Today our PR series is visiting Denmark. According to the map we posted some weeks ago, many people associate “Danish” with nice pastry. In PR the little Nordic country has developed a taste for Online communication, Social Media and other alternatives to classical PR as Jess Myrthu reports.

* The series is based on phone or face-to-face interviews and written input, therefore please excuse language mistakes which might reflect foreign language influences.


1. What is the latest trend (change) in PR you have identified in your region?

Jess Myrthu: The traditional press work has become less important. A few years ago press contacts and press releases were a top priority in most PR plans. Today it is social media – such as Facebook, Twitter, blogs and other kinds of web communication. We also see a trend towards more direct contact with stakeholders over the web (“Dear customer letters”, “Dear stockholder letters” etc).

Corporate Social Responsibility (CSR) is another trend in PR; it offers us a whole new working field, because our clients are now first realizing the positive PR possibilities in CSR. This requires a long list of ethic demands to make sure that PR, in this respect, never turns into a misuse of charity and charity based organizations.


2. How does your agency handle / embrace this?

Jess Myrthu: We are increasing our competences in digital PR – and we are investing in software as well as hardware. We are also building relations with many charity based organizations such as SOS Children’s Villages International and Red Cross.

3. Can you give a recent example from a project?


Jess Myrthu: Since Jøp, Ove & Myrthu A/S are involved in many transactions where discretion is vital, (mergers and acquisitions, political affairs) we have decided not to talk in public about our client relations and client work. Normally, we are not visible in campaigns and other PR activities since our philosophy is to be the ones “making the missiles our clients are to launch.”


Learn more about the specifics of the Danish media landscape in Denmark and why some things work differently in small countries in part 2 of our interview next Thursday.


Jess Myrthu is Chairman of The Board, Senior Partner and Senior Communication Advisor at Jøp, Ove & Myrthu A/S. Jess is vice-chairman of SOS Børnebyerne, is on the board of numerous businesses and is often used as a lecturer and arranger of congresses, hearings and the like. He sits on various Danish and international committees and commissions in the financial sector. He established Jess Myrthu ApS and was co-founder of Jøp, Ove & Myrthu Aps (now Jøp, Ove & Myrthu A/S)

Jøp, Ove & Myrthu A/S is a full-service communication agency focusing on strategic communication advice. The agency has worked for several international companies with interests in Denmark, more than a thousand of Denmark’s largest companies and numerous Danish municipalities, ministries and other public organisations. Today they have more than 100 active clients who continuously profit from their consultancy services.