Suzanne Howe Communications (SHC), a dynamic public relations firm specializing in the packaging, facilities management, and food and drink sectors, has significantly bolstered its pan-European capabilities, responding directly to growing client demand for international visibility beyond the United Kingdom. This strategic expansion, formalized through the cultivation of a robust network of vetted affiliate organizations across the European continent starting in 2021, is now yielding measurable, high-impact results for its diverse B2B clientele.
Founder and Managing Director, Suzanne Howe, emphasized the proactive nature of this development. "Our clients, many of whom operate globally or aspire to significant European market penetration, signaled a clear need for coordinated, high-quality PR support that transcends national borders," Howe stated. "By 2021, we had meticulously developed a trusted ecosystem of specialized affiliate partners across key European territories. This wasn’t just about translation; it was about integrating local market nuance, regulatory understanding, and established media relationships to ensure our core strategic messaging resonated authentically across the Continent."
The strategic imperative driving this move is clear: many B2B businesses operating within SHC’s core sectors—particularly those involved in complex supply chains, sustainable materials, or specialized industrial services—find their growth trajectory intrinsically linked to European market engagement. The packaging industry, for instance, is undergoing massive regulatory and sustainability shifts (like the EU Green Deal directives), making coordinated pan-European communication essential for compliance positioning and market leadership claims.
Case Study in Success: The Sabert Corporation Europe Acquisition
A landmark demonstration of SHC’s enhanced European reach involved the extensive public relations management following Sabert Corporation Europe’s acquisition of UK-based Colpac at the close of July 2025. Tasked with ensuring the strategic significance of this merger was effectively communicated across key European economic hubs, SHC orchestrated a multifaceted campaign that exemplified cross-border coordination.
The results surpassed initial benchmarks. The integrated campaign generated an impressive 116 distinct pieces of high-value media coverage. Furthermore, the sheer volume of brand exposure was substantial, accumulating 805 specific brand mentions across target publications in the UK, France, and Germany. Crucially, this localized yet unified effort translated into significant scale, reaching an estimated total audience exceeding 65 million individuals across these critical markets.
Alex Noake, Senior Vice President & Managing Director for Sabert Europe, offered high praise for the firm’s execution. "SHC has been instrumental in solidifying Sabert’s reputation as the undisputed leader in providing sustainable ‘to-go’ packaging solutions for all foodservice operators," Noake confirmed. "Their ability to manage a complex M&A announcement across multiple EU languages and media landscapes, ensuring consistent messaging about our commitment to sustainability and market consolidation, was flawless."
Driving Product Launches Across Borders
Beyond corporate milestones, SHC’s expanded network is proving vital for product launch strategies requiring precise regional targeting.
In October 2025, SHC partnered with Kimberly-Clark Professional to execute the launch of their innovative ICON dispenser collection across two crucial Southern European markets: Spain and Italy. This required tailoring the narrative around hygiene standards, design innovation, and facility management efficiency to suit local procurement priorities. The targeted media outreach in both countries was highly effective, securing 26 pieces of dedicated coverage within relevant trade and industry media outlets. This focused effort resulted in a powerful initial reach of over 214 million potential impressions across Spain and Italy alone.
A subsequent collaboration with Sabert in November 2025 further showcased the operational efficiency of the expanded European structure. SHC managed the introduction of a newly refined version of Sabert’s highly popular compact Deli2Go range into several key European territories simultaneously. This campaign successfully penetrated markets including France, Germany, Italy, Spain, and the UK. The result was 84 published coverage pieces across these five nations, which collectively reached a total audience exceeding 18 million, generating 770 confirmed brand mentions during the launch window.
Strategic Value of Integrated European PR
Suzanne Howe attributes the consistent success to the dual approach: maintaining the deep sector expertise of the UK base while leveraging the localized intelligence of its European affiliates. In the B2B landscape, where technical specifications, regulatory compliance, and long-term supply reliability are paramount selling points, generic pan-European press releases often fail to gain traction.
"Our clients are selling complex solutions, not just commodities," Howe elaborated. "When launching a new sustainable material standard in Germany, the narrative must address specific national recycling infrastructure capabilities. When launching a new food service solution in Italy, the focus might pivot to aesthetic integration and local supply chain resilience. Our affiliate structure allows us to brief local experts who understand these subtleties, ensuring the coverage we secure is not just voluminous, but deeply meaningful and persuasive to the target buyer."
This commitment to quality and strategic positioning has garnered industry recognition for the firm’s leadership. Suzanne Howe herself was recently honored with the prestigious Packaging Marketing Excellence Award within Packaging News’ Women in Packaging Excellence Awards last year, underscoring the firm’s recognized authority within the sector it serves so effectively across borders.
The ongoing trajectory for SHC suggests a continued deepening of these European ties. As geopolitical shifts and evolving environmental legislation continue to reshape supply chains, the demand for integrated communications strategies that can navigate complexity while delivering quantifiable reach—from Madrid to Munich—will only intensify, placing SHC at the forefront of specialized B2B European communications.