Done right, PR can be a powerful lever to generate awareness, credibility, and customer traction. But when it’s an afterthought, underfunded, or not localised to the regional market, it will lack credibility and value. Over the past year, we’ve seen both successes and missteps. This article explores the critical dos and don’ts for any tech firm planning a UK expansion, based on our experience.

Do: align your story to UK customer challenges

We are often asked to focus on a platform or product launch with no endorsement or relevant market statistics. One of the most common mistakes is pitching your product without context. UK media and buyers want to know how you’re solving a real, timely problem and who might be already doing so – not just what your tech does. Take time to research what matters to UK decision-makers, and position your solution accordingly.

Don’t: expect results without credible spokespeople, customers, or data

To launch in any market, local credibility is key. The media want to hear from named executives with relevant experience and a clear perspective. Some scaleups arrive with global messaging and spokespeople who aren’t available for interviews locally. Journalists also expect solid proof points – either through customer stories or new, localised research. Without that, even the most innovative product won’t necessarily get picked up.

Do: invest consistently

A common misstep is treating PR as a one-off activity. A press release and a launch event are not enough. Recently, a European company approached us to build UK market presence with a single, one-off press release. UK media relationships take time to build but so does your network and audience. You need a consistent drumbeat of news, insights and engagement over time to get real results. That said, it’s vital we always insist on tangible ROI and transparency. Don’t burn through your budget with huge campaigns before you’ve tested the market or built a base.

Don’t: treat PR as a last-minute add-on

One of the most frustrating patterns is seeing startups add on PR just before a launch – often with little notice or preparation. This creates unrealistic expectations, puts the team under needless pressure, and almost always results in missed opportunities or less results than you would achieve had you planned the activity in advance. PR should be baked into your UK go-to-market strategy from day one.

Do: respect your agency search

The way you run your agency selection says a lot about your brand. If you insist on a call asap, demand a proposal within days, ask ten agencies to present or at least compete, you are wasting a lot of people’s time. Worse still, ghosting agencies after detailed pitch processes, or fishing for ideas with no intent to engage, damages your reputation. You are talking to PRs after all, with contacts in a close knit community. The best results come from genuine partnerships where both sides are aligned and invested and the team should feel part of yours.

Don’t: assume one-size-fits-all messaging and tactics will land

It’s tempting to repurpose your US or European messaging and push it into the UK market. All markets have local specificities when it comes to marketing and PR. A “category killer” narrative that might land well in Silicon Valley could fall flat here. UK press are factual, direct, and often seek the issues over the sale.

In conclusion, using PR to support your UK market entry will supercharge your growth – but only if approached strategically and sensibly. Those who succeed understand that PR is not just about visibility, but credibility, relevance and consistency – supporting both profile and customer traction at the same time.

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