Denmark - boats and people by the river

If you know just a little about Danish culture, you have probably heard of the Law of Jante. For several decades, this law was practiced indirectly, while the Danes pretended to actually practice the opposite… Today, a different set of rules apply. The Law of Jante includes rules such as “You’re not to think you are anything special”, “You’re not to convince yourself that you are better than we are,” and “You’re not to think you can teach us anything.”

Today, Danes practice a different set of rules. (This may not relate directly to the discipline of public relations, but the PR practitioners will know why these are relevant, both from an international public relations standpoint and from the cultural perspective, should one decide Denmark is an appropriate location to come working as a PRist, of so please bear with me.)

1. Danes ride on their bikes a lot, and they know that they are really good at it. The first new rule to follow is, therefore:

“Don’t think that you’re a better biker than I am”

…as many Danes tend to express their opinion on how fellow Danes ride their bikes.

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Denmark - boats and people by the river

LarsJorgensen_DenmarkLars Jørgensen gives his view on the strategic PR. The Danish PR business is on the right track in the aftermath of the global financial crisis, he says. This is a short interview meant to scope out some local views regarding public relations industry in general, the local PR agencies‘ reponse to the global crisis, as well as some insights about the local media.


1. How did the global recession affect the demand for PR in Denmark in 2013?

The financial crisis was hard on many Danish Companies. And of course, this was reflected on their use of consultancy. 2013 was the year in which it began to turn around and move forward – for the Danish companies and therefore also for the consultancy business. Especially the last six months of 2013 have been much more positive than we have seen for a long time and we can watch a growth in the field again. Read more

During a regular workday, thousands of complaints are sent to financial ombudsmen across Europe. Consumers are frustrated, employees distressed, and resources are spent unnecessarily on obtaining a good relationship between provider and consumer. But maybe we can bring down the number of complaints by communicating differently.

So, how can the successful relationship between the financial service provider and the consumer be established? By finding the core using a single tool – TRUST. Read more

This week we talked to Mikael Baden, Communications Advisor at Jøp, Ove & Myrthu about the latest market trends in Denmark*.

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Denmark - boats and people by the river

Today our PR interview series is visiting Denmark. According to the map we posted some weeks ago, many people associate “Danish” with nice pastry. In terms of PR the little Nordic country has developed a taste for online communication, social media, crisis communications and other alternatives to traditional PR services, 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 which public relations firms are keen to embark on; 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 organizations. Read more