Meet the PR Awards jury member Matilda Adelborg: – PR is important because it is building trust capital

Mynewsdesk is proud to announce one of the previous PR Awards winners, Matilda Adelborg, as one the jury members in the Nordic PR Awards 2023. After 8 years in the PR industry Matilda can already look back at the title «PR Personality of the Year» as well as gaining lots of knowledge to share great advice and perspectives for other communicators out there.

Matilda Adelborg started her career within PR at the real estate website Booli and the marketplace Blocket, before moving on to the logistics company Bring, where she today functions as the Head of Press for Sweden and Denmark.

At Blocket she received the PR Awards title «PR Personality of the Year 2020», meaning Matilda has great knowledge of the Mynewsdesk PR Awards and a well deserved place in this year's jury.

Looking at the categories for this year, Matilda highlights two of them as extra interesting and what she is looking forward to dig deeper into when it comes to the jury work:

– A lot has happened regarding innovation and technology in the communications field in recent years, so I'm looking forward to taking a closer look at the category «Best Innovative Communication». The media landscape is becoming increasingly scrutinizing, and readers demand more transparency. I am also very excited about the category «Most Impactful Crisis Communication» as we have witnessed many examples of both good and not-so-good crisis management in the past year.

When asking Matilda why PR appeals to her, the answer is because of how she discovered that it can yield quick results and how you can build trust, change attitudes and perceptions through effective communication.

– PR is important because it is building trust capital. When we engage in PR, we have to be 100% sure that the information is accurate and true, and we should have thoroughly thought through why we choose one approach over another.

And speaking of effective communication – one of the best learnings she has taken with her comes from a previous colleague and a huge inspiration on that exact topic:

– One of my biggest industry inspirations was when I had the opportunity to work closely with the spokesperson Claudia Wörmann, who is a great inspiration in terms of speaking to the target audience using language that ordinary people understand. Using difficult words may make you appear clever, but if no one understands you, you haven't really reached out.

When we ask Matilda what her own best advice is for any newcomer in the PR and communications industry, the list is long – and good:

– Observe what others are doing, find inspiration, and improve upon it. And at the same time: Dare to try new things. Make sure your PR and communication is closely aligned with the company's strategy. Learn how to prioritize, what is most important right here and right now – and what makes the most impact. As a newcomer in communication and PR, I also think it's important not to underestimate the value of being easy to work with – both towards colleagues and journalists.