Breaking into the US: PR tips for Aussie startups

At Sling & Stone, we’ve helped some of Australia’s most ambitious startups expand globally – from Linktree and Harrison.ai to Canva, Leonardo.ai, Mint Innovation, and LawVu. The US market is often the holy grail: it’s big, competitive, and full of opportunity. But breaking through with media – and by extension, consumers and investors – isn’t easy. Here are some lessons we’ve learnt along the way.

Know your audience and channels

The US media landscape is vast and fragmented. Landing a splash in The New York Times might sound great, but it isn’t always the best way to reach your audience. The real impact often comes from targeting the right journalists and channels – whether that’s podcasts, newsletters, Substack writers, or influential content creators. The key is to meet your audience where they actually are.

Understand how US journalists operate

Journalists in the US work differently from those in Australia. They’re often subject-matter experts with deep knowledge of their beat. A dedicated AI reporter, for example, will expect more than surface-level claims.

They’re also discerning when it comes to funding news. If you’re pitching a raise, expect to share your valuation – that’s often the bar for coverage. And remember: inboxes overflow daily. US journalists don’t have the luxury of long coffee catch-ups just because you’re in town.

Craft a standout story

To win attention, you need to show why your product or startup matters in the US. That could be your innovation, growth potential, or real-world impact. Keep the messaging clear and cut the jargon – American journalists have sharp no-BS radars and will switch off if you can’t explain your value simply.

Make it relevant to the US

Even the most compelling idea needs a local hook. Tie your story to US-specific challenges, trends or debates so it resonates with journalists and readers on the ground.

Build your “why”

In the US, you’ll be competing with a dozen or more companies working on similar ideas. What sets you apart? Clearly articulate your “why”:

• Why are you solving this problem?
• Why are you different from others?
• Why should the media – and their readers – care?
• Why are you investing in the US now?

If you can answer those questions with conviction, you’ll be in a stronger position to earn coverage.

Time it right

US news cycles move quickly. The best chance to cut through is to tie your story to a moment – a product launch, funding announcement, or a trending topic. If you can frame your narrative around something timely and relevant, you’ll have a better shot at attention.

Be media-ready

When the opportunity comes, don’t waste it. Have a US-friendly media kit prepared: high-quality logos, headshots, bios, and product images. Ensure your website, press releases, and LinkedIn profiles are tailored for an American audience. A little polish goes a long way.

Don’t forget your Aussie roots

It’s tempting to pour all your energy into the US once you’ve set your sights there, but local coverage still matters. Australian media provides important validation for investors, customers, and future hires. A strong presence at home helps prove your credibility abroad.

Final word

Breaking into the US is equal parts strategy, timing, and storytelling. The market is noisy, the competition is fierce, and the journalists are sharp. But with the right approach – and a clear story about who you are, why you matter, and why now – Australian startups can make a meaningful mark.