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One cannot not communicate. Not to communicate is not a solution - not in good times, and definitely not in times of crisis. 50 percent of communication is strategically planned and 50 percent evolves in day-to-day business. Ultimately, PR must generate business. PR is not an end in itself.

Creating public relations is "work", and it must be lived. Half-hearted attempts get you nowhere. You need a strategy, goals and a well thought-out course in every field of communication. Communication must remain authentic; it must reflect the company´s character. This is the only way that the outcome will be a good one, that the implementation can be successful and have a positive effect - both internally as well as externally.

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