New report: an uncertain world puts great demands on those working in PR and communication

The requirements for clear communication increase when the world becomes uncertain. According to a new report from Mynewsdesk, in which 450 communicators were interviewed, it is clear that 63% feel that PR and communication have become more important in their organisations due to recent events in the world, such as the war in Ukraine, inflation, and the pandemic.

The report "State of Nordic PR & Communication" shows that Swedish and Nordic companies are currently investing heavily in PR and communication. One reason seems to be that a shaky world increases the demand for clear communication. Another reason seems to be that new digital trends, such as AI, put great demands on flexibility, development, and speed when it comes to how companies and organisations communicate with their target groups.

– Something that is evident in the report is that PR and communication are more important than ever for Nordic organisations and companies. Something that is probably an international trend. At the same time, we see that many of those working on these issues are facing major challenges, such as increased production demands, uncertainty about new technical platforms and more, says Lotta Laurin, CMO at Mynewsdesk.

One of the experts participating in the report says that there is a before and after pandemic for communicators, and that the maturity level when it comes to crisis management among Nordic communicators today is much higher than before the pandemic. This is reflected in the responses from respondents, 60% of whom report that crisis communication is the new normal for them. The report covers, in addition to the importance of effective crisis communication, several other areas, such as; content creation, how communicators build meaningful relationships with their target groups, how AI and new technology are affecting the industry, and how to measure the impact of communication.

– We wanted to create a comprehensive picture of what the current situation in the communication industry looks like, and I think we have a good overview. Gathering experiences from over 450 people working in the industry, together with interviews from experts, has given us a good understanding of how things look for communicators in the Nordics, and I hope the report will be able to serve as a guide for the entire industry, says Louise Barnekow, CEO at Mynewsdesk.

5 insights from the report

• 72% wish there was more time for creativity in content creation
• 59% say their target groups have become more sceptical about the information they receive
• 63% feel that PR and communication have become more important in their organisations due to recent events in the world
• 60% report that crisis communication is the new normal for them
• 73% believe that AI will have a major impact on the communication industry in the next 5 years.

Download the full report here.

To create this report, Mynewsdesk together with insight and analysis firm United Minds conducted a thorough trend analysis, covering global PR and communication trend reports, articles, and research. In addition, a quantitative survey amongst PR and communication professionals at organisations in the Nordics, surveying 450 PR and communications professionals. The data collection took place on October 17th to November 24th 2022. The survey was distributed through web panels provided by CINT. To delve deeper into current trends and gain depth in our survey results, as well as tips and visions of the future, we interviewed six experts in PR and communication.