Forget the Template: How the Baltics Do Press Releases

For years, press releases have been labeled a dying format—reserved for ministries, municipalities, and global corporations stuck in layers of approvals. But the truth is more nuanced. In the Baltic region, where the media landscape is compact, fast-moving, and deeply local, press releases are evolving into something more powerful—when done right.

The Problem with the Traditional Press Release

Many global brands still struggle with earned publicity. This is especially true when headquarters are based abroad and local markets are treated as afterthoughts. Press releases are often crafted at the corporate level, translated (sometimes awkwardly), and sent out without regard to local relevance. As a result, the content often feels disconnected, overly formal, and uninspiring to local media.

Take, for example, a global electronics brand launching a new product. The original press release might feature quotes from a VP based in Germany and statistics relevant to Western Europe—neither of which resonate with journalists in Latvia, Lithuania, or Estonia.

The Power of Local Voices

One of the smartest shifts we’ve seen in the Baltics is the prioritization of local speakers. In a market this intimate, media coverage thrives on familiarity. Featuring a quote from a regional manager based in Vilnius or a local brand ambassador in Tallinn immediately creates relevance.

In fact, a campaign for a wellness brand in Latvia saw better traction when they used a local fitness influencer to share key messages, rather than relying on a distant corporate spokesperson. The media picked it up not because of the brand alone, but because the quote came from someone their audience actually follows.

Make It Useful: Tips by Industry

Another trend? Press releases that actually benefit the reader. This format works across many industries and doesn’t feel promotional when done right. It feels relevant. Here’s how it plays out in practice:

• Healthcare & Wellness – Press releases that include seasonal health advice, mental health checklists, or expert answers to trending health questions.
• Beauty – Sharing practical beauty hacks, local consumer trends, or “how to” advice on skincare routines based on current weather or lifestyle trends.
• Finance & Banking – Tips on saving, budget planning, or explaining investment basics in plain language. Especially relevant before tax season, holidays, or school year starts.
• Tech & Cybersecurity – Educational releases about AI use, data privacy, or safe internet practices — tied to actual dates like Safer Internet Day or relevant news moments.
• Retail & E-commerce – Advice-driven content around shopping hacks, sustainable buying tips, or guides for gift planning during seasonal peaks.
• Food & Beverage – Healthy recipes, expert nutrition advice, or even storage tips that reduce food waste — these get much more attention than another “new flavor” release.

This type of release gets published not because of the product plug at the end — but because the content has reader value.

Beyond the Pyramid: Reinventing Structure

The classic press release structure—headline, lead, body, boilerplate—is getting turned on its head. Journalists are overwhelmed. They don’t want to dig through jargon to figure out if your news matters. If your release isn't urgent or breaking, it might get skipped entirely.

What works better now? Content that’s ready to publish. Think feature-style writing: a press release that reads like an article. Add subheadings, include real-life examples, and avoid buzzwords. Instead of forcing the journalist to rewrite your copy, hand them something that could go live with minimal edits. We’ve seen tech startups in Latvia release stories written almost like blog posts—complete with quotes, statistics, and even stock images. The result? Direct pickups on major portals.

Opinion Pieces as PR Tools

Let’s not overlook the value of opinion articles. In many cases, a well-crafted op-ed by a brand ambassador, partner, or even an internal expert can outperform a traditional press release in terms of media pickup. These pieces work best when they’re insightful and genuinely passionate about the topic—not when they’re obviously self-promotional.

Final Thought: Earned Media Still Matters—If You Play It Smart

Let’s be honest: no one wants to publish another robotic quote from “John Smith, VP of Marketing, EMEA.” The media wants relevance, relatability, and ready-to-use material. That’s where clever PR professionals in the Baltics are winning—by adapting old formats to a new reality.

The attention span is shrinking, inboxes are full, and competition for earned coverage is intense. But when done with creativity, empathy, and a local-first mindset, the press release is far from dead. In fact, it might be smarter than ever.