Punkt PR Academy

Two exciting training days in Umeå packed with information for those of you who want to improve your PR skills. Learn about relationship-building communication, how to create meaningful content for your channels and how to react when a crisis strikes.


Getting the most out of PR

Punkt PR Academy is aimed at people working with communication in any form, whether you are a manager, communicator or perhaps an agency employee. Whatever your current role it’s far more important you have a burning sense of curiosity and a willingness to learn.


Punkt PR Academy is an immersive training course that also provides plenty of opportunity to build your professional network and discuss communication with other participants over lunch and dinner and maybe long after the course has finished. Details of the course can be found below.


We hope you can join us for two intensive days full of PR opportunities!


 Good to know:

Date: 16-17 May 2019
Location: Great Space in central Umeå (in the same building as the Utopia shopping centre)
Registration: Apply here
Accomodation: We can arrange a 15% discount on rooms at the nearby U&Me Hotel or Stora Hotellet
Kontact: Malin Vikström, malin@punktpr.se, 072-519 89 38


The earlier you book the lower your course fee will be!

Book before March 15th: two days 11 995 SEK / one day 7 995 SEK

Book before April 1st: two days 13 995 SEK / one day 9 995 SEK

Book after April 16th: two days 14 995 SEK / one day 10 995 SEK

All prices are quoted without VAT.

What you will get:

  • 10 hours of training with some of Europe’s leading PR consultants.
  • Valuable contacts and the opportunity to widen your professional network.
  • Lunch, dinner and coffee breaks with fellow participants at some of Umeå’s best restaurants and cafes.
  • Course content and a diploma to take back with you.

Day One, Thursday May 16th



Welcome and coffee

The entire Punkt PR team welcomes participants and introduce ourselves.



What every PR professional needs to know

Punkt PR’s CEO and Strategist Olov Hjärtström Baudin takes you through some of the key principles of relationship-building communication. He discusses how to deserve and manage a good reputation; how to create publicity using traditional PR methods and how results can actually improve when you start to ignore everything you have ever learned about PR!



Planning – listen to your instincts

Creator Hanna Kangassalo talks about the importance of building a communication strategy based on real-life insights and how, by harnessing research and gathering relevant knowledge, you can identify common themes and messages that can then be applied to everything you do – from strategic choices to creative concepts and campaigns.



The changing communication landscape

Jakob Mjöbring, Punkt PR’s Digital Strategist, blogger at Resumé and podcaster for ”Digital marknadsföring i spenaten” shares his views on PR trends and some challenges facing PR professionals in the future. As the rules of PR are constantly being rewritten Jakob suggests you must always be prepared to dare to change your routines. It might not always be easy, but with knowledge and the right attitude you will win in the end.



Artby – the art of building a brand

We visit Artby, a business that creates exciting collections of art prints for style-conscious clients worldwide. Company founder Sara Flagge, a former Planner at Punkt PR, talks about the brand journey she and her partner Karl Hardell have embarked upon together.



Fill your channels with meaningful content

Johanna Stenmark, Project Manager and content expert shares her best tips, Including why you should avoid creating click-hungry posts or videos intended to shock but concentrate instead on producing great content that builds your brand and creates new business. Johanna discusses some practical methods to get your content equation to add up with the help of some useful exercises.



Critical thinking and communication

Creator Hanna Kangassalo talks about inclusive and unusual approaches to PR. She discusses how critical thinking can help acknowledge fundamental democratic values and avoid prejudice. But Hanna argues you can do more than that. With the help of a critical thinking PR approach you can turn risks into opportunities and not only include different people for the sake of it but actively stimulate their imagination!



We summarise the day



Personal free time



Appetizer at Harlequin Restaurant


18.30 …

Dinner and dessert at Gotthards Krog

Day Two, Friday May 17th



Coffee and a look back on Day One



Crisis management


What should you do when a crisis strikes? If you are not prepared there’s a significant risk your reputation, trustworthiness and financial position will suffer. Thankfully there’s a lot you can do to prepare for a potential crisis. During the morning we’ll devote ourselves to  understanding what a crisis is, how best to avoid one, how to deal with a crisis situation and what you can learn from a crisis should it ever happen.



Crisis management – when it really counts

We put our crisis knowledge to the test in a suitably realistic group exercise.



Lunch at Great Space Restaurant.



How to add benefit with the help of influencers

Punkt PR Project Manager Åse Thelander has specialist knowledge of ‘influencers’ and gives us an insight into their power and ability to influence behaviour and opinions . Influencers have been called the “new media house of our time”, but how do we approach them; what rules should we follow and how do we create successful collaborations? We round off with some inspiring examples and a group exercise.



Summary and Diplomas

Terms and Conditions for Punkt PR Academy

Payment and payment terms

All bookings are binding. The payment fee is detailed in an invoice sent to you and invoicing takes place at the time of booking. Payment terms are 30 days. In case of delayed payment an interest charge of 2.2% per month plus a reminder fee of SEK 60 will be charged. We do not charge any fees for regular invoices. All prices include VAT at 25% as required by law.


Cancellations and transfers

Registration of participation on a course is binding. It is however possible to transfer course participation to another person. If you choose to transfer your place to another individual that person is required to confirm participation themselves.


Course postponement/cancellation

Point PR retains the right to cancel a course in the event of insufficient number of participants. Registered participants will be offered an alternative course date or a full refund of the course fee.