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A guide to Digital PR in Italy

This guide covers an introduction to the Italian media landscape, the current state of news consumption in Italy, and the differences between UK and Italian markets. We also run through some best practice tips and some case studies of how we’re getting results in the region.

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10 min read

Report Contents

Abstract

Over the last decade, the rise of digital PR has revolutionised how brands communicate with their audiences online, both in the UK and the US. 

Now, this practice is becoming increasingly widespread across the international landscape. Italy is fully embracing digital PR, with brands increasingly attracted by the growth opportunities and SEO improvements the country can offer. 

However, achieving success in Italy requires a targeted approach and in-depth knowledge of the local market. There are several significant differences compared with other countries, meaning that simply replicating strategies that have worked elsewhere is not enough. Italy’s media environment, editorial preferences, and approach to journalist relations all have their own distinct characteristics. 

Drawing on our experience of working in Italy, we’ve pooled our knowledge to compile a useful guide exploring key insights into the country’s media landscape, including media consumption habits, popular news outlets, and social media usage. 

The media landscape in Italy

Print newspapers retain prestige, but digital now dominates news consumption. For link building, that means less competition and strong backlink opportunities. 

Three features define the market: 

  1. Digital-first outreach. Personal relationships still matter, but journalists are increasingly receptive to cold email pitches. 
  2. Strong regional media. Italy has 20 regions, each with its own cultural identity and well-established local journalism, down to provincial level. 
  3. Niche publications. Sector-specific titles across business, tech, lifestyle, travel and automotive create many chances for relevant coverage. 

The best Italian digital PR strategy combines both tiers: 

  • National titles for authority and reach: Corriere della Sera, la Repubblica, La Stampa, Il Sole 24 Ore. 
  • Regional titles for targeted audiences: Il Resto del Carlino (Emilia-Romagna), Il Secolo XIX (Liguria), Il Gazzettino (Veneto), La Nazione (Tuscany). 

Around 70% of Italians use social media, and short-form video on TikTok and Instagram increasingly shapes how younger audiences find news. Pair your PR with organic social so stories gain traction where audiences are active. 

What campaigns work in Italy?

Surveys

Journalists want authoritative research plus personal stories. Surveys on consumer behaviour, lifestyle and public opinion work best with a local angle. 

Data-driven campaigns

National outlets favour credible data. Transparent methodology and compelling results raise your chances of high-authority coverage. 

Regional rankings and comparisons

Italians feel a strong tie to their area, so city and region rankings (quality of life, cost of living, tourism, sustainability) generate many local angles. Italy-vs-Europe benchmarks also appeal to national and trade press. 

Expert commentary

Timely expert comment on news stories builds authority, especially in niche subjects where journalists lack ready sources. 

What are the main challenges of the Italian market?

Links aren’t guaranteed

Some journalists don’t know the SEO value of links, or see them as advertising, and some titles offer links only for payment. A structured strategy and a broad but relevant outreach list are essential to earn links organically. 

Scepticism towards company research, especially from brands new to Italy

Publish your methodology and be available to answer questions. 

Language barrier

Limited English among some readers makes journalists hesitant to use English-only studies. Translate key findings and landing pages into Italian. 

Best practices in Italy

From understanding cultural nuances to getting your timing right, here are our top tips for securing high-quality backlinks and building strong relationships with journalists in Italy. 

Strike the right balance between formality and friendliness

First impressions matter when approaching Italian journalists, particularly older generations, who may place greater importance on formalities. Unlike in many English-speaking markets, a highly informal approach may not always be appropriate when making initial contact. However, being overly formal can come across as stiff or insincere. Finding the right balance between respect and friendliness from the opening lines of your pitch can make all the difference in encouraging a journalist to keep reading.

For example, address journalists by their first name, but opt for a more formal greeting, such as “Buongiorno” rather than “ciao”. 

Keep the Italian calendar in mind

Italy’s holiday calendar can have a significant impact on performance. August is traditionally the main summer holiday period. Many journalists are away, while those still working tend to focus on breaking news. As a result, avoid planning major campaigns during this month. The Christmas holiday period can also extend until the 6th of January, beyond the dates typically observed in other markets. Schedule your outreach around periods when newsrooms are fully operational. 

Get your timing right

In Italy, mid-morning is generally the strongest window for outreach, particularly between 10 am and 12pm. A second window between 2 pm and 3 pm may also be worth testing but avoid sending pitches later in the afternoon. Monday mornings and Friday afternoons should be avoided, as journalists are typically catching up on the week ahead or preparing for the weekend. 

Go easy on follow ups

Building relationships with Italian journalists requires consistency, but there is a fine line between staying on their radar and becoming intrusive. One follow-up can be appropriate, particularly if you have additional information. However, avoid repeatedly chasing the same journalist or sending them multiple pitches within a single week.  

Get straight to the point

Make every word count. Lead with the most compelling data or insights, avoiding lengthy introductions and unnecessary background information. If a journalist responds positively and expresses interest in learning more, you can then expand on the details. 

AIOs and LLM visibility

SEO growth

Google launched AI Overviews in Italy on 26 March 2025, letting users get answers directly on the results page and changing how traffic is distributed. 

To stay visible:

  • Earn links from high-authority Italian publications (la Repubblica, La Stampa, Il Sole 24 Ore), which signal credibility to Google and AI systems. 
  • Publish original, data-led research to attract natural links and build topical authority. 
  • Create shareable multimedia (infographics, interactive charts, short video). 
  • Strengthen internal linking so earned links lift your wider rankings.

Securing high-quality backlinks from Italian media is not just about visibility: it’s one of the most effective levers for long-term international SEO performance. 

The impact is measurable by:

  • Improved rankings: Brands targeting the Italian market often experience significant boosts in search engine positions, particularly for competitive and high-value keywords. 
  • Steady organic traffic gains: Coverage and backlinks from leading Italian outlets such as la Repubblica or Il Sole 24 Ore consistently drive lasting increases in organic traffic, expanding brand reach to new and engaged audiences. 
  • Stronger authority signals: Earning links on high authority Italian domains enhances a site’s backlink profile, strengthening domain authority and reinforcing trust in the eyes of search engines. 

Our PR results in the Italian media

We have developed and executed campaigns in Italy pain for some of our clients who have already witnessed promising results. Here are a few standout examples of our PR campaigns from a range of different sectors featured in the Italian media:

Elevate your European PR

By consistently following the insights and strategies outlined in this blog, you should be able to set yourself up for success in the Italian market and drive impactful results for your brand.

Of course, if you’d like more information on Italian digital PR and to see the amazing work the Connective3 international team are currently doing, you can visit our C3 international page or get in touch directly!

Meet the author

Floriana D Circle HS
Floriana graduated with a degree in Media and Production Studies in Rome and spent over two years working in communications and PR within the music industry. In 2025, she relocated to the UK and began her transition into PR, joining us mid-2026 where she focuses on driving international results across Europe.
Floriana Durante

Italian PR Expert

Connect with Floriana

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