TL;DR: Absolutely Baltic is a Tallinn-based PR agency with strong connections to the UK, mostly serving tech companies and state agencies with English language international media relations.
Our aim is to be the most globally impactful PR agency in the Baltic region, focused on securing in-depth media coverage that key audiences actually read and share and discuss with their peers.
We have a keen eye for a good news story, a creative flair for telling it, and have built connections over many years with journalists based on our reliability as a news source.
Our main focus is supporting newsworthy tech companies, although we have also long served as a first point of contact for journalists interested in covering Estonia and the Baltic countries, leading to a lot of coverage like this:
We can connect you with references when needed, such as from Pactum AI CEO and cofounder, Kaspar Korjus.
Why 'Absolutely Baltic'?
This has long been a common expression in parts of the UK and Ireland. It's never previously been considered a good thing though.
It means bitterly, painfully cold.
Because the only thing that a lot of people once knew about the Baltic countries is that they can be very cold. And that's it.
I'm originally from the UK, but I have Estonian and Latvian heritage so I always knew that ''absolutely Baltic" should mean so much more.
Increasingly, the world is discovering that it means great technology.
Not the kind of technology designed to waste our time, with endless scrolling and AI slop.
But ever more intuitive technology (like the digital ID) that makes all our lives a little easier, unlocks huge opportunities, and saves us time for what really matters - like being in the sauna.
Now that is absolutely Baltic.
And so we're Absolutely Baltic PR because we work with innovators behind intuitive technology - from the Baltics and beyond. And our approach to PR is just as bold as their approach to innovation.
We don't just accept how a discussion has already been framed. We challenge perceptions head on. And we help create entirely new terms - from e-Residency to autonomous negotiations.
Let's redefine the world together.
A bit of background
My name's Adam Rang and I founded this company in 2015, in the UK and Estonia, originally as a content marketing agency called Rang Media House.
We created content like this for companies including Wise and Bolt before they became unicorns (or were even called Wise and Bolt).
And we also served Estonia's new e-Residency programme, which later made me their Chief Evangelist.
In addition to that, I've taken time out to work directly for two other clients - the Foreign Ministry of Estonia and Pactum AI.
And we have invested into Estonian sauna innovation and tourism, so worked hard to establish Estonia as the world leader in sauna design and technology.
Along the way, we met an incredible Estonian photographer called Ekvilibrist who helps us show off Estonia and profile innovators in a way only she can - so we often partner with her.
Even as a content marketing agency, our content tended to create a lot of media coverage and we always got drawn into PR. Now we are relaunching and rebuilding as an agency entirely focused on PR.
Why we're now PR-focused
Ten years ago, it was exciting how companies could suddenly become the media themselves, producing and sharing their own content like never before.
That's not as exciting today. Our social media feeds have never been worse. Companies churn out too much boring content that gets lost within it, especially now with AI slop.
The world needs good, long form journalism now more than ever. And that's where we want our clients to be. We think a lot of great tech companies are missing out on bigger opportunities by getting too lost in their own online bubbles and not better engaging decent journalists.
I started my career as a newspaper reporter and still continue to write journalism and opinion pieces as a hobby - from covering the Baltic Air Police to covering Baltic investors, reflecting on issues of citizenship and defending e-Residency for building prosperity and combatting crime.
Because any good PR specialist must understand how newsrooms work and always have a deep respect for journalism as a profession.
My first job in PR was at the award winning creative agency, Mischief PR. You can read more here about why that agency serves as our lodestar for Absolutely Baltic.
We only work for clients that we think are deeply fascinating and changing the world in ways that are genuinely newsworthy and worth telling with passion to the widest possible audiences.
And there's nowhere we'll stop talking about that.
Fun fact. The journalist in this photo, Maris Hellrand, is not just a great supporter of local newspapers but also the person who successfully got AP to change their style guide to forevermore avoid the term 'former Soviet states' for the Baltic countries - for which she deserves a medal!
Say hello
We don't bother with our own social media channels or a mailing list (although you can connect with me personally on LinkedIn).
But if you've read through all of this and our values resonates with you then say hello: hello@absolutelybaltic.com.