In this interview, we speak with TULI’s newest member, the communications agency PR Strategies. We talk about car accidents, AI hype, linguistic awareness, challenges, and much more. Sitting across the table are the agency’s partners, Inge Rumessen, Helena Loorents, and Triin Tähnas, whose collective experience spans print media, television, radio, and the public sector.

The agency has a long history dating back to 1994 when the U.S.-based PR corporation Hill and Knowlton opened an office in Estonia. It was the first PR agency in the country, where many of Estonia’s renowned public relations professionals got their start. Since 2015, the agency has operated as a partner of Hill and Knowlton in Estonia under the name PR Strategies.

You have extensive experience in journalism. In this industry, people often find themselves in a point where they must choose between continuing in media or moving to PR. Do you ever miss journalism?

Inge: The field of communications is constantly evolving and multifaceted. You can never stand still, or you’ll fall behind. It’s incredibly exciting, whether in journalism or public relations.

There used to be a lot of opposition between the two fields. I studied journalism at the University of Tartu, and when the PR module was introduced—where many lectures were shared with journalism students—there was concern about whether this might compromise journalists’ independence if they became too friendly with PR professionals (laughs).

Many journalists are my close acquaintances, but it’s crucial to remain professional and keep work separate from friendships.

Helena: The role of a PR professional is to act as a filter—identifying newsworthy angles the client might not notice and skillfully leveraging them in the client’s interest. Journalists may sometimes feel like PR is just “selling” a story. But our real aim is to create value for both parties through meaningful collaboration.

I know it depends on the client, but what strategies work best for engaging with the media today? Regarding sustainability, for instance, brands often find it difficult to get their achievements covered in the media because positive stories aren’t seen as exciting.

Inge: By now, sustainability should be a natural part of every company’s operations. To achieve something truly noteworthy, actions must be consistent, impactful, and add value to stakeholders while providing meaning.

Helena: For instance, we work with Lindström, a textile rental company. When we began in 2018, their main challenge was that they were more expensive than competitors. Delving deeper, we found that their environmental sustainability practices made their service pricier. The challenge became: how do we sell this? How do we highlight its value to consumers?

We started crafting articles on topics like “What Happens to Old Towels?” and “How to Give New Life to Your Old Clothes.” These were aimed at all consumers, not just business clients, explaining the weight of the textile waste problem. Lindström’s communications revolved around the environmental impact of textile waste and ways to combat it. They participated in sustainability competitions and collaborated with figures like Reet Aus and the Estonian Academy of Arts.

We raised the company’s visibility by spotlighting textile waste as a pressing issue rather than selling “the best service on the market”. This visibility eventually translated into greater recognition among business clients, who became increasingly interested in their services.

If you ask what works in the media, intrigue still works well. I recall organizing a press conference for a major international organization, but no one wanted to attend—it was quite embarrassing (laughs). Then, at the last minute, the attendees were involved in a car accident, and the event was canceled.

When we announced the cancellation, we started getting calls: “What happened?” Even before the event, journalists would ask, “Will the results be good or bad?” When I said “mostly good,” they responded, “You know that’s not interesting, right?”

However, intrigue doesn’t have to mean negative messages. Every story can be presented as solving a problem or preventing a potential issue.

PR has expanded significantly, but mastery of language remains key. I’ve heard concerns about interns’ proficiency in the Estonian language. Have you noticed this issue as well?

Inge: At university, the focus is more on theory and research, while practical skills are increasingly neglected. In the past, PR students were taught the basics—how to write a press release, for example. Today, interns arrive without even a basic understanding of press release structure. They also lack knowledge of different text genres. Proficiency in one’s native language should be a fundamental skill.

That said, PR is no longer so media-centric. Media relations are playing a smaller role in PR and will likely continue to diminish. While content marketing is growing in importance, it needs to be done well to engage readers. Other channels have become more significant, as media no longer serves as the primary messenger it once was.

Helena: Content marketing is often poorly executed. I reviewed the content marketing block of one news portal today, and the results were quite depressing. Poorly done content marketing is a waste of money. Yes, your image and name might be visible, but your message doesn’t get across. There’s a misconception that if you pay for the space, you can publish whatever you want. But the question remains: why would anyone click on it and actually want to read it?

Triin: If readers perceive from the image and headline that the content is brand-driven, they won’t read it. Content marketing should not be underestimated and must be approached as a strategic tool to deliver your message to the target audience effectively.

Good content marketing must balance engaging and compelling storytelling while conveying the brand’s values and message. It can’t be overly sales-focused, simply because “we-paid-for-the-space.” Instead, drive traffic to your website, monitor results, and work consistently to maximize the potential of content marketing.

I recall when we created a content marketing segment in Delfi for Premia Ice Cream Factory’s 65th anniversary. One of the most-read pieces was about a happy ice cream master who hadn’t experienced summer for 44 years because he was busy making ice cream. The story had an inviting title, was humorous and relatable, and highlighted the company’s values and its care for employees. It received nearly 13,000 reads which is a significant result!

However, the most popular article—read by over 14,000 people—was essentially an advertisement: “THE STARS HAVE SPOKEN: Which Ice Cream Matches Your Zodiac Sign?” This type of approach might not appeal to everyone, but the goal of making the brand visible and engaging readers was overwhelmingly achieved. Storytelling is incredibly important and resonates deeply with people.

What are the biggest challenges in the industry today?

Inge: The sheer volume of information. How do you stand out, be unique, and create value for the reader in such an environment?

Helena: Probably also the fact that everyone wants to talk about the same things. Everyone wants to be responsible and environmentally sustainable. ESG is crucial for everyone, and rightly so. But it’s also possible to convey that message in very creative ways.

I really admire how Ragn-Sells shapes its environmentally conscious community. Visitors to their blog don’t just read about garbage or recycling – there are stories about 3D-printed homes, sustainable construction, film recommendations on matters of the environment, skincare products in 2050, and much more. I often highlight their newsfeed in our content creation workshops. They excel in the art of storytelling, and I tip my hat to the Ragn-Sells communications team!

It feels like many companies don’t put enough effort into finding their unique voice and identity. When news comes out about a company making something greener, you could almost replace that company’s name with any competitor’s, and it would still make sense.

The search for a unique character and strategic narrative – the core text – is something we increasingly focus on. We help our clients discover what makes them special. What change is the organization working to bring about in society?

If the organization were a person, would it be a young, friendly buddy, a patient and compassionate grandmother with great advice, or perhaps a curious and smart 8-year-old asking why things are done one way and not another? This character doesn’t have to be a mascot, a cover figure, or a persona described on the website. It’s a feeling that should be reflected in every organizational message.

Inge: We also often see companies trying to be present on all platforms. But you don’t need to be. You don’t have to be on Instagram if your target audience isn’t there. LinkedIn is becoming increasingly popular, with challenges like posting at least once a week. But first, one should ask themselves what the purpose is and what value it creates, and for whom.

Helena: Even there, there’s an overload of fluff. The goal shouldn’t just be visibility, but achieving tangible business results through that visibility. Many try to craft as many various advisory posts as possible. If we remove marketers from the equation and only leave executives, what kind of advice are we talking about? Why does a leader need to give advice on LinkedIn, or what advice do they want to receive on LinkedIn?

How do you distinguish yourselves among other PR agencies?

Inge: We are a full-service agency, offering everything from strategy development to execution in both corporate and marketing communications. Our tools include training, workshops, media relations, crisis communication, social media management, event planning, and more. By the way, influencers have called us the best collaboration partners.

It’s true that many full-service agencies exist in Estonia. While many partnerships begin with crisis resolution or a phone call saying, “Hey, you were recommended; we need this and that,” long-term and successful client relationships always start with strategy creation.

We have an extensive range of clients from various industries, including energy, IT, defense, finance, and economics, to softer topics like design and art.

Helena: Clients often highlight how thorough we are. While it might not sound extraordinary, clients see how we genuinely commit to quality when they work with us. We hold ourselves and our clients to high standards.

Our relationships with clients are so strong that we essentially become part of their organization. I love the feeling of visiting a client, grabbing my own named coffee cup off the shelf, and chatting with some of the 20-30 people I’ve gotten to know over years of collaboration. When you’re trusted to that extent, you’re also given room to experiment – and that’s crucial for maintaining freshness.

This kind of continuous value-creating partnership is rarely something clients want to give up. According to what we’ve heard, there aren’t many agencies that consistently walk alongside their clients at this level while scaling new heights together.

Why did you join TULI?

Inge: Jokingly, you could say there were no reasons left not to join!

Helena: We’ve sensed that it’s a community doing cool things, with practical value to offer. We want to be part of that inspiration and synergy. I’ve often found myself reading non-PR-related stories on the TULI portal, which helps me understand what’s happening in other fields and how we can use the expertise, data, or techniques from media or digital agencies. Not to do their work ourselves but to collaborate.

Inge: The lines between PR and marketing are blurring. That’s perfectly fine. In our daily work, we increasingly do things that go beyond traditional PR.

Triin: When I joined the agency, the press release was the king of genres. Today, my workload includes a few press releases and articles but increasingly involves influencer collaborations, strategic client partnerships, and various event arrangements – some far beyond the traditional scope of public relations.

For example, we once organized for 60 members of a global network of wealthy individuals to land in Tallinn during their around-the-world trip. They needed passport control, transport, a guided tour of the Old Town, entertainment, dinner, and a return to the airport, all within four hours of landing. Another time, the same group spent an entire weekend in Tallinn, visiting Parliament, meeting local politicians, exploring cyber training grounds at CR14, and sending their DNA to the moon on a future mission.

We’ve also handled creatively designed product launches, building openings, extreme car tests, and even New Year’s parties for clients.

The scope of work has expanded significantly. If you’re willing to grow and embrace new challenges, you can do incredibly exciting things. The boundaries between events, PR, and marketing are merging. As an employee, you have more freedom to shape your role, but PR professionals are now also expected have much more than just writing skills and the ability to participate in projects dealing with only PR. 

Author: Siim Kera, TULI

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