Communication in the spotlight in Sweden as public relations professionals tackle a converging and complex business world
Cecilia Schon Jansson,
Could you give us a picture of the state of the communication and Public Relations profession in Sweden? What are the main trends and areas of development for Swedish PR professionals?
The Communications profession is thriving in Sweden. Management is becoming more and more aware of the benefits of a communicative organization, and are becoming more and more communicative themselves.
The possibilities are acknowledged, and with that comes a larger focus on methods and stretgies, even outside the profession. Communication Professionals find themselves in the spotlight more now than they used to.
One of the trends is that communication is merging with marketing (which we´ve seen for some time), but also with IT and Human Resources.
Let’s focus on the Swedish Association of Communication Professionals (SACP). What role does it play in Sweden and what are the main challenges you see for the future?
It is the biggest network for communication professionals, however its existence is little known outside the profession. One of our challenges is to maintain a high degree of need for the communication profession. The younger generations tend to form their network elsewhere and don´t immediately see the benefits of joining an association.
What are the main benefits of being a member of SACP?
We say that we offer 29000 years of experience for 1150 SEK a year (approx. €110). We empower them by offering tools, knowledge and connections.
On your website you list several activities in the area of “education”. Which kind of training programs do you offer? Do you also have a relationship with academia and with students?
We educate approx. 1000 persons per year, in a wide range of areas, from one-day writing courses to our year-long leadership program Communication Executives Program.
We visit universities as often as we can, and offer free membership to communication students.
On June 4 the Global Alliance will hold the Nordic, Baltic & Russian PR Leadership Forum in Helsinki in cooperation with ProCom, the Finnish Association of Communications Professionals. In your opinion, why is it worth for a PR professional getting the pulse of the Nordic and Russian PR profession landscapes?
The reason is as worn as it is true – no communicator, no organization, no country is an island. Fail to see what goes on around you and you are sure to fail in business.