Public relations across the pond and in the U.S.

It's a small media world and it's getting smaller. Still, there are differences in the way journalists perform their craft in Europe compared to the United States. In this podcast, Mark Mitchell, partner of Patterson Mitchell , a U.K.-based public relations firm, highlights how some companies can make a splash across the pond before coming to the U.S. media.

Technology firms in particular have implemented a strategy of establishing credibility in European markets as thought leaders. This gives them a foothold with the media as well as potential electronic distribution that gets them into U.S. media.

In some ways, Mitchell says, focusing on segments of the European Union can have smaller companies take on a "Davidesque" stature while competing against some Goliaths. The strategy worked for some smaller companies that were creative in their PR approach.