Most agencies will tell you about reach, relationships, and long-term brand building. All of that is real. But before any of it means anything, there is a more basic question: how many times will my company appear in the media, and in front of how many people?
Here is what that looks like in practice, based on two clients we work with in Denmark.
A small company, first month
A Danish company with five employees started a PR program with us earlier this year. In their first month, they received coverage in Børsen, both online and in print, two pieces in MediaWatch, and two full-page interviews in regional media. Total reach across those placements: just over 900,000 unique monthly visitors.
One important caveat: the Børsen placement drove the majority of that reach figure. A single strong story in a high-reach outlet can move the numbers significantly in any given month. That is not the norm but it is the ceiling of a good month.
What is more typical, and more durable, is a consistent presence across relevant media over time: trade publications, specialist outlets, and the regional press that reaches the audiences actually making decisions in your market.
An established brand, steady state
At the other end of the scale, a large international consumer technology brand we have worked with for several years generates approximately 35 media placements per month in Denmark, with a combined monthly reach of around four million unique monthly visitors. That number is consistent and it does not spike on good months or collapse on quiet ones.
That kind of consistency is the product of years of relationship building, a steady pipeline of product and story angles, and a communications program that is genuinely integrated into how the company operates and not something bolted on when there is news to announce.
What drives the difference
The gap between those two examples is not mainly about budget, though budget matters. It is about three things.
Time. Media relationships are built slowly. A journalist who does not know your company will treat your first pitch differently from your fifth. The clients who see the strongest results are usually the ones who have been at it for more than a year.
Substance. Danish and Nordic journalists are not looking for polished press releases. They are looking for something they can actually use. For instance, data, a genuine perspective, and access to a person who knows what they are talking about. Companies that can provide that consistently get covered. Companies that cannot, do not.
Realistic expectations at the start. The first three months of a PR program are rarely the strongest. That is not a failure, it is how it works. The groundwork laid in that period is what makes months six and twelve look different.
What does it cost?
A basic PR retainer with Think PR starts at approximately DKK 18,000 per month. That covers ongoing media relations, story development, and the consistent work that builds coverage over time. Larger programs with broader scopes are priced accordingly.
We do not guarantee a specific number of placements, because PR does not work that way. Anyone who says otherwise is overselling it. What we can do is show what we have delivered for similar clients, so you can judge whether it is the right investment for your company at this stage.
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