Ready to reach the stars in Scandinavia in 2025? If so, working strategically with PR & Communications is a pivotal step in the right direction. To leverage your business – you need a map. Your Strategy is that map. It tells you how to find the way from where your business are today, to where you want it to be in 2025. So with strategy we begin our exciting journey to create what we dream of:
As is – To be?
Your Scandinavian PR and Communications strategy – as well as your overall Business Strategy – is all about closing the gap between where you are today (“As is”) and where you want to be. Your first step is to take an an honest look at where you are today? It hurts a bit sometimes if the results weren’t as, we wished and worked for. But don’t sugar-coat it! You must look at the details of the measurement points (KPIs) you have set up. What are the results? Are you where you set out to be earlier this year? Or maybe you don’t exactly know what the effect of your efforts is with PR and Communications over the past week, month, year? If so, this is an area for improvement in 2025.
Business goals as guiding star
Your second step is your Goal setting 2025. Communications and PR is all about supporting the overall goals of your company or organisation. Therefor all activities must drive the business forward and/or handle change and crisis along the way – according to your overall goals. PR & Communications both proactive and reactive today is a natural integrated part of the business strategy in most leading companies. Your overall PR and Communications Strategy for Scandinavia must be bridged with an Action Plan for precisely timed execution of your PR and communications activities to reach each goal.
Segment Target Groups
A vital part of your Scandinavian PR Strategy is to segment your target groups and influencers. Successful Communications, PR and Marketing start with a very clear and deep segmentation. Your target groups are often very different. The more we unfold the target groups and influencers in our strategic work, the clearer it becomes that we have many more, than we realize off the top of our heads. A typical pitfall is therefore that companies try to reach all target groups with the same type of communications. If you try to reach everyone – often you reach no one. And the results become too weak to create a real successful impact on your Scandinavian business.
Key Messages in order
Also it is key to have your companies Key Messages in order. Do a solid piece of work with both your Corporate and Product Messages in the Scandinavian markets of Denmark, Sweden, Norway and Finland. Our Corporate messages must be Value driven, authentic and show WHY your company or organisation are in this world? What good do you bring to the world? This is feeling based messages. All studies show that our actions as humans to a large extend is feeling driven. It’s hardwired biology. Your Product messages must address your target groups pains, needs and dreams. You need to understand and take your target groups perspective to create relevant product messages. NOT only your own company perspective!
Relevant Communication Channels
To reach each of your key target groups, you need to tailor your content and then communicate and get into dialog in the relevant and strategic/tactical selected communications channels in Scandinavia. This is NOT necessarily the channels you know and use yourself! 😉 But the channels preferred by each of your target group and influencers. Again, this often very in different target groups across business position, country, age, gender etc . Your business needs to be present, engage and communicate in the channels where your target groups are.
Measure Results
Finally you need to strategic decide on and set KPIs (Key Performance Indicators) for your communications, PR and marketing. Otherwise you can only to a lesser extent measure the effect, business value and ROI (Return-on-Investment) of your invested MarCom budget.
When you set KPIs and thereby measure results, you’ll be able to have clear evaluation of, what is driving the business forward. And what is not. Also, you can demonstrate the direct business value of communications, PR, marketing and social media to the management and/or the board, depending on your role.
Need a PR Strategy Check 2025?
Don’t hesitate to contact our founder Christina Rytter directly to get a PR Strategy Check for your company – we are here to help!
Email: cr@scandcomm.com / Mobile: +4523967733