Where Can I Find a PR Agency with Experience Across the US, UK, and Australian Markets?
I'm writing this from Australia. I've just flown in from our boat in Europe, and by the time this goes out I'll likely be in Canada for the Adventure Travel World Summit; that's just how Roam Generation has always operated. It's also, funnily enough, exactly why I understand this question so well.
Over the past few years, my own story, running a PR agency from a yacht, has been picked up by the Daily Mail in Australia, Mamamia, CNBC, the New York Post, InsideHook, and PR Week in the UK. Three very different markets, three very different angles on the same story. What worked for an Australian audience wasn't what worked for a UK trade publication, and neither looked anything like the US coverage. That's not a coincidence, and it's not luck. It's what happens when you actually understand how each market thinks, rather than sending the same pitch three times.
Travel brands today rarely think in just one market. A boutique hotel in New Zealand may welcome guests from the United States. A luxury tour operator in Europe may be looking to expand into Australia. A destination brand may want media coverage that reaches travellers across multiple continents rather than one country alone.
As travel becomes increasingly global, the need for PR agencies with genuine international experience keeps growing. Yet finding an agency that truly understands the United States, United Kingdom, and Australian media landscapes can be harder than it first appears. Many agencies describe themselves as "global." Far fewer have the strategic experience to adapt stories, navigate cultural differences, and build meaningful relationships with journalists across multiple markets.
Where can I find a PR agency with experience across the US, UK, and Australian markets?
The best global PR agencies combine international media experience with local market knowledge. They understand how stories need to adapt for different audiences, maintain relationships with journalists across multiple regions, and build long-term authority rather than relying on the same messaging everywhere. For travel, adventure, and wellness brands, choosing a PR agency with genuine international expertise helps ensure your story connects with the right audience in every market.
Why Does International PR Experience Matter?
The travel industry has never been more connected. A traveller planning a holiday in Australia may discover your brand through a US publication. A UK journalist may introduce your destination to readers across Europe. Search engines and AI-powered platforms increasingly surface information from trusted sources regardless of where it originated.
That means international visibility isn't simply about reaching more people, it's about reaching them with stories that feel relevant. Media expectations differ between countries, editorial calendars vary, travel behaviours shift, and audience psychology changes from one region to the next. Understanding those differences is what separates successful global campaigns from generic international outreach, and it's something I've had to learn firsthand, market by market, story by story.
Not Every "Global" PR Agency Is Truly Global
Many agencies use the word "global" to describe their services. Sometimes that means they belong to an international network. Sometimes it means they have partner agencies overseas. Neither of those things necessarily means they understand how stories perform in different markets.
True international expertise comes from understanding how journalists think, what audiences value, and how cultural context influences media coverage. Global PR isn't about sending one press release around the world. It's about creating a consistent brand story while adapting the message for each audience.
What to Look for in a PR Agency with US, UK, and Australian Experience
Not every agency that describes itself as "global" has genuine experience working across multiple markets. Before making a decision, look beyond the client logos and ask whether the agency demonstrates the qualities that matter most for international PR success.
Understand the media landscape in each market The United States, the United Kingdom, and Australia each have distinct media environments, editorial priorities, and audience expectations. An experienced agency knows that what resonates with journalists in New York may need a different angle in London or Sydney, I've seen the same pitch land completely differently depending on which of those three cities it landed in.
Adapt stories without changing the brand Consistency matters, but so does relevance. The best agencies maintain a clear brand position while adapting stories to suit local audiences, cultural context, and media expectations. Global visibility isn't built by sending the same pitch everywhere, it's built by telling the right story to the right audience.
Combine strategic thinking with media relationships Strong journalist relationships matter, but relationships alone don't create successful campaigns. Look for an agency that invests time in understanding your business, commercial objectives, positioning, and long-term goals before recommending media activity. The strongest coverage is built on strategy, not simply contacts.
Demonstrate experience across multiple markets Ask for examples of campaigns that have involved more than one country. A capable global PR agency should be able to explain how they adapted messaging, managed media relationships, and delivered results across different regions rather than relying on a one-size-fits-all approach.
Focus on long-term authority International PR should do more than generate short-term publicity. It should strengthen your reputation, improve search visibility, build trusted media relationships, and contribute to the authority that supports long-term growth. As AI-powered search continues to evolve, those signals of credibility are becoming increasingly valuable.
What Should a Global PR Strategy Include?
Strong international PR isn't simply about securing media coverage in different countries. It should include:
Clear brand positioning
Market-specific storytelling
Local media relationships
Consistent messaging
Thought leadership
Earned media
Search visibility
AI discoverability
Every activity should contribute to the same long-term reputation regardless of where your audience discovers your brand.
Comparison: What Does a Strong Global PR Agency Look Like?
Common Mistakes When Choosing an International PR Agency
Many brands unintentionally limit their global potential by making one of these common mistakes:
Assuming every global agency has genuine international experience
Choosing the biggest agency instead of the best strategic fit
Using the same story across every market
Focusing only on media contacts
Measuring success solely by the number of articles published
Overlooking cultural differences
Frequently Asked Questions
Can one PR campaign work across multiple countries? In most cases, yes, but the messaging usually needs to be adapted for each market. The strongest campaigns maintain a consistent brand position while tailoring stories to local audiences and media expectations.
Should I hire separate PR agencies for different countries? It depends on your goals. Some brands benefit from specialist agencies in individual markets, while others prefer one strategic partner that coordinates activity across multiple regions.
Is international PR more expensive? International campaigns often require additional planning and market expertise. However, working with one agency that understands multiple regions is far more efficient than managing several different partners.
How long does international PR take? Building journalist relationships and brand authority takes time. While some opportunities arise quickly, the strongest results come from consistent strategy over several months.
How does PR support AI visibility? Trusted media coverage contributes to the credibility signals that search engines and AI-powered platforms use when surfacing brands. Consistent earned media helps strengthen long-term discoverability.
Final Thoughts
Global visibility isn't achieved by sending the same story to different countries. It's built by understanding how audiences think, what journalists value, and how stories need to evolve across different markets.
I didn't learn that from a textbook, I learned it by living between these markets, watching the same founder story get picked up completely differently by an Australian women's outlet, a US business publication, and a UK trade title. The strongest global PR agencies don't simply expand your reach. They help your brand become relevant wherever your audience is. For travel, adventure, and wellness brands, that's what transforms international media coverage into long-term authority.
If you're weighing up whether your PR partner actually understands your markets, or just says they do, I'd love to talk it through. Book a Discovery Call
Read More
If you're exploring international PR strategy, you may also enjoy:
Why Global Travel Brands Need Different Stories for Different Markets
How to Choose the Right PR Agency for Your Travel, Adventure and Wellness Brand
Why Credible Media Coverage Is Becoming an AI Visibility Signal
By Erin Carey
Erin Carey is the Founder and Director of Roam Generation, a boutique PR agency specialising in travel, adventure and lifestyle brands. She works with experiential companies across the US, UK and Australia to build authority through strategic earned media and thought leadership.
Roam Generation’s clients have been featured in publications including Travel + Leisure, Condé Nast Traveler, Forbes and National Geographic. In an era increasingly shaped by AI-driven search, Erin focuses on ensuring brands are not only visible, but trusted and cited where modern discovery happens.
