Client: Mino Danmark

Consultant on the assignment: Jens G. Friis

Assignment

Mino Denmark wanted greater insight into the media landscape and tools to navigate it to better promote their important cause. 

The purpose of the workshop was to equip their leadership team with the necessary skills to effectively handle the media and communicate the organisation’s messages.

The participants were the chairman, the secretary-general, and the director. 

The workshop took place in the spring of 2024 and was organised and executed by Jens G. Friis, an expert in strategic leadership communication and an associate at Estuary.

Solution

Estuary held an intensive workshop where the participants:

• Gained insight into the current media landscape and discussed general challenges organisations face with the media,

• Explored key elements of an effective communication strategy,

• Received concrete tools, such as best practices for interacting with journalists,

• Reviewed different types of media and their requirements, including detailed guidelines for writing effective press releases.

Result

The workshop resulted in:

• Increased media awareness: The leadership team gained a deeper understanding of the media landscape to navigate it effectively.

• Incorporation of media coverage into communication strategy: The team became better able to develop and implement media coverage as part of their communication strategy.

• Stronger media relations: The participants gained knowledge on how to improve their ability to build and maintain relationships with journalists.

• Effective communication: They learned to create clear, precise and engaging press releases to strengthen their ability to communicate their message to a broader public.

Overall, Mino Denmark became better equipped to handle the media to promote their cause. 

Strengthening social sustainability in Denmark

For Estuary, it makes sense to equip Mino Denmark to spread their mission because we aim to strengthen social sustainability in Denmark. 

Social sustainability includes addressing obstacles that prevent people from participating in and influencing societal development and collective meaning-making.