INTERVIEWS

Inside PR

Juhuuu – hvor har jeg glædet mig til at præsentere Inside PR aka Charlotte Falck Andersen og Katrine Hjorth-Hess. De har på ingen tid banket et PR-bureau op fra ingenting, og de gør det med så meget personlighed og charme, at de længe har været på min spot on-liste. Så nu skal det være. Trods firmaets korte levetid sidder de allerede med en misundelsesværdig lækker godtepose af boligbrands lige fra Magis, Tom Dixon, FUSS, Anour til Frederiksberg Snedkeri. Jeg mødte dem første gang på en boligmesse i et kort øjeblik, hvor vi alle tre skulle videre til andre møder, men der var straks kemi, og de to minutter var begyndelsen på ét af de bedste samarbejder jeg har i dag. Jeg har spurgt, hvordan de kom i gang, og hvad opskriften er på deres succes.

Inside PR for KEA Reports

Hvordan og hvornår blev I enige om at oprette Inside PR?

Katrine: Efter min tid som PR-konsulent, hvor jeg havde arbejdet sammen med Charlotte, fik jeg tilbudt en kommunikationsstilling i en anden branche, men med tiden overvejede jeg at vende tilbage til livsstil, og hvorfor ikke starte mit eget? Jeg ville have en partner, og Charlotte var det oplagte valg.

Charlotte: Jeg var på min anden barsel, og jeg vidste, at jeg skulle noget andet og noget nyt bagefter – bare ikke præcis hvad. Da Katrine spurgte, om vi skulle starte et PR- og kommunikationsbureau sammen, sagde jeg JA uden at tøve.

Katrine: Vi brugte resten af aftenen på at drømme stort. Den efterfølgende morgen ringede jeg til Charlotte. Jeg sagde: mener du stadig alt det, som vi talte om i går? Og det gjorde hun heldigvis.

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Hvad er opskriften på jeres succes?

Find et gennemtænkt koncept, der dækker et hul i markedet. Tro på konceptet, og hold fokus, særligt i opstartsfasen, når man er sulten efter at få opgaver ind. Netværk er alting, og hvis man er dygtig til at forbinde de rigtige mennesker med hinanden, vil det også smitte af på dig selv og din egen virksomhed i sidste ende.

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Hvordan supplerer I hinanden, og hvem laver hvad?

Katrine: Charlotte er god til at netværke og skabe kontakter, hvorimod jeg elsker at fordybe mig og tænke i strategier. Vi er begge uddannet designteknologer, og derudover er jeg uddannet cand.ling.merc. fra CBS i kommunikation og marketing. Til gengæld har Charlotte en del mere erfaring i branchen, så på den måde supplerer vi hinanden vildt godt.

Charlotte: På grund af vores vidt forskellige kompetencer har vi fra start af opdelt vores roller i firmaet klart. Jeg står overordnet for salg og kundekontakt, og Katrine står for tekstforfatning af pressetekster og kontakt til pressen.

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Hvad er jeres vildeste oplevelse i Inside PR?

Vi havde fået et møde med en potentiel kunde, som vi ville give vores højre hånd for at få i hus. Vi havde udarbejdet et idérigt pitch og taget vores mest præsentable tøj på. Mødet blev i sidste øjeblik rykket til ejerens private baghave. I baggrunden var håndværkere i gang med at renovere, og stemningen var helt afslappet, så vi fik dårligt fremlagt vores arbejde. Efter mødet fik vi aftalen i hus, vi skulle bare liige overtale den anden ejer også. Kontrakten blev heldigvis underskrevet, og vi jublede hele vejen tilbage til metroen.

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Hvad har I gang i lige nu?

Første fastansættelse er lige om hjørnet, og vi er i dialog med nye spændende brands. Vi er også begyndt at lægge strategier for, hvordan vi påbegynder at kunne tilbyde PR for vores kunder i resten af Skandinavien.

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Yay – I have so been looking forward to presenting Inside PR aka Charlotte Falck Andersen and Katrine Hjorth-Hess. They have in started up a PR agency from nothing no time, and they do it with so much personality and charm that they long have been on my spot-on list. And here they are – finally. Despite the company’s short life the two ladies already share an enviable delicious goodie bag, housing brands ranging from Magis, Tom Dixon, FUSS, Anour to Frederiksberg Snedkeri. I met them for the first time at a design fair in a short moment where we all three were en route to other meetings, but there was an immediate spark, and those two minutes were the beginning of one of the best collaborations I have today. I asked how they got started and what the recipe is for their success.

How and when did you agree to establish Inside PR?

Katrine: In my time as a PR consultant, where I had worked with Charlotte, I was offered a communications position in another industry, but over time I considered returning to lifestyle, and why not start my own? I wanted a partner, and Charlotte was the obvious choice.
Charlotte: I was on my second maternity leave, and I knew that I needed something different and something new afterwards – just not exactly what. When Katherine asked if we should start a PR and communications agency together, I said YES without hesitation.
Katherine: We spent the rest of the evening dreaming big. The next morning I called Charlotte. I said, do you still mean everything that we talked about yesterday? And she did luckily.

What is the recipe for your success?

Find a well thought out concept that covers a gap in the market. Believe in the concept, and stay focused, especially in the initial phase when you are hungry to get some orders. Networking is everything, and if you are good to connect the right people together, it will also rub off on you and your own business eventually.

How do you complement each other, and who does what?

Katrine: Charlotte is good at networking and making contacts, whereas I love to immerse myself and think of strategies. We are both graduated design technologists, and in addition I studied cand.ling.merc. at CBS. In return, Charlotte has a lot more experience in the industry, so that way we complement each other very well.
Charlotte: Because of our wide variety of skills we have from the beginning divided our roles in the company clearly. I stand for overall sales and customer contacts, and Katrina is responsible for copywriting of press releases and press contact.

What is your wildest experience in Inside PR?

We had a meeting with a potential client that we would give our right arm to get signed up with. We had prepared a creative pitch and put on our most presentable clothes. At the last minute the meeting was moved to the owner’s private backyard. In the background workmen were in the process of renovating, and the atmosphere was quite relaxed, so we hardly got presented our work. After the meeting, the deal was closed – except we just had to persuade the other owner as well. The contract was signed fortunately, and we cheered all the way back to the subway.

What are you doing right now?

First permanent employment is just around the corner and we are in dialogue with exciting new brands. We have also begun to develop strategies for how we start to offer PR for our customers in the rest of Scandinavia.

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