PR Tips & Trends | Scandinavian Communications

Finland – Growth Path Ahead

13/06/2024By scandinaviancomChange Communications, Content Marketing, Crisis Communications, Management Communications, PR, PR Tips & Trends, Public Relations Global Network, Social Media, SoMe Tips & Trends, Strategic Communications

By Taru Tujunen, CEO & Trusted Communications Advisor,
Ellun Kanat

Business Environment in Finland
Finland has been crowned as the happiest country in the world seven times in a row. It has held this title since 2018 in the World Happiness Report. Many factors that contribute to this success are also very relevant for the business environment.

At the heart is trust. Finland is built on it. Safe business environment and stable democracy combined with well-educated citizens and well-functioning society provide for a solid foundation to invest and do business in Finland.

Why is there so much innovation in Finland, from Nokia phones to Angry Birds to 20-qubit quantum computers? During history Finland has been forced to reinvent itself many times. Today it is one of the most advanced nations in the world. Finns are always looking for new ways to do things.

Finland is looking for investments particularly in bio & circular economy, cleantech, health & wellbeing, ICT & digitalization and travel. It should be pointed out that many large companies have found Finland a lucrative country to invest in. For instance Google and Microsoft both have large data centers in Finland. Energy and sustainable tech are other fast growing sectors. At the moment mainly in Western Finland, there are plans for 225 billion euros worth of industrial investments.

The Finnish economy has not yet recovered from the recession, but is gradually recovering. According to the Bank of Finland’s March 2024 interim forecast, GDP will contract by 0.5% this year, slightly more than forecast in December 2023. Inflation is expected to fall below 1% in 2024, strengthening purchasing power. The slowdown in inflation is explained in particular by falling energy prices.

The Government led by Prime Minister Petteri Orpo has a very ambitious program to balance the State budget and support growth. The government’s plans include renewing the labor market in a way that has created major friction between the Government and labor unions.

Top Advice Navigating Media and Communications Environment in Finland

1. Direct contacts with customer are appreciated:

Finnish society all in all is very flat, decision makers are close to the citizens. This applies to the media also. Finnish journalists want to speak directly to decision makers and are used to having this access. It is not advisable to have an employee of a communications firm present in the interview situation. Sparring and training must be done carefully and in advance.

2. Relatively few major players on the media field:

Finland’s news media environment features a strong regional press, a strong Public Service Broadcasting (Yle), one widely read national daily (Helsingin Sanomat), and two popular evening tabloids (Ilta-Sanomat and Iltalehti), both reaching over half of the adult population. There is a relatively high proportion (21%) of adults paying for online news and Finnish news remains the most highly trusted among the countries surveyed.

The largest media houses are Sanoma, Alma Media, YLE (State owned), Keskisuomalainen, Kaleva and TS-Yhtymä. Strong regional press should not be overlooked when planning campaigns in Finland.

YLE, the state-owned communications company, broadcasts on four television channels visible throughout the country. Finland’s largest commercial television channel is MTV3. Finland’s most listened-to radio channel is Yle Radio Finland, which is not an advertising-funded channel. The most popular commercial radio channel is Radio Nova.

Radio is listened to more in Finland than in the other Nordic countries. Time spent on linear TV in Finland remains high compared to other Nordic countries.

3. Finns still trust the news media:

The role of the news media in Finland is strong by international standards and Finns still have strong trust in the news. According to the Digital News Report 2023 survey by the Reuters Institute at Oxford University the proportion has risen in three consecutive years. The number of people in Finland who trust news the most remained unchanged from last year at 69%. Finland is the only country in the survey (46 markets included) where the proportion exceeds two thirds of the population.

The Most Popular Social Media Channels in Finland
Youtube: 4.46 million users
Facebook: 3.59 million users
Instagram: 2.47 million users
Snapchat: 2.13 million users
X/Twitter: 1.96 million users
LinkedIn: 1.80 million users
TikTok: 1.64 million users
Pinterest: 1.52 million users

The most important international events in Finland in 2024

Savonlinna Opera festival: High profile opera festival is well known all over the world among classical music enthusiasts. Located in the Eastern Finland town of Savonlinna it gathers large crowds and groups of decision makers every year in July to this beautiful lakeside castle town. A good place to connect and meet contacts.

Flow is a city festival in August that has been organized in Helsinki annually since 2004. In 20 years, Flow Festival has grown into the trailblazing European music and arts festival it is today. Flow has done extensive environmental work. The festival pays attention to its impact on the local community, residents, and the environment and works determinedly to cut down its harmful effects. A good place to meet younger decision makers and social media influencers.

Nordic Business Forum is one of – if not the – largest business and leadership events in Europe. 6,500 business professionals will come to Helsinki in September to listen to the most popular business speakers around the world. You can make connections with executives from over 40 countries. More info at https://www.nbforum.com/nbf2024/

SLUSH is a legend. Slush is the world’s leading startup event, bringing together the who’s who in the startup ecosystem. Slush 2024 will bring together 5,500 startup founders and operators and 3,300 investors looking to back the next generation of exceptional founders. Slush 2024 is held on Nov. 20–21, 2024. Mind-blowing horizons indoors, lots of November slush outdoors.

Finland by the Numbers*
Population 5.6 million
Languages spoken Finnish, Swedish
Religions (% of population) Evangelical Lutheran Church (official; 65.2%), Orthodox Church (1%), other 1.8%, not part of a religion 32%
GDP per capita $50,916 (2022). Real GDP growth rate 1.6% (2022)
Inflation rate 3.0% (Feb. 2024)
Unemployment rate 7.8% (Feb. 2024)
Key Sectors (% of GDP) Services 68.4%. Industry and construction 28.9%, Agriculture, forestry, and fishing 2.7%. (2022)
Mobile Penetration (X per 100 people) 97 (2022)
Internet Users (% of population) 93% (2022)
Corporate Profit Tax 20% (2024)
Consumer Tax or VAT 24% (2024)

*Sources: Tilastokeskus, Statistics Finland

Sweden – entrepreneurial force at the heart of the Nordic region

05/06/2024By scandinaviancomChange Communications, Christina Rytter, Content Marketing, Crisis Communications, Management Communications, PR, PR Tips & Trends, Public Relations Global Network, Scandinavian Communications, Social Media, Strategic Communications

By Martin Lucander, Partner & Trusted Communications Advisor,
Aspekta AB

Business environment in Sweden
Sweden is an EU member state and benefits greatly from the free movement of goods, services, people, and capital. Located in the middle of the Nordic region, Sweden has historically also cultivated strong trade relations and close cooperation with its neighbouring Nordic countries. Other main trade and export partners are Germany, the USA, and the UK.

The Swedish economy is highly developed, competitive, open, diverse, and export-oriented and dependent on free international trade. The economy is characterised by a strong entrepreneurial tradition, innovation-driven businesses, and the development of many novel technical solutions across several business sectors, such as engineering, manufacturing & industrials, IT & telecom, and life sciences. Moreover, Sweden’s stable political environment, a society with strong democratic institutions, a highly educated labour force, well-functioning legal system, and modern communication infrastructure creates an attractive investment climate.

Communications, media and PR market in Sweden
Sweden is considered to be one of the most digitalised countries in the world. A recent study showed that internet usage is at 96% and almost half (45%) of Swedes use social media as a news source. The media sector has undergone a far-reaching digitalisation over the past decade, and while print newspapers remain relevant, they play a subordinate role in the overall media landscape. Given the country’s modest size of population (10.5 million), there are accordingly fewer media outlets compared to bigger European media markets. The media landscape is characterised by a few major media groups, i.e. the commercial companies ‘Bonnier Group’ and ‘Schibsted’, as well as the public service organisations ‘Swedish Radio and Television’ (SVT) and ‘Swedish Broadcasting Corporation’ (SR). Main media outlets are Dagens Nyheter (news), Dagens Industri (business), Svenska Dagbladet (news), and Sydsvenskan (news).

Top 3 advice to navigate Swedish the media

1. Be succinct: When pitching to Swedish journalists, refrain from over-detailed descriptions and superlative language. Describe your story briefly and succinctly, emphasising what it is about and its news-worthiness. If possible, define the unique aspects already in the mail subject, include contact information, and attach additional information (e.g. press release) to the e-mail.

2. Use Swedish: Unless directed to a Swedish-based English media outlet, communicate in Swedish during pitch e-mails and ensure that attached materials are translated. The additional task of translating your story will undoubtedly hamper journalists’ interest. Working through an intermediary – such as an agency – could therefore be helpful.

3. Don’t oversell: In general, Swedes are rather suspicious towards hyperbolic language about an event, product, corporate initiative, etc. and may instead come to doubt the truthfulness of a message. Temper the language of information, provide a moderately positive tone, and focus on receiver value.

Most influential media for consumer communication in Sweden
Aftonbladet is a top-tier tabloid focusing on bringing entertainment alongside daily news updates. The tabloid has one of the largest readerships in Sweden and is part of the Schibsted Media Group.

Expressen is another top-tier tabloid featuring entertainment as well as news, debate articles and investigative journalism. Part of the Bonnier Group.

TV4 is the leading commercial TV channel in Sweden incorporating a diverse broadcasting coverage of both news reporting as well as entertainment.

Most influential media for corporate communications in Sweden
TT is the main news agency in Sweden and provides media outlets across Sweden with content and news articles. Coverage in TT usually results in wide media coverage and high impact.

SVT is the Swedish national public service TV broadcaster and is one of the main dominating media outlets in terms of reach and influence. SVT brings daily news reports and is among the media companies that are the most trusted by Swedes.

Dagens Industri is Sweden’s main business and industry newspaper covering both domestic and international corporate news of companies, industries, financial markets, and the economy. Target audiences are senior management, investors, public policy-makers, and industry.

Dagens Nyheter as well as Svenska Dagbladet are two of the leading daily newspapers in Sweden covering both international and national news stories as well as being strong platforms for publishing opinion and debate articles.

Most popular social media channels in Sweden
YouTube: 8.7 million users
Facebook: 5.65 million users – mainly Millennials and Generation Z.
Instagram: 5.5 million users – particularly popular among young women.
LinkedIn: 4.76 million users – popular among men born in the 60s-70s .
Snapchat: 4 million users – most people born in the ’00s and ’90s
TikTok: 3.39 million users – fastest growing social media in 2023
X: 2.6 million users. X is a popular platform among Swedish men as the proportion of men who use X is greater than the number of female users.

Most important international events in Sweden in 2024

The Eurovision Song Contest 2024 – This international songwriting competition is the world’s largest live music event and will this year take place in Malmö, Sweden. The Eurovision Song Context gathers approx. 160 million viewers globally and is an important cultural event that brings together European nations every year. https://eurovision.tv/event/malmo-2024

Almedalsveckan – Almedalen week is an annual democratic and political meeting point that takes place for several days at the end of June on the Swedish island of Gotland. Here, policymakers, NGOs, lobbyists, consultants and people from various industries and backgrounds get together and debate, network, and have meetings on different societal, corporate, and social issues. https://www.almedalsveckan.info/english

The European Parliamentarian Election – Between June 6 and 9, Swedes as well as other EU member-states, are going to the polls to elect the members of the EU Parliament that will drive EU legislation for the next five years. https://elections.europa.eu/en/

Sweden by the Numbers*
Population 10.5 million
Languages spoken Swedish
Religions (% of population) Protestant (63.9%), other Christian (4.1%), Muslim (2.5%), not religious (26.8%)
GDP per capita $56,785 (2023)
(Real) GDP growth rate -0.2% (2023)
Inflation rate 2.5% (Feb. 2024)
Unemployment rate 8.5% (Feb. 2024)
Key sectors and industries (% of GDP) Services (63.62%), industry (23.95%), agriculture (1.46%), other (10.97%) – 2022
Mobile penetration (X per 100 people) 97 (2023)
Internet users (% of population) 96% (2023 – over age 16)
Corporate profit tax: 20.6 (2023)
Rate of consumer tax or VAT: 25% (2024)

* Statistical data from Ekonomifakta.se, Swedish Foreign Ministry and the Swedish Statistical Central Database (SCB).

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Do you need a single point of contact to Scandinavia?

Don’t hesitate to contact:
Christina Rytter, Founder & Trusted Communications Advisor
Scandinavian Communications
Email: cr@scandcomm.com
Mobile: +4523967733

Denmark – a business-friendly frontrunner in technology, green energy and life sciences

16/05/2024By scandinaviancomChange Communications, Christina Rytter, Content Marketing, Crisis Communications, Management Communications, PR, PR Tips & Trends, Public Relations Global Network, Scandinavian Communications, Social Media, SoMe Tips & Trends, Strategic Communications

By Christina Rytter, Founder & Trusted Communications Advisor,
Scandinavian Communications

Business environment in Denmark

Denmark has earned a position as a global leader in innovation due to its different business environment and culture. Today Denmark is particularly strong in information technology, renewable energy, sustainability, and life sciences – and also has a vibrant creative industry, encompassing design, fashion, architecture, and media. Copenhagen, the capital city, is considered a global hub for green technology, design and innovation, offering numerous opportunities for creative entrepreneurs and businesses.

So, what drives the high level of innovation in Denmark?

First of all, the Danish business environment is characterized by a very high degree of trust and an easy-going Danish business culture with flat organizational structures. The focus on reducing the levels of management and hierarchy and decentralizing decision-making in Danish companies creates an innovative business environment with increased openness, trust, creativity, and faster decision-making. Also, with a focus on work-life balance, with a quite high degree of personal freedom for employees and as the latest trend coming up in Denmark “The 4-day work week” where leading private companies has shown how to reduce the traditional 5-day work week and increase business results at the same time.

Business-friendly ecosystem
Secondly, alongside the economic stability in Denmark the country has a thriving startup ecosystem with a network of incubators, accelerators, and venture capital firms. As well as a business-friendly Danish regulatory environment with straightforward procedures for starting a business, enforcing contracts and obtaining permits. The Danish government also has implemented various reforms to reduce bureaucracy and enhance the competitiveness of the Danish business sector as well.

Denmark has a high GDP per capita, and high standard of living and is along with other Scandinavian countries often associated with the Nordic Model – which combines free-market capitalism with a strong welfare state and social safety. Danes – alongside other Scandinavians – have a quite strong buying power, which is why many international companies find the Scandinavian markets quite interesting.

Technology and green economy drives business opportunities
Denmark is committed to reducing its carbon footprint and transitioning to a green economy. This creates significant business opportunities within cleantech and the renewable energy sector, including wind, solar and biomass energy.

Biotechnology and Life Sciences is other sectors where Denmark today has a strong reputation, with a focus on research and development as well as clinical trials and production. Denmark is home to several world-leading pharmaceutical and biotech companies, as well as research institutions and universities.

Communications, media and PR market in Denmark
Denmark has a strong tradition of public service broadcasting with DR (the Danish Broadcasting Corporation) being the primary public broadcaster together with partly public service broadcaster TV2. Especially DR offers a wide range of non-commercial television, radio and online content, catering to diverse audience and providing high-quality news, entertainment and educational programming.

In general Denmark has a very narrow media structure with only a few media in each category. To get through all communications must therefore be tailored very specific to the relevant audience and media – and followed up in person. In Denmark it’s quality over quantity and establishment of thought leadership working in both traditional and social media is key to create awareness in the Danish market.

While the circulation of newspapers has declined in recent years, print media still plays an important role in the Danish media landscape. Leading newspapers includes Berlingske Tidende, Politiken and Jyllands-Posten as well as leading daily business paper Børsen, which all provide comprehensive coverage of national and international news, business and culture. Of course all papers are digital as well and the Danish media landscape, meanwhile, is also evolving with the fast digitalization of content consumption and the ever-growing influence of social media. Businesses looking to establish a presence in Denmark should consider these factors and leverage the diverse media platforms available to reach their target audiences effectively. Don’t expect to get any control over the final journalistic content in articles! Danish journalists and media are very Independent – it’s just part of their DNA and the Danish and Scandinavian culture.

Top 3 advice for foreign companies to navigate Danish media

1. Write real journalistic content
Think through and create a real journalistic story from scratch for the Danish market – and then get your corporate or product messages to fit with a downplayed balance. Always work with a journalistic approach in your PR Press kit for Scandinavian media. A Marketing approach towards Danish Tier 1 media is a sure dead end – and your press release will easily end up in the garbage can at the newsdesk.

2. Find the Danish angel
Write a local angled story for the Danish market. Your PR core story for Scandinavia can be the same – but to really get it right, you then need to work out a local PR angle for Denmark as well. Understanding and acting on the small cultural differences between each Scandinavian market give you much greater PR results.
Work out a tailored media list with key journalists from Tier 1 media depending on your target group. Pick a broader range of media to get more volume, when you send out your press release – Denmark has a very narrow media structure with only a few media in each category.

3. Offer exclusivity & follow up
Work with exclusive sell-in of your press release / PR story. This means that you only talk in person with one leading key media at the time. It’s key for most Danish journalists to get their own stories with a unique angle. When you succeed with your PR sell-in. Wait for the agreed publication – and then go for a wide distribution of the press release to create a 2-waved PR effect. This can be very efficient!

Take into your planning that different Danish media work with very different timing. If you go for a business daily, you might only need to approach the editor a couple of weeks before you like to see some media coverage. But if it’s a high-end lifestyle Magazine in print, you might need to talk to the editor 3-4 months ahead. Follow up with journalists in person by phone and email to secure the sell-in of the story and final media coverage. In Denmark, this is a very delicate balance between being proactive without being annoying for journalists, who have a very busy and tight work schedule and a lot of people approaching them every day.

Most popular social media channels in Denmark

Facebook: 3,9 million users (67% of population) 2022 / 86% in 2023
YouTube: 2,8 million users (48% of population) 2022
Instagram: 2,6 million users (45% of population) 2022
LinkedIn: 2,4 million users (41% of population) 2022
SnapChat: 1,9 million users (33% of population) 2022
X: 1,2 million users (21% of population) 2022
TikTok: 1,1 million users (19% of population) 2022
Pinterest: 0,9 million users (16% of population) 2022
Reddit: 0,6 million users (10% of population) 2022
Twitch: 0,5 million users (9% of population) 2022

Source: Statista 2022

Most important international events in Denmark in 2024

Folkemøde: Citizens and decision-makers meet up in a three-day event to engage in dialogue and strengthen the Danish democracy. Folkemøde is created in cooperation with political parties, grassroots and different associations and companies.

Roskilde Festival: The Roskilde Festival is one of the largest music festivals in Europe and is known for its diverse lineup and cultural significance – the last year also been a test center for green start-ups testing their products.

Copenhagen Jazz Festival: The Copenhagen Jazz Festival is one of the largest jazz festivals in Europe and is a significant cultural event for Denmark.

Copenhagen Pride: The annual Copenhagen Pride Week is a celebration of the LGBTQIA+ community in the shape of a human rights festival with safe spaces and an environment where people are free to express themselves.

Denmark in Numbers*

Population: 5,8 million (2022)
Languages spoken (official)Danish
Religions (% of population)Evangelical Lutheran: 75%. Other Protestant and Roman Catholic: 10%. Other: 15%
GDP per capita (in USD)$63,000 (2021)
(Real) GDP growth rate (%) 2,8 % (2021)
Inflation rate (%) 0,8 % (2021)
Unemployment rate (%) 4 % (2021)
Key sectors and industries (% of GDP) Service sector: 75%. Industry: 21%.
Agriculture and fisheries: 3% (2021)
Mobile penetration (X per 100 people) 120 (2021)
Internet users (% of population) 96% (2021)
Corporate profit tax: (%) 22% (year – latest available)
Rate of consumer tax or VAT: (%) 25% (year – latest available)

* World Bank, Statistics Denmark, Pew Research Center and PwC

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Do you need a single point of contact to Scandinavia?

Don’t hesitate to contact:
Christina Rytter, Founder & Trusted Communications Advisor
Scandinavian Communications
Email: cr@scandcomm.com
Mobile: +4523967733

About Christina Rytter

Christina Rytter is a dedicated Danish and international Trusted Communications Advisor and Founder of Scandinavian Communications. She has 25 years of hands-on experience with strategic communications, public relations, crisis and change communications, C-level leader training, digital marketing, social media and sales. So far she has been external advisor and Key Account Director for +600 international and Danish clients. She is also a former TV host and experienced entrepreneur responsible for start-up and business development of four international companies – two of them as founder. Also, she coach business owners of funded front-runner companies under the European Commission.

Last but not least Christina Rytter is Past-President and Chair in Public Relations Global network, where she currently holds the position as Vice President EMEA and is part of the Executive Committee and Advisory Board.

Global PR Predictions 2023

03/02/2023By scandinaviancomChange Communications, Christina Rytter, Content Marketing, Crisis Communications, Management Communications, PR, PR Tips & Trends, Public Relations Global Network, Scandinavian Communications, Social Media

By Gábor Jelinek, CEO, Public Relations Global Network

Ethics and transparency, AI and innovations, ESG agenda and constant crisis mode – these are some of the key trends that will shape 2023 for brands and communicators, say PRGN’s leading global communications experts in our annual collection of PR predictions.

Every year in the Public Relations Global Network (PRGN) we give our PR predictions. Some of the key trends that will shape this year for leaders and communicators as we see it are more challenging markets with a constant mode of crisis and change, ethics, transparency, AI and innovations as well as the ESG agenda.

Crisis and Change as a new normal

“With one global, geopolitical, and economic crisis after another corporate leaders and organizations are more or less in a constant state of crisis. Therefore, in my opinion, crisis and change can now be seen as a new normal rather than a rare event. No leader can sit around and wait for things to get “back to normal”. Change is the only constant. We can’t predict what is coming next, but we can improve our management and communications toolbox so our skills to handle crises and change become even stronger,” says Christina Rytter, founder and Trusted Communication Advisor at Scandinavian Communications.

Read the PR Predictions from across the globe in this interesting blog post written by Gabor Jelinek with contributions also from our leading PR and communications partners in Public Relations Global Network

Read the full blog post here

5-Star MarCom Strategy 2023

06/12/2022By scandinaviancomChristina Rytter, Content Marketing, Management Communications, PR, PR Tips & Trends, Scandinavian Communications, Social Media, Strategic Communications

Ready to reach the stars in 2023? If so, working strategically with Marketing and Communications is a pivotal first step in the right direction. Here you’ll get our recommendations for a 5-Start MarCom Strategy 2023

⭐ Business goals as guiding star
Communications, PR and Marketing are all about supporting your overall business goals. Therefore all activities must drive the business forward according to the overall company business goals. MarCom Strategy is a naturally integrated part of the business strategy of today’s leading companies. Your overall MarCom strategy must link together with a Go-to-Market plan for tactic execution of your campaigns and activities within communications, PR, marketing and social media.

⭐ Key Messages in order
It is absolutely key to have your Key Messages in order. Do a solid piece of work with both your Corporate & Product Messages. Our Corporate messages must be Value driven, authentic and show WHY your company or organisation are in this world? What lights your inner fire? This is feeling-based messages. All studies show that our actions as humans to a large extent are feeling driven. It’s hardwired biology. Your Product messages must address your target group’s pains, needs and dreams. You need to understand and take your target group’s perspective to create relevant product messages. NOT only your own company perspective! 😉

⭐ Segment Target Groups
A vital part of your MarCom 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 communication. If you try to reach everyone – often you reach no one. And the MarCom results become too weak to create a really successful impact on the business.

⭐ Relevant Communication Channels
To reach each of your key target groups, you need to tailor your content and then communicate and get into dialogue in the relevant and strategic/tactical selected communications channels. This is NOT necessarily the channels you know and use yourself! 😉 But the channels preferred by each of your target groups and influencers. Again, this often varies in different target groups across business positions, countries, ages, gender etc. To be successful your business needs to engage and communicate in the channels where your target groups are.

⭐ Measure Results
You need to strategically 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 the board.

Learn more:
Please contact our founder Christina Rytter direct at cr@scandcomm.com to learn more about, how we create a tailored MarCom Strategy for your company in Scandinavia – or beyond.

Online MasterClass
OR Do-It-Yourself with Christina Rytter´´´s online MasterClass (in Danish)

How to build a PR crisis team

01/09/2022By scandinaviancomChange Communications, Christina Rytter, Crisis Communications, Management Communications, PR, PR Tips & Trends

By Christina Rytter, Founder & Trusted Communications Advisor,
Scandinavian Communications

When a crisis hits you need to have a team of key people in place, so you can respond quickly and effectively before the situation escalates. So, let’s look at whom you need on your team – and how the team should operate.

The Crisis Communicator
This is the person on your team with the experience and expertise to plan and execute the right communications response in any kind of PR crisis or internal crisis. Ideally, this person will also exude a calming influence on the team, while knowing how to manage the crisis response narrative. If you don’t have an internal Crisis Communicator this role can also be managed by The Crisis Advisor.

The Key Leader
When a major PR crisis hits, it’s inevitable that the CEO will be involved in some way, whether you are making key decisions, delivering a message, or as a spokesperson providing a face for the company’s crisis response. But who else on your team can pivot from their day-to-day work and take on a key decision-making role in the crisis response? Ideally, you will have at least two or three of these key leaders.
You need someone who is an accomplished communicator and a clear thinker to help the crisis communicator and the CEO formulates a response. This person will have a proven track record for making smart decisions with limited information on short timetables. You will also need someone to manage the internal crisis response. Someone who has the authority to control and monitor what your team says and to whom, who can also be a calming influence as they deliver messages from the decision-makers to rest of the team.
Every Key Leader who acts as company spokesperson can also always secure a higher success rate by participating in Media- and Message Training – especially in a crisis. This will also secure the alignment of the company key messages in the crisis-management team

The Media Manager
At some point in your crisis response, you will need a person whose sole duty is to manage media interest. From moderating social media to responding to media requests and connecting the right messages with the right people, this can be a full-time job in the middle of a crisis.

The Crisis Advisor
When you’re very close to a situation, you can miss details or make assumptions that diminish the effectiveness of your crisis response. That’s why it makes good sense to bring in an outside advisor who specializes in crisis communication. This person or team has a different perspective that can prove invaluable in formulating and executing a crisis response.
To get your own Crisis Advisor as CEO also means that someone fully has your back – and that the advisor will work with you and your in-house team to build a narrative and implement a crisis response that should minimize the damage to your brand reputation and put your company in a better position to begin rebuilding credibility.

When facing a PR crisis your Crisis Communications Advisor also has an extensive list of key media contacts with whom they have developed good working relationships. When speed matters and you need positive earned media, knowing exactly whom to call is a vital aspect of an effective external crisis response.

30 PR Tips – you can apply today!

25/08/2022By scandinaviancomChange Communications, Christina Rytter, Content Marketing, Crisis Communications, Management Communications, PR, PR Tips & Trends, Public Relations Global Network, Scandinavian Communications, Social Media, SoMe Tips & Trends, Strategic Communications

In PRGN (Public Relations Global Network) we have created an eBook with 30 blog posts, where we offer our best tips in PR and communications from our members worldwide.

This is part of our 30th-anniversary celebration, that we want to share with you. Scandinavian Communications’ CEO Christina Rytter contributes to How you can Build a PR Crisis Team.

Download it here for free:

Scandinavians – similar, but not the same!

22/03/2022By scandinaviancomContent Marketing, PR, PR Tips & Trends, Scandinavian Communications, Social Media, Strategic Communications

By Eva Helene Kabelmann, PR & Communications Advisor

When we’re talking Scandinavian countries and the peoples within, we tend to regard ourselves as a pretty homogenous bunch, where – as we have mentioned in earlier articles – “the differences are far less than the similarities. And rightly so, for us Danes, Swedes, Norwegians and Finns are very similar to each other both in appearance, behaviour, levels of education, mentality, shopping habits – well, you name it. But. There are differences.”

And it is worth noticing, that the small differences matter and being able to adjust your PR and marketing towards these can give you the highly sought after edge.

Let’s have a look at some of the cultural differences within the 4 Scandinavian countries. Again taking into consideration that they are small, there are a few that stick out, as the Hofstede Insight bureau’s very interesting “Culture Compass TH” indicates.

Especially the following points should give pause as they speak volumes in their own minuscule way.

Denmark
The Danes tend to score relatively low, when we look at how they act towards power within organisations, in this case relating to Danes having a high degree of employee autonomy: Danes do not lead – they coach. Employees expect to be consulted. Danes have a very egalitarian mindset and respect is something to be earned, it’s not inherent in your position. Understanding how Danes in their working environment have a very informal atmosphere with direct and involving communication can nudge you towards how to proceed with a more effective MarCom strategy.

Sweden
The swedes tend to have a high rate of indulgence, which in this case means, that they generally exhibit at willingness towards realising their impulses and desires with regard to enjoying life and having fun. And they place a high value on the importance of leisure time, being able to act as they please and spend money as they wish. Taking this tendency into consideration could be one of the points that sets you aside from the competition, when developing an approach towards the Swedish market.

Norway
When taking a look at the Scandinavian peoples culture, when it comes to the attitudes towards the challenges of the present and the future, the Norwegians tend to have a so-called normative attitude. This entails a preference towards maintaining time-honoured traditions and norms, no explicit desire to save for the future and a focus on achieving quick results. Also a small, but in no way insignificant point to consider, when approaching the Norwegian market.

Finland
On a scale, that measures the 4 scandinavian countries tendency towards Masculine values (competition, achievement and success) vs Feminine values (caring for others and quality of life), they all have a very low score, which indicates a strong tendency towards the Feminine, it is worth noticing, that Finland (of the 4) has the highest score indicating, that Finns have a less predominant tendency the feminine. So even though Finland is considered a Feminine society, where conflicts are resolved by compromise and negotiation and focus is on wellbeing, solidarity and quality in their working lives, you might not have the same resonance with a MarCom approach taking feminine values into consideration in Finland as in the remaining 3 Scandinavian countries.

Top 5 tips to PR success in Scandinavian media

11/03/2022By scandinaviancomChristina Rytter, Content Marketing, PR, PR Tips & Trends, Scandinavian Communications, Social Media, Strategic Communications

By Christina Rytter, Founder & Trusted Communications Advisor

If you like to create better PR coverage in Scandinavian media these five focus points are key.

1. Write real journalistic stories

Think through and create a real journalistic story from scratch for the Scandinavian markets – and then get your corporate or product messages to fit with a downplayed balance. Always work with a journalistic approach in your PR Press kit for Scandinavian media. A Marketing approach towards Scandinavian Tier 1 media is a sure dead end – and your press release will easily end up in the garbage can at the newsdesk.

2. Find the local angel

Write a local angled story for each Scandinavian market. Your PR core story for Scandinavia can be the same – but to really get it right, you then need to work out a local PR angle for each market; Denmark, Sweden, Norway, Finland, etc. Understanding and acting on the small cultural differences between each Scandinavian market give you much greater PR results.

Work out a tailored media list for each Scandinavian country with a key journalist from Tier 1 media depending on your target group. Pick a broader range of media to get more volume, when you send out your press release – Scandinavia has a very narrow media structure with only a few media in each category.

3. Offer exclusivity

Work with exclusive sell-in of your press release / PR story. This means that you only talk in person with one leading key media at the time. It’s key for most Scandinavian journalists to get their own stories with a unique angle. When you succeed with your PR sell-in. Wait for the agreed publication – and then go for a wide distribution of the press release to create a 2-waved PR effect. This can be very efficient!

Take into your planning that different Scandinavian media work with very different timing. If you go for a business daily, you might only need to approach the editor a couple of weeks before you like to see some media coverage. But if it’s a high-end lifestyle Magazine on print, you might need to talk to the editor 3-4 months ahead.

4. Except that media decide the content

Don’t expect to get any control over the final journalistic content in articles. Scandinavian journalists and media are very Independent – it’s just part of their DNA and our Scandinavian culture. You can approve your own quotes – and offer journalists a quality check of facts. Nothing more. Otherwise, you could offend the journalist. This independence also means that your PR adviser rarely is present at face-to-face interviews with the Scandinavian journalist.

Offer Media professional PR photos to strengthen the possibility of media coverage. This could be PR headshots of your company spokesperson or of your Product/Services. This must preferably be PR photos take for media in a journalistic context supporting the journalistic angle of your story – NOT traditional marketing photos.

5. Follow-up in person

Follow up on journalists in person on phone and email to secure the sell-in of the story and final media coverage. In Scandinavia, this is a very delicate balance between being proactive without being annoying for journalists, who have a very busy and tight work schedule and a lot of people approaching them every day.

Reboot Strategy: Reset MarCom Goals & KPIs

25/08/2021By scandinaviancomChange Communications, Christina Rytter, Content Marketing, Crisis Communications, Management Communications, PR, PR Tips & Trends, Scandinavian Communications, Social Media, SoMe Tips & Trends, Strategic Communications

By Christina Rytter, Founder & Trusted Communications Advisor

Remember this! As part of your MarCom strategy – you also 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.

So, if you Reboot your Strategy – you of cause also need to Reset Goals & KPIs. When you set KPIs and thereby measure results, you will be able to have a clear evaluation of, what is driving the business forward. AND what is not. You can evaluate and demonstrate the direct business value of communications, PR, marketing and social media to the management and the board.

How to measure MarCom results?
MarCom KPIs can be concrete actions or registration of change in behaviour or point of views in the target group before, under and after your work/campaign. Test the measurability of your indicators with SMART; Specific, Measurable, Achievable, Relevant & Time-bound. When we work with earned communications such as PR you can set both quantitative and qualitative deliverables to get a more sufficient evaluation.

Quantitative PR deliverables could be the number of articles your PR-campaign created separated within your chosen Tier 1 Media in each market. Also looking at the PR-value of each media clipping, which we traditionally measure by finding the Equivalent Advertising Value for each media clip and then multiply the value with 3, because earned media have higher trustworthiness. A quantitative deliverable could also be the measurement of increased website traffic directly related to your PR-results.

Qualitative PR deliverables could be message resonance included in the media coverage such as your Top 1-3 Key Messages. It could be mentions of Brand Name & Product Names and back-links in your media coverage.

In Social and Digital campaigns I would always recommend you to create high-quality content relevant for your key target groups – and then as an ad on set aside a media budget to work with sponsored posts to get a much larger reach and higher amount of web traffic and response from your preferred audience.

KPIs for Social Media could be Engagement and Relevance for your target group measured by; Clicks per post (Traffic to the website), likes, shares and comments. You can also look deeper into development in your followers such as; Audience growth rate, new follower rate, follower/following ratio, which show Thought Leadership position.

SoMe Influencer campaigns can also be very effective when you select bloggers and Instagrammers relevant for your target group to help deliver your key messages. Be aware to set very clear KPIs in paid contracts with influencers to make sure your campaign goals and measure points are clear.

Need help to Reboot your Strategy and reset your MarCom Goals & KPIs? Don’t hesitate to contact us. We are here to help! 😊

Read more Tips to Reboot your Strategy:

Tip 1: Rediscover your purpose

Tip 2: Evaluate your target group

Tip 3: Adapt your Key Messaging

Tip 4: Tweak your MarCom Channels

Tip 6: Create your MarCom Plan

Learn more about Strategic Communications

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