Meet the PR Awards jury member Hilde Tunge: – I strive to work on projects that can make the society better

In this year’s Mynewsdesk PR Awards jury we have the senior advisor Hilde Tunge from Norway on board. Starting her PR career in the field of extreme sports and with a passion for combating greenwashing, Hilde has a very interesting profile we are about to take a closer look at.

With a bachelor’s degree in PR, Communication and Media, and currently working on a Master in theoretical journalism – while at the same time handling her job as a Senior advisor at the communication agency Apriil, there is no doubt that Hilde Tunge is driven in her field.

She first started working with PR as the Head of PR and communications for the Norwegian extreme sports festival X2 Festivalen for three years. After that she has worked with different agencies in Oslo and kept the extreme sports to the after hours.

– I love the flexible and fast paced environment of an agency and the Norwegian market is interesting to work in. We differ a lot from the other Nordic countries, so it’s always rewarding to work across borders and learn from each other, Hilde says.

Hilde considers herself an all-rounder when it comes to PR and enjoys working with the B2B segment.

– There is so much undone in so many industries and this really intrigues me. I love working with disruptive companies that aren’t afraid to take some chances in their communications to stand out.

That is also the reason why «Best Innovative Communication» is one of the categories that stand out to her in the 2023 Mynewsdesk Nordic PR Awards.

– While all the categories in this year's Nordic PR Awards are compelling, there are two categories that stand out to me – «Best Innovative Communication» being one of them. Like I said, I have a strong love for disruptors. I hope to see some groundbreaking ideas from the finalists this year. Crisis often drives innovation, and I anticipate that this will be reflected in the work submitted this year.

«Mastering Measurement» is the other category that piques her interest.

– I am obsessed with setting – and achieving – meaningful goals. PR and communication efforts lose their purpose if we cannot measure their impact accurately, Hilde explains.

Measuring the results of PR efforts is also one of the areas Hilde points out as being the most challenging aspect within PR and communication.

– The industry lacks consensus on the best measurement practices, and it is often difficult to persuade companies to invest time and resources in proper measurement. It becomes an endless cycle — reluctance to invest in PR due to an inability to perceive its benefits, and hesitation to invest in measuring those benefits, resulting in a lack of understanding the benefits of PR initiatives.

When we ask Hilde why PR appeals to her, she shares two aspects:

– PR & Communication offers an opportunity to make a tangible impact. I strive to work on projects that can make the society better. It is incredibly fulfilling to witness the change in society, politics, and people's thoughts and actions good communication can achieve, Hilde explains.

– The other aspect is how fast paced it is. I have an above average interest in absolutely everything, so my job satisfies my curiosity every day. I am very engaged in societal issues and must keep up with current events as a part of my work AND get to discuss it every day with some of the smartest people I know – my colleagues. I love it!

Hilde also has a keen interest and experience in renewable energy and power production. Throughout her career she has worked in various capacities within this field, including working with producers, developers, traders, scientists and government entities.

– This has given me a broad perspective on PR and communication in this industry, which I find highly rewarding. I am also passionate about combating greenwashing and helping organizations and companies that make a difference receive the recognition they deserve in society and the media, Hilde says.

And speaking of getting the recognition they deserve, Hilde has a clear message to everyone considering nominating for this year’s Nordic PR Awards:

– By submitting a nomination, you can reap the benefits of the hard work you have invested. Many PR and communication experts struggle to effectively communicate the importance of their work internally. Receiving an award is a good way to showcase why it matters.