How Intelic Gained Visibility in More Than 30 Countries Through International PR

From a primarily reactive PR approach to an international PR strategy featuring coverage in outlets such as Reuters, Defense News and Tech.eu. EUSA PR assists the Dutch defense technology company Intelic with strategic communications, international media relations, and thought leadership in Europe.

From Dutch visibility to international PR

Intelic was already regularly sought out by journalists in the Netherlands. The defense technology company has expertise in a rapidly evolving field: drones, autonomous systems, and software-defined defense. As a result, the media knew where to turn to Intelic for news and analysis.

However, a structured PR strategy was still in its early stages. Intelic wanted to do more than just respond when journalists reached out; it wanted to take a more proactive role in determining which stories, insights, and vision to share with the public. Furthermore, that visibility shouldn’t stop at the Dutch border.

To take that next step, Intelic chose EUSA PR, an international PR agency in Amsterdam that supports organizations with international PR, strategic communications, and media relations in Europe and beyond.

"EUSA PR understands how to look at a local player and identify relevant opportunities for it on an international scale. They think strategically and loyally, act quickly, and have the international media contacts to actually open doors. The fact that we were featured in media outlets like Reuters in such a short time shows us what that approach can achieve."

— Miriam Katten, Intelic

From Dutch Media Coverage to an International PR Strategy

The challenge was therefore broader than simply generating more publicity. Together with Intelic, EUSA PR developed an international PR and communications strategy to systematically link the company’s expertise to relevant developments within the European defense market.

Ukraine plays an important role in this. The war has made it clear how rapidly drone technology is evolving and how important it is for systems from different manufacturers to be able to work together. Intelic’s NEXUS software has been deployed under operational conditions in Ukraine since 2025.

This practical experience gives Intelic a substantive voice in a discussion taking place throughout Europe. For international PR, this offers the opportunity to go beyond corporate news: Intelic can contribute expertise and insight to broader themes such as European defense cooperation, interoperability, and technological sovereignty.

International PR is more than just translating a press release

Simply distributing a Dutch story in multiple languages is not an international PR strategy. International media in Germany, France, or the United Kingdom view a topic from a different context than Dutch journalists.

That’s why EUSA PR assesses the international news value, relevant markets, and journalists for each story. The PR agency’s international media network makes it possible to respond quickly and bring stories to the attention of both general-interest news outlets and specialized defense and technology publications.

Two Stories with International News Value

The strategy was applied, among other things, around two key moments for Intelic.

The first campaign centered on the launch of Intelic BASE, a European procurement platform that gives ministries of defense access to interoperable drone systems from manufacturers in various European countries, including Ukraine.

The second story centered on the strategic partnership between Intelic and the Dutch Ministry of Defense. Through this collaboration, the Netherlands is investing in a “software-first” defense strategy, in which interoperability is central from the outset.

both stories lend themselves to renowned Dutch sensibilities and approach to collaboration. This made them well-suited for a targeted European and international media approach.

391 publications in 30 countries

The first two international PR campaigns resulted in 391 publications across 296 unique media outlets, spanning 30 countries and 24 languages.

Just as important as the volume is the quality of the media coverage. Intelic received coverage from outlets including Reuters, Defense News, and NOS, in addition to various specialized international defense and technology media.

In this way, the international PR strategy achieves several goals simultaneously: greater international visibility, authority within the defense sector, and a stronger foundation for international thought leadership.

Strategic Communication as the Foundation for International Growth

For Intelic, the collaboration with EUSA PR therefore goes beyond simply securing as many publications as possible. International PR is part of a broader strategy to systematically build a position within the European defense debate.

By proactively linking news, expertise, and vision to international developments, Intelic gains greater control over its own narrative. EUSA PR supports this effort through strategic communications, international media relations, PR strategy, and thought leadership.

In this way, Intelic’s media approach is evolving from primarily organic coverage in the Netherlands to structured international communications: featuring relevant stories, the right international contacts, and visibility in media outlets that matter within the market.

Results: from Reuters to Defense News

391 international media publications

Coverage across 30 countries and 24 languages

Strong coverage across Europe, including the Netherlands, United Kingdom, France, Germany, Romania, Ukraine, Poland, Belgium, Spain, Portugal, Norway, Denmark, Czechia, Bulgaria, Finland, Austria, Switzerland, Greece, and Baltics

‍International pickup beyond Europe, including the United States, Australia, India, Israel, Taiwan, Singapore, Malaysia, Thailand, Brazil and Colombia

Featured in Reuters, Defense News, Tech.eu and several others

Coverage across 296 unique media outlets

Stronger visibility across European tech and defence media

International thought leadership around defence technology and interoperability

High-authority earned media supporting SEO and AI-search visibility