We have recently published a study on the effectiveness of English language press releases to secure international visibility from Nordic companies.
The study acknowledges that companies, both large and small, commonly use English language press releases for regulatory purposes and to gain visibility in the media, the study suggests that their effectiveness in securing coverage in major international publications is limited.
- Limited Impact of Press Releases: The study focuses on analysing the visibility of Nordic innovations in three prominent international media outlets: the Financial Times, the New York Times, and The Economist. It observes that, despite the widespread use of English press releases by Nordic companies and scientific bodies, their presence in these publications is minimal.
- Focus on Major Geopolitical Events and Global Issues: The study finds that international media attention is often driven by major geopolitical events or global issues, rather than routine press releases. The heightened visibility experienced by four Danish companies (Vestas, Novo Nordisk, Orsted, and Maersk) in 2023 and 2024 is attributed to their involvement in such events. Their coverage stemmed from their roles in wind energy projects facing challenges in the US, the development of successful obesity drugs addressing a global health concern, and disruptions in container shipping caused by geopolitical conflicts.
- Need for Strategic Communication: The study argues that relying solely on traditional press releases is unlikely to be an effective strategy for Nordic companies and scientific institutions seeking to increase their international visibility. It recommends a more strategic approach, such as using a centralised website, dedicated to showcasing Nordic innovations in English and creating more engaging content that highlights the unique strengths and achievements of the region’s innovators.
In conclusion, while English language press releases serve a purpose in regulatory compliance and local media outreach, their impact on securing coverage in major international publications for Nordic companies appears to be limited. The study suggests that a more targeted and strategic communication approach is necessary to gain significant visibility in the international media landscape.
You can receive a copy of this study by sending an email to: contact@forumnordic.com
