Nybolig’s Alexander Falck Winther- a PR Awards nominee turned jury member

Mynewsdesk has the pleasure of introducing Alexander Falck Winther, Media Relations Officer at Nybolig, as one of our highly skilled jury members at this year’s Nordic PR Awards. Alexander’s experience from working as a “double agent” (he is also a journalist) brings a valued and interesting perspective to the jury’s collective skill set.

Alexander is a true ‘Renaissance man’ within PR and communications and has experienced the ins and outs of the industry over many years. He is currently responsible for the external communications at Danish real estate company ‘Nybolig’ and we took the opportunity to ask him a couple of questions about his career, background and the industry as a whole:

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

I have a bachelor’s degree in journalism and a master's degree in international business communication – both from the University of Southern Denmark.

Early on in my career, I was working as a business journalist at the Danish business newspaper Børsen but since 2019 I’ve been working at Nykredit Mægler, which is the main office for the estate agency chains ‘Nybolig’ and ‘Estate’, counting more than 300 commission businesses throughout Denmark.

Is there an area that you specialize in and/or are extra interested in?

I am especially interested in the financial sector. It has a daily impact on countless citizens but I often find that the language used in the sector lacks freshness and energy, which I make an effort to improve. I love the cross-field between journalism, PR, and business communication and I like to collaborate with journalists and people in the media world in general to make stories come to life.

Why did you decide to work with PR & communications?

I love journalism and the news industry, and I use my journalistic skill set in my daily work. However, I wanted to get closer to the strategic core of communications and therefore decided to study business communications to improve my academic skills. I love the strategic aspect of the job and the daily contact with journalists, estate agents, and stakeholders in my role as Media Relations Officer at Nybolig.

What do you consider to be a PR & communication professional’s most important skill?

1. Passion for learning – which I see as a crucial incentive in every aspect of work and life

2. Network is key - constantly improving and nurturing relationships to stakeholders and the media

3. Language proficiency – to have an accurate written and spoken language

Nykredit is great at taking corporate responsibility, especially environmental. Could you tell us a bit more about your communications strategy surrounding your sustainability efforts?

Nykredit offers several initiatives related to supporting sustainable development. The initiatives include favorable housing loans to people who want to optimize their homes in a more energy-efficient way, as well as car loans with more attractive conditions for people who want to buy plug-in hybrid cars or electric cars. Nykredit also offers favorable loans to farmers, who want to optimize their machinery. In addition to this, Nykredit has also taken action in reducing their own CO2 emissions.

You were one of the nominees in last year’s Nordic PR Awards, what is the secret behind Nykredit using Mynewsdesk’s platform so successfully?

At Nybolig we believe that the success lies in being proactive and available to the press. We publish two press releases a week, which is more than most other estate agency chains in Denmark, where we write about trends and provide statements on the current housing market. In addition to this, we also conduct surveys several times per year with both our estate agents and the Danish population. Hereby, we share new knowledge and insights about the real estate market to the media, consumers, and professionals. We believe that the availability and accessibility 24/7 is a huge part of us being successful in using Mynewsdesk. We always bear in mind to write our press releases in a simple yet pithy style, that is readable and easy for the media to convey on to their readers.