Frequently asked questions

Your narrative, your core messages, and your tone of voice gathered so that the entire organization can use them. It determines what you say, before the choice of channels determines where.

In practice, it is a short document: what you do, for whom, why it matters, and what evidence you rely on. Plus what it sounds like when a salesperson, a recruiter, and a CEO say the same thing in their own words.

The benefit becomes apparent when several people need to communicate at the same time. Without a platform, every initiative becomes a new negotiation about what applies. With it in place, work goes faster and the messages remain cohesive over time.

Often, yes. The brand platform says who you are; the communication strategy says how you tell it, and to whom.

Brand work usually stops at position, promise, and values. This is the right basis, but it says nothing about which target groups should be reached first, which issues you should own in the debate, or what you should answer when someone questions you.

We therefore start with what you already have. If the platform holds, we build on it. If it does not match reality, we say so, with a proposal for what needs to be adjusted.

With a conversation about the current situation. Then we say what is needed. Sometimes it is less than you think.

The conversation is about where you stand, what you have tried, and what is causing the friction. We would love to see what you have already produced, regardless of how finished it is. That tells us more than a brief.

After that, you will receive a recommendation: a proposal for the first step, what it means in terms of time, and how much it costs. If you choose to do it yourself from there, the material is yours to use.

That depends on the news. Editorial offices decide for themselves. What we stand for is the craft: the right angle, the right journalist, the right timing, built on relationships spanning two decades.

A news story that is already hot can go out the same week. An area you want to own over time takes longer, as it is about building you up as a source that editorial offices return to.

We never guarantee publication. What we can promise is that the material is thoroughly prepared, that it lands with the right person, and that you will find out why something didn't hit the mark.

Both. The greatest value is built on an ongoing basis. Media presence is a relationship, not a campaign.

One-off pitches work when there is something concrete to share: a report, a launch, an announcement. Then we put together the angle, materials, and list, and make it happen.

Ongoing work looks different. We monitor your agenda, identify opportunities where you have something to contribute, and keep in touch with journalists between pitches. That is where most of the coverage comes from.

Yes. AI services cite credible sources, and authoritative mentions in the media are exactly what PR work produces.

Language models place heavy weight on where something is published. A mention in an established title ranks higher than what you write on your own site, for the same reason a journalist calls an independent expert.

This means that PR and visibility in search are starting to link together. We track how you are mentioned in AI responses and can show the change over time, so that the work can be evaluated.

Anyone who has to speak for the organization under pressure: CEO, press manager, experts, board. The need is usually only apparent when the phone is already ringing.

The training is less about speaking beautifully and more about knowing what to say when the question is uncomfortable. We practice with your own questions and your own situation, not general examples.

Often a short session is enough for a spokesperson to feel confident in a normal interview. If an investigation is on the horizon, we spend more time and make it sharper.

An AI plays the journalist: well-prepared, stubborn, and tireless. More rehearsals and tougher follow-up questions, without booking a studio.

The spokesperson answers in real-time and can run the same interview over and over again until the answers stick. Afterwards, we review what held up, where the message was lost, and which follow-up questions hurt.

It does not replace a real interview with a real journalist. It makes the rehearsal so cheap that it actually happens, which is the most common reason why media training fails to have an impact.

Both have their place. Ahead of a specific situation, such as a listing, review, or launch, a tailored approach is right; general programs build basic confidence.

A general program goes through the basics: how an editorial team thinks, how an interview is structured, and how to stick to your message when questions start to wander. It is suitable when multiple people need to be ready to participate.

A tailored program is based on your own issues and the current situation you are in. We learn the case, formulate the most difficult questions, and run them under realistic conditions.

Less than you think. A plan often becomes outdated the very moment a crisis occurs. A clear structure for who does what lasts longer.

What is usually lacking are simple things: who makes decisions, who speaks, who informs employees, and how you reach each other outside of office hours.

That structure can be put in place quickly and it holds up no matter what happens. Practice it once a year, and it will be there when it is needed.

Yes, that is often when we are called in.

We step into the situation as it stands: what has happened, what is known, who is asking, and what you have already said. After that, we establish a line you can hold, and ensure that everyone who responds says the same thing.

Get in touch early rather than late. Most situations get worse with silence and with information that changes during the day.

Yes, we have extensive experience in crisis management in both public and private sectors.

The conditions differ. The principle of public access to official documents means that material can be requested, decision-making paths are more numerous, and pressure often comes simultaneously from the media, employees, and politicians.

We are familiar with both the regulations and the pace in that environment. The same applies to private companies that have scrutinizing owners or a regulatory authority behind them.

Yes. And when the guidelines get in the way, we say so, with a proposal on what needs to be changed.

We ask for what you have: graphic manual, tone of voice, previous campaigns. If nothing is written down, we read what you have already published and start from there.

Frameworks exist to make the work faster. When they instead stand in the way of what you need to say, we bring it up immediately, instead of delivering something that looks right but does the wrong job.

Closely. The same creators work on PR campaigns, digital services, and data-driven production. The building blocks are selected according to need.

An idea that is going out in the media, on the website, and in advertising benefits from coming from the same direction. When production is housed elsewhere, it often loses its angle along the way.

With us, the strategists, PR people, and creators sit in the same project. You might as well buy only the production if that is the part you are missing.

No. No agency can promise publication, and anyone who does is selling something other than PR.

What we influence is the basis: news that holds up, the right timing, the right person to call, and material that the editorial team can use immediately. The network ensures we know who is covering what.

We also tell you when an idea won't work. Rather that than burning a contact on a mailing that no one wants.

You decide what should happen before the work starts, and we measure against that.

What can be measured depends on the assignment: media coverage, traffic and conversions in your own channels, or how often you are mentioned in AI responses. We select a few metrics and track them over time.

Not everything can be measured in numbers. Trust and positioning move more slowly, and when that is the case, we say so instead of making up a number.

Strategy, PR, concept, copywriting, design, technical architecture and development we do ourselves.

Film production, advanced photography, 3D and media buying we bring in from our network. We manage the project and hold the whole thing together, so you have one contact person instead of four suppliers.

Who is brought in depends on the assignment. We will let you know who they are before the work begins.

It mostly depends on whether you need a single media pitch or ongoing media presence. After an initial conversation, you will receive a fixed price or a capped price, so you know what it costs before anything starts.

A defined pitch is priced as a package. Ongoing work is calculated per part, and then you can see what each effort costs.

No two PR assignments are alike, so we set the price once we know what needs to be done.

No, but it helps when the news is local. An agency on the spot knows which editorial offices cover Western Sweden and who there writes about what.

We can also sit in the same room when needed, before an interview or a difficult day.

For nationwide media, the address is less important. There, the news and the relationship with the journalist carry more weight. From Gothenburg, we have experience with partners all over Sweden, in Finland, and in Norway.