✅ Replaced messy spreadsheets with a centralized contact database ✅ Published visual, branded press releases journalists actually want to cover ✅ Gained clear visibility into engagement, so they know who’s interested ✅ Earned positive feedback from journalists and bloggers ✅ Extended the same workflow to internal comms, without extra tools

Instead of blasting media lists, Brussels Airlines now attracts coverage by making their stories easy to find, easy to share, and impossible to ignore.

Here's the full story:

Kim Daenen, Media Relations Manager, and her team have been using Prezly since 2012 to share their stories with press, bloggers, and employees.

Kim’s PR team manages the reputation and stories of Brussels Airlines. For years, that meant the traditional PR grind: sending plain-text press releases through Outlook to a list managed in messy Excel sheets.

"Sharing visuals was a difficult endeavour. We felt very limited with the text-only approach."

They’re not alone. Our Global PR Survey found that 55% of PR teams still store contacts in spreadsheets, wasting hours every week on manual updates.

Kim’s team switched to Prezly’s centralized contact database and branded newsroom, making it easy to keep contact information current and publish stories journalists actually want to cover.

"Now I can pitch my contacts straight from the tarmac."

Instead of blasting out attachments and hoping for coverage, their press releases now live online – always up to date, with high-resolution visuals and trackable engagement.

The team no longer wrestles with spreadsheets and attachments. Everything – contacts, visuals, and story pages – lives in one place.

"We have a lot of journalists saying, wow, that's great. It's a new tool. What is it?"

Kim’s favorite example: 25 party flights bringing people to the Tomorrowland dance festival. With Prezly, the team shared photos, videos, and story updates in one branded newsroom – no bulky attachments, no broken links.

"Of course, stories like that need visuals, and now it’s easier than ever to share them in high resolution in our emails and on our newsroom. It’s just what journalists need."

Along the way, Brussels Airlines also built a private newsroom for employee updates, turning a PR solution into an internal comms hub.

With Prezly, Brussels Airlines doesn’t have to cold pitch their stories anymore. They publish press releases journalists want to cover, growing their media reach in a way that’s fast, visual, and effortless.