New insights platform provides a deeper look into the communicator’s daily work – insights, challenges, and the road ahead

Today, Mynewsdesk launches State of Nordic PR & Communications 2025, an insights platform that explores some of the key challenges PR and communications professionals in the Nordic region navigate in their daily work. Based on a survey of over 470 professionals in Sweden, Norway, and Denmark, the platform sheds light on topics such as impostor syndrome, uncertainty in assignments, rejected ideas, and ethical dilemmas – factors that influence both job satisfaction and the role of communicators in society.

New this year is the inclusion of insights not only from industry experts but also from the communicators of the future – students from Berghs School of Communication.

The study identifies five major challenges for the industry. Many struggle with impostor syndrome, with a third feeling like frauds at least once a week. Uncertainty in assignments and expectations causes stress and affects job satisfaction. Rejection of ideas is a natural part of the profession but can also undermine self-confidence. Ethical dilemmas are becoming more common, with one in five having worked on projects that conflicted with their personal values. Finally, the study highlights the crucial role of relationships – interactions with colleagues, clients, and journalists are both a key to success and a significant challenge.

– This year’s report shows that many in our industry are grappling with both external demands and internal uncertainties. At the same time, there is a strong drive to create change and strengthen the role of communications in society, says Louise Barnekow, CEO of Mynewsdesk.

Industry Challenges – and the Solutions

The insights platform also presents concrete strategies for tackling these challenges. By fostering a culture of psychological safety, investing in preventive mental health support, and strengthening moral competence, the PR and communications industry can become more sustainable and resilient.

– We see that social skills and emotional intelligence are becoming increasingly important in the industry. To succeed in the future, we must not only manage technological advancements like AI but also strengthen ourselves and each other as professionals, says Adam Karseland, Head of PR at Mynewsdesk.

Key Findings from This Year’s Study

• 31% experience impostor syndrome at least once a week
• 54% believe uncertainty in assignments causes high stress
• 50% feel "needy" in their professional role due to repeated rejections
• 21% have worked on projects that conflicted with their ethical principles
• 58% believe social skills will be more important than technical skills in five years

About the Study

State of Nordic PR & Communications 2025 is based on extensive research, a quantitative study of 470 PR and communications professionals across the Nordic region, and in-depth interviews with industry experts and students from Berghs School of Communication. The study was conducted in collaboration with the insights and analytics firm United Minds.

To access the full insights platform and deeper analysis, click here.