Lighthouse PR: Taking Media Relations to the Next Level Across Central and Southeastern Europe

Media relations in Central and Southeastern Europe have changed fundamentally over the past decade. What once worked at the local level – press lists, transactional pitching, and volume-based exposure – is no longer sufficient in a region marked by cross-border audiences, regional newsrooms, and increasingly sophisticated editorial standards. At Lighthouse PR, elevating media relations means moving beyond national reflexes and building a genuinely regional, strategic approach.

From local visibility to regional relevance

Operating across Central and Southeastern Europe requires more than translating press releases or duplicating tactics market by market. Each country brings its own media culture, editorial priorities, and levels of trust in institutions and brands. At the same time, many publications, journalists, and narratives now operate regionally, not nationally.

Lighthouse PR approaches media relations with this dual lens: respecting local specificity while building stories that travel across borders. The objective is not maximum coverage but relevance in the right regional conversations.

Relationships before reach

In a crowded media environment, access is no longer guaranteed by a press list. It is earned through credibility, consistency, and respect for editorial independence. Lighthouse PR invests heavily in long-term relationships with journalists across Central and Southeastern Europe, understanding beats, pressures, and decision-making processes.

This relationship-driven approach allows the agency to place complex topics – from corporate strategy and sustainability to crisis response – in environments where nuance is possible, not diluted.

Strategic coordination, not fragmentation

One of the biggest risks in regional communication is inconsistency: different messages, tones, or priorities emerging in parallel markets. Lighthouse PR treats media relations as a coordinated system, not a collection of isolated activities.

Regional narratives are anchored in a clear strategic core, then adapted locally without distortion. This ensures that leadership messages, data points, and positioning remain aligned, regardless of geography.

Raising the advisory standard

Taking media relations to the next level also means redefining the agency’s role. Lighthouse PR does not function as a distribution channel but as an advisor on timing, positioning, and exposure risks. This is especially important in Central and Southeastern Europe, where political sensitivity, regulatory scrutiny, and economic volatility can amplify missteps.

Clients rely on the agency not only to secure coverage but also to decide when not to speak, where restraint creates more value than visibility.

Measurable impact, not headline counting

Traditional media relations often equate success with volume. Lighthouse PR measures success through impact: message accuracy, credibility of outlets, relevance of audiences reached, and contribution to long-term reputation. This analytical discipline is applied consistently across markets, allowing clients to understand how communication performs regionally, not just locally.

Building a regional standard for Media Relations

By combining local intelligence with regional coordination, Lighthouse PR is helping redefine what strong media relations look like in Central and Southeastern Europe. The goal is not to replicate Western models but to build a mature, context-aware approach suited to the realities of the region.

Media relations at this level is no longer about sending information out. It is about shaping conversations that hold across borders, withstand scrutiny, and support long-term trust.

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About the Author

Steve Gardiner (exec MBA) is a senior marketing and commercial leader at Lighthouse PR, bringing global experience from Accenture, Electronic Arts, Virgin Media, Telekom, and Etisalat. Latterly, as VP Business at Etisalat, he was responsible for $1.8B in revenue.

Today, Steve applies his strategic, marketing, and growth expertise to support Lighthouse PR clients as part of the agency’s service offering.