Danish media landscape is characterised by a strong digital turnaround that has been taking place for the last few years. On TV public service broadcasters are most preferred, readership of print media has been dropping significantly, and smartphones keep on growing in popularity as a news source. Traditional media still have a high rate of trust among their own audiences although they now distribute news online. Among worth-mentioning quality media there is the online Zetland recognised for its innovative approach and quality stories – 80% of their subscribers listen to rather than read their stories.
The Danish population is highly multicultural and is characterised by a high level of tolerance and social equality. Danes are open and helpful, they may however avoid conversations about their private life within business situations.
English, known by approx. 80 percent of Danes, is commonly used as a corporate language in a great number of companies located in Denmark.
Hourly rates differ from 80 EUR for juniors up to 250 (or more) for partners. Independent and small agencies have lower rates than large network agencies.
Monthly retainers start around 1300 EUR which can cover one press release per month including personal pitching to media, 3000 EUR is a good base for ongoing PR (2-3 stories / bylines per month) and really ambitious companies can spend 2-3x the amount but should be aware that Danish media prefer Danish stories, so be realistic and maybe divert some of the budget into paid media.
Kemp & Kjær, based in Copenhagen, specializes in communications for innovative tech businesses. The agency helps startups to gain their first visibility in media as well as scaling and large businesses to leverage their PR and marketing efforts.
As the digital economy grows in a fast changing technological and legal environment, Kemp & Kjær also provides public affairs and stakeholder engagement services. Kemp & Kjær works with multiple cross border clients – as a local agency in Denmark for foreign businesses, and as the PR hub for European PR campaigns for Danish companies.
Visit the homepage of Enterie’s PR agency in Denmark.
- Media relations are based on mutually beneficial interactions between journalists, editors, and public relations’ specialists. Their purpose is to communicate a client’s relevant and newsworthy message in a suitable media outlet. These may be press, TV, radio, and the Internet – or physical events.
- Social Media management is managing a client’s online presence on platforms such as LinkedIn, Twitter, Facebook, Instagram or YouTube. It involves preparing a consistent strategy to later on create and publish appropriate and eye-catching content on the aforementioned platforms. In Denmark Facebook, Instagram and LinkedIn are the big social media. Twitter is mainly for politicians, the startup ecosystem and the communication industry.
- Content writing is producing marketing content such as blog posts, press releases, webpages or whitepapers to reach the targeted audience. It aims to increase traffic to a client’s website and to fulfil certain marketing objectives.
- Event planning is creating an opportunity to showcase a client to the general public and expand their network. It includes inviting key media workers and thus aims to increment the client’s visibility in media.
- Market research is based on a thorough analysis of a brand, its competitors, as well as their media and social media presence. It also researches the target group and audience awareness and attitudes. A well-done expertise can catch the attention of the press and of the client’s targeted audience.
- Media training aims to guide a client on how to interact with media. It improves their communication skills and provides them with tools to deliver an effective and credible message helping to get more media coverage.
- Reputation management is shaping positive public perception and opinion about a client. It consists in an active and regular monitoring of client’s mentions, mainly online, and reacting to them.
- Crisis management starts with creating a plan and strategy in case an unexpected PR crisis arises. Its goal is to minimise the impact of negative publicity and media mentions, as well as to reduce potential damage the crisis may cause to the client.
