Balancing National and Local SEO

31:16 – The Role of Expert Commentary

33:41 – The Influence of TikTok and Short-Form Content

35:23 – Emerging Platforms and Future Trends

36:53 – Final Thoughts and Closing Remarks

Vince Nero

Vince is the Director of Content Marketing at Buzzstream. He thinks content marketers should solve for users, not just Google. He also loves finding creative content online. His previous work includes content marketing agency Siege Media for six years, Homebuyer.com, and The Grit Group. Outside of work, you can catch Vince running, playing with his 2 kids, enjoying some video games, or watching Phillies baseball.

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Website: https://buzzstream.com