Building Media Relationships for Scaleups

Success in scaleup PR depends on building authentic, long-term relationships with journalists who cover your industry, market, and growth stage.

Understanding Nordic Journalism

Media Landscape Characteristics

• Quality Focus: Nordic journalists prioritize depth and accuracy over speed
• Relationship-Based: Personal connections and trust are crucial
• Evidence-Driven: Strong preference for data and proof points
• Skeptical but Fair: Journalists are critical but give fair coverage to good stories

Key Publication Categories

National Business Media:

• Dagens Industri (Sweden), Dagens Næringsliv (Norway), Børsen (Denmark)
• Focus on business strategy, financial performance, market trends
• Decision-maker readership, high credibility

Tech-Specific Publications:

• Breakit, TechSavvy, Arctic Startup, Nordic Tech
• Startup ecosystem focus, innovation coverage
• Entrepreneur and investor readership

Industry Verticals:

• Fintech: Nordic Fintech Magazine, Finextra Nordic coverage
• Medtech: Nordic Life Science, MedTech Europe
• Cleantech: Cleantech Group Nordic, Energy Voice

Journalist Relationship Building

Research and Preparation

Beat Analysis:

• What topics does each journalist cover?
• What's their writing style and angle preference?
• How often do they publish and on what schedule?
• What sources do they typically quote?

Social Media Engagement:

• Follow journalists on LinkedIn and Twitter
• Engage thoughtfully with their content
• Share relevant insights and data
• Build recognition before pitching

Value-First Approach

Provide Market Insights:

• Share exclusive data or research
• Offer Nordic market perspective on global trends
• Provide expert commentary on industry developments
• Connect journalists with other relevant sources

Be a Reliable Source:

• Respond quickly to journalist inquiries
• Provide accurate and verified information
• Offer balanced perspectives, not just promotional content
• Follow through on commitments and promises

Effective Pitching Strategies

Email Structure

Subject Line: Clear, specific, newsworthy

"Nordic fintech funding reaches record €2.5B in Q1 2025"

Opening: Personal connection and relevance

"Hi [Name], Following your recent article on Nordic fintech trends, I thought you'd be interested in some exclusive data we've compiled..."

Body: News hook, context, proof points

• What's happening and why it matters
• Nordic-specific angle or data
• Supporting evidence and quotes
• Clear next steps

Closing: Easy response and follow-up

"Happy to provide additional data or arrange an interview with our CEO. I'll follow up early next week if you'd like to discuss further."

Timing and Follow-up

Optimal Timing:

• Tuesday-Thursday, 9-11 AM local time
• Avoid Mondays (catching up) and Fridays (winding down)
• Consider journalist's publication schedule
• Respect Nordic holiday periods

Follow-up Strategy:

• Wait 3-5 business days before following up
• Add new information or angle in follow-up
• Respect "no" responses and maintain relationship
• Continue providing value even without immediate coverage