Meet the head of jury in PR Awards Åsa Blomberg: – PR is the most genius way to convey a message

With her wide experience in PR and passion for people and communication, Åsa Blomberg is the perfect fit for leading the PR Awards jury this year – a role she is looking forward to taking on.

– I love innovation! Creativity and innovation make for great, successful PR with a fresh approach! That’s why I’m especially looking forward to taking a closer look at the entries in one of the new categories this year: Best Innovative Communication, Åsa says.

Åsa is an experienced leader with expertise within business development, creative mindset, internal communication, crisis communication as well as PR strategies and execution.

– I actually started out in the advertising business, but discovered PR early on and I was smitten at once, Åsa says.

She co-founded a PR Agency focusing especially on making the world a better place, which seems to be a red thread throughout her career. Since 2021 she has been the Head of Marketing and Communication at Myrorna, Sweden’s oldest second hand chain within clothes and furnishing.

– PR is important because of trustworthiness. It beats advertising any day! And that is also why PR appeals to me: It is the most genius way to convey a message. Whether internal or external, the trustworthiness of PR is hard to beat. And often, but not always, it is cost effective.

Looking into the future of PR Åsa thinks transparency will be what’s most important for those working in PR & Communication moving forward.

– I think we will see a shift in the way PR is done. From politics and all the way to consumer PR, people do not want to get fooled. Cheap tricks won't do it anymore.

When it comes to other challenges in the industry, Åsa points out the constant stream of irrelevant information:

– The loud noise of irrelevant information that we all have to endure every day makes it harder to reach your specific target groups with your communication, even though it might be extremely relevant for them at that time.

When asking Åsa to share her best advice to someone new to the industry, she would tell them to read, observe and ask questions – but the advice applies for more than just newcomers.

– Stay curious no matter how old you get or how long you've been in the business. Curiosity is the best fuel to creativity in my opinion.

Another tip, which is one of her own industry inspirations, is to look at other PR campaigns.

– On a daily basis I look at campaigns, both good and not so good, as it gives perspective. I also need to mention two books I read many years ago that just blew me away: "Spin cycle" and "The father of Spin". They made me realize the true power of PR and I still get chills reading them, Åsa says.

With the nominations for the Nordic PR Awards 2023 closing in about two weeks, Åsa is getting ready to look at all the nominations coming in. And for those still wondering whether or not to nominate, Åsa’s message is clear:

– Nominate to the Nordic PR Awards simply because of the honor of being nominated! It will boost morale and deepen engagement within the company. Not to mention the positive ripple effects of being part of an interesting and diverse group of nominees.