Ella Rebbitt

We’re back with episode two of Crossing the Pond - the podcast that explores what it really takes for North American B2B brands to succeed in the UK market. 

In this episode, host Richard Cook sits down with Kris Newton, a B2B technology and investor communications veteran with over 25 years of experience - including over two decades at NetApp. Kris has lived through every phase of modern communications: analyst relations, corporate PR, and high-stakes investor relations. If anyone knows what it takes to steer a message through complexity, it’s her.

Together, they unpack the communication challenges facing today’s global brands - from the loss of message control to the rising importance of authenticity - and what North American teams must understand before stepping into the UK spotlight.

Five Lessons for Communicating Across the Atlantic

Kris doesn’t sugar-coat it: the world has changed, and brands need to adapt. Here are her top five takeaways for leaders managing transatlantic storytelling:

  • Control is an illusion
    The days of one press release = one narrative are long gone. Communication is now decentralised, unpredictable, and shaped by customers, employees, influencers, and investors - all at once.
  • Authenticity is your strongest asset
    Audiences can spot corporate fluff a mile off. Executives who genuinely believe what they’re saying - and show it - build faster trust in unfamiliar markets.
  • Media training must be thorough
    Especially in the UK. Spokespeople must be ready for challenging questions, sarcasm, and journalists who aren’t afraid of making you squirm.
  • Local partners unlock credibility
    Global messaging doesn’t translate automatically. Working with experts who know the UK media, language nuances, and buyer expectations is essential.
  • Tell a simple, clear story
    As companies scale, more voices join the conversation. A sharp and constant narrative keeps everyone aligned - and ensures your message rises above the competition rather than getting lost in the noise.

Why It Matters

Modern communications feel like navigating three currents at once - the media, social influence, and investor expectations - each capable of shifting the story in a different direction. Miscommunications travel faster than corrections. And in a transatlantic context, small missteps can have outsized brand and valuation impact.

Success in the UK requires sharper storytelling, stronger preparation, and a willingness to let go of the idea that you can control every variable.

For North American leaders looking across the pond, the message is clear: embrace authenticity, simplify the story, and trust the local experts who know the waters best.

Listen to episode two of Crossing the Pond here: