Get help with PR and media relations. Our skilled journalistic team write your best PR stories with enough impact to reach the press. We work proactive with tailored PR, media relations, press releases and online news for our clients on a daily basis. We create exceptionally good PR results in the media do to our journalistic approach .

PR and Media Relations - how we work?
We uncover your best PR stories, write press releases and online news and produce Video News Releases of true journalistic worth. Then we sprinkle it with your commercial PR messages with great care so the news aren’t rejected by the press. Most of us have worked as journalists ourselves. On TV and in both dailies and verticals. We have a strong network in Scandinavian media. As our client you get a regular Scandinavian senior team for your PR and media relations. A team that has great experience with PR and knows Scandinavian media and also have a sharp journalistic pen and in-depth knowledge about your line of business.

Use PR to influence public opinion
Scandinavian Communications also assists in influencing the formation of public opinion in specific cases through focused communication and PR work in the press. By employing both media analysis and public opinion analysis, we will examine how the outside world views your company or organisation. And we will establish PR tactics and press strategies for how to strengthen the reputation, alter the perception, create ambassadors and build deep and long-lasting relations with your stakeholders.

10 tips to PR success in Scandinavian media:
These focus points are key to create positive PR coverage in Scandinavia:

1. Create real 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.

2. Get a local Scandinavian PR angle
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. Tailor your media list
Work out a tailored media list for each Scandinavian country with key journalist from Tier 1 media depending on your target group.

4. Broaden your PR volume
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 media 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 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. Use journalism - not marketing
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. Respect the independence of Scandinavian media
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 PR photos
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. Personal follow-up on media is key
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. Understand the timing in media relations
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.

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