Effective media relations are not a matter of luck but the result of a well-designed strategy. In today’s oversaturated media landscape, Belgian companies compete daily for attention. Journalists, editors and influencers receive countless pitches and press releases. Only organisations that combine news value, authenticity and timing truly stand out.
This article outlines five proven tactics that help Belgian companies strengthen their media relations and sustainably increase their visibility.
Tactic 1: Creating news value
The foundation of any successful PR campaign is news value. Journalists are not interested in advertising — they want stories that inform, inspire or engage their audience. When crafting your message, think like an editor: why would this matter to readers, viewers or listeners?
News value often originates from:
- Innovation: a new product, technology or business model with impact.
- Societal relevance: contributions to sustainability, diversity or the local economy.
- Data or research: insights from studies that uncover trends.
- Human stories: inspiring employees or customers who bring the brand to life.
In Belgium, tailoring stories to regional and linguistic contexts is essential. What resonates in Flanders may not work in Wallonia or Brussels. Localising your angle significantly increases your chances of coverage.
Tactic 2: Building a targeted press list
A common mistake is sending press releases blindly to hundreds of contacts. Successful media relations rely on relevance, not volume.
Start by identifying journalists, bloggers and content creators covering your sector. Review their recent articles, interests and media channels. Tools such as Auxipress, Meltwater or Cision can support this process.
More importantly: maintain the relationship. Don’t only reach out when you have news. Share valuable insights, contextual information or invitations to industry events. This builds trust and positions you as a reliable source, not an opportunistic sender.
A good press list is not a static database but a living network.
Tactic 3: The hybrid press release
The traditional press release still matters, but its use has evolved. Instead of lengthy, jargon-heavy text, journalists increasingly expect rich digital content that is easy to reuse.
A hybrid press release includes:
- High-resolution visuals (photos, videos, infographics)
- Quotes from CEOs or experts
- Links to background information, blog posts or case studies
- Clear contact details for follow-up
- SEO optimisation with relevant keywords
Publish your press release on your own newsroom or blog page. This not only increases media reach but also boosts organic search visibility. Backlinks from articles then strengthen your domain authority — a win for both PR and digital marketing.
Tactic 4: Collaborating with influencers and creators
Influencers have become an integral part of Belgium’s media ecosystem. Once seen solely as a marketing tool, they are now key partners in earned media.
Their power comes from authenticity and community trust. Their followers value their opinions more than traditional advertising. Micro-influencers (5,000–50,000 followers) are especially effective due to their high engagement and local impact.
For successful collaborations:
- Choose influencers aligned with your brand values and target audience.
- Allow creative freedom — avoid rigid scripts; co-create an authentic story.
- Combine influencer content with traditional PR by pitching their experience as a media-worthy angle.
By mixing influencers and media strategically, you increase both reach and credibility.
Tactic 5: Continuous monitoring and optimisation
A media relations campaign does not end with publication. Its real value lies in continuous follow-up and improvement.
Use monitoring tools to track:
- Number of publications and reach
- Sentiment: positive, neutral or negative
- Engagement: reactions, shares, backlinks
- Traffic impact: how many visitors come from media coverage?
These insights allow you to refine your approach. You might discover that one medium performs particularly well or that certain story angles resonate more strongly. Continuous learning makes each new campaign more effective.
Monitoring is not just a reporting tool — it’s a strategic feedback loop.
BackstageCom cases
At BackstageCom.be, we apply these five tactics to deliver measurable impact. We help Belgian companies develop strong brand narratives through integrated media relations.
Our method combines strategic planning, storytelling and digital PR. We work closely with journalists, editors and creators to craft stories that are relevant, credible and SEO-friendly.
From PR strategy to influencer campaigns, we guide organisations step by step — from concept to publication — and track every result through detailed monitoring reports.
This ensures our clients are not only visible but also trusted.
By consistently applying these five tactics, Belgian companies can significantly strengthen their media presence. It is no longer just about “getting press coverage”, but about building long-term relationships that lead to trust and growth.
In a world where attention is scarce and credibility invaluable, strong media relations become a strategic asset. Companies that invest in news value, relevant connections, hybrid communication and continuous optimisation gain visibility today — and reputation tomorrow.
