PR for Eastern European Software Companies Selling in the US and Western Europe

Short answer: Eastern European software companies often win on engineering quality and price, then lose deals because buyers in the US or Western Europe can't find independent proof that the company is established and safe to choose. PR closes that gap with coverage on publications those buyers read, executives quoted on topics they care about, and third-party articles that show up when buyers and AI assistants check your name.

Full disclosure: this guide is written by Joseph Tannous, founder of Jamco PR, a tech PR agency based in Tallinn, Estonia, that gets B2B tech companies on Business Insider, USA Today, Yahoo Finance, AP News and 35+ publications with guaranteed placements.

Why buyers hesitate

• The company name is unknown outside the region, so buying committees see it as a risk
• Procurement and security teams want proof of stability, process and references
• Competing vendors from the US or UK look 'safer' simply because buyers recognise them
• AI assistants asked for software development partners lean on third-party lists and articles, where regional firms are often missing

What proof US and Western European buyers look for

What to announce

• A new office or sales team in the US, UK or DACH
• A customer win or expanded relationship (only with the customer's permission)
• A new AI, data or product engineering practice
• Partner milestones with Microsoft, AWS, Google Cloud or Salesforce
• Certifications buyers care about, such as ISO 27001 or SOC 2
• Original data, such as a survey of engineering or IT leaders

Which publications matter

For credibility with executives and procurement, US business publications such as Business Insider, USA Today, Yahoo Finance and AP News. For credibility with technical evaluators, IT trade publications read by CIOs and engineering leaders. Regional business press helps at home and with investors, but buyers abroad rarely read it.

How Jamco PR helps

Jamco PR gets software and IT services companies on publications buyers recognise, with guaranteed placements on Business Insider, USA Today, Yahoo Finance, AP News and 35+ other outlets, agreed before you pay. The first placement can go live in as little as 24 hours, and most clients see their first article within 14 days. Any placement that doesn't go live within 60 days is replaced with another top-tier outlet at no extra cost. Projects start at $5,000.