PR officers at Botkyrka Municipality have realized the importance of owning your own brand. And they are now working more proactively with this issue after receiving a little help from JG Communication.

With more than 80,000 inhabitants, Botkyrka is the fifth-largest municipality in Stockholm County. It is also one of the most international in the country, representing over 100 nationalities. Working on your image and your brand is just as important for a municipality as it is for a company. With that in mind, Botkyrka began trying to alter the image that the media often presented of the municipality.

Relevant conversations on the agenda

The initiative began with a half-day course with JG Communication. The idea of the custom-made workshop was to help the municipality’s 12 PR officers work with their media contacts in a way that was more strategic, well focused and better planned.

The goal and how we achieved it

A considerable amount of the time was dedicated to analyzing the existing media image of Botkyrka, determining the image the municipality was looking for and how to achieve it. The workshop participants received detailed advice on what to do to get their desired message across effectively.

They were also given help in deciding what to ignore and what to highlight to reinforce the image of Botkyrka as a municipality that focuses on creativity and entrepreneurship.

Continuous advice

Since the course, the municipality’s PR officers have also had the opportunity to send press releases to one of the course leaders to receive feedback and objective advice for improvements before the press releases are issued.

Botkyrka Municipality’s website (in Swedish)