Jessica Wax-Edwards (JWE): So Charlotta what makes placing news and thought leadership in Sweden different to other regions, like the UK for example?

Charlotta C. (CC): There’s a high volume of publications in Sweden, especially when it comes to the manufacturing sector so that sets it apart from its neighbour Norway but also other countries like France too.

JWE: OK wonderful so a lot of people to work with. How do you build those connections and stand out from the crowd?

CC: It’s been about building relationships with the editors so that you really understand from their perspective what’s the most relevant and useful content. A quick phone discussion can help you tailor the angle and also clue you in on good timings. For instance, it might be the perfect time to share that press release or you might want to wait to push out an article if you want to develop something more in-depth. For me, that means I’m not just reaching out to them but they come to me to find out when the next whitepaper is being published or if I have any appropriate spokespeople who can participate in this panel or that podcast.

JWE: That’s really interesting, so they clearly value getting the right piece of content at the right time. That reminds me of our discussion on French placement with Jessica.

CC: True and if people don’t come back to you right away, it doesn’t mean they aren’t interested. If your email got lost in the mix or slipped their mind it could go unused so it helps to check in and get feedback over the phone.

JWE: That’s something that really works in all the regions we’ve covered. It’s time intensive but speaking to someone in person or on the phone really helps to eliminate any communication barriers and really find out what they want from the material.

CC: Yes! Some of my contacts really love to chat and like to hear from me, which I’ve gathered from colleagues may be less the case in other countries. I think whatever the topic or region it’s purely about respecting their time. We know journalists receive a lot of mail from PRs and companies (some better than others), so we make sure each piece is a good fit and the angle is well-articulated before we share anything. The important thing is to not waste anyone’s time.

JWE: Speaking of…any top tips or quick takeaways on Sweden and Norway for our time-poor readers?

CC: Sure. I would say:

Print vs online

• Sweden has a lot of online publications, meaning there is ample appetite for press releases.
• In Norway, there are fewer online publications and quite a lot of print titles so sometimes articles make for better material.

Lead times:

• In Sweden, you’d wait around 1 day to 2 weeks before seeing something go live. Of course, print can take longer if you have to wait for the next issue so keep an eye on frequency – you may well be pitching a quarterly publication.
• General consensus is most editors are keen to publish ASAP so they may need a gentle reminder if you don’t see anything come out.
• Norway, however, takes a bit more time and requires some follow-up. Good communication throughout the process is key and articles tend to be scheduled well in advance so don’t lose touch or your piece might go unnoticed.

JWE: And what makes a topic stand out?

CC: Tailor, tailor, tailor. Don’t rely on a “copy & paste” pitch. Even where it’s just a short news story you can make sure they have the most relevant headline points for that particular publication.

This is the fourth installment in our series on localising your press placement. If you’d like to learn more, read our insights on placement in Germany, France and Spain check out our blogs on developing the perfect pitch. And if you need help generating newsworthy localised content about your products or services, get in touch!