As members of Enterie, a dynamic international PR network founded in Poland, we understand the intricacies of public relations (PR) in Central and Eastern Europe (CEE). This vibrant region, with its diverse cultural, economic, and media landscapes, demands tailored strategies for success. This blog post will reveal practical insights for crafting impactful PR campaigns in countries such as Hungary, Poland, Czechia, Slovakia, Lithuania, Latvia, Estonia, and Ukraine, focusing on local expertise, targeted media outreach, and digital strategies to drive success.
Navigate the unique cultural and media landscapes of CEE
CEE is a diverse region, with each country presenting distinct cultural and media characteristics. For instance, Hungary’s media blends traditional outlets with a growing digital focus, requiring campaigns to balance print and online engagement. Poland, by contrast, has a fast-paced, tech-savvy market where digital platforms dominate. Slovakia and Czechia share linguistic similarities but differ in media consumption habits, while the Baltic states - Lithuania, Latvia, and Estonia - prioritise innovation and digitalisation. Ukraine’s PR landscape, for example, thrives on resilient storytelling that resonates amid socio-political challenges. Customise messaging to align with each country’s values while maintaining brand consistency.
Collaborate with local PR specialists for market success
Local expertise is critical for navigating CEE’s complex markets. Enterie’s network, founded in Poland and spanning over 80 countries, connects brands with local PR agencies to deliver culturally relevant campaigns. For example, in Hungary, Enterie’s partner Red Lemon supported EIT Health InnoStars, achieving over 160 media mentions by crafting healthcare innovation stories tailored to Hungarian media nuances. In Czechia, a campaign for e-commerce platform Heureka, managed by Enterie’s local partner, boosted brand visibility through targeted media outreach, leveraging Czech journalists’ preference for data-driven content. In Ukraine, Enterie’s partner Slova Tech PR supported a campaign for Grammarly, securing 30+ high-quality media placements by focusing on the brand’s role in supporting local talent during challenging times. Partner with local agencies within networks like Enterie to ensure campaigns resonate and succeed.
Partner with local PR agencies within networks like Enterie to ensure campaigns are culturally relevant and effectively executed.
Tailor media outreach to local journalists and outlets
Effective media outreach in CEE hinges on localisation, and initiatives such as EnterieGo offer a great way to distribute tailored content across the region. In Hungary, for instance, journalists value exclusive content, and tailored press releases or case studies can foster strong relationships. In Slovakia, PR Clinic’s campaign for a tech client achieved widespread coverage by aligning content with local media priorities, such as economic impact stories. In the Baltics, Sensus PR’s campaign for a fintech brand leveraged data-driven whitepapers to gain traction on digital outlets like Delfi, which operates across Lithuania, Latvia, and Estonia.
For SMSAPI, localised press materials in Poland, for example, increased referral visits to local-language websites. Identify key media outlets - from traditional newspapers to niche blogs - in each country and provide journalists with market-specific, newsworthy stories.
Amplify your brand through digital and social media
Digital channels are vital for boosting PR efforts in CEE. In Poland, for instance, a campaign for SMSAPI improved organic search visibility and referral traffic by optimising content for local search engines and engaging audiences on LinkedIn. Hungary’s expanding social media scene, particularly on X and Instagram, offers opportunities to connect with younger audiences through localised posts and influencer partnerships. In the Baltics, campaigns for tech brands such as Codecool used LinkedIn to share thought leadership content, boosting brand authority. Create localised social media content, optimise for SEO, and partner with local influencers to expand reach.
Capitalise on CEE’s booming tech and innovation sectors
CEE is a hub for innovation, particularly in tech, fintech, and cybersecurity. Hungary’s Budapest, for example, is a thriving startup hub, and campaigns highlighting healthcare tech solutions, such as those for EIT Health InnoStars, gained traction by emphasising local innovation. Poland’s fintech sector is flourishing, with campaigns like SMSAPI’s positioning the brand as a leader in digital communication. With the cybersecurity market projected to reach USD 424.97 billion by 2030, campaigns in Lithuania and Estonia, for instance, focusing on cutting-edge solutions resonate with tech-savvy audiences. Develop content such as case studies to highlight your brand’s expertise in these sectors.
Adapt quickly to CEE’s fast-evolving markets
CEE markets evolve rapidly, requiring flexible PR strategies. In Hungary, for example, campaigns must adapt to fast-moving media cycles and local events. A campaign for Zmorph S.A. in Poland demonstrated agility by addressing media inquiries swiftly, ensuring consistent messaging. In Ukraine, PR for brands such as EIT Health InnoStars focused on resilient storytelling to connect with audiences amid challenges. Build contingency plans and maintain close communication with local teams to adjust strategies, particularly for multi-market campaigns.
Showcase local impact to build trust
Showcasing local impact strengthens PR campaigns. In Hungary, for instance, EIT Health InnoStars’ campaign highlighted regional healthcare startups, earning widespread media attention. In Poland, Codecool’s merger campaign emphasised upskilling local talent, securing extensive coverage. In Slovakia, tech brands gained traction by showcasing economic contributions. Incorporate local success stories - such as customer testimonials or community initiatives - into PR materials to build trust and relevance.
Use data to track and optimise campaign performance
Data-driven PR is crucial for sustained success. In Poland, for example, analytics for SMSAPI’s campaign showed improved organic search rankings and website traffic, guiding future efforts. In Hungary, tracking media mentions for EIT Health InnoStars refined messaging for subsequent campaigns. Use tools to monitor metrics such as media coverage, social engagement, and website referrals. Analyse performance to identify effective content types or media outlets and adjust strategies to maximise impact.
Excelling in PR across Central and Eastern Europe requires local expertise, targeted outreach, and digital engagement. By navigating market diversity, collaborating with local professionals through networks like Enterie, and staying agile, brands can achieve significant visibility in countries such as Hungary, Poland, and beyond. Capitalise on high-growth sectors, use data to refine strategies, and share localised stories to connect with audiences. Initiatives like EnterieGo can further amplify your efforts, ensuring measurable results and lasting impact in CEE’s dynamic PR landscape.
