Q&A: How to Secure Credible Consumer Tech Reviews in the Nordics 

In the Nordic markets, earned-media reviews remain a relationship-driven discipline, despite the increasing use of AI we are seeing across our discipline. 

Indeed, the use of product reviews in Denmark, Sweden, Norway and Finland is shaped by strong editorial independence, high consumer trust in media, and distinct market characteristics.

In this blog, we ask digitalPR’s B2C team what determines success when launching consumer tech review campaigns in the Nordics. Drawing on their experience from both sides of the so-called media-PR divide, they reveal what works and what doesn’t. 

Why are earned-media reviews of such importance in the Nordics?  

It takes a long time and effort to build trust and an emotional brand connection with discerning Nordic consumers, who place a high degree of trust in the editorial produced here.    

Media reviews provide unbiased purchase recommendations that lead to sales. Advertising cannot replicate this level of trust and authority. During the research and consideration phases of the customer journey, editorial reviews are exceptionally important and are often featured prominently in search engines and AI-driven tools such as ChatGPT and Gemini, where domain authority is a key factor. 

What’s more, reviews go beyond building consumer trust. Earlier in the channel development process, positive editorial reviews and awards often help to capture attention from retailers, especially in categories which are saturated with products. 

Can our organization pitch reviews ourselves in the Nordics, or do we need to work with an agency? 

Both approaches can work. 

Companies looking to pitch themselves will stand a greater chance of success if they have some prior experience with submitting review products to Nordic media. They will also need to consider how much resource they are willing to invest in the process. 

Opting for a local expert agency is often a more efficient solution, especially when considering the four Nordic markets. Each country has its individual media landscape, editorial characteristics and logistical considerations, and each typically requires a level of dedicated expertise. 

Can our team from outside of the Nordics pitch reviews into the Nordic media? 

Yes, but the complexity and nuances of each Nordic country often make a local setup more viable. 

Remember that the experience for the reviewer starts well before they unbox the product. A poor or delayed delivery process can leave a negative first impression which may not be shrugged off by the product itself.  

And logistical issues can easily surface without the right expertise in place. For example, because Norway is not part of the EU, ensuring a review sample gets delivered to a Norwegian reviewer on time, without unnecessary hassle, requires particular experience with customs procedures. 

How should review samples be offered to Nordic journalists? 

There is no one-size-fits-all approach, as preferences can vary between journalists and publications.  

Some prefer receiving minimal information so they can form an entirely independent verdict. Often, they will make sure not to read another review of the same product already published by another publication. 

Indeed, excessive background information can be counterproductive. Any overt ‘PR messaging’ is likely to be ignored and could even work against the product being reviewed – Nordic journalists are notorious for their focus on objectivity and editorial independence. 

Other reviewers, however, value detailed and well-structured information, provided it is purely factual and easy to navigate. 

At a minimum, companies should be prepared to share Nordic RRPs, product availability and high-quality press assets (such as images) which are suitable for both web and print. It is also important to provide a clearly defined contact person for follow-up questions or basic troubleshooting. 

The last point is particularly important. Few things frustrate Nordic reviewers more than receiving a review sample without a responsive point of contact. If questions aren’t answered promptly, the value of the exercise can erode very quickly. It is surprising how often this still occurs. 

On the flipside, if a faulty product is delivered, a quick and efficient response can save the review from disaster. If a replacement is dispatched swiftly, the issue may not influence the review outcome. 

Whether pitching in-house or teaming up with a local agency, we recommend adopting an individualized approach to product reviews. The partner agency or in-house PR function should act as an extension of the client/brand’s team and serve as a practical line of support for journalists. 

Does the type of publication affect how reviews should be managed? 

Very much so. 

Mainstream and lifestyle publications often prefer a non-technical approach and may not use a traditional review format with scores or award badges. For these outlets, real-world use tends to matter more than tech specs. 

Specialist tech publications, on the other hand, typically expect deep dives into product performance, features and underlying technology. As these reviewers often investment significant time in comparative benchmark testing, they will expect the supporting material to match. 

Understanding these differences is essential when tailoring outreach and materials. 

Do samples need to be permanently sponsored, or can they be loaned? 

This is a complex topic with no universal answer. It very much depends on the product, publication and specific review opportunity. 

If products are of negligible value, the cost and administrative effort of return shipping may exceed the value of the item itself. In such cases, permanent sample sponsorship can be worthwhile. 

Some publications require long-term access to products for comparative testing, long-term reviews such as ‘living with product X for three months’, or future firmware updates. In such cases, depending on product value, it may also be worthwhile sponsoring samples permanently. 

Other publications are not open to sample sponsorships due to ethical reasons and will always return samples following their review. When working with these outlets, ensure sufficient stock as new samples may be required on short notice when the next editorial opportunity arises. 

Do we need a local sample warehouse in the region? 

Storing products in a local warehouse with samples allocated for PR can be extremely useful. 

Whether working with a local PR agency or managing reviews in-house, storing products within the region makes it possible to respond rapidly when publicity opportunities arise. 

Equally important is the choice of courier. Relationships with reviewers can quickly turn sour because of delays, missed deliveries or impractical return processes.  

What is most important to remember?

In the Nordic markets, despite advances in AI and large language models, consumer tech reviews remain a relationship-based discipline. In the small, trust-based Nordic media ecosystem, proper review management is remembered long after the individual products have been tested and talked about.

This Q&A is based on digitalPR’s ongoing work with consumer tech brands across the Nordic region.