Finland is the country where Angry Birds, Linux, sms-messages and Nokia were born. It is a country of woods, 1500 km of Russian border, over 100 000 lakes and 5.3 million people living on an area which is close to the size of France. Read today, if and how these facts influence the way PR is done up here.
1. What is the latest trend (change) in PR you have identified in your region?
Jukka Laikari: The distances in Finland are long, the winters harsh, the internet connections fast and mobile internet is cheap. No wonder that Finnish journalists tend to do more of their job from their offices: It is harder than ever to attract them to attend press conferences. On the other hand this creates opportunities for those who are willing to produce better background information, articles, fact sheets and white papers.
Internet is an ever stronger channel in PR. It is not only a channel for distributing or publishing stuff, it is also more and more used for meetings and interviews. Skype with all its features , Facebook, LinkedIn, chats, blogs (www.ifpr.fi, www.greenbuilding.fi, www.buzzikuski.wordpress.com) and webinars are commonly used. And of course also a lot can be gained by re-publishing or promoting media coverage online. You can easily double the amount of readers or viewers by doing this well – which is something only very few agencies provide. For some of our clients we are providing this online and social media interaction as the only service they book with us for our region.
2. How does your agency handle / embrace this?
Jukka Laikari: Have a look how we appear in LinkedIn or Facebook, use blogs or how we look like in skype. IFPR is ahead in the online sphere compared to other agencies – I actually think that we have larger networks in social medias than any of our competitors.
Can you give a recent example from a project or best practice?
Jukka Laikari: We recently started to work with 2 new clients, Kuoni and apollo – one of the big travel industry players and Eurosport – a French sports channel. Both of them came to us, because they wanted to understand how PR practices have changed in Finland and how they can get a better return on investment by using the web effectively – for example by republishing and promoting their coverage.
Learn more about the Finnish media landscape and general tips for successful PR in the high north next week.
Jukka Laikari is a founding partner of IFPR Finland, partner of the GlobalCom PR-Network, a Espoo based agency that is located next to the Nokia, Microsoft and Angry Birds offices and Aalto University campus. Besides Finland IFPR operates also in Ukraine, a 45 million people market, which is located only 2 hours flight from Helsinki.