Unlocking the US market: Journey Further’s plan to dominate Digital PR

We expanded into the United States for one clear reason: the opportunity was too significant to ignore. US brands were approaching us in record numbers, looking for a Digital PR partner who understood performance, credibility and cultural nuance – and finding almost no one who could deliver. So four years ago, we made our boldest move yet.  

The real reason we expanded

Most agencies expand internationally before they’re ready. We refused until the opportunity was too big to ignore.  Back in 2018, I founded Journey Further’s digital PR team. By June 2022, we had grown into a dynamic team of 20+ professionals. Our approach, centred on performance and relevance, consistently delivered impactful results, with our first-ever client still on board to this day. It was clear – it was time to take the plunge and expand. However, having witnessed past agencies struggle to understand the American market, grappling with cultural nuances, and lacking strong media relationships, we knew a mere UK-based offering wouldn’t cut it.  Our standards demand excellence.  After many in-depth discussions with our group CEO, Robin Skidmore, and my husband, we decided on a life-changing move – along with Robin, I would relocate to the US and bring our digital PR expertise with me. The goal? To assemble a team of local experts intimately familiar with the American market.  

Why is Local Market Knowledge Vital?

Despite my 13 years of experience in SEO and digital PR at that point, I understood the need for a senior expert to help guide me and share their insights into the market.  Enter Domenica D’Ottavio, our PR Director, originally from Vermont and living in NYC, with an impressive 9 years experience and arguably the most senior expert in the entire country (a bold claim, but I truly believe it). Her invaluable expertise became the linchpin in ensuring we bridged the gap in cultural nuances and navigated the diverse American media landscape.  Together we took our Journey Further UK proposition and developed it into a successful offering that would excite our US clients and deliver both measurable organic performance and increased brand awareness.  Digital PR success hinges on content being culturally relevant and aligning with current news topics. I quickly learned that what works in England or even New York State might not resonate across the entire US due to its size and cultural diversity.  

Key Differences and Success Factors

• Size and States: America’s vastness means different weather, culture, and even laws across states (and even within states! E.g. South Florida versus North Florida)
• Time Zones: Multiple time zones posed a challenge for fast-paced digital PR, underscoring the importance of a locally responsive team.
• Media Landscape: The US boasts more publications, but the focus is less on tabloid-style press, with journalists emphasising methodological rigour and authoritative sources.
• Language & Communication: it’s not enough to change spell check to American-English. There are many phrases and terminology that we use in the UK that do NOT translate here. 
• Key Holidays and Seasons: What we celebrate in England isn’t the same in America. E.g Pancake Day doesn’t exist in America.

Building on Domenica’s knowledge and expertise, 18 months later we curated a robust team of 10 Journey Further US specialists spread across diverse locations, ensuring a nuanced understanding of local content angles for our content campaigns.

Meet the Journey Further US Team

• Beth Nunnington – VP, PR – New York 
• Domenica D’Ottavio – Director, PR  – New York
• Bri Godwin Hyuke – Senior Manager, PR – Florida 
• Hannah Workman - Manager, PR - Florida
• Ellie Stewart – Manager, PR – New Jersey
• Laura Naegele – Manager, PR – New Jersey 
• Zoi Galarraga - Manager, PR - Utah
• Claudia Phillips - Specialist, PR - North Carolina
• Kayla Brennan - Specialist, PR - Indiana
• Megan Satawa - Specialist, PR - Illinois
• Jimena De La Mora - Associate, PR - Texas

We now have a range of clients across tech, fashion, interiors and finance in our U.S. portfolio and have achieved remarkable results.   

Top 3 client highlights in 2023

• Delivering improved rankings and subsequent traffic equivalent of $600k in paid media value for a well known Fortune 500 tech brand.
• Driving brand awareness and organic growth for beloved fast-casual chain Sizzler – hosting a media day for the new restaurant launch and driving 400+ pieces of great coverage and links.
• Exceeding our annual link KPIs by 600% within six months, for online language learning marketplace, Preply.

And we’re only getting started. Our journey continued with a 300% increase in headcount in just one year, and there’s no sign of slowing down. Our extensive team grew to be 35 digital PR specialists, with 55+ in the Organic team as a whole.   

The future of digital PR in the US

The US is entering a new phase - one where relevance will outrank reach, credibility will outrank volume, and culturally intelligent content will decide who wins on the SERP. We’re here to lead that shift. If you’re intrigued by how digital PR can be a catalyst for organic growth in the US, please connect with our team at Journey Further. Let’s explore the possibilities for your brand!