Kære virksomhed, skal vi være venner igen?

Julehjerte til den kære virksomhed

Jeg føler ikke rigtigt, at jeg kender dig. Og det er jeg ked af. For jeg vil gerne lære dig at kende, men du gør det ikke nemt for mig.

Det hele bliver desværre for meget her i december, hvor du bombarderer mig og mine andre venner med ligegyldige julekalendre på Facebook og Instagram. Julekalendre, hvor jeg kan vinde strømper, tasker og nye t-shirts. Det er dejligt med gaver, men det er ikke derfor, jeg er ven med dig.

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Kommunalvalget: Noget, der ikke stemmer!

Blog_fotoForargelse. Det er den følelse, der bedst beskriver min oplevelse af kommunalvalget. Forargelse over den åbenlyse mangel på sammenhæng mellem kommunikationen og mine rent praktiske muligheder for at komme til stemmeurnen.

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Lobbyismen bliver voksen

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Prøv at sige ”Waterfront og DSB” til et middagsselskab – og du vil straks høre en stribe udsagn, der ikke hører hjemme på en pæn blog.

Lobbyisme fra virksomheder og organisationer har ikke det bedste ry i offentligheden. Og da slet ikke, når det udøves af kommunikationsrådgivere, der kalder disciplinen for ’public affairs’.

Ikke desto mindre er lobbyister og udøvere af public affairs populære hos magthaverne. Continue reading

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Kreativ kamp om turisterne, tak!

Turisme, Danmark, kommunikation, kreativitet, Aarhus, Kulturhovedstad 2017

Det er åbenbart en nyhed, at dansk turisme er i knibe. Så sent som d. 26. september skrev Børsen, at den danske turisme er ”presset i bund”. Er jeg mon den eneste, der synes, at det ikke er noget nyt?
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Sådan bliver erhvervsskolerne klar til reformen

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Er erhvervsskolerne klar til at blive markedsført under titlen ’Faglært til Fremtiden’? En titel, som regeringen i disse dage præsenterer i forbindelse med planen, der skal gøre erhvervsskolerne til et attraktivt alternativ til studenterhuen.

Jeg tror det ikke. Jeg synes, at erhvervsskolerne mangler en større selvforståelse af, hvorfor de er sat i verden.

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Ways to a Successful Pitch

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Want your pitch to pan out? Consider certain things before you pick up the phone.

Once, I participated in a media training workshop. The instructor asked me and the other participants to each come up with an idea for a news story which we had to pitch to a journalist over the phone.

I chose a hypothetical, groundbreaking story: I was working for Novo Nordisk and I wanted to announce to the world that we had found the cure for HIV. It goes without saying that the journalist was interested in my story. In fact, I didn’t even have to try to convince him about the news value of the story – the story sold itself.

A pitching experience like the preceding one, however, is the exception rather than the rule. Usually, it requires a greater effort to gain a journalist’s interest – and for good reason: journalists are being bombarded by companies with stories of all kinds. Therefore, if you want press coverage on a story – that might not warrant publicity to the same extent as the aforementioned about HIV – the question is: what can you do to increase your chances of breaking through the media gatekeeping? This is where the art of pitching comes into play. Continue reading

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Drop Facebook

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Virksomheder, der bruger Facebook til envejskommunikation, burde holde sig langt væk fra mediet og nøjes med at udsende et nyhedsbrev engang imellem.
Jeg gider ikke se på flere ligegyldige og uambitiøse virksomhedsprofiler på Facebook.
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Forget press releases – use newsletters

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“ – Let’s make a press release…”

The idea occurs almost reflexively, when companies have something new to tell. This way of thinking also involves the expectation, that the media naturally will find the story interesting and publish it. Yet, a lot of companies are taken for a ride.

When you are done complaining about ignorant, posing journalists, you might want to think about other ways for your company to get its message through to those, you want to reach – without depending on the transient agenda of the media.

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Food bloggers: What do they really want?

5 usable advices when pitching food bloggers


The new generation of food bloggers rides on the wave of our striving towards a healthy lifestyle. Through their blogging, they have become icons and trendsetters with the power to influence consumers. As PR practitioners, we can’t ignore the fact that we need their help, if we want the consumers’ attention.

By blogging about certain trends within food, health and their experiences with new products, they provide great exposure for companies and brands. And exposure is exactly what everyone is fighting for. But how can we stimulate them to blog about our clients and their products? What do they really want in return for their attention? Based on my own experiences, I have chosen some usable communication advice, which will hopefully give you a head start in the fight for the much coveted blogger attention.

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