Lithuanian PR platform takes aim at mass pitching across Baltic media markets

Lithuanian startup Neshys is launching a PR outreach platform aimed at helping communications teams move away from mass media pitching and towards more relevant, journalist-specific outreach.

The company is trying to address a wider Baltic media problem: journalists are overwhelmed by irrelevant pitches, while PR teams in smaller markets often cannot rely on large media databases in the same way companies do in the US or UK.

A platform for relationship-based PR outreach

The platform is designed for PR teams that already have their own journalist contacts but struggle to manage preferences, previous interactions, topic relevance and campaign history across multiple clients or markets. The tool helps teams avoid common mistakes such as using the wrong name, forgetting an attachment, sending irrelevant topics, or treating every journalist the same.

According to a recent Neshys survey of Lithuanian journalists, most emails they receive end up in the bin.

The same survey found that 78% of journalists believe press materials often contain too much corporate self-promotion, and 60% say they receive pitches that do not match the topics they cover. Another 36% pointed to poor quality or unoriginal content as a major issue.

Journalists also differ in how they want to receive information. According to the survey, 46% prefer a short paragraph or a few key bullet points with the main facts, while 20% prefer a more detailed pitch of the story.

“Many PR tools are built around scale: reaching as many journalists as possible or giving users access to large contact lists. We are taking the opposite approach. Neshys is not a contact database, because we do not want to encourage blind mass pitching. We want to help PR professionals work with their own contacts in a smarter, faster, and more respectful way,” said Erik Murin, CEO and co-founder of Neshys.

According to Murin, modern media relations require more than simply sending out a press release.

“Today, it matters whether a journalist wants a two-sentence pitch, a short list of facts, or a broader story angle. It matters what they cover, what they dislike, and how you have communicated with them before. Good PR is becoming less about scale and more about sending a relevant pitch in the way a specific journalist wants to receive it,” Murin said.

Designed with smaller European markets in mind

Neshys was built in Lithuania and designed to suit various European PR markets, where media relationships are often built on trust, local context, and long-term communication rather than access to a large database. 

In some markets, the same journalists often cover several related topics, making relevance and previous communication history more important than simply expanding a mailing list.

In practice, the platform lets PR teams organise journalists by topic, preference, previous interactions and campaign history. It also allows them to adapt hooks, angles and pitch formats for different journalist groups without creating separate campaigns from scratch.

The launch comes as journalists receive more emails than ever, while communication teams are under growing pressure to work faster. The result is often a flood of generic pitches that are easy to ignore, and that is especially obvious in markets such as the Baltic states.

The company says it is positioning Neshys as a lower-cost alternative to larger international PR platforms, with a focus on smaller agencies, freelancers and in-house communications teams in Lithuania and other European markets.

Neshys’ founders argue that PR outreach will increasingly depend less on the size of a contact list and more on the quality of each interaction. For Baltic communications teams, the company is betting that better-organised relationships, not bigger databases, will become the more valuable asset.