As a small and highly multinational country, Luxembourg surprises with the number of its media outlets and the languages they are available in – Luxembourgish, German, and French, which are the three official languages of the country, as well as English, the language of the biggest minority in Luxembourg.
Apart from a number of local newspapers, magazines, and radio stations that create content for the diverse Luxembourgish society, different media outlets from the neighbouring countries are easily available in Luxembourg, too.
The multinational structure of the country and its proximity to France and Germany – two of the most important economies on the continent, contribute to Luxembourg’s openness towards international business relations. Luxembourgish businessmen and -women will speak their native language whenever possible, but will switch easily to French, German or English as most are multilingual. Luxembourg has a strong connection with Belgium, its neighbour. Multinationals group their local entities in the Belux subsidiary.
Most PR agencies in Luxembourg work on an hourly rate basis. Depending on the size of the agency, hourly rates start from 150 euros per hour. The type of service plays an important role, too. Crisis communication is more expensive than reporting services. Often, pricing depends on the experience of the staff involved as well.
Just like in every other region, there are two types of assignments: project-based and retainer agreements. A combined project with media pitch, interview and press release commonly evolves around 2,600 euros.
Retainer fees depend on the size of customers, their ‘absorption potential’ by media and thus the number of hours we work for them. Generally, retainer fees range between 2,000 euros for start-ups up to 4,000 to 5,000 euros per month for larger corporations. Again, it all depends on the type of business the customer is in.
Note that often work is performed in Belgium for Belux entities, where prices are a bit lower. Bearing in mind the size of the country, such an option is worth considering.
Factivity is a boutique agency that specialises in PR, reference marketing and content creation, and employee engagement. Having its ambassadorship programme, it strengthens the credibility of start-ups, small-size and corporate B2B companies in different sectors: technology, fintech, logistics, and industry. Factivity’s customers are both global and local brands – Cisco, Isabel Group, Econocom, and Zetes, among others.
The agency is based in Antwerp, covering Belgium and Luxembourg, and has both French and Dutch native speakers on board.
- Media relations are based on mutually beneficial interactions between journalists, editors, and public relations specialists. Their purpose is to communicate a client’s relevant and newsworthy message in a suitable media outlet – press, TV, radio, and the Internet.
- Social Media management is managing a client’s online presence on platforms such as LinkedIn, Twitter, Facebook, Instagram or YouTube. This service starts with a consistent strategy preparation to, later on, create and publish appropriate and eye-catching content on the aforementioned platforms.
- Content writing is producing marketing content such as blog posts, press releases, webpages or whitepapers to reach the targeted audience. It aims to increase traffic to a client’s website and to fulfill certain marketing objectives.
- Event presence is an opportunity to showcase a client to the general public and/or prospects and expand their network. It also includes inviting key media workers and thus aims to increment the client’s visibility in media.
- Market research is often useful to prepare a brand to enter a given market. In such a case it consists of a thorough analysis of the presence of the brand and its competitors, as well as their presence in the media and social networks. Research – e.g. surveys – can also be commissioned to a research agency to obtain valuable content that can attract the attention of the press and the client’s target audience.
- Media training aims to guide a client on how to interact with media. It improves their communication skills and provides them with tools to deliver an effective and credible message helping to get more media coverage.
- Reputation management is shaping positive public perception and opinion about a client. It consists in an active and regular monitoring of client’s mentions, mainly online, and reacting to them.
- Crisis management starts with creating a plan and strategy in case an unexpected PR crisis arises. Its goal is to minimise the impact of negative publicity and media mentions, as well as to reduce the potential damage the crisis may cause to the client.
