5 tips to PR success in Scandinavian media

27/04/2021By scandinaviancomChristina Rytter, PR, PR Tips & Trends, Scandinavian Communications

By Christina Rytter, Founder & Trusted Communications Advisor

Would you like to create better PR coverage in Scandinavia media? If so, these focus points are key, when you work with media in Denmark, Sweden, Norway and Finland: 

1. Write a real journalistic story

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. Take a local approach 

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 the 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

25/02/2021By 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 SMARTSpecific, 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

Reboot Strategy: Tweak MarCom Channels

10/02/2021By scandinaviancomChange Communications, Christina Rytter, Crisis Communications, Management Communications, PR, PR Tips & Trends, Scandinavian Communications, Social Media, SoMe Tips & Trends, Strategic Communications

By Christina Rytter, Founder & Trusted Communications Advisor

When your business conditions suddenly change you often also need to Reboot – or at least evaluate – your existing commercial strategy to adapt. So, you can work successfully within the new normal.  When you have your overall purpose, target group and key messaging in order the next cornerstones in your strategy is your communications channels. If some of the other important areas of your strategy change, it might also be relevant to tweak communications channels. It must always be your target groups and influencers preferences, that decides which channels you use for Marketing, PR and Communications. NOT your preferred 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 channels. Again, this often very in different target groups across business position, country, age, gender etc. Your business needs to be present, engage and communicate authentic and clear in the channels where your target groups are present.

Need help to Reboot Strategy? Don’t hesitate to contact us.

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 5: Reboot MarCom Goals & KPIs

Tip 6: Create your MarCom Plan

 

Learn more about Strategic Communications

Reboot Strategy: Evaluate your Target Group

10/01/2021By scandinaviancomChange Communications, Christina Rytter, Crisis Communications, Management Communications, PR, PR Tips & Trends, Scandinavian Communications, Strategic Communications

By Christina Rytter, Founder & Trusted Communications Advisor

When you are hit by crisis or change and things, as you knew them, is turned upside down you need to reboot your commercial strategy to adapt. One of the important cornerstones in your strategy is your market – and thereby target group. You need to take a deeper look at if the crisis or change you are in affects your market? And if so in what way? Did crisis change your need to move to other international markets – or focus more regional or local? What did happen to your competitors? And what does it all mean to your target group? Still the same – or maybe you need to move in a different direction. With a tweek or change in your brand positioning?

Your target group rules
The target group is what decides your communications and marketing. Your visual identity, your tone of voice, which key messaging and USPs you push forward, which channels you communicate in – and your choice of MarCom activities. So, it is pretty important to evaluate your target group.

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. 

Find your ideal customer avatar
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 MarCom results become too weak to create a successful impact on the business. Clear communication is about qualification. You need laser focus – so just choose fewer than you got 😉. We are talking qualification of the target group, product or service line, messages, channels, markets etc. Of cause, it’s a little caricatured – but you get the point! 

A good way to get to the core of your target group is to find your ideal customer avatar. This means that you describe all the characteristics as deep as you can to get a clear understanding of who you communicate to.

If you need help to evaluate your target group and Reboot Strategy don’t hesitate to contact us.


Read more Tips to Reboot your Strategy:

Tip 1: Rediscover your purpose
Tip 3: Adapt your key messaging
Tip 4: Tweak your MarCom Channels
Tip 5: Reboot MarCom Goals & KPIs
Tip 6: Create your MarCom Plan

Learn more about Strategic Communications

Reboot Strategy: Rediscover your purpose

03/01/2021By 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

Do you know, why you go to work in the morning? I mean really. When you ask yourself from deep down inside. What’s the answer then? What’s your purpose? Why are you here?  

In Crisis, we fight to survive. Change, adapt – or die. Is it pleasant? Not really! Because humans, in the way we are wired, most are reluctant to changes. But if you are in a Crisis – you need to Reboot your commercial and even personal strategy very quickly to adapt. So, you can execute successfully within the new normal. Reboot and shoot!   

Communicate what matters   

BUT before you hit the ground running with an adapted strategy. Crisis gives you a beautiful opportunity to take a deeper look at what truly matters to you: Your purpose – also called your WHY. Crisis equals development! Both on the business side – as a leader and as a human being. 

To get aligned with your inner purpose will raise your feeling of happiness overnight. AND it will also be your launchpad for strong, authentic, and crystal-clear communication – both as a leader, an organization, and a brand striving for commercial success. As a business owner and/or part of Top-Management we are fortunate that our purpose can become the company’s as well. As an employee you can get clearer on, what values you seek in the organizations, you work for. 

What did the crisis make you discover?  

Maybe the crisis got you to realize that your purpose is still aligned? Then you just need to reboot your strategy. OR maybe the crisis gave you a new perspective? If so, you need to take a deeper look at your purpose before you reboot your business and commercial strategy. 

A real purpose is feeling driven. It’s your values, passions, drivers and what gives you and the organisation motivation. This is why your purpose becomes such a strong lever in communications. Because humans relate to and react to feelings. This is not an opinion. Its biology!  

If you need help to rediscover your purpose to Reboot Strategy – don’t hesitate to contact us! 

PS. In case your wonder what my purpose is – and thereby also Scandinavian Communications; “We help leaders and organizations that do good in the world to get personal and commercial success – so their positive impact on people and planet gets as strong as possible”.

So, if you see yourself and your organization in that – don’t be a stranger!😉 

Read more Tips to Reboot your Strategy:

Tip 2: Evaluate your target group
Tip 3: Adapt your key messaging
Tip 4: Tweak your MarCom Channels
Tip 5: Reboot MarCom Goals & KPIs
Tip 6: Create your MarCom Plan

Learn more about Strategic Communications

Top 5 tips for Crisis Communications in Scandinavia

21/12/2019By scandinaviancomChange Communications, Christina Rytter, Crisis Communications, Management Communications, PR Tips & Trends, Scandinavian Communications, Social Media, SoMe Tips & Trends, Strategic Communications

By Christina Rytter, Founder & Crisis Communications Advisor

When crisis or change hits like a bolt from the blue it’s normal for even the most experienced executive to feel concerned. Especially when you want to be at the forefront of things. Here are my Top 5 tips on how you navigate successfully through the storm when a crisis or change hits you in the Scandinavian market:

1. Response quick – but well thought out

A quick response is key in a critical situation, because it gives you the chance to handle and control the situation and thereby the outcome proactively with a higher possibility for success. BUT the quick response must be flanked by carefully thought out communications – especially what key messages you need to deliver in the conversation with your different stakeholders.

Scandinavians are very critical and direct – and we don’t hold back with the questions. This apply to both employees, journalists, clients, business partners and competitors. So, you really need to prepare. I find that one of the most effective ways in crisis and change communications in Scandinavia is to draw up and work with different realistic crisis or change scenarios and plan, what to do and say in each imaginary scenario – and which communications channels will suit your messages and conversations with different internal and external stakeholders best.    

2. Get ready for conversation

  • What is your key message? Your communication is clearer, when you only focus on one or few key messages.
  • Who are you talking to? (Your key target group/stakeholders)
  • Which information do the person/stakeholders need?
  • Which situation are they in? Communicate the messages relevant to them, not to you.  
  • Choose your role based on the person/target group. Are you formal or informal? How do you dress? What language and body language do you use? BUT be yourself!
  • Prepare, prepare and prepare.
  • Train, train and train.

3. Take control over your body language

Your body language is your greatest asset, when you know how to control and use it. When you learn to use your body language proactively combined with clear messages, you can be a brilliant and authentic leader and communicator. BUT if you don’t have your body language under control – and that is quite normal in a crisis or change situation, when you might get nervous – then it can work so much against you, that nobody hears what you say. Well-known international studies show, that up to 80 % of people’s perception of you will be from your body language. That is if you fail to control it. Otherwise people listen. Scandinavian will mostly listen – if it’s not to boring. And if you serve beer (or something stronger for the Finns) they will really listen. 😉.    

Control what we see:

  • Posture: Straight back and raised head express security, authority and energy.
  • Choose a suitable grimace for the occasion; Seriousness, enthusiasm or joy?
  • Use gestures that support the message.
  • Firm eye contact exudes security and credibility.
  • If you avoid eye contact it signals insecurity, uncertainty – and thus untrustworthiness.
  • Pay attention to your bad habits and patterns – they especially come out when you are nervous under pressure.
  • Look fresh and well-rested (of cause sometimes that might be a little difficult in a crisis).

Control what we hear:

  • Deep and calm voicing creates trust and credibility.
  • Variation in voice creates dynamism and awareness of the recipient.
  • Talk slowly – without getting boring. It exudes heaviness and credibility.
  • Breath deep and use (rhetorical) pauses.

4. Keep calm
Even the most experienced executive can get nervous under pressure in a difficult crisis or change situation. That is just human nature.

What happens when you get nervous?

  • You protect your body with your arms, turn your back, avoid eye contact, smile stiffly and stave off.
  • You sweat, get pale, get ticks, mess with your hair or perform other unconscious bad habits. What are your bad habits under pressure?
  • You move uneasily; rocks or turns on the chair. Tilting back and forth on your feet.
  • You breathe quickly and superficially.
  • You speak faster and get a sharper and lighter voice.

Then what to do?

  • Breathe deeply and plant both feet into the floor.  
  • Lower your talk rate and use (rhetorical) pauses.
  • Open your arms, straighten your back and look up and out.
  • Make and maintain eye contact – possibly look between the eyes if real eye contact is unpleasant.
  • Only smile when it suits the occasion.
  • Sit and stand still.
  • Choose a chair that stands firm. Otherwise you will quite easy start rocking or turn it.
  • If at a presentation: Go consciously among the audience.
  • Avoid carbonated water – so you don’t burp (when you breathe quick and superficially).  

5. Use the crisis to your advantage

When your response quickly and are well prepared, you can turn the difficult situation into your advantage. By working out a carefully thought out message platform with key messages as a first step. And train through the different scenarios with message- and media training, you can navigate successfully through. Get your Crisis Communications Action Plan in order; Who do you need to communicate to as a first step? When and how? If you handle crisis and change like this, people will understand you much better – and even get on your side. When you keep calm and friendly – and communicate in a clear and authentic way you be at the forefront of things. And as always, the most important thing is to prepare – and train, train, train!

Get free crisis advise and learn more about Crisis Communications

Need help with Crisis Communications in Scandinavia?

5 Trends Influencing the State of Public Relations

15/11/2019By scandinaviancomPR, PR Tips & Trends, Public Relations Global Network, Strategic Communications

By Aaron Blank, President of PRGN & CEO of The Fearey Group

Public relations is thriving – and evolving in exciting ways. It’s a great time to be in the business.

At its core, our work is unchanging: actively pursuing relationships – shaping them, building them and maintaining them. That will always be front and center. But other aspects of our profession are developing or expanding.

Here are the trends I’m watching:

1. Demand for data. The push to link PR to overall business objectives continues, pushing us to develop more and more meaningful metrics to measure PR performance and impact on operations. Measurement has always been a challenge for PR practitioners, but it’s finally getting easier. Now we can measure article clicks, sentiment and tone much more easily. For example, we can automatically measure links back to websites to show how our work drives traffic or supports lead generation.

2. Application of search. Search now plays a critical role in forming PR campaigns. We can use SEO keywords to discover trends, identify potential news items and understand the questions, issues, products and service people are looking for. This makes it faster and easier to target our work to consumer insights.

3. Optimized press releases. People have been saying that the press release is dead for years. And the truth is, the old version of the release is. Gone are the days when we wrote a release and expected the media to pick it up. Today’s optimized press release is content – content that enables us to tell our own story and manage our message. Still a great way to update reporters on organizational news, modern releases posted on our own sites support organic and paid search, and create opportunities to link back to additional content in our ecosystem. We can use them as catalysts for identifying issues or events to leverage and serve as the foundational content for larger campaigns involving earned, owned and paid media.

4. Investment in AI. It’s fun to see how artificial intelligence (AI) is starting to play a role in the industry. For instance, a new tool called SignalAI uses AI to make it easier to track numerous companies, people, events, trends – and analyze that information to support decision-making and inform campaigns. And new AI transcription services such as REV make speech-to-text faster and cheaper – some are even tailored to specialized industry sectors like healthcare or engineering. These tools enhance our skill sets and enable us to deliver better service to our clients so our teams can focus on more strategic pursuits.

5. Continued value of writing. No matter what, at the end of the day, we all have to write. Whether it’s a tweet, an email, a public statement or back-end website items that influence a reputation, we have to continue to perfect the editorial process. It’s vital.
PR has never been more valuable and more relevant. Responding to these trends empowers us to continue to produce high-quality work that shapes debates, changes behaviors and supports business operations. Investing in building entrusting relationships will always be the best marketing tactic of them all.

The Feaery Group is our partner agency in Seattle, USA.  Article originally published at PRGN.com

10 tips to PR success in Scandinavian media

05/08/2019By scandinaviancomChristina Rytter, PR, PR Tips & Trends, Scandinavian Communications

By Christina Rytter, Founder & Trusted Communications Advisor

These focus points are key to create positive PR coverage in Scandinavia:

1. 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.

2. 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.

3. Work out a tailored media list for each Scandinavian country with key journalist from Tier 1 media depending on your target group.

4. 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 few media in each category.

5. 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 story with a unique angle. When you succeed with you PR sell-in. Wait for the agreed publication – and then go for at wide distribution of the press release to create a 2-waved PR effect. This can be very effectful!

6. 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 you press release will easily end up in the garbage can at the newsdesk.

7. Don’t expect to get any control over the final journalistic content in articles. Scandinavian journalists are very Independent – it’s just part of their DNA. You can approve you own quotes – and offer journalist 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 Scandinavian journalist.

8. 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 – instead of traditional marketing photos.

9. Follow up on journalists in person on phone and email to secure 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.

10. 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 month ahead.

Need help with PR in Scandinavia?
Don’t hesitate to contact Scandinavian Communications if you need help. We are passioned with heart and mind to help you communicate with impact and leverage your business in the Scandinavian markets.

Use the small differences in decision making to leverage your business.

14/03/2019By scandinaviancomChristina Rytter, Content Marketing, PR, PR Tips & Trends, Scandinavian Communications, Social Media

Theme: Scandinavians – similar, but not the same.

 

 

 

 

 

 

By Eva Helene Kabelmann, Digital & SoMe Content Director 

There is little doubt that the Scandinavian people are often regarded as a slightly homogeneous crowd, where 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, behavior, levels of education, mentality, shopping habits – well, you name it. 

But. There are differences. And particularly when it comes to marketing both new and well-known products in the Scandinavian markets, it can make good sense to be aware of the small differences. Because we are not the same. Let’s have a look at some of the differences in mentality when it comes to making business decisions: 

The Swedes enjoy structure and appreciate preparation and effective execution,  and facts, figures and graphs will bring you far.

The Finns are a more reserved people who value formalities and strong factual statements. Body language is seen as a sign of uncertainty.

The Norwegians are a more informal people who value quality over price and do not necessarily enter into tough decision-making procedures.

And then we have the Danes. The most relaxed of the four people, but characterized by the fact that – despite a high degree of un-formality and earthiness – they prefer a direct and executing decision-making process.

Small differences, but all relevant to consider when creating a successful marketing and PR strategy for you next Scandinavian campaign.

Read more: https://scandinaviancommunications.com/why-us/ 

Why should blogging be a part of your PR strategy?

04/01/2019By scandinaviancomChristina Rytter, Content Marketing, PR, PR Tips & Trends, Public Relations Global Network, Scandinavian Communications, Social Media

By Akvile Vzesniauskaite, Social Media Project Manager at Adverum Communications

Nowadays, PR is much more than media relations, press releases or launch events. PR becomes a modern combination of classical and new communication trends – integrated, 360 degree PR strategy including visuals, digital solutions, and, of course, blogging. Blogs fit the taste of those who are looking for interesting pieces of news, non-traditional recommendations or educational material.  Why else should one integrate blogging into PR strategy?

It is your own media channel. A blog is a media platform that belongs to a company or brand and provides for the ability to become a digital publisher in a cost-effective way. Having in mind that modern PR – as well as a modern audience – requires engaging content, blogs are the right solution: it allows you to deliver valuable information to a target audience, keeping it easily accessible and building a loyal audience or even a community.

Demonstrate your experience/Showcase your expertise. A blog can help represent a company, brand and create an image of experts working for and with them. If in a blog you regularly share experiences, hands-on insights and experts’ comments, it helps to create a bond between readers and a company/brand or an expert. Of course, to create and maintain such “relationship” with an audience, the blog has to offer useful and interesting information that can’t be found anywhere else. The success also is in the efforts to keep an ongoing dialogue with readers – discussions, FAQs and suggested topics have to be integrated in the content.

Your reputation online. Although sometimes underestimated, your online reputation has a huge impact on how an audience would interact with your brand or services. Nowadays, the web is often the primary source of information.  Many customers choose not to trust a brand if they find a lot of negative information about it online, or no information at all. Having a blog or actively cooperating with bloggers helps to spread relevant information and even block the negative.

A blog can have a positive influence on your websites visibility and traffic. If one of your PR objectives is to increase your website traffic, regular blogging can do wonders. It could have positive impact on website’s SEO score when combined with applicable keywords. Relevant content leads to more hits in search engines and builds higher credibility resulting in better perception of a brand or a company.

Fast way to share news and latest updates. There is one more positive trait of blogging – it allows you to reach the audience very quickly by just posting the information. When creating a PR strategy, think whether you will need to report important news, give advice to customers and clients, share experience or offer audience inspired content. Did you say “Yes” at least once? Then a blog might just be the way to do it.

Of course, such a channel is just a piece of a puzzle that composes a perfect PR strategy. But it is also one of the easiest ones to obtain – so if you still do not have a blog – give it a try (they will be popular for a while…).

Adverum Communications is our partner agency in Lithuania.  Article originally published at PRGN.com