Tänasest alustame blogiintervjuude sarja nii meil kui mujal tuntud PR-proffidega. Esimene ohver on Fredrik Heinonen, kes alles hiljuti töötas Nissan`i põhja-regioonide PR-direktorina. Ligi aasta on Heinonen aidanud laieneda Soome PR-agentuuril Miltton ning töötab igapäevaselt selliste põnevate brändidega nagu Adidas, Finnair, Nintendo, EA Games jne.
PS: Jätame intervjuu originaalkeelde, kuna eeldame, et kõik mõistate kenasti seda üldtuntud võõrkeelt :)
How did you end up working in PR?
I was recruited straight from the auditorium in the business school. Studying marketing, I still found PR more interesting. My first employer was JKL Group, top advisers in strategic communications in the Nordics.
For how many years have you been working in PR?
10 years, scary but true…
Describe your worst crisis and how did you manage to control and solve it!
Getting one star in EURO Ncap wasn’t fun at all. I was head of communications at Nissan in Northern Europe at the time. Transparent, honest and fast actions solved the issue, as always in a crisis situation. Plus we got a better rating after a re-test.
You have been a long time in the field of PR. Name couple of companies who are doing exceptionally good PR!
Well, Apple would be an obvious answer. Audi would be another one. They seem to get everything right, from product to perception. On many markets Audi is able to grow despite the abysmal situation in the industry. Finally, an example close to my heart is Finnair whose Departure 2093 –concept was brilliant gaining coverage from New Delhi to Tallinn, Seoul to Manchester. I’m proud of having been a small part of the project. Check it out!
What differences a good PR practitioner and an average one?
Being a strategic generalist able to combine creative use of marketing and PR.
What is your proudest career achievement?
A number of small achievements along the way – the greatest ones still ahead.
What do you see as your area of expertise in PR?
What’s required today are strategic generalists that can operate in the intersection between PR and marketing while being able to interact with and support top management in strategic decisions. Id like to think I’m something like that.
Do you like working in an agency or to one company? Why?
Diplomatic answer – both. But one thing is for sure, you cannot understand one without having done the other.
Best piece of advice you have heard in PR?
Well, it’s not PR, but its management in general. Sir Ken Robinson, a well known authority in creativity, states that one of the only ways to survive and prosper in an uncertain future is to nurture creativity both as individuals and organizations. When it’s impossible to predict what happens in a year from now, let alone 5 years, what other means do we have that could carry us forward? Certainly not the traditional means of “conventional wisdom”, mathematics or physics etc. Check out his speech on creativity in schools on TED.com.
Why don`t some of PR-workers and journalists get along?
You tell me! Never had that problem.
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