Meet jury member David Lilja: About the benefits of a journalistic background and his fascination for the power of smart PR.

It's time to get to know the last member of our eminent jury for Nordic PR Awards. Let's give a round of applause for David Lilja! David has a background within journalism, but became fascinated by the power and effect of smart PR and decided to switch career paths. He has been working within the automotive industry for almost 10 years and is currently the PR and communications manager for the Korean car manufacturer "Kia" in Sweden.

David is a super-user of Mynewsdesk and has great knowledge of how to create and maintain a successful newsroom. With a background within journalism, David offers valuable insights from both the distribution and receiving end of PR work as well as how to build a trustworthy relationship with the media and journalists.

Besides these merits, David also brings a valuable perspective when talking about purposeful PR and sustainability communication, which are a new and important part of the awards. With the experience of working in the automotive industry, which is so often scrutinized when talking about environmental topics, David has inside experience within the area.

We are proud to have him on board for this year's Nordic PR Awards and to get to know David a little bit better, we asked him a few questions:

Tell us about who you are and your experience within the Communication industry.

I have a background as a journalist. I’ve worked at Sveriges radio, I’ve also been a reporter and editor in daily, as well as evening, newspapers and motor journalist at a magazine. It's actually coming close to an anniversary soon, because I have worked with PR and communication in the automotive industry for almost 10 years now.

Why did you decide to work with PR & Communication?

I will probably always keep my critical “news nose” and journalistic curiosity, but the step to PR did not really feel that difficult. When I observed the car companies, I also got a good insight into how they work with PR and communication and how incredibly effective it can be with good and smart PR. It fascinated me and I felt I wanted to explore it more.

My background is a big advantage because I know how journalists work. By having a personal relationship with most of the high profile journalists in the industry, it has increased my credibility, which I try to maintain in the best way possible.

What do you consider to be a PR & Communication professionals most important skill?

To be relevant and courageous. But also to think about the bigger picture and long-term goals when planning your strategic communication.

What are your top three skills?

For me, it’s about providing good service and building trust in media relations by staying as relevant and transparent as possible.

Kia Sweden is one of Mynewsdesk's oldest customers, what advantage do you see in your communications work from using Mynewsdesk?

With the functionality available in Mynewsdesk, we have been able to work efficiently and smart with our newsroom. We have been able to benefit from data insights and redefine details accordingly, which is a big advantage. It has simply been a winning concept for us to create an interesting, relevant and credible newsroom.