Media relations have undergone a significant transformation over the past decades. While Belgian companies once relied on a well-written press release and a handful of strong journalistic contacts, today’s media landscape is broader, faster, and more digital than ever. The line between journalism and content marketing is increasingly blurred, and digital channels now play a central role.
For businesses operating in Belgium’s multilingual and culturally diverse environment, this shift is profound: the focus is no longer solely on reach, but on credibility, authenticity and building long-term relationships with the right media partners. Understanding this evolution enables brands to grow in ways traditional advertising could never achieve.
Historical overview
Up until the early 2000s, media relations were largely built around traditional channels. Companies wrote press releases, organised press conferences, and maintained personal contacts with journalists from newspapers, magazines, radio and television. PR success was often determined by the journalistic relevance of the news and the strength of one’s network.
A mention in De Standaard, Trends or Le Soir could dramatically boost visibility. At the time, communication strategies focused on message control: one clear narrative, carefully crafted and distributed through a limited number of influential outlets.
The rise of the Internet changed everything. News became online, instant and interactive. The rapid spread of information forced companies to rethink their communication approach. PR moved from broadcasting to engaging in dialogue.
Current situation
Today, Belgium’s media landscape is more complex than ever. Alongside traditional outlets, blogs, online magazines and social influencers play a significant role. According to the 2023 SMI Barometer, Belgian content creators and micro-influencers have an increasing impact on brand perception and consumer trust.
Media relations in 2025 are no longer about publicity, but about earned trust: credible, authentic coverage resulting from mutual respect and value. Companies who treat journalists, bloggers and creators as partners — rather than merely as distribution channels — build stronger, more sustainable relationships.
SEO and digital visibility have also become crucial. An online article with a backlink can attract new readers while improving search engine rankings. As a result, the boundaries between PR, content marketing and digital strategy continue to fade.
Belgium’s unique context — bilingual market, regional media differences (Flemish, Walloon, Brussels), and niche platforms like Bloovi, Digimedia or Gondola — makes segmentation essential. Generic press releases no longer work; tailored communication is now the standard.
Strategic integration
Leading Belgian companies now view media relations as an integrated component of their broader communication strategy. This means PR, marketing and digital content work hand in hand.
Best practices include:
- Authenticity first: media and influencers seek meaningful stories, not sales pitches.
- Data-driven insights: use monitoring tools such as Meltwater or Auxipress to track sentiment and media impact.
- Cross-channel storytelling: combine press releases with blogs, video interviews, podcasts or social campaigns.
- Local relevance: tailor communication to language, region and culture.
- Consistent follow-up: build relationships by offering value, not only news.
Companies that excel in these areas turn media relations into a strategic advantage and position themselves as industry thought leaders.
The BackstageCom approach
At BackstageCom.be, we believe that strong media relations don’t happen by chance: they are the result of a clear, long-term strategy. We help Belgian companies bridge the gap between traditional PR and digital media through integrated communication plans.
Our process begins with a media audit: analysing your current press visibility and identifying untapped opportunities. We then develop a content strategy that blends newsworthy storytelling with the right channels — from national newsrooms to local blogs and industry platforms.
Next, we focus on earned media: visibility you acquire through credibility and relevance. Through storytelling, media relations, digital PR and influencer collaborations, we help brands strengthen their reputation.
Our mission? Ensuring your brand is not only seen, but believed.
The evolution of media relations in Belgium mirrors the broader transformation of communication: from static to dynamic, from one-way broadcasting to engagement, from mass media to micro-communities.
Companies that understand that credibility is the new currency invest not only in visibility but in trust. The future of PR lies not in more publications, but in meaningful relationships — with journalists, creators and audiences.
In a world saturated with information, authenticity sets brands apart. Those who master this build strong, resonant and lasting brands — today, tomorrow and far beyond.
Sources:
SMI Barometer 2023
Auxipress
