5 mistakes to avoid when doing PR in Sweden

Based on our extensive experience working with international clients and media relations - both in Sweden and abroad - we’ve identified several areas that are too often overlooked by companies seeking to increase their publicity in Sweden. Here are the five most common tips we give to non-Swedish companies:

1. Find a Broader News Hook
Sweden’s media landscape is compact, with fewer niche outlets than many other markets. That means you can’t always rely on a hyper-targeted pitch or a specialized beat reporter to pick up your story. Instead, you need to work harder to frame your announcement in a way that resonates with a broader audience. That could mean connecting your news to a trend that affects the Swedish public or highlighting a tangible business or societal impact.

2. Serve the Journalist: The Copy-Paste Ideal
Write the press release as if you were the target journalist yourself. The ideal press release is something a journalist would want to copy and paste directly into their article. Too often, especially among non-Swedish companies - press releases are far too long, leaving the (burdensome and important) task of summarizing the story to the journalist. Make it easy to grasp, easy to quote, and impossible to ignore.

3. Drop the Brag
Many companies want to describe themselves as “leading” within their niche or fill their releases with subjective superlatives. But Swedish journalists never use such language to describe companies - and they tend to be more sensitive to commercial messaging than many of their international counterparts. In the best-case scenario, the journalist will edit those words out. In the worst-case scenario, your release will be dismissed entirely as advertising or corporate fluff.

4. Master the Humble Brag
Subjective opinions about your company are unlikely to make it into an article, and outright boasting is even more difficult. Instead, find relevant reasons to mention your success in a more humble, contextualized way. For example: if you want to highlight rapid growth, don’t present it as a personal triumph. Tie it to a broader issue - like how the industry is facing a shortage of qualified talent to keep up with your expansion.

5. Don’t Be Afraid to Stir the Pot
Beyond having a solid news angle, strong opinions are highly valued by Swedish media. If you’re prepared to use colorful language, be critical of something, or highlight a conflict, this can work to your advantage. It’s not for every company - but those that dare to be clear not only about what they stand for, but also what they oppose, are more likely to be heard.

Article by: Aron Samuelsson, Senior Advisor & Partner at Spotlight


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