Despite having world-class innovations and strong global brands, foreign companies often struggle to capture the attention of Swedish editors. Why? For many international companies, the Scandinavian media landscape, and particularly the Swedish editorial system, remains a black box.
I have worked with several big international companies, contacting me asking for help to distribute press releases in Sweden. Only to been given a five-page technical description of their new product, expecting grandiose results. In Sweden that just don’t cut it.
Journalism over publicity
Swedish newsrooms value independence and public interest over promotional intent. Editors are guided by editorial principles that prioritize relevance, originality, and societal impact. This means that even if a story is newsworthy elsewhere, it might not fit Swedish media standards unless it’s adapted and contextualized.
Simply put: If your story looks like marketing, it won’t get published.
A much narrower media landscape
Keep in mind, Sweden is by international standards a small country, there’s only so much room for different publications. We have a set list of maybe five-ten large nationwide newspapers (DN, Aftonbladet, SvD, Expressen, Di being some of them). Each industry has a few trade newspapers.
This means that competition for publicity is fierce. There are very few newspapers with market-related content, overall Swedes have a high media literacy. The trade industry newspapers have a big focus on the national agenda, in some ways big global movements — but seldom what semi-known companies are up to.
Read more: Media success when Greatness PR helped GKN Aerospace launch Ariane 6
Independence and relationships
Swedish media outlets generally avoid pay-for-play models. Sponsored content is clearly labeled and separated from editorial content. Building long-term relationships with journalists, based on transparency, trust, and timing, is often far more effective than relying on paid placements.
If you want to succeed you rarely get any luck with every second month distributing your press releases far and wide, with no context or follow-up whatsoever. Swedish journalists need to be wooed — What’s your interesting hook and how will it affect the readers short and long term?
Local relevance is key
Swedish editors ask: “Why is this important for our readers, right now?” They want to know what the story means for Sweden, Swedish people, or Swedish industry, not just what a company is doing globally. Press materials that fail to localize the message rarely make it past the inbox.
The more closely your press release aligns with the Western industry agenda, the more likely it is to capture a journalist’s attention.
Read more: National media coverage when four IT companies became Nordlo
Timing and news value
In Sweden, editorial calendars are often driven by politics, sustainability, innovation, and public policy — not company milestones. Launching a product? Tie it to a societal trend. Expanding in the Nordics? Show how it affects jobs, industry, or climate impact. Editors need a news hook.
Four ways to succeed in Sweden
- Local insights matter
Work with advisors who understand the unwritten rules of Swedish journalism and can navigate the editorial climate. - Journalistic storytelling
Translate your business goals into stories that add value to public conversation — not just to your brand. - Be available and credible
Swedish journalists value direct access to local spokespeople, credible data, and honest answers. - Adapt your release to the Swedish format of writing
In Sweden we use “–“, instead of “quotation marks”, we rarely write a press release longer than one page, and pictures which clearly is made by the market department almost always get discarded. Swedes prefer a personal approach, with a spokesperson who tells them why it’s important or interesting.
Sweden is a highly digital, media-literate society where the bar for relevance and quality is high. But when you understand how public discourse works, Swedish media can become a powerful partner in building trust, influence, and visibility in the Nordics.
→ Want to know more about how to build publicity that works in Sweden. Maybe we can help you out?
