Sweden Flag

As a third culture kid, currently living in Sweden, here is a list of things that are different in Sweden from what I have experienced in other countries.

1. Swedes love their coffee. Few people drink as much coffee as the Swedes, they are highly ranked worldwide when it comes to coffee consumptions. This goes hand in hand with their daily Fika traditions. Coffee is fostered through a tradition called Fika, in which anyone can participate and meet for coffee, tea and often something sweet on the side. Fika is usually enjoyed on a daily basis.

2. Queueing is a common thing in Sweden. Wherever you go you will be forced to be patient and stand in line. Many places have ticketing systems, so once you grab your ticket you will patiently have to wait until your number is shown or called out before you can proceed to the counter.

3. Swedish people speak great English. Chances are you even get away living in Sweden without learning a word of Swedish. Swedes are widely rated as world number two at English as second language.

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Umea, Sweden

Today our series features Henrik Sjöbert of Springtime, GlobalCom PR Network partner in Sweden, who gives us some insights into “Tops and Flops” in the Swedish market.*


PR topics: tops and flops – what works best in your market?

These are quite interesting times for B2B companies. It is now fair to conclude that nothing sells itself anymore. The times where suppliers could rely only on outstanding quality are gone. Soft factors (service, business insight, adaptability) are the global deciding factors for companies choosing a supplier today. Add to that the interesting fact that the majority of purchasing decisions are made without even meeting or talking to the supplier.

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Jan von Baumgarten-Ståhlberg from GlobalCom’s partner Comvision in Stockholm provided the latest comment for PR Report magazine. The article was published in the surrent issue of the magazin (see image). Here’s the English original version of his comment:

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ikea magazine

In our PR series today Swedish PR expert Jan Ståhlberg, shares some insights on current local PR and communications trends in the land of elks and IKEA.*

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

Jan Ståhlberg: The PR landscape is in the midst of a strong process of change with many new media, which many companies and organizations have not yet learnt to master. The single most powerful trend is of course the use of social media, e.g. Facebook, Twitter and YouTube. However, social media is not a stand-alone PR tool, but often far more efficient when used in combination with traditional PR services. Many companies and organizations are still looking for guidelines on how to use and behave on the social media arena.

Apart from this, four strong PR trends are visible:

  1. The usability of press releases has dropped dramatically, if they aren’t combined with pitching or follow-up.
  2. Media is more and more person-oriented. The use of charismatic spokespeople and/or celebrities (influencers) enhances the chances of getting the messages through.
  3. The Swedish editorial offices have become “anorectic”. Fewer journalists (or temporary stand-ins) have to cover more, and sometime also take on the role as photographers and graphic designers. The journalists tend to spend more time looking for facts on the Internet, and rewriting, than seeking information via other sources. They are also more open for/depending on input from companies – or PR agencies.
  4. The boundaries between PR agencies, ad agencies and digital agencies are not as rigid any more.

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