Perfecting Press Trips: What a Week in Estonia Reminded Me About Connection in PR

As comms professionals, we spend a lot of time talking about connection -  how to build, measure and sustain it.  But it’s easy to forget what that really feels like until you experience it in person, not through a screen.

That’s what stood out to me on a recent press trip to Estonia with our client e-Residency. Over four days in Tallinn, we were joined by journalists, entrepreneurs and government leaders to explore how one of the world’s most digital nations is shaping the future of cybersecurity, defence and borderless entrepreneurship.

The itinerary was full and fast-paced, from visiting Bolt HQ to the NATO Cooperative Cyber Defence Centre of Excellence, and even attending a meeting with Prime Minister Kristen Michal. We also heard from Liina Vahtras, Managing Director of e-Residency, on how Estonia’s digital-first mindset continues to evolve.

It was a smart (and fun!) few days - but also a reminder that when it comes to storytelling, nothing really beats being there.

1. Press trips are about depth, not just deliverables

It’s easy to measure a press trip by coverage alone. But the real impact often lies in something less tangible: understanding.

For a programme like e-Residency, it’s one thing to read about digital government and another to see how it actually works. Meeting the people behind it - from policy leads to entrepreneurs - showed how much thought goes into making something complex feel effortless. It gave journalists the context they needed to tell the story properly.

Between the scheduled briefings, the best conversations happened on bus rides and coffee breaks. Journalists had the space to ask the questions that don’t make it into formal interviews - and that’s where real insight happens.

2. Shared experiences create stronger storytelling

Press trips work because they blend information with experience. It’s one thing to hear about a digital nation. It’s another to stand in the middle of it.

From a beer tasting at Brewklyn Brewery, run by e-residents, to a walk through Tallinn’s Old Town and a hike across Viru Bog, the group experienced the story first-hand.

These moments provided context. They showed how innovation sits comfortably alongside heritage - and why Estonia’s digital identity feels human, not just technical. When journalists can see and feel that balance, it naturally shapes the way they write about it.

3. Relationships need time - and proximity

Strong relationships with journalists are built on trust, and trust needs time. Press trips create that time.

Across four days, our conversations moved beyond story angles and press materials. They became genuine exchanges - about the industry, about how we all work and occasionally about karaoke playlists. That kind of shared experience builds familiarity and respect that simply can’t happen over email.

For agencies and clients alike, that’s invaluable. When journalists understand your client’s world - and see that you’re there to facilitate, not control - it makes every future interaction smoother, more open and more collaborative.

4. Good trips are carefully designed, but never over-engineered

The Estonia programme worked because it struck the right balance between structure and spontaneity. The e-Residency team built a clear narrative: from digital governance to defence tech, from startups to policy. Every stop reinforced the bigger story of Estonia as a connected, forward-looking nation.

But there was room for moments that weren’t scripted - conversations that happened naturally, laughter over wine and dinner, the famous Estonian sauna session with Adam Rang. Those moments gave the trip warmth and personality.

Press trips that work well do so because they’re organised with intention but delivered with lightness. It’s a skill in itself.

5) Why this still matters

In a world that’s increasingly virtual, press trips might seem old-fashioned. But they remain one of the most effective tools in our industry for building real relationships and telling complex stories in a simple way.

They allow journalists to see things for themselves, ask better questions and form their own informed opinions. They help clients bring their message to life. And for PR teams, they remind us that our work isn’t just about content and coverage - it’s about people.

Leaving Tallinn, tired and happy after a full few days, I was reminded that the best connections in comms still happen in person. Sometimes, the most powerful conversations start on a bus, over coffee or even in a sauna.

Big thanks to e-Residency for hosting a trip that proved exactly that.