New expert report on how to win in the Nordic PR & Communications landscape of tomorrow

The new report State of Nordic PR and communication shares expert advice and insights on the top trends and key skills that will shape the Nordic PR landscape in 2022 and beyond. In the report, we learn that PR and communications have never been more powerful in creating change within as well as beyond the organisation.

But we are also made aware of some of the most common misconceptions and fears holding PR professionals back from reaching their full potential.

This five-chapter report is the result of a quantitative study with over 460 Nordic PR and communication professionals, as well as interviews with industry experts covering: 1) redefined roles, 2) converging comms, 3) content chaos, 4) measurement matters and 5) purpose power.

- That PR and communications is finally recognized for the results it delivers to organizations is great! But it is clear that many professionals are facing increased workloads and are in need of the daily support that an all-in-one PR platform like Mynewsdesk can offer. We have therefore also made sure that the final report offers hands-on expert advice – to work as a practical guide for communication professionals looking to step up their game, says Lotta Laurin, CMO Mynewsdesk.

Fear of measurement and greenwashing

The report unveils widespread fear and misconceptions around two key areas in the PR and communication industry, measurement and sustainability efforts. A whole 54% worry that if using detailed metrics it will become evident that their work isn’t impactful enough. And an even larger number (64%) believe measurement must never take away from focusing on the company vision. As a result, experts see a strong need to establish a holistic “measurement culture” within organizations including their communication efforts.

Communicating around social and environmental issues is another area of concern with almost one in four (23 %) worried about being accused of greenwashing. In response to this, experts reiterate the importance of understanding the growing demands for honesty and transparency and how a new communications approach based around brutal honesty, rather than perfection, will be the way forward.

- Bringing these types of misconceptions and fears to light is crucial, if we want to realize the full potential of PR and communication to drive positive impact. I hope the report will work as a source of inspiration and courage for Nordic PR and communication professionals, making them feel empowered as well as daring to be more bold, says Lotta Laurin, CMO Mynewsdesk.

Download the full report here.