Jump to topic:
- What is PR?
- How does Kemp & Kjær approach PR?
- What Can Kemp & Kjær Help With?
- What can you expect from a PR partnership?
What is PR?
What does a PR agency do?
A PR agency helps companies and organizations build visibility, strengthen their reputation, and reach relevant target audiences. Its work includes, among other things, PR strategy, press coverage, media relations, thought leadership (expert positioning), and crisis communication.
At Kemp & Kjær, we focus specifically on B2B, technology, and international PR. We start with the client’s goals and develop stories and messages that are relevant to the media and the company’s or organization’s stakeholders.
What is the difference between PR and paid advertising?
With advertising, the company pays to have its message displayed. With PR, the company works, among other things, to secure editorial coverage. In this case, an independent editorial team decides whether to run the story.
The company does not pay the media outlet for the coverage, nor does it determine the final angle. Editorial coverage can therefore convey a different kind of credibility than advertising.
How Does Kemp & Kjær Handle Public Relations?
Which companies and organizations does Kemp & Kjær work with?
Kemp & Kjær works primarily with B2B companies in the fields of technology, IT, cybersecurity, energy, the green transition, mobility, logistics, and finance. Our clients include startups, scaleups, and large international companies.
We have particular expertise in thoroughly understanding complex solutions and communicating them to both trade and general media.
We also work with Danish and international organizations, where PR and communications often require an understanding of numerous stakeholders, decision-making processes, and societal agendas.
Check out our customer case studies.
How does Kemp & Kjær work with the media and press coverage?
At Kemp & Kjær, we develop stories that journalists have a genuine interest in covering. We start by understanding the company’s business, target audiences, and expertise. Then we identify the strongest journalistic angles and reach out to relevant media outlets.
Among other things, we assist with press releases, interviews, expert commentary, opinion pieces, product news, and customer case studies. The goal is to secure editorial coverage in media outlets that are relevant to the company’s target audiences.
Can you help with press coverage for a product launch?
Yes, sometimes. But news about a product is rarely interesting to the media simply because the product is new. We therefore investigate what problem the product solves, how it stands out, and whether it can be linked to a current trend.
We’re happy to advise you on the timing of the announcement, the necessary documentation, and the possibility of involving customers or other stakeholders in the press campaign. Some launches are best suited for trade media, while others may have broader news value.
Can we get press coverage even if we don’t have a major news story?
Yes. Many companies and organizations have more interesting stories than they realize.
At Kemp & Kjær, we identify newsworthy opportunities in, for example, your data, expert knowledge, technology, customers, and current industry trends.
Not every story requires a press release. Sometimes a targeted pitch, an expert comment, or an opinion piece is a better way to reach the media.
We always start by discussing why you want press coverage and whether it makes sense to devote resources to it.
What Can Kemp & Kjær Help With?
How can an international company get press coverage in Denmark?
A translated press release is rarely enough. To get coverage in the Danish media, the story must be relevant to Danish readers and journalists. This may require local data, Danish customer case studies, or an angle that ties the story to a current issue in Denmark.
At Kemp & Kjær, we help foreign companies identify Danish angles, tailor their messages, and reach out to relevant business and trade media. We know the Danish media landscape and understand what it takes to make international stories compelling here in Denmark.
Can Kemp & Kjær help with PR in the Nordic region and internationally?
Yes. We assist both Danish companies seeking press coverage abroad and foreign companies looking to enter the Danish or Nordic market.
Through our Nordic and international networks, we have access to local PR agencies in over 100 countries. We can coordinate PR efforts across markets in collaboration with the client’s headquarters and local PR agencies that are familiar with the media, language, and agendas in each country.
Read about our international PR network.
How do you approach PR for B2B companies?
B2B PR is often about making complex information relevant to a specific target audience. We thoroughly familiarize ourselves with the company’s technology, market, customers, and key stakeholders to identify stories that will interest business media, trade publications, and general media.
The goal is rarely to reach as many people as possible, but to reach the right ones.
How do you get press coverage for complex technology?
Even complex technology can make for great press stories. We often start with the problem the technology solves, rather than the product’s technical features. At Kemp & Kjær, for example, we’ve helped Wireless Logic link IoT technology to broader issues surrounding cybersecurity and critical infrastructure. This resulted in 101 media mentions in the first year.
Read the Wireless Logic customer case study.
Does Kemp & Kjær help with ESG communication and avoiding greenwashing?
Yes. We help companies develop credible communication about ESG, sustainability, and their positive impact on the world around them.
We work on strategy, messaging, and documentation to ensure that communication is based on what the company can actually stand behind. The goal is to tell relevant stories about the company’s efforts without exaggerating results or making unsubstantiated claims.
We also help you navigate the rules of environmental marketing and avoid the pitfalls that can lead to accusations of greenwashing, so that management and employees can communicate with greater peace of mind.
Can PR improve visibility in ChatGPT and other AI services?
Yes, PR can contribute to a company’s visibility in AI-generated responses. When a company is featured in credible media outlets and other publications, its expertise and market position are highlighted in multiple external online sources.
AI services can use these types of sources to find information about the company and formulate responses. PR can therefore be part of GEO (optimization for AI search), and this type of press work is also called LLM-PR. We are seeing increased demand for this specific service. However, there is no guarantee that press coverage will lead to recommendations in AI responses.
What Can You Expect from a PR Partnership?
Can you guarantee press coverage, and how quickly can we get coverage?
No. It is always up to the media outlet’s editorial staff to decide whether to run a story. Therefore, we cannot guarantee that a specific story will be published, what the headline will be, or exactly when a story will be published.
In return, we can assess the newsworthiness of a story, develop strong angles, and contact relevant journalists.
A breaking news story can generate coverage in just a few days, while other stories require more extensive preparation. If the goal is to strengthen the company’s position over time, we typically recommend an ongoing PR effort rather than one-off press stories.
How do you measure the impact of PR?
We measure the impact of PR based on the goals we’ve agreed upon with the client or the client’s own KPIs. Among other things, we look at coverage in relevant media, the impact of key messages, and the company’s visibility relative to competitors and other relevant players—also known as Share of Voice.
Whenever possible, we also examine whether the campaign contributes to inquiries and other business objectives. The number of press clippings rarely tells the whole story. What matters most is whether the coverage reaches the right target audiences and creates value for the company or organization.
How much does it cost to work with a PR agency?
The price depends on the scope of the project, the number of markets, the need for consulting, and the extent of the press outreach.
Some companies need help with a single launch or press release, while others are looking for a close partnership that includes ongoing PR consulting and media relations.
At Kemp & Kjær, we start by assessing your goals and needs before proposing a strategy and a budget.
Call us at +45 70 60 50 79, and we’ll discuss your PR needs and options.
How do you start working with Kemp & Kjær?
We start with a conversation about your company or organization, your target audiences, and your ambitions. During this conversation, we assess what stories and opportunities exist and how PR can support your business or goals.
We can then propose a concrete plan of action with prioritized activities, expectations, and a budget.
Please email us at info@kempkjaer.dk if you’d like to learn more about opportunities for collaboration.