Doing PR for your big launch in Canada? Don’t forget to target US media
Our boutique PR agency works with innovative start-ups and scale-ups across the USA and Canada. But I founded Mind Meld PR in Vancouver, on Canada’s west coast.
So, naturally, we get a good number of leads for our PR services from US companies expanding into Canada, or Canadian companies who don’t yet sell into the USA.
What often happens when I get on a prospecting call from such a PR client? I hear something like this (almost verbatim from a call I had this week):
“Since we’re launching in Canada, we think it makes sense for us to just target Canadian media. That’s where we want your PR team to focus your efforts. We need The Globe and Mail, BetaKit and The Logic. That’s where our customers are,” said the VP of marketing. “What do you say to that, eh?”
And what do I say to this fellow Canuck (or founder looking to expand north of the USA)?
“Yes, absolutely. We’ll target Canadian media. CBC, CTV, BetaKit, Globe & Mail, Macleans… all that and a lot more. We regularly get earned media coverage for our Canadian clients.”
But… then I say this.
“I get that you’re looking to focus media coverage on Canada, which makes sense. But we’re still going to spend some time pitching American media for you. And let me tell you why this makes sense.”
The US media ecosystem is huge. And more importantly for PR, that’s what your audience in Canada is probably watching
According to our media database and The State of Local News Project, the United States’ media ecosystem has about 8,400 to 8,500 professional local news outlets.
More than 5,400 newspapers, including about 900 daily newspapers).
About 2,000 digital-only news sites
678 commercial TV newsrooms
300+ public broadcasters.
Canada’s media ecosystem certainly punches above its weight class. According to the Canadian Centre for Policy Alternatives, Canada has about 3,000 local news outlets spread across radio, TV, print, and online, combined.
Now, we’re all for smart, strategic media targeting. If you’re looking to sell your products or services in Canada, it makes sense to target Canadian reporters. Because if your pitch lands with that Canadian reporter, it will reach a Canadian audience.
The thing is? The big American outlets have a lot of Canadian watchers as well.
According to a 2026 Reuters report, 17% of English-speaking Canadians watched CNN online the previous week, while 12% read the New York Times: In fact, the NYT says “Canada remains our largest market outside of the U.S.”
And this probably understates the amount of media coverage consumed by Canadians by a wide margin. Almost 80 percent of younger Canadians get their news off social media. (And thanks to Bill C-18, those young Canadians aged 15 to 34 couldn’t even get Canadian news on Instagram and Facebook if they tried). They’re watching clips of news, mostly US news, or clicking on links that go to US publications.
Building brand awareness? Think: national outlets with big reach. Your media strategy should follow the audience, not stop at the border.
In PR, a U.S. media hit = a Canadian media hit, too
“Canadian coverage, nothing else.” That's what a Canadian Fintech client told us on day one.
I did my usual spiel, explaining the benefit of getting coverage in the USA, even if they weren’t yet offering their service south of the border. We’ll pitch them as well and see what kind of uptake we’d get.
Now, the trick here was a change in focus. Most US reporters covering fintech probably wouldn’t be interested in a story about a launch of a new payments tech only available in Canada. Fair enough. But the founder of the company also was an expert in finance and governance internationally, crypto innovation and a few other related topics. And there was plenty of spicy news trending that week about changes the US Congress was considering around using crypto as a store of value.
“Fine, you can pitch a few, but don't waste time. We know our audience,” the VP of marketing said reluctantly.
We got them the Canadian coverage they wanted. Globe & Mail, CTV, Financial Post, all that and more.
But yeah, we also nailed some hits in Fast Company and Business Insider, that same month. That brought 11.5 million additional views their way.
Turns out their audience didn’t stop at the border. Two days later, the VP called us.
“A U.S. bank reached out; they’re interested in a partnership. So what other U.S. outlets are we targeting? We want to keep the momentum going.”
Launching a PR campaign in Canada, or looking to Canada as a new market for your products or services? Contact Mind Meld PR to get earned media coverage across Canada and the USA, eh!
