Here’s a new post from the digitalPR team in the Nordics that we love and wanted to share. Kenneth Nygaard Knudsen shares expertise, knowledge, and insights to help manage consumer reviews in the Nordics to perfection!
You can read Kenneth’s full article on the link below (we’ve highlighted ten of his best tips):
💡 Treat each country in the Nordics as unique. Each country in the region has its individual media landscape, editorial characteristics, and logistical considerations.
💡 Deliveries set the tone. Remember that the experience for the reviewer starts well before they unbox the product. A poor or delayed delivery process can leave a negative first impression.
💡 Similarly, be mindful of customs procedures. For example, Norway is not part of the EU, so ensuring a review sample gets delivered to a Norwegian reviewer on time (and without unnecessary hassle) requires specific experience with customs procedures.
💡 Ditch overt PR messaging. Any heavy sales pitch is likely to be ignored and could even work against the product being reviewed. Nordic journalists are notorious for their focus on objectivity and editorial independence.
💡 Be responsive. Few things frustrate Nordic reviewers more than receiving a review sample without a dedicated, responsive point of contact.
💡 Tailor your approach. We recommend adopting an individualised approach to product reviews. The partner agency or in-house PR team should act as an extension of the brand and serve as a practical line of support for journalists.
💡 Know your publication style. Mainstream and lifestyle publications often prefer a non-technical approach and may not use a traditional review format with scores or award badges.
💡 Deep dive for tech specialists. Specialist tech publications, on the other hand, expect deep dives into product performance, features, and underlying technology. Because these reviewers often invest significant time in comparative benchmark testing, they expect supporting materials to match.
💡 Plan for long-term testing. Some publications require extended access to products for comparative testing, “living with” features (e.g., testing for three months), or evaluating future firmware updates.
💡 Store samples locally. Storing products in a local warehouse with samples allocated specifically for PR is extremely useful. Whether working with a local agency or managing in-house, regional storage allows you to respond rapidly when publicity opportunities arise.
Read the FULL article here: https://lnkd.in/eiCmwpzw
