Author Archives: Klaus Bødskov

Ways to a Successful Pitch

Telephone_keys

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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A Precondition for Authentic Communication

The need to learn about organizational culture is a continuous necessity for a communicator

People working with communication must be abreast of the culture(s) in their company. This is one of Nikolaj Stagis’ main points in his book called ’The Authentic Company.’ The background for his statement is that there is a great need for authentic communication in today’s society. This is because many people have become weary of exaggerated advertising and spin.

So, in order for communicators to be able to create authentic communication, Stagis argues that they need to have a thorough understanding of the culture in their company. This is important because it enables communicators to articulate communication that corresponds with the organizational culture. In that way, communication becomes authentic since the company ‘walks the talk,’ so to speak.

In the light of this, the question is: How can communication professionals learn about their company’s culture? I will answer this question by presenting some brief recommendations.

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Employer Branding – en fis i en hornlygte?

Virksomheder har altid forsøgt at tiltrække dygtige, nyuddannede akademikere. I dag er det en bestræbelse, som får så meget fokus, at det har fået sig eget navn ’employer branding’.

Som kommunikationsstuderende er det interessant for mig, hvor stor en rolle employer branding spiller, når nyuddannede skal vurdere, hvor de helst vil søge arbejde.

Et eksempel på employer branding er, når virksomheder deltager på messer. Jeg var på én for nogle år siden, hvor studerende kunne komme og møde repræsentanter fra forskellige virksomheder.

Til at starte med var jeg imponeret af virksomhederne, for det var tydeligt, at de tog begivenheden seriøst: De var alle mødt talstærkt op, havde flotte stande og virkede meget imødekommende. Men efterhånden som jeg faldt i snak med dem, begyndte der at tegne sig et generelt billede. Når jeg spurgte, om de søgte en kommunikatør, svarede de alle næsten samstemmende ”nej”. I stedet sagde flere virksomheder, at hvis jeg kendte en ingeniørstuderende, så skulle jeg endelig sende ham eller hende over til deres stande. Dén besked faldt ikke i god jord hos mig! For jeg havde jo håbet på, at de havde brug for mine kvalifikationer.

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