Scandinavians – alike, but not the same!

02/04/2025By scandinaviancomChange Communications, Christina Rytter, Content Marketing, Crisis Communications, Management Communications, PR, PR Tips & Trends, Scandinavian Communications, Social Media, Strategic Communications

By Christina Rytter, Founder & Trusted Communications Advisor

SCANDINAVIANS. We might look alike, but we’re not the same.

If you want to succeed in business, communication, or relationships in Scandinavia, understanding the subtle (but important!) differences between Danes, Swedes, Norwegians, and Finns can make all the difference.

💥 Communication & Culture

Danes? Super informal, big on teamwork, and always ready with a joke. Swedes love consensus—they’ll discuss until everyone is on board. Norwegians keep things direct yet respectful, always valuing personal space. Finns? They’re the quiet ones in the room, but when they speak, it’s clear, concise, and to the point.

💥Leadership Styles

Danish workplaces have flat hierarchies and a “trust you to get it done” mindset. Swedish leaders are more like coaches—expect lots of team discussions before decisions are made. Norwegians focus on balance and well-being, making sure work-life stays in check. Finnish managers? Pragmatic and expertise-driven—they trust skill over small talk.

💥Decision-Making

Scandinavians all love consensus, but in different ways. Swedes take their time to get full agreement, while Danes are more flexible—give your input, and the leader will decide. Norwegians are practical, blending consensus with action. Finns? They listen but move fast once a decision is made.

So, what’s the takeaway?

We do share values like trust, equality, and collaboration. But knowing how each country approaches leadership, communication, and decision-making can make or break your success in the region.

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👉 Want to navigate Scandinavia even better?
Don’t hesitate to reach out directly to Christina Rytter at
email: cr@scandcomm.com
Mobile: +4523967733

We are here to help!

6 Tips for Crisis Communications

13/03/2025By scandinaviancomChange Communications, Christina Rytter, Crisis Communications, Management Communications, PR, PR Tips & Trends, Scandinavian Communications, Strategic Communications

By Christina Rytter, Founder & Trusted Communications Advisor

1. Permanent Crisis Readiness
A crisis or big change can happen out of the blue – at any time. It hits extra hard when you’re not prepared. Therefore, it is beneficial for top managers and organizations – regardless of size – to build a permanent Crisis Readiness. Your crisis preparedness is a proactive and qualified preparation for the unknown. So it isn’t easy. But it will give you a head start when a crisis or a larger change hits you and your organization.

Start with a temperature measurement of your current crisis preparedness. Have you chosen a team for crisis management? Is there an updated crisis plan? If not, start there!

THE CRISIS TEAM must be able to work independently on internal operational tasks during a crisis. The team typically consists of the Chair, CEO, Head of Communications, External Crisis Advisor and an experienced PR/SoMe manager. In peacetime, the crisis team talks to each other every quarter – and updates the crisis plan based on the latest risk assessments. In times of crisis and major changes, the team steps in acutely.

THE CRISIS PLAN contains the crisis team’s qualified suggestions on what you may be affected by – and how to handle it. We just draw the general lines. Since it is only when we see crisis or change in reality that we can lay out a precise crisis strategy and tactics for execution.

A foundation for the crisis plan is, among other things, scenario planning. This means that we map out crisis scenarios that may be affected. And how you deal with them. Analyze internal vulnerabilities, market situation, and the team’s experience with internal and external crisis management. Assess how experienced your spokespersons are in crisis communication. What is your image like in the media and on social media? Have there been previous crisis cases in the media? Are there any skeletons in the closet?

PR is often a crucial factor in crisis communication. We prefer to “break” the negative story ourselves to control it. But a crisis often self-ignites in the media and social media. In crisis preparedness, the daily, proactive PR work therefore also plays a significant role. Because positive PR – in addition to growing the business – acts as a positive counterweight to any critical publicity and crisis cases.

2. Reaction time is key!
In handling a crisis, a quick response is crucial to successfully get through. BUT at the same time, the reaction must be well thought out and well prepared. So it’s a delicate balance – especially because most people also come under intense emotional pressure in crisis cases and major changes.

I grew up with a father who worked as a Deputy Police and Crime Commissioner and was part of a special “unit one” travel team solving the worst crime cases. So, he also saw his share of crisis cases – on a completely different level, of course, than most of us see in the traditional business world. He always said, “Keep calm and attentive.” And that is what we need to do in a crisis. But do it quickly! 😉

A QUICK RESPONSE is key in a critical situation because it gives you the chance to handle and control the situation – and also crack down on risky rumours internally and externally. A company can easily get into serious trouble on rumour formation alone. Even if the reality looks completely different. The “truth” about the situation will be the first to be communicated. If it doesn’t come from top management, it will probably be from the press – or from the rumours in the canteen or on social media. And if it takes off here – then successful crisis communication becomes somewhat more difficult.

3. 70% is preparation!
Preparation takes up most of the time in successful crisis communication. You only have one shot when you execute, so it must be precise. In my “Crisis Communications Blueprint,” I work chronologically through several crucial steps to secure successful Crisis Communications for my clients. In addition to the Permanent Crisis Readiness, I recommend:

3 STEPS BEFORE EXECUTION in chronological order; Strategy, Production and Training. In each step lies a pretty solid piece of work. So that’s exactly why it’s valuable to have permanent crisis preparedness. We get out of the starting blocks with the preparation at a much higher pace. If your Crisis Team has worked in advance with scenario planning and the framework for crisis strategy, then a lot of time is gained when it becomes urgent.

THE CRISIS COMMUNICATIONS STRATEGY is the first step in our urgent preparation – here the work with the key messages aimed at your various stakeholders (target groups) and influencers constitute one of four strategic cornerstones. When we create a Message Platform for Crisis and Change Management, it is also important to get the defence messages in place. That is, answers to direct critical questions. The answers must all be in sync with the proactive crisis messages that the spokespersons communicate to your internal and external target groups.

4. Plan with worst-case!
We use scenario planning in crisis preparedness and the work with crisis communications strategy. Scenarios are a concrete strategic tool for dealing with unknown factors in a structured way. So also in crisis management, scenario planning considers the uncertainty of the future. We think outside the box and see the situation in a broader context. Here you practice “thinking the unthinkable”.

CREATE 2-4 CRISIS SCENARIOS – and then continue with deeper preparation of the worst-case. Better to be pleasantly surprised if the situation turns out to be less bad than assumed – than to stand on your heels when lightning strikes. We prepare and train so much worst-case that the real crisis becomes a milder scenario. Regardless of how bad it looks.

IN DENMARK – and the rest of Scandinavia – we often have a critical and direct approach. This applies to employees, journalists, customers and business partners. In crises, employees are often driven by fear and anger – and journalists are driven by the fact that negative and critical stories are more interesting to most people. Except for those affected. It can be extremely hard – also in private – to be dragged through a negative story or what we call “a campaign” in the media. A campaign in the press means a series of articles covering the different angles or development of the same story. Therefore, preparing for the worst is an essential part of crisis communication.

5. Media train spokespersons!
Training the CEO and other spokespersons is crucial to successful crisis communication. I recommend combined media and message training. In everyday speech, we call it TV training. “TV – that’s not relevant to our company”, you might think. Maybe not. BUT you can more easily master clear and powerful crisis communication and navigate successfully through crises and change when you practice with TV training. Because we work with live evaluation on screen and video replay we can train the crisis messages and body language under maximum pressure in an interview situation that resembles a TV studio. Therefore CEOs and other top managers and spokespersons become incredibly skilled. This applies both to delivering your crisis messages as well as getting control over and using your body language to support you – rather than work against you in a critical situation.

YOUR BODY LANGUAGE is your greatest asset when you know how to control and use it. When you can use your body language proactively, your communication burns through strongly and authentically. If you don’t have your body language under control – and this is completely normal in a crisis when you get nervous – then it can work so much against you that no one hears what you say. International studies show that up to 80% of people’s perception of you comes from your body language. That is if you don’t control it. Otherwise, people listen. That’s why TV training is so effective because it becomes crystal clear where it works and what we need to train further.

6. Order in your own house first!
In the event of a crisis and major change, top management must start with internal communication (unless you are listed on the stock exchange, of course). It is important to put your own house in order first. Clear and powerful internal communication must be the first step of the CEO. Most people don’t like sudden changes – and they will fill in the “empty spaces” of missing information with their interpretation of what might happen. If their manager doesn’t inform them properly.

AVOID RUMOURS. Over the years, I have seen many examples of how a crisis or change suddenly became significantly worse due to internal rumours and unforeseen actions from employees driven by fear or anger, because top management and the board were too busy focusing only on external communication. Letting employees hear about potential layoffs in the media first, for example, is not the way to do it! Of course, these things happen unintentionally. But if you don’t start by managing the internal communication you heighten the risk of negative internal rumours and actions. Of course, the external and internal communication must be timed as close as possible here, so we do not lose time. If you are listed on the stock exchange, then of course we play with different rules.

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🔥 Need help with Crisis or Change Communications?
Don’t hesitate to reach out to Trusted Communications Advisor & Founder Christina Rytter at +4523967733 – We are here to help ☔

PR Strategy in Scandinavia 2025

30/10/2024By scandinaviancomChange Communications, Christina Rytter, Content Marketing, Crisis Communications, Management Communications, PR, PR Tips & Trends, Scandinavian Communications, Social Media, SoMe Tips & Trends, Strategic Communications

Ready to reach the stars in Scandinavia in 2025? If so, working strategically with PR & Communications is a pivotal step in the right direction. To leverage your business – you need a map. Your Strategy is that map. It tells you how to find the way from where your business are today, to where you want it to be in 2025. So with strategy we begin our exciting journey to create what we dream of:

As is – To be?
Your Scandinavian PR and Communications strategy – as well as your overall Business Strategy – is all about closing the gap between where you are today (“As is”) and where you want to be. Your first step is to take an an honest look at where you are today? It hurts a bit sometimes if the results weren’t as, we wished and worked for. But don’t sugar-coat it! You must look at the details of the measurement points (KPIs) you have set up. What are the results? Are you where you set out to be earlier this year? Or maybe you don’t exactly know what the effect of your efforts is with PR and Communications over the past week, month, year? If so, this is an area for improvement in 2025.

Business goals as guiding star
Your second step is your Goal setting 2025. Communications and PR is all about supporting the overall goals of your company or organisation. Therefor all activities must drive the business forward and/or handle change and crisis along the way – according to your overall goals. PR & Communications both proactive and reactive today is a natural integrated part of the business strategy in most leading companies. Your overall PR and Communications Strategy for Scandinavia must be bridged with an Action Plan for precisely timed execution of your PR and communications activities to reach each goal.

Segment Target Groups
A vital part of your Scandinavian PR Strategy is to segment your target groups and influencers. Successful Communications, PR and Marketing start with a very clear and deep segmentation. Your target groups are often very different. The more we unfold the target groups and influencers in our strategic work, the clearer it becomes that we have many more, than we realize off the top of our heads. A typical pitfall is therefore that companies try to reach all target groups with the same type of communications. If you try to reach everyone – often you reach no one. And the results become too weak to create a real successful impact on your Scandinavian business.

Key Messages in order
Also it is key to have your companies Key Messages in order. Do a solid piece of work with both your Corporate and Product Messages in the Scandinavian markets of Denmark, Sweden, Norway and Finland. Our Corporate messages must be Value driven, authentic and show WHY your company or organisation are in this world? What good do you bring to the world? This is feeling based messages. All studies show that our actions as humans to a large extend is feeling driven. It’s hardwired biology. Your Product messages must address your target groups pains, needs and dreams. You need to understand and take your target groups perspective to create relevant product messages. NOT only your own company perspective!

Relevant Communication Channels
To reach each of your key target groups, you need to tailor your content and then communicate and get into dialog in the relevant and strategic/tactical selected communications channels in Scandinavia. This is NOT necessarily the channels you know and use yourself! 😉 But the channels preferred by each of your target group and influencers. Again, this often very in different target groups across business position, country, age, gender etc . Your business needs to be present, engage and communicate in the channels where your target groups are.

Measure Results
Finally you need to strategic decide on and set KPIs (Key Performance Indicators) for your communications, PR and marketing. Otherwise you can only to a lesser extent measure the effect, business value and ROI (Return-on-Investment) of your invested MarCom budget.
When you set KPIs and thereby measure results, you’ll be able to have clear evaluation of, what is driving the business forward. And what is not. Also, you can demonstrate the direct business value of communications, PR, marketing and social media to the management and/or the board, depending on your role.

Need a PR Strategy Check 2025?
Don’t hesitate to contact our founder Christina Rytter directly to get a PR Strategy Check for your company – we are here to help!
Email: cr@scandcomm.com / Mobile: +4523967733

Public Relations Global Network grows together in Geneva

29/10/2024By scandinaviancomChange Communications, Christina Rytter, Content Marketing, Crisis Communications, Management Communications, PR, Public Relations Global Network, Scandinavian Communications, Social Media, Strategic Communications


By Christina Rytter
Founder, Trusted Communications Advisor & VP EMEA at Public Relations Global Network.

🌳 If you’re not growing – you’re dying! This week I pulled a little extra in the right direction by teaming up with my business partners and friends from Public Relations Global Network (PRGN) for our 61st Congress held in Geneva. I and my agencies have been part of this network for +15 years 🙏

At our bi-annual meetings, communications professionals and agency owners come together to engage in discussions and knowledge-sharing sessions. This time, the topic was AI in PR, sustainability, leadership, and much more. We also welcomed new partner agencies from around the globe, celebrated PRGN Award wins for the most outstanding work in our network this year, and explored the beautiful city of Geneva!

PRGN is an accelerator of growth. As a collective of independent PR and communications agencies from around the world we accelerate personal and business growth for our clients. To do that, we must walk the talk and keep growing ourselves!

A special thanks to our wonderful host Philippe Eberhard and his great team from Cabinet Privé de Conseils s.a. for your hospitality and a truly marvellous conference. Also a big thanks to PRGN’s President Natacha Clarac and Managing Director Gabor Jelinek for all your hard work.

Let’s grow together
Please contact me directly at email cr@scandcomm.com or mobile: +45 23967733 to learn more about how we can support your personal growth as a leader and assist your business growth in your excisting markets – and beyond. We are here to help 🌏❤️

Also, visit PRGN to learn more

PRGN and Tipik join forces

03/10/2024By scandinaviancomChange Communications, Christina Rytter, Content Marketing, Crisis Communications, Management Communications, PR, Public Relations Global Network, Scandinavian Communications, Social Media, Strategic Communications


We are delighted to announce a new strategic partnership between the Public Relations Global Network (PRGN), where Scandinavian Communications is a long-term member and Tipik, a leading Brussels-based agency specialising in end-to-end communication services to public institutions, most notably the EU institutions.

By combining Tipik’s expertise in public sector communication with PRGN’s expansive global network across 40+ countries, this partnership will help us strengthen our expertise and elevate our communication services to meet the needs of our clients in the EU and globally in an increasingly connected world.

Together with PRGN’s President Natacha Clarac and Managing Director Gabor Jelinek our founder Christina Rytter spearheaded the work to form this new alliance – serving as PRGN’s Regional Vice President EMEA.

Exciting times ahead! 🚀

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Need an international campaign?
Contact Christina Rytter to learn more about how we can help with local and international PP and communications campaings
E-mail: cr@scandcomm.com
Mobile: +45 23967733

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.

PR Insights: Find Your Voice

10/04/2024By scandinaviancomChristina Rytter

When social media overwhelms us with content, it becomes increasingly important to find and share your voice. I see a growing craving for more personality and authenticity in the content we share on social media.


At Scandinavian Communications, our data shows that people respond much more enthusiastically to personal content when you share stories from your journey. For leaders in Scandinavia and around the world, this means taking a step forward, being more fearless, and sharing your authentic voice. You need to strike a balance between being genuine and staying true to your personality while pushing your boundaries a bit.

Scandinavian leaders born in the 1960s and 1970s often come from an era where we left our private lives at home when we entered our corporate lives. This presents a significant challenge for many leaders of a certain age: transitioning from a polished corporate image to sharing more of your private life or personality.

Finding your voice for both yourself on social media as well as your company or organization in Scandinavia or other parts of the world means trying to stand out by creating thought leadership content that is of higher quality and relevance to your key target groups. I see a shift towards revisiting some of the high-quality PR and journalistic methods that we used to rely on in Scandinavia – combined of cause with new tools such as AI. This involves embracing a more journalistic approach, conducting in-depth research, and creating thought leadership programs with high-quality content.

Don’t hesitate to reach out to us at Scandinavian Communications, if you want help to create a stronger voice on social media for yourself, the company spokespersons or brand. We are here to help.

Scandinavian Communications wins gold award

09/01/2024By scandinaviancomChristina Rytter

Just arrived in the mail from San Francisco – a PRGN Gold Award in Product or Service Launches 2023. Thanks, Public Relations Global Network for recognizing our work with an international launch in several countries last year 🙏.

Are you going for new markets in 2024?
We offer lead and a single point of contact within PR, marketing and communications and have an extended partner network across the globe.

Don’t hesitate to reach out to our CEO Christina Rytter to learn more at Mail cr@scandcomm.com or Mobile: +4523967733. We are here to help!

We wish you a happy and successful 2024 💥

PRGN appoints new VPs for EMEA and The Americas

14/11/2023By scandinaviancomChristina Rytter

We are happy to share, that our founder Christina Rytter was appointed the new Regional Vice President for the Europe, Middle East and Africa (EMEA) region in Public Relations Global Network.

Sean Dowdall, president of Landis Communications Inc. – LCI in San Francisco, was appointed PRGN’s new Regional Vice President for The Americas, a region which includes North, Latin and South America.

As RVPs, these communications professionals will support member agencies in their regions by playing active roles in knowledge exchange, business development and new member selection.

Read the full release here