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.

50th meeting with our Public Relations Global Network

16/05/2019By scandinaviancomChristina Rytter, PR, Public Relations Global Network, Scandinavian Communications

This week Scandinavian Communications meet with our business partners and friends from around the globe in our Public Relations Global Network (PRGN).

Two times a year all of our 50 member agencies meet for three days somewhere around the globe to share knowledge, connect and have fun.  This time in beautiful Amersfoort in Holland hosted by our partner Evident P.R. 

So don’t forget, where ever you want to go in the world to leverage your business: We are here to help you :-). 

 

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

7 PR Tips On Turning The Tide On Consumer Distrust

10/08/2018By scandinaviancomChristina Rytter, Crisis Communications, Management Communications, PR, PR Tips & Trends, Public Relations Global Network, Scandinavian Communications, Social Media, Strategic Communications

By Sheena Campbell-Royle, CEO, SCR – SCP

We came from a world where selling a product or service was all about how you positioned yourself and how you ‘sold’ your company, through advertising, marketing and PR where you told people what you thought they should know about your product. It was really all about you and how good you were. Now we are in a different global world where this is not enough, a world where the empowered consumer will only buy your services or products if he agrees with you and likes who you are, where your corporate values must be a match to his or her own ideas and they must be transparent and known about.

This is a big change and companies need to get their heads around what this means for them. Quality and price is not enough if what you say lacks credibility.

Consumers have rights and they now think about why they should put their trust in your company, and, as a company, you need to step up to this and make it known who you are, how you think, how you treat others and what your views on the world are.

It’s happening at all levels and forcing some companies who have lost consumer trust to re-think the strategy.

So here are some tips on what your company should be doing in PR terms to regain your consumers, clients and prospects trust and make sure you keep it.

  1. Analyze carefully all aspects of what you are doing and how you are communicating to your audiences, your ‘voice’. Make sure all your company (people who work for you, suppliers and other audiences) understand your viewpoint and values and identify with them. Include your audiences in the analysis so that ideas are not imposed, but understood and complied with.
  2. Define your position on issues like environment, social issues, even politics. This may be a risk, but being neutral is often seen as aligning with the ‘bad guys’. Look at your social network presence and take into account that some social networks have come under severe criticism. Be careful that consumers don’t see you as part and parcel of these errors, so put transparency high on your ‘to do’ list because trust is tantamount. The culture you breathe in your company needs to speak of authenticity and transparency, this will make consumers feel their needs are being met and less likely to feel they’re always being ‘sold to’.
  3. Get your name to appear and tell people who you are in established newspapers and publications. Get noticed and get your opinion out there, support your corporate values and issues which you think interest and please your audiences. In our era of ‘fake news’, people still trust traditional and digital media with solid reputations.
  4. Make sure your company is meeting its consumers or clients on their terms by making your website and social pages a very positive experience. If a review is left or customer help asked for, ensure that they leave your site or social page feeling reassured and feeling you care about them, that their opinion matters. But this must be real, this is not just the face, this translates into real actions and is demonstrated. Know that each consumer ‘touch’ is an opportunity to humanize your company making it easier for consumers to put their trust into what you do.
  5. Try to engage with ‘earned content’. If you see a consumer interacting with your product, use this, making it public (always after asking and receiving permission) so that others can identify with the action and trust in it.
  6. Offer useful information to your consumers or clients related to your product, service or sector. You could for example use a specific place on your website and social platforms for your customers, clients to ask what they want to learn and you could ask them what they would like to know about.
  7. Last of all, keep your promises. Do what you say you are going to do and live your corporate values making them deep rooted in your company’s ADN

To conclude, flip the coin, be more aware as a company of what the needs and desires of your consumers, clients or prospects are and try to meet them.

SCR-SCP is our partner agency in Spain. Article originally published at PRGN.com

Why PRGN works

07/03/2018By scandinaviancomChristina Rytter, Management Communications, PR, Public Relations Global Network, Scandinavian Communications, Strategic Communications

By Christina Rytter, Founder of Scandinavian Communications
President, Public Relations Global Network (PRGN)

Throughout my all-most 20 years in the communications game, I have been participating in many business networks – national as well as international. These networks have contributed to many learnings and business connections, but also to some important realizations. These became particularly obvious, when I became active in the leadership of Public Relations Global Network (PRGN) four years ago, and learned how much the activities in PRGN differ from those in other international networks.

In other international networks, I have often had the experience that partner agencies have discussed and articulated the network and its members to clients. But that there rarely has been a real knowledge exchange or corporation between agencies across the globe.

Consult one agency and get back-up from 49 others
In PRGN it’s quite another picture. Our many – and frequently used – online discussions groups, chats, teams and best practise debates combined with our semi-annual global face-to-face meetings lead to an in-depths professional knowledge sharing. As well as to lifelong friendship between agency owners and leading employees. Our global meetings strengthen knowledge sharing and sharing of best practice at the highest level possible. Furthermore, we also drive our knowledge sharing technologically. Amongst other things in form of a confidential database of client cases from all over the world, from which we can all draw.
This combination of our digital and face-to-face interaction provide our clients with the worlds best advisors from 50 agencies when consulting one of us.

I have previously experienced that partner agencies in other international networks have not taken advantage of the opportunity to real corporation cross national or regional borders, thus not enabling creation of real international network value for their clients.
In PRGN, I don’t have a shadow of a doubt that our clients around the globe receive, what they’ve been promised, when they choose an agency that prides itself for international networks, experiences and acquaintances.

I’m so proud of what we have created in PRGN in the past 25 years – and today can offer to our clients; A real international network with a team of passionate communications experts from every corner of the world, working together to take PR, communications and marketing to the highest level possible. Creating amazing results for our clients.

As President, my goal is to continue to support and work to strengthen this amazing and real international network. However, as PRGN is a shining example of, the best results are gained by cooperation. Therefore, I would like to use this post to invite you to participate with suggestions, new ideas and thoughts which can help continue and develop PRGN, so we can proudly continue to call ourselves “The Worlds Local Agency”.