EUSA PR in the Media: Insights on U.S. PR and International Positioning

EUSA PR in the Media: Insights on U.S. PR and International Positioning

EUSA PR founder Johan Konst regularly publishes expert commentary on international public relations, U.S. media strategy, and how European organizations can position themselves effectively in the United States.

In recent contributions to De Ondernemer and BusinessWise, he explains how companies use American media not just for visibility, but as a strategic lever for credibility, market entry, and global positioning.

Below is a selection of recent publications.

“U.S. media isn’t just about visibility. It’s where international credibility is built and where global positioning begins.”
Johan Konst, EUSA PR

Why Your Story Only Lands When You Stop Sounding “Local”

In this expert article for De Ondernemer, Johan Konst explains why American journalists don’t cover companies simply because they come from abroad — they cover stories that are relevant to their audience and market context.

“American journalists don’t write stories because something comes from Europe. They write because a story fits their market, their readers, and the moment.”

Using examples such as Breeze, Loop Biotech, and Duna, the article shows how emerging companies secured coverage in outlets like The New York Times, CNN, The Wall Street Journal, and TechCrunch by reframing their narrative for a U.S. audience.

The key insight: successful international PR starts with relevance — not visibility.

👉 Read the article on De Ondernemer

From Tony’s Chocolonely to Fairphone and the Van Gogh Museum: How Organizations Use U.S. Media Strategically

In BusinessWise, Johan Konst explores how purpose-driven brands and cultural institutions use American media as a strategic platform for international growth and influence.

“For many organizations, U.S. media is no longer the final destination of communications — it’s the starting point of international positioning.”

The article explains how U.S. public relations supports:

• market entry
• reputation building
• policy influence
• investor positioning
• international legitimacy

In this context, media exposure in the United States becomes more than visibility — it becomes infrastructure for global positioning.

👉 Read the article on BusinessWise

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