Last week on Pitchcraft, we hosted a lively breakout session on global PR strategies.
Our panel featured three powerhouse publicists from three European countries:
Each shared how lifestyle PR teams in their regions build meaningful relationships with journalists, and we uncovered some fascinating regional differences.
Belgium: WhatsApp, Instagram, and a Little Bit of FOMO
Saskia relies heavily on WhatsApp to stay in touch with her inner circle of journalists.
She also encourages journalists to follow her on Instagram, where she casually drops news about upcoming restaurant launches or chef events, and often answers pitch-related DMs directly.
One of her boldest strategies? Playing hard to get. For a high-profile restaurant opening, Saskia released limited online reservations and didn’t host a media dinner. The sense of exclusivity created so much buzz that top food journalists reached out to her asking for access: Think FOMO marketing meets PR strategy.
Netherlands: Facebook Friendships and Insider Tips
Agnes takes a highly personal, long-game approach to travel PR.
Knowing that one top journalist (who is notoriously hard to impress) often declined press trips, she added him as a Facebook friend. Instead of pitching right away, she invested time getting to know him personally. When the right opportunity came along, she invited him, and they’ve since built a genuine relationship that includes press trips and mutual trust.
Agnes also uses WhatsApp to share non-client-related tips and news happening in her city, keeping her network warm. Journalists regularly come to her with fresh media opportunities because of that consistent, value-first connection.
Norway: Old School, Big Heart
In Norway, phone calls still reign.
Linda prefers picking up the phone to pitch journalists directly, then follows up with details via email. She also meets many journalists in person, often at their homes, for coffee and conversation.
Social media plays a big role in keeping relationships personal. Linda chats regularly with journalists about both work and life online. That’s a big reason she’s picky about the clients she takes on, ensuring she only pitches ideas she genuinely believes in.
Global Trends & Key Takeaways for U.S. PR Pros
While each panelist’s approach was deeply shaped by their culture and country, three major global takeaways emerged:
- PR is becoming more integrated with marketing and communications, especially in lifestyle sectors.
- Successful PR means expanding your media network beyond traditional journalists to include podcasters, YouTubers, newsletter writers, and social-first creators.
- No matter the country, PR that’s rooted in real relationships creates better outcomes for everyone involved.
Would You Try These PR Strategies?
We loved hearing these hyper-local, relationship-first techniques. Would you try any of Saskia, Agnes, or Linda’s methods in your market? Drop a comment below to let us know.
