Meet the PR Awards jury member Hampus Knutsson: – The best crisis strategy is to do it right from the start

The crisis communication specialist Hampus Knutsson brings a lot of expertise in his area to the Mynewsdesk Nordic PR Awards jury panel this year. With over 15 years of experience in crisis communication, strategic advice, press work and international communication, he is sharing great input and advice on the field.

On a daily basis Hampus Knutsson runs the PR agency Wings PR, focusing on helping organizations and individuals both in advance of and during important or extraordinary situations, where a lot of information needs to go out clearly to many people in a short period of time.

– During a crisis it's important to always expect the unexpected. Crisis adds another dimension to the communication work, which I find very exciting, Hampus says.

Before founding his own PR agency, Hampus gathered lots of experience from different industries and companies. He has functioned as the press manager for McDonald’s in Sweden and been a partner at Prime PR (today Prime Weber Shandwick) and the head of the crisis team in Sweden. Hampus has also been the head of communication for the Swedish liberal conservative Moderate party during a turbulent time, as well as communications manager at the media group Stampen during one of the largest corporate restructurings in Sweden's history.

There is no doubt that Hampus knows a lot about PR, communication and crisis management specifically, but why does PR & Communication appeal to him?

– PR and communication appeal to me because they combine strategic thinking, creativity, relationship-building and problem-solving. PR and Communication can many times change an organization's reputation and brand perception, for better or for worse, especially in a crisis, Hampus explains.

This also goes hand in hand with why he finds PR important:

– When a crisis occurs, PR is vital in managing the organization's response and minimizing reputational damage. By handling crises effectively, PR can help protect an organization's reputation and maintain stakeholder confidence. However, it is not only about crisis management, but also about proactive measures to prevent crises from occurring. The best crisis strategy is to do it right from the start. By maintaining open lines of communication, anticipating potential issues, and implementing robust communication strategies, we can identify and address issues before they escalate into full-blown crises.

When Hampus is asked to describe his biggest strengths when it comes to PR, navigating in crisis is an obvious answer.

– This involves remaining calm under pressure, making quick and sound decisions, and communicating transparently and effectively during challenging situations, Hampus explains.

But what does he find challenging?

– Working in an ever-changing environment where we always have to have our ear against the rails in order to communicate efficiently.

Being able to adapt to this ever-changing environment is however also something Hampus points out as being amongst the most important skills for every PR and communicator in the future.

– The ability to adapt to rapid changes, unexpected situations and embrace emerging trends will be crucial, Hampus says.

– PR often requires taking initiative and being proactive, so to everyone new within the PR & Communications industry I would like to say: Show enthusiasm, initiative, and a willingness to learn and grow, he concludes.