By Kyle Arteaga, CEO and Co-Founder of The Bulleit Group
Expanding into the U.S. market is a new level of opportunity for any European startup. However, getting noticed by U.S. media requires thinking through strategy and messaging in new ways to account for an ecosystem that is markedly different from what you may be used to.
The U.S. media market is vast, competitive, highly fragmented, and rapidly changing. You’re entering an ecosystem with hundreds of publications, ranging from large legacy entities to independent content creators who have built their brands on owned and social outlets, and a media culture where storytelling is critical to getting the public to pay attention to your company and product offerings.
Navigating creator-led and niche publications
One of the first hurdles European startups face is scale. In Europe, you might pitch to a few critical national outlets to achieve significant visibility. The U.S. market is increasingly becoming led by creators and niche media, who have supplanted traditional publications with strong followings. Consider how Eric Newcomer has become an authoritative voice on VCs and startups. Taylor Lorenz left The Washington Post, parlaying her popularity to User Mag.
In many cases, these independent publishers are the final destination. Yet, don’t ignore smaller niche publications and creators focused on your industry. Coverage in these outlets or trade publications provides a vital opportunity to ladder up to awareness in bigger outlets. Laddering from one media win to another, moving from a niche outlet to a more prominent publication, and then on to a Tier One, is an approach that may seem slow and methodological. Still, it’s often successful for expanding your reach.
Use social strategically to drive awareness. Journalists, especially the new crop of independent reporters with their newsletters, often scour social networks for new finds. Build a strong stream of content that communicates your thought leadership and ideas about high-level topics. Again, patience is necessary – focus on engagement with your market sector and build a strategy around what it will take to get media attention. Rarely is the outcome immediate, but you’ll position your company and executives as experts who can convince a publication to invest time in your story.
Additionally, plan for many of your U.S.-based competitors to have a deep bench of seasoned communications teams with in-depth relationships with Tier One, trade, and niche publications. Continuously work with those connections to stay in the conversation. Your communication leads must understand the local market dynamics of where your company operates and connect these to the national stories dominating the conversation with top publications and media voices.
Building an American brand presence
Seek to create stories that resonate with a broad audience of outlets. There’s a strong favoritism in the U.S. towards being “real” and connecting to the everyday person. American news consumers can pick what they want from whom they want to get their news. And stories about a CEO who has a strong take on current issues or a unique personal approach can go a long way.
The key is to signal your investment and commitment to the U.S. market. Engage with local customers and build out a cadence of case studies and validations that demonstrate you’re invested in success and contributing to the larger macroeconomic climate. Even subtle shifts like incorporating the American spelling of words into your website and branding materials can make a difference.
When a company makes the leap into the U.S. market, it’s also essential to manage expectations. Even the best stories don’t always land in the top outlets right away, especially if the narrative doesn’t connect to a trending topic at the zeitgeist of public interest.
A focused, strategic approach is far more effective than casting a wide net. Prioritize your media targets and make each engagement count. U.S. reporters want exclusivity, context, and a clear understanding of why your story matters—not just another pitch in their overflowing inbox.
Strike when the time is right
The U.S. market is full of opportunities – but it demands precision and a willingness to go beyond strategies that have worked within the European media ecosystem. Success here is about more than launching. It’s about sustaining and scaling your presence with the right partners and teams who understand the complexities of the market.
We approach this perspective with considerable expertise. Since 2012, we’ve helped companies—startups and industry leaders—navigate the unique challenges of the U.S. media landscape. From launching European unicorns stateside to helping today’s AI innovators land with the right trade or niche outlet, we’ve seen firsthand what works and pivoted through dynamic shifts in how media operates here.
The U.S. is a tremendous launchpad for companies wanting to expand into global enterprises. We’re pleased to work closely with our partners at Ballou to accelerate media success on this side of the Atlantic.
Kyle Arteaga is CEO and Co-Founder of The Bulleit Group, specializing in strategic, narrative-driven communications across media relations, content, and events to ensure your message resonates and your brand leads the conversations shaping the future.