Mynewsdesk & HubSpot：2023年北歐公關傳播現狀分析報告（英文版）（31頁）.pdf

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1、TrendsopportunitiesTrends and opportunities for 2023 and beyondA Mynewsdesk ReportIn collaboration with:State of Nordic PR&CommunicationA beaconoftrust inanuncertain worldWhat is the report based on?FOCUS on less,do it betterCONNECT with your audiences and AIOWN your dataCARE from the inside and out

2、PREPARE for and navigate through crisisTime to wrap up:Some advice ahead235914182428Table ofcontentsThe common phrase that the world is more unpredictable and complex than ever has probably never been more true.And when the world feels uncertain and unreliable,the importance of trustworthy PR and co

3、mmunication is paramount.As the markets smartest PR solution,Mynewsdesk works as a trusted advisor for PR and communication professionals.A part of our mission is to help PR and communication professionals work smarter,thats why we release a yearly report,covering the most critical matters for every

4、one working in the Nordic PR and communication industry.Through a thorough trend analysis,expert interviews,and a survey of 450 Nordic PR and communication professionals,weve identified the following five areas that most impact our work going into 2023:A beacon of trust in an uncertain worldFOCUS on

5、 less,do it betterAmplify your content quality by focusing on less,but doing it betterCONNECT with your audience and AIBuild engagement and optimize content creation by connecting with your audiences and AIOWN your dataMove from feeling overwhelmed by data to owning itCARE from the inside and outBui

6、ld trust and wellbeing by caring for people within and beyond the organizationPREPARE for and navigate through crisisAvoid and handle crisis with preparednessOne thing that has become clear in this report is that the role of PR and communication has grown more important for organizations.PR and comm

7、unication takes an even more significant role as a beacon of trust and stability in a shaky world.My hope is therefore that this report will serve as a source of inspiration and information,helping you to better navigate the current and future state of PR and communication.Happy reading!Lotta Laurin

8、,CMO Mynewsdesksay PR and communication has become more important in the organization as an effect of recent world events(i.e.pandemic,war,economic uncertainty)63%2What is the report based on?Trend analysisA thorough trend analysis,covering global PR and communication trend reports,articles,and rese

9、arch.Quantitative studyOn behalf of Mynewsdesk United Minds conducted a quantitative survey amongst organizations in the Nordics,surveying 450 PR and communication professionals.The data collection took place on October 17th to November 24th 2022.The survey was distributed through web panels provide

10、d by CINT.Expert interviewsTo delve deeper into current trends and gain depth in our survey results,as well as tips and visions of the future,we interviewed six experts in PR and communication.Frida Roberts is an executive coach,senior advisor,and speaker,helping companies support their people to gr

11、ow their organisations in a profitable way.Frida works with clients to build sustainable capacity in organizations as a certified business coach,trainer in Psychological Safety,and Flow Trainer.She is the former CEO of the brand and design agency Sderhavet based in Stockholm.Lars Silberbauer is Chie

12、f Marketing Officer at Nokia phones,home of HMD Global and an international speaker on digital disruption,digital media,and organizational transformation.He has extensive experience in the communication industry,ranging from Head of Brand,Marketing and Digital for the Olympics,Head of MTV Digital St

13、udios to Senior Global Director of social media&Video at LEGO group.Lars was named one of the 25 most innovative and influential marketers in Europe by the Holmes Report 2015 and awarded with an Emmy and a Cannes Lion.COMMUNITY BUILDING EXPERTWELLBEING EXPERT3Thomas Mickeleit is a communications con

14、sultant,author,speaker and founder of KommunikationNeuDenken!a strategic communications consultancy based in Hamburg.He is a member of the scientific advisory council of IMWF(Institute for Management and Economic Research)and an expert in digital transformation,crisis communication,content strategy,

15、CommTech and media relations.Former experiences include Director of Communications and member of the management board at Microsoft Germany,Head of Corporate Communications at Volkswagen and Director of Communications at IBM Germany.He is also the author of Social Business,2014 and Corporate TV,2007,

16、and upcoming publication in 2023,entitled Success Factor CommTech The digital transformation of Corporate Communications.Moussa Mchangama Moussa is a speaker,editor,concept developer,strategic advisor and Co-founder of In Futurum based in Copenhagen.He is an expert in media and strategic communicati

17、on,consumer culture,media and brands in lifestyle and culture,social issues and injustice,sustainability,and value-based business development.Moussa serves as an Executive Board Member of Scandinavian Academy of Fashion Design and is former Chair of Mino Danmark.Hampus Knutsson Hampus is a consultan

18、t,crisis communications specialist and founder of crisis communications bureau Wings PR based in Stockholm.He is former Head of Communications for the Swedish Moderate Party,Head of Crisis at Prime-Weber Shandwick,Head of Communications at Stampen media group and Press Manager for McDonalds Sweden.F

19、requent commentator in national news outlets including SVT,Svenska Dagbladet,Dagens Media and Dagens Nyheter.Pia Pinkawa is an advisor,speaker,consultant and Marketing and Communication Expert based in Germany.As a certified Climate Reality Leadership trainer and intercultural trainer,Pia speaks on

20、broad topics in marketing and communications including content creation,responsible sourcing and sustainable procurement.CONTENT EXPERTSUSTAINABILITY EXPERTCRISISEXPERTDATA&DIGITALIZATION EXPERT4FOCUSON LESS,DO ITBETTER5believe there will be a development toward higher quality content with less freq

21、uency/in fewer channels59%Amplify your content quality by focusing on less,but betterWhile the volume of content increases by the minute,the audiences attention span as well as organizations budgets are shrinking by the second.To be able to create high-level content,there is a need to reflect on whi

22、ch channels and formats that are most relevant.So much ambition,so little resourcesIn last years report,we highlighted the fact that many Nordic PR and communication professionals believe there is too much content,yet the quality is too low.This years study shows a widespread frustration among PR an

23、d communication professionals who lack the resources to create the level of content they aim for.More than seven out of ten say they wish there was more time to be creative with content production.And more than half their organization has cut budgets for media and communication due to current world

24、events such as the pandemic,war and economic uncertainty.With that in mind,its no wonder that one in five say lack of budget is a main challenge when it comes to content.Its time for a content clean-upSo,professionals want to be more creative to produce content,but face a reality with tight budgets

25、and limited time.The remedy?Focusing on less but doing it better.Almost six in ten of Nordic PR and communication professionals believe there will be a trend towards higher quality content,produced less often and in fewer channels.Focusing on a few channels and making sure its done well is reinforce

26、d with the experts weve talked to.Pia Pinkawa,who often helps organizations with content strategies,says that focusing on doing less is the first advice she gives to her clients.Too often she sees the counterproductive effects of wanting to do all at once.-Trying to be everywhere at once is one of t

27、he main mistakes,especially for smaller and newer companies.Theres an idea that you have to be everywhere to gain visibility and establish your brand.The result is often that you push content in lots of channels,but as you dont have the time or resources to do it in a thorough and consistent way,wit

28、h a target group focus,you lose your identity and voice.The value of sticking to a few channels doesnt only apply for small and new businesses.According to Lars Silberbauer,most established companies could benefit from a less but better approach.-We need to be better at quitting things in our indust

29、ry.If something doesnt work,dont keep doing it for the sake of it,or the idea that you should be on a certain platform.If you never dare to give up on something,you wont have the time or energy to try out new things which might be the things that would actually develop and differentiate you.say thei

30、r organization has cut media and communication budget as an effect of recent world eventssay PR and communication has become more expensive as an effects of recent world events(i.e.pandemic,war,economic uncertainty)60%51%say lack of budget is a main challenge when it comes to contentwish there was m

31、ore time to be creative with content production72%19%6Metaverse ambivalence Do we really need yet another platform?As the experts point out,there is sometimes a need to let go of channels and formats and free up resources to take on new initiatives.But knowing which platforms that are worth investin

32、g in isnt always easy.A hot topic thats highly debated and conflicted in our industry is the metaverse.While hyped and embraced by some,others predict it to be“one of the biggest commercial fiascos in modern times.”Studies show that consumers are skeptical too.In a recent study by YouGov,only one in

33、 six UK consumers say they are interested in the metaverse,while around a third of Americans are concerned about lack of security or worried that it might be addictive.So,what are the Nordic professionals attitude towards metaverse-yay or nay?Both.The best way to summarize their attitude is ambivale

34、nt.While a majority say metaverse will be a crucial communication channel in the future,almost half say they see more risks than benefits with metaverse,and around the same amount believe its a fad.Perhaps this ambivalence is due to a lack of knowledge,as around half say they havent fully grasped wh

35、at the metaverse is.12Expert Lars Silberbauer is skeptical about the metaverse hype,partly because of its physical impacts.-Vertigo and brain fried feelings are a couple of things that concern me.There are physical constraints that we cannot easily overcome.I mean it took humans forever to learn how

36、 to walk,then suddenly we are supposed to get used to VR glasses.Humans dont evolve that fast.He also questions the relevance for yet another digital platform.-Younger demographics arent very keen on having more digital screen experiences.Rather,theyre taking long breaks from social media to focus o

37、n their mental health.I still havent seen a good example in the metaverse.All in all,I dont think yet another platform like metaverse is really what the world needs right now.Whether the metaverse will be a fad or a critical platform to connect with audiences is yet to be seen.Regardless,if youre in

38、 a position where youre struggling to find time and resources to create the level of content you desire in your existing platforms,ask yourself:Do our organization really need another platform right now?Before jumping into the metaverse.1 https:/www.di.se/nyheter/metaverse-kan-bli-var-tids-storsta-m

39、agplask/2 https:/ more risks than benefits with PR and communication through the metaversebelieve metaverse will be a crucial communication channel for PR and communication in the future53%49%havent fully grasped what the metaverse isbelieve metaverse is just a fad49%53%7?Less,but better.A large sha

40、re of professionals wish to have more resources to produce more creative content,but face a reality short on time and money.Taking on a“less but better approach”to content production and focus on fewer platforms and formats will make the financial and creative space needed to level up content qualit

41、y?Metaverse ambivalence.While hyped,metaverse still causes a lot of doubts among professionals and communication experts.For those debating whether to invest in the platform,it might be a good idea to ask yourself:Do we really have the time and resources to take on yet another platform right now?And

42、,is it where our audiences want to connect with us?Key takeawaysFOCUS on less,do it better:The last few years have been a powerful reminder of the value of connection.Organizations across industries are feeling the disconnect between their products and their customers,and customers are feeling disco

43、nnected from the brands they interact with.At the same time,organizations are looking to be more creative in their communications,but teams are facing limited budgets and resources.Theyre using dozens of tools to collect insights that will improve communication,but those systems are often cobbled to

44、gether fracturing the data that would help to close this gap.Thats why its essential for teams to utilize an integrated tech stack to better understand their customers.When youre able to identify meaningful insights about your audience,you can build an engaging community that helps customers feel co

45、nnected to your values and brand.This is something that B2C brands have executed on for years,and B2B companies can replicate these strategies to drive connection.Whether its leveraging creators to engage with your audiences where they are or building loyalty with a multi-channel brand campaign,comp

46、anies can use connected data to create communities that identify each customers needs and encourage connection.Christina McPhersonVice President,Head of Global Communications at HubSpot8CONNECT with your audiences and AI93 https:/ engagement and optimize content creation by collaborating with your a

47、udiences and AIA clear trend when it comes to content creation in the industry is an increased focus on interactivity and co-creation.Building a deeper connection both with and between target audiences is vital to engage and build trust.And to work more efficiently and creatively with content,its ti

48、me to befriend AI.Craving connectionIts clear that the times when communication meant convincing audiences with persuasive messaging are over.People today want and expect to be able to have two-way communication with their brands.A study by Sprout Social on U.S.consumers shows that,second to being p

49、ositive contributors to society,what people want is for brands to connect with them almost two-thirds say this.In addition to wanting brands to connect with them,they also want organizations to help them bring people together.In the same study,almost half say they want brands to bring people togethe

50、r towards a common goal and unite people from different backgrounds.When we ask the Nordic PR and communication professionals about their visions and plans for future content creation,its clear that were moving towards more interactive and community-building content.Around two-thirds believe well se

51、e more content that builds a connection between the organization and the target group,and that builds a connection between people within a target group.Further,interactive content is one of the main types of content the professionals will focus on in the coming year.Around a third say that maintaini

52、ng a dialogue with their audiences is a way to make sure their content is considered trustworthy.371%believe well see more of content that builds a connection between the organization and its target groups66%believe well see more of content that builds a relationship between people within each targe

53、t group35%will focus more on interactive content in the coming year30%focus on maintaining a dialogue with their target groups to make sure the content is credible/trustworthy(e.g.replying to comments in channels)10There are many ways to build a stronger connection with and between your audiences fr

54、om more dedicated replies in social media comments or focusing on user generated content,to establishing and building a fan community.And there are many examples of organizations out there to take inspiration from.Here are a few.Some who do it well:Interactive and community building in practice4 htt

55、ps:/ https:/ https:/www.duel.tech/blog/community-based-marketing-guide-including-tactics-and-examplesFAQ YOU:Its no secret that sex education is outdated and rarely works.In Germany,FAQ YOU is a campaign that collects the most frequently asked questions by teens about sex and love and publishes answ

56、ers in a published book,website and TikTok channel.This became so successful that the Ministry of Health collaborated with FAQ YOU to create an e-learning platform that hundreds of thousands of German schools use today.4Patagonia Action Works:As an established leader in sustainability space,Patagoni

57、a knows how hard it can be to get involved in issues people care about.To help this issue,they sourced grassroots organizations and connects nearby actions to visitors on their homepage.Supported organizations specialize in environmental and community issues and are suggested to Patagonia site visit

58、ors,helping their community and customers make a local impact after just a few clicks.5LEGO:LEGO is one of the first and most well-known examples of community building.On the web platform Lego Ideas,community members can share visual ideas for new products as well as creations theyve made with Lego.

59、Other members vote and comment on specific ideas.Lego only moderates the ideas slightly and provides incentives and positive interactions by highlighting ideas from members and selecting a few to launch as products.6Adobe Photoshop Lightroom:Adobe Photoshop Lightrooms Twitter account has a huge foll

60、owing of 1,9 million followers.Its popularity is partly a result of its high interactivity.Adobes frequent retweeting and asking followers to participate in threads with different topics encourages engagement and keeps the audience coming back for more.11Lars Silberbauer was instrumental in working

61、closely with the Lego community.While having worked with community marketing for over two decades,he sees the need for communities as stronger than ever.-In a time when people feel disconnected,both from brands and the people around them,and when most marketing activities are pretty much the same,pe

62、ople crave connection and authenticity like never before.The attraction and beauty of communities lies in the fact that they cant be copied.Theres no way to replicate the organic development and serendipity that happens when you let people interact and bond.However,Lars points out that there are wid

63、espread misunderstandings of what a community really is,or rather,who owns it.-As marketers and communicators,we need to realize that we arent the most important person in the room anymore.Brands and companies dont set the stage,the audience does.Community building is about understanding that you cr

64、eate content to drive the conversation,not control the conversation.If you do it right and youre lucky,you might get invited to the community,but you need to be humble and give the members trust and respect to get this opportunity.If you try to own or control a community,you destroy what makes it at

65、tractive and exciting.With several decades of experience in community-building,Lars knows how to do it properly.Here he shares advice on how to build a stronger connection with and within your audiences.Provide serendipitous rewards and incentives.Just as the beauty and attraction of the community i

66、tself lies in the unexpected,providing fans with random rewards and incentives is a great way to spark conversation,add energy and keep the engagement in the community.Co-create.Start challenges that generate user generated content at scale and co-create with your fans.For example,at LEGO,people can

67、 create a set theyd like to have built,and others can vote for it.When a set gets 10,000 upvotes,it gets made.This is a great way to spur engagement and sense of empowerment with your audiences.Enable and empower.Identify existing communities and ambassadors and empower them by offering your support

68、 in whatever way they might need for example with giveaways and fun events.Understand and accept power dynamics.Understand and accept the fact that you cant control a community the power is in your audiences hands,not yours.What you can do is create a platform for the community that helps people mee

69、t and the community to grow and offer your support if/when needed.The community expert:“A community can never be controlled”Tips from the community expert:How to build deeper connection with your audiences1.2.3.4.12Teaming up with AI for more effective and creative content creationTheres no doubt th

70、at AI already has a big impact on our industry and the way we produce content.However,just like the metaverse,AI-generated content creates strong and diverging emotions among professionals.While some see it as“fake”content,others see it as a foe,and some see it as a friend.Nordic PR and communicatio

71、n professionals seem to be part of the last mentioned.A majority say that AI will be a great help for content creation in the future,and almost half say their organization is planning to create more content produced by computers in the future.However,more than six in ten dont believe AI will ever be

72、 able to create as good content as humans.Seeing AI as a friend is an approach that is shared by our experts.Pia Pinkawa,who has used AI when writing content that requires a lot of research,is surprised by its capability.-Ive used AI when writing sustainability content,which has saved me lots of res

73、earch and writing time.However,as it stands today,I dont see AI being able to produce content on more sensitive topics,such as child slavery.That type of content needs the human touch.Lars Silberbauer also considers AI an enabler,believing strongly that the future of content creation will be built o

74、n a data-human partnership.-AI is enormously efficient and can outcompete any human in a nanosecond,which will mean manual labor marketing tasks will soon become obsolete.However,AI is being trained on what exists already,it cant predict how to impact a future world and population.Thats where human

75、imagination and creativity come in.Even AI is becoming more creative and for example can generate poems,nine out of ten of those poems will be either bad or mediocre.And thats where human sensibility comes in,to sift out whats actually good.Using AI as a companion will be the winning recipe for cont

76、ent creators moving forward to be a centaur.believe AI will never be able to create as good content as humanssay their organization is planning to create more content produced by AIin the futurebelieve AI will be a great support for content creation in the future60%50%61%Craving for connection.Peopl

77、e today want and expect to have a dialogue with brands and organizations.Further,they are looking for meaningful connections with like-minded,and expect brands to help start and facilitate the conversation.The future of content is about building a deeper connection both with ones target audience and

78、 between them?Tables turned.The days when businesses could control the conversation is over.Moving from monologue to dialogue and putting power in the peoples hands will be the way to build connection,engagement,and trust?High tech+high touch=dream team.Teaming up with AI is a great way for content

79、creators to save time on tedious tasks and make space for more creative content production.Key takeawaysCONNECT with your audiences and AI:13OWNYOURDATA14Move from feeling overwhelmed by data to owning itWhen increased costs meet decreased media budgets,proving the impact of communication becomes ev

80、en more important.While Nordic PR and communication professionals see the value in measuring,few know how to make sense and use of the data.Its time to move from feeling overwhelmed by data,to owning it.Financial challenges increase the importance of proving impactRecent world events have affected N

81、ordic organizations,especially financially.More than half say their organization has cut media and communication budgets.This also means that its even more important to prove the effects of communications efforts almost six in ten say that recent world events have made it more important to prove imp

82、act.Measurement mess and data doubtsWhile communications and PR professionals see the need to create value by using data,theres still lots of confusion around measurement in the field.Many are lost in the measurement jungle,struggle to keep up with the constant flow of new metrics and feel they dont

83、 have enough time to measure.Meanwhile,many still dont even know what to measure.Just like last years findings,theres still a widespread skepticism around measurements this year.For example,almost half dont believe todays KPIs measure the real impact of communication.Lack of strategy,follow up and t

84、ransparencyOne of the potential reasons theres so much confusion around measurement is that organizations seem to measure and measure,without a real plan or implementation.Not even four in ten PR and communication professionals say their organization has a documented plan or strategy for measuring r

85、esults,and almost half dont take action on the data they collect.On top of that,theres a huge lack of transparency,as less than three in ten share their results with the entire company.share their results with the entire companydont make use of/take action on the data they collecthave a documented p

86、lan/strategy for measuring results39%47%31%0%100%Think there are too many KPIs to know which are most important to measureThink that its impossible to keep up withthe constant flow of new KPIs/metricsDont have enough time to measureDont know what to measureDont believe todays KPIs measure thereal im

87、pact of communicationImpact of recent world events(i.e.pandemic,war,economic uncertainty)51%59%say it has become more important to prove the impact of PR and Communicationssay their organization has cut PR and communication budget1553%52%52%48%43%For some hands-on advice on how to move from data jun

88、gle to data that makes sense,we turned to data and digitalization expert Thomas Mickeleit.Here he shares his best advice.Overcome data silos.Today,almost all organizations have data silos.Data is stored in isolated environments,making it difficult or impossible to find and use across functions.To ma

89、ke better use of data throughout the organization,ask yourself:What interests might other departments and functions have in common with my department?Identify and align the interests of other departments and initiate and implement joint projects.However,its important to note that this is not about m

90、erging all departments.While marketing might measure the success of its activities primarily in terms of conversion,the communication department could use the same raw data to measure trust in the organization with a Net Promoter Score.Nominate a data champion.The fact that so many feel lost in the

91、measurement jungle,and dont make use of data,is often because the data doesnt have any real“owner”-someone who ensures that the data is updated and available for various users and purposes.While all communicators will need to improve their basic data skills,we cant all be data experts.Thats why we n

92、eed to identify a data owner,or“data champion”who can structure and most importantly visualize the data to make it understandable for the team who will use and act on it.If you work in a small organization,you could use external help with visualization.But someone must own the data.Start small.While

93、 its important to make a strategic plan for the use of data,and a top-down data strategy would be a textbook example,my experience is that this quickly overwhelms the organization.My last advice is therefore:make a master plan but start with a pilot project that promises quick wins.Likely in media-a

94、nalytics and/or editorial planning.Then you can take what you learn and expand into other projects.Tips from the data expert:How to own your data1.2.3.16%?Data is collected,but not understood or used.While its becoming more important than ever to prove the impact of communication activities,few mana

95、ge to make sense of or act on the data that is collected.Professionals feel owned rather than aided by data due to a constant flow of new KPIs,without the time or knowledge to make sense of them all?Opening up and owning key factors to make sense and use of data.To make better sense and use of data,

96、data transparency between departments and identifying common interests has to start happening.And while everyone working in the communication industry needs to improve their data literacy,everyone cant become data experts.Identify a data champion someone who can work dedicatedly with analyzing,struc

97、turing,visualizing and sharing the data.This will ensure that the data is understood and used throughout the entire organization.Key takeawaysOWN your data:1718CAREfROM THE INSIDE AND OUTBuild trust and wellbeing by caring for people within and beyond the organizationBuilding and maintaining trust i

98、s one of the main challenges for Nordic PR and communication professionals today.As audiences grow more critical to organizations,expectations heighten for responsible actions.A tougher climateThe growing trust gap in business communication is well known.Recently,we see people growing more skeptical

99、 and prone to search for authenticity and facts in times of instability.For example,in a study by Schibsted,more than eight in ten Swedes say they have become more critical to sources in worrying times.The Nordic PR and communication professionals can feel that the climate has gotten tougher.Almost

100、six in ten say their target group has become more critical,and almost just as many say that it has become more difficult to handle negative PR/communication.Sustainability expert Moussa Mchangama has worked in the business for more than a decade and verifies that the demands on communicators today a

101、re higher than before.-Communicating around responsibility is a completely different task now than compared to just a couple of years ago.Today,you need to understand nuances and complexities in a different way.You are expected to have both wider and deeper knowledge on responsibility topics as well

102、 as how they are connected.87The building blocks of trustSo,earning your audiences trust seems to be more difficult than ever.But what is trust built on?As trust is a broad concept that is often thrown around without a clear definition,we decided to get a better understanding of what factors Nordic

103、PR and communication professionals themselves see as most important to communicate about to build and maintain trust.The results show that environmental responsibility is seen as most important,but that social responsibility plays an almost equally important role.Communication activities that PR and

104、 communication professionals believe are important to communicate about to build and maintain trust7 https:/schibstedforbusiness.se/rapporter/kommunikation-i-tider-av-kris-och-forandring/https:/ https:/schibstedforbusiness.se/rapporter/kommunikation-i-tider-av-kris-och-forandring/say it has become m

105、ore difficult to handle negative PR/communicationsay their target group/s has become more skeptical/critical59%58%0%34%33%32%30%30%24%21%19%2%1%100%Environmental responsibilitySocial responsibility(external focus)Economic responsibilityData privacyCybersecuritySource criticismDiversity,Equity and In

106、clusion(DEI)responsibility(internal focus)Crisis communicationDont knowOther19The main trust challenge:How to communicate complex issues in a simple wayComplex issues need education,not simplificationSince people find it difficult to understand complex topics,you might think that the solution is to

107、simplify.But the problem is that simplified sustainability claims can be seen as misguidance covering for unsustainable business models.So how can communicators make sure the audience understands and engages,without misguiding them?According to sustainability communication expert Moussa,communicator

108、s need to respect and take responsibility for the fact that some issues cant or shouldnt be oversimplified.-We who work with communication have a responsibility to insist that these are complex matters,and its our job to educate our audiences,especially as other institutions such as politicians and

109、media fail to do so at the moment.So,helping people understand complex issues is a big opportunity to create much closer bonds and relations with our audiences.Just like we heard in content creation,Moussa recommends focusing on less,but more thorough communication.-We are too used to running fast a

110、nd simplifying everything.In order to capture the complexity in these issues,we need to slow down and work more thoroughly.Focusing on a few key audiences and channels allows for more time and space to make sure you get your message across in an understandable and correct way.10think that explaining

111、 complex topics in a simple and engaging way is a main challenge for communication professionals to build and maintain trust9 https:/ https:/www.resume.se/insikt/resume-insikt/det-hallbara-dilemmat-enkelhet-bryter-mot-lagen-komplexitet-nar-inte-fram/37%Nordic PR and communication professionals consi

112、der explaining complex topics in a simple and engaging way the main challenges when it comes to building trust.This has been confirmed in several studies where it shows that todays consumers are struggling to understand communication connected to social responsibility.For example,a study by Everland

113、 shows that more than half of the consumers in Scandinavia find it difficult to understand if a product or company is sustainable.920Social responsibility starts from withinWhile external communication on social responsibility is one of the top priorities for Nordic organizations to build trust,inte

114、rnal aspects of social responsibility come further down the list.But as sustainability expert Moussa points out,the internal focus is just as important as the external.In fact,thats where it all starts.-Many organizations tend to think that internal and external social responsibility can be separate

115、d.Theres a great risk with this belief,as it alludes to the idea that you can communicate something externally that doesnt necessarily reflect your actions internally.Which is totally wrong social responsibility starts from within.You cant talk about something externally that you dont live internall

116、y.With this approach,youll have a hard time building trustworthy and holistic communication.People today are much more conscious about and engaged in these issues,and they can sense when its not solid.Our study shows that people are skeptical if the social responsibility of organizations actually wo

117、rks.More than one in ten(14 percent)of Nordic PR and communication professionals say their department has dealt with issues related to employee treatment/satisfaction in the past year,while almost one in ten(9 percent)have dealt with woke washing claims.Wellbeing and human potential expert Frida Rob

118、erts has an extensive background in the communications industry.She now focuses on helping organizations improve workplace wellbeing and performance with a specific focus on creativity,flow science,and psychological safety.Frida agrees with Moussa that there is a lack of understanding around the con

119、nection between external and internal social responsibility.She argues that most organizations undervalue the importance of caring for employees physical and mental well-being.And even when organizations have the intention of improving employee wellbeing,they often focus on the wrong things.-Mindful

120、ness classes or free gym memberships for employees are all good,but they are more like icing on the cake they wont solve the root problem.Most work-related health issues indicate that employees basic needs are not met.This is why establishing psychological safety is paramount;it means creating a cul

121、ture where people feel safe,accepted,and included.When these conditions are met,you feel that you are secure in showing your real self in the workplace.Surprisingly few organizations use existing evidence-based tools to create and foster psychological safety in a systematic way.Hence,there is an eno

122、rmous amount of untapped potential to harness that would lead to both increased employee wellness and optimized business performance.21Build tolerance and get rid of intolerance.Make sure to create a culture that is truly inclusive and tolerant,where all people regardless of backgrounds,qualificatio

123、ns,and abilities feel safe and respected.Foster forums where complex conversations can take place,aside from organizational hierarchies.Build a company culture where assumptions and stereotypes are challenged.Create a whistleblower system that combats injustices.Work from a place of humility and cur

124、iosity,not fear.Working with social responsibility is often connected to the fear of doing things wrong.This often results in wanting to build a false sense of being an expert,rather than taking necessary action.Be humble and honest about what you dont know and be curious to learn.This should be a r

125、oom of possibility,not a fear or anxiety.Give more people power.Include minoritized people in all decision-making processes.Work actively with diversifying your workforce.To get more hands-on advice on how to build a caring and inclusive work culture,we turn to Moussa for some guidance.Here are his

126、six points to bear in mind in order to create a place where everyone feels safe,seen and heard.Tips for further readingA Promise of Diversity?Practicing Diversity and Inclusion in Danish Creative Industries.A report from In Futurum that includes insights,cases,and recommendations on how companies ca

127、n approach diversity and inclusion.111Get out in the world!While theoretical education is a great way to build knowledge,real compassion and understanding wont be learned in theory,its got to be practiced.So,my last but probably most important advice is to leave your desk and get out in the real wor

128、ld!Educate yourself.Work actively on educating yourself on issues related to diversity and inclusion.Put demands on executives to get proper education in all forms:materials,workshops,lectures etcetera.Identify and challenge your blind spots.When it comes to social responsibility,a lot of things tha

129、t needs to be addressed are connected to biases,blind spots and power hierarchies.While the communication industry lags behind in diversity rankings,what we can all do is identify and challenge our blind spots and presumptions.Tips from the sustainability expert:How to build an inclusive culture1.2.

130、3.4.5.6.11 https:/ issues.Building trust among audiences is becoming harder.As target audiences get more critical,the time to be honest and transparent is now?Complex issues cant or shouldnt be(over)simplified.Explaining complex subjects in a simple way is seen as the main challenge to build trust b

131、ut believing that simplification is the recipe is a mistake.Communicators have a responsibility and possibility to take the time and space needed to educate people on the subjects that neither can nor should be too simplified?A need for a holistic approach to responsibility.Most responsibility matte

132、rs are interlinked and cant be handled as separate subjects.Real responsibility action and communication need a more holistic approach?Social responsibility starts from within.Taking social responsibility means taking care of your people both within and beyond your organization.And it starts from wi

133、thin.Non-acceptance towards nontolerant behaviors,distributing power,education and challenging blind spots and biases are some key factors to build a culture where people feel safe and included.Key takeawaysCARE for people:23PREPARE for and navigate through crisis24Avoid and handle crisis with prepa

134、rednessGlobal events such as the pandemic,cyberattacks,wars and inflation mean that PR and communications professionals have grown used to dealing with critical issues such as hygiene,cybersecurity,and rising costs.To navigate a world where crisis is the new normal,PR and communication professionals

135、 need to be properly prepared practically as well as mentally.Crisis is the new normalPerhaps youre tired of the phrase“crisis is the new normal”by now.But we cant deny that this is a fact.The pandemic was the start of a series of global crises,and we now find ourselves in a reality where war is in

136、our proximity,inflation has hit double-digits and rates of cybercrime and widespread disinformation campaigns are increasing.Our study shows that in this new reality,dealing with critical issues has become part of everyday life for Nordic PR and communication professionals.More than six in ten say c

137、risis communication has become more important due to recent world events,and six in ten say that navigating in a crisis context is the new normal.Its no wonder that more than six in ten also think that crisis communication skills are necessary for PR&communication professionals.This insight has beco

138、me even clearer when looking at the most frequent issues PR and communication professionals have dealt with the past year-crisis is indeed the new normal.The most startling isnt the fact that more than nine in ten(91 percent)have dealt with one or several issues during the past year,but the widespre

139、ad prevalence of critical issues such as cybersecurity,disinformation,and political statements.0%100%Issues Nordic PR/communication departments have dealt with in the past yearCybersecurity/security breachDisinformationProduct deficits/recallsRising costs of own services/productsCorporate miscommuni

140、cationsHygiene and safetyLaws and regulationsNegative media attentionSupply chain responsibilitiesPolitical statements/issuesWoke washing claimsGreen washing claimsOur PR/communication department has not dealt with any issues in the past yearDont know25say navigating in a crisis context is the new n

141、ormal for PR and communicatorssay crisis communication skills are necessary for PR&communication professionalssay crisis communication has become more important in their organization due to recent world events(i.e.pandemic,war,economic uncertainty)63%61%60%18%18%18%17%17%16%15%15%14%14%10%9%9%3%“A b

142、efore and after the pandemic”With over two decades of experience helping businesses through crises,crisis communication expert Hampus Knutsson has witnessed a rising maturity level in crisis communications in organizations.He says that its clear that the pandemic changed both the mission and the min

143、dset of organizations and communications.-Theres a before and after the pandemic.A couple of years ago,crisis communication wasnt even part of the agenda for many organizations and dealing with crisis communication was dedicated to a certain role.Since the pandemic,crisis awareness is higher among o

144、rganizations.More and more have realized the value in expecting the unexpected and having a plan at hand,just in case the worst should happen.Crisis communication is becoming a more integrated part of both organizational strategy and daily work.When shit hits the fan,were preparedThe fact that organ

145、izations have taken action to increase their crisis preparedness is confirmed in our study.A majority have either taken or plan to take more action to increase crisis preparedness,such as knowledge development,creating a dedicated crisis team or developing a communication crisis plan.The strong beli

146、ef in the value of preparedness is also mirrored in the fact that almost two-thirds believe that with proper preparedness,criticism can improve the credibility and trust for the company.Avoid it.This advice works in theory,but not in practice.Whenever people are involved,there will be risks.However,

147、what you can and should do is prepare for the worst,and do your homework accordingly.Vaccinate your organization against crisis by performing a thorough assessment identifying shortages,risks and how the organization functions in daily business and correct whatever you find.believe that with properl

148、y prepared communication skills and risk assessments,criticism can improve the credibility/trust in their companyhave or plan to develop a communication crisis planhave or plan to recruit crisis communication talent and/or advisorshave or plan to create a dedicated crisis management role or teamhave

149、 or plan to offer internal upskilling or crisis communication education82%78%74%81%64%26Tips from the crisis communication expert:How to navigate a crisis1.Take responsibility but only for what youve actually done wrong.Be totally honest and take full responsibility and show regret for what youve do

150、ne wrong.However,you should never take unfair criticism this might in fact make you lose trust.Take a step back and ask yourself:Whats fair critique,and whats not?2.Take action quickly and communicate about it.Take small problems seriously,and act as soon as they occur.Communicate about your picture

151、 of the problem,what youre doing to solve the issue and how youre feeling about it.3.Take it seriously not personally.Its important to separate taking things seriously and taking them personally.The personal crisis curve and the media drive follow a pattern where when we as people are at their worst

152、,the media drive is strongest.While it might be difficult,its important to try to keep a cool head and focus on the facts at hand.4.As one of the most experienced and successful crisis communication experts in the industry,Hampus knows how to prevent and deal with a crisis.Here he gives his top advi

153、ce on how to survive a crisis.?Crisis communication is now common.Dealing with critical issues has become an integrated part of organizations strategy and PR and communicators everyday work?Prepare to prevent problems.In this new context,taking action to better prepare your organization for a crisis

154、 is crucial.Internal upskilling,recruiting external advisors,establishing a dedicated crisis team and/or developing a communication crisis plan are some examples of preparedness needed to be taken.If you havent considered or taken action on any of this,its about time?Handle crises by handling your e

155、motions.If(or rather,when)the crisis hits,handling it successfully has a lot to do with handling your emotions.In addition to acting fast,successful crisis management is about maintaining emotional stability,so that youre able to take things seriously but not personally,and to separate false accusat

156、ions from true faults.Key takeawaysPREPARE for and navigate through crisis:2728Its time to wrap up.What are the action points for people in the PR and communication industry who want to level up their game?Come TogetherThroughout the report,it has become clear that there is a need for better connect

157、ion on many levels and matters.When the world around us feels shaky and disorganized,the importance of coming together grows.For more meaningful,efficient,and trustworthy PR and communication,we need to come together on the following:You and AI.While there is a wish to produce more creative content,

158、many face a reality with tightened budgets and limited time.By befriending AI and using it as a supporter,you can save time and headspace for more creative content creation.Departments.To move away from the measurement mess too many are stuck in,there is a need for increased data transparency and al

159、igning common data interests within the organization.Responsibility areas.Areas of responsibility cant be separated.True responsibility is about taking a holistic approach,aligning common points between internal and external matters,and seeing how all the dots are connected.And it all starts from wi

160、thin.People in the workplace.To create workplaces where people feel included and a sense of belonging,organizations need to become better at actively working to establish a climate where all people feel seen and heard.Organizations and audiences.As PR and communication professionals,you have the pow

161、er to build connections,both with your audiences and amongst them something that people today both crave and expect.But in order to successfully engage and build connections with audiences,you have to also give up some of the power by inviting your audience into the discussion and letting them build

162、 communities that grow on their own.You and the world.While PR and communication is all about understanding and impacting your context,theres a risk in focusing too much on observing,rather than participating in it.To be able to create relevant and impactful communication,leave the desk(and desktop)

163、and get out in the real world.Because no desktop research,meeting or data sheets can compare with experiencing the world and the people in it.Some advice aheadTime to wrap up:281.2.3.4.5.6.28Workplace wellbeing.Improving employee wellbeing is not about adding yet another wellbeing perk,but rather fo

164、cusing on basic human needs,and establishing a culture where people feel safe to be their entire selves.Content quality.In a time when the number of content formats and channels increase by the minute,while the audiences attention span is decreasing by the second its easy to think that screaming lou

165、der in all arenas will get the messages through.But in fact,extending yourself might end up making you less visible.To be able to create content with the level of quality and creativity we know you have the ambition to do,ask yourself:Is our presence on yet another channel actually what we can manag

166、e right now,and is it where our audiences want to connect with us?Trust and responsibility.For most businesses,taking true responsibility is about changing the business strategy and focusing on fewer,but better products.This also goes for responsible communication.To be able to produce understandabl

167、e and trustworthy communication on complex subjects in a thorough way,you may consider focusing on fewer audiences and messages.Less but betterA second theme that has been highlighted throughout the report is the need to understand that running faster and doing more is not always the recipe for professional or social progress.Rather,embracing a“less but better approach”will have positive consequences on many levels:1.2.3.29Reshaping PR&CommunicationsTo fjnd out more about us,go to M