Communicating across the Atlantic has never been more complex. In today’s world of fragmented channels, social amplification, and a 24/7 news cycle, controlling your message is nearly impossible.

In this episode, Richard Cook speaks with Kris Newton, a veteran B2B technology and investor communications leader whose career spans over 25 years, including key roles at NetApp. Kris shares candid insights into:

• How B2B communications have evolved from the tightly managed “press release era” to today’s chaotic, multimodal landscape
• Why authenticity and simplicity are more valuable than trying to control every narrative
• How to prepare North American executives for the UK’s tougher, more cynical media environment
• The realities of investor communications, where missteps can have outsized consequences

With practical tips on media training, setting expectations for boards, and working effectively with local agencies, this conversation is a masterclass for anyone responsible for transatlantic B2B marketing and communications.

Kris Newton is a seasoned B2B technology and investor communications expert with over 25 years of experience. He began his career at NetApp, moving from industry analyst relations into corporate communications, PR, and ultimately investor relations. Known for his ability to navigate complex narratives with authenticity, Kris has helped guide executives and boards through high-stakes communications in both North American and UK markets.

1. Control is an illusion - Modern communications are multimodal, decentralized, and messy. Flexibility beats control.
2. Authenticity wins - Executives must speak from a place of belief; audiences detect inauthenticity instantly.
3. Media training must be realistic - Prepare spokespeople for difficult questions, cultural nuances, and UK cynicism.
4. Local agencies matter - Global messages land best with local context and local market understanding.
5. Focus on a clear story - Simplicity and narrative focus cut through the chaos of competing internal and external voices.

• Insight: Avoid over-reliance on quantitative PR metrics; focus on qualitative pull-through and message resonance

Host: Richard Cook - Champion Communications

B2B sales in the UK are valued at over £188 billion a year-but entering the market isn’t always straightforward. Over 40% of businesses expanding into the UK fail within three years, often because they underestimate the cultural and media nuances of doing business across the Atlantic.

In this episode, Richard Cook speaks with Eric Brown, a seasoned global communications leader who has worked with brands like Microsoft, NetApp, Yahoo, and Skype. Together, they explore three decades of PR evolution - from the early days of print media to the era of AI-powered storytelling - and share practical insights for North American B2B companies planning to “cross the pond.”

Eric shares his proven strategies for building global PR networks, preparing North American leaders for the UK media landscape, and creating localized content that resonates. He also discusses how AI is transforming market research, the importance of storytelling, and why the right partners make all the difference in a high-pressure, highly visible industry.

About the Guest

Eric Brown is the VP of Corporate Marketing at Aviatrix, a cloud networking leader. With 30 years of experience across 30 countries, Eric has led communications and marketing teams at major global brands including Microsoft, NetApp, Yahoo, Skype, and Sun Microsystems (now Oracle). He’s a member of the Forbes Communications Council and is known for his expertise in global PR strategy, narrative-driven storytelling, and navigating complex international markets.

Key Lessons & Takeaways

1. Prepare for the UK’s cynical media culture - North American leaders need to anticipate dry, sarcastic editorial tones and not take them personally.
2. Prioritize localized content - Local case studies, data points, and cultural understanding are essential for credibility.
3. Understand the market first - Listen, research competitors, and study the cultural and news landscape before launching campaigns.
4. Use AI for research and planning - Modern tools can accelerate competitor analysis, media monitoring, and market insights.
5. Find trusted, fun partners - Building a global PR strategy is high-pressure work; relationships with partners who teach and support you are invaluable.

Resources & Mentions

• Book: Crossing the Chasm by Geoffrey Moore
• Company: Aviatrix

Connect with Us

• Host: Richard Cook - Champion Communications