Jakob guides to say “sorry” in Loud (soon 24Syv)

Excuse me? Yes, I end up saying that myself after three quarters!

Today I was on Radio Loud in a sober wise-guy programme, “The Boiling Point” with Filiz Yasar, together with Kim Ege Møller from Rhetorica, to discuss the “apology” as a communication phenomenon. This is against the tragic backdrop of the MeToo documentary on TV2 (watch it!) on Discovery+.

We will continue the conversation on Wednesday, when we will comment on the latest developments cf. Berlingske’s interview tonight with BT’s editor in chief Michael Dyrby. On Wednesday I will be joined by Lisa Storm Villadsen, professor of communication at the University of Copenhagen, Henrik Kragelund, owner of Shitstormdoktor.dk and Lawand Hiwa Namo, debater.

Here are three pointers from today that can ensure that your apology does as much good as possible – while limiting your own loss of face, ensuring that the offended person experiences real empathy, and ensuring that you can achieve (some) forgiveness.

How to get forgiveness?

– Engage in open, listening dialogue right away if someone tells you they are offended or angry with you and your company. It increases the chance of defusing criticism and getting a sincere apology, or maybe just clearing up a misunderstanding.

– If there is the slightest need to apologise, do it ASAP. The more you have to be driven to the apology, the less sincere the apology will seem, and the less you will get of the forgiveness that is a possibility after the good apology.

– Take the consequences. Pay compensation. Accept dismissal, court ruling – or make sure you actually improve the process in your company that was the problem, and show it concretely to the violator(s). Otherwise, the excuse comes across as hollow.

Beware of the victim card!

If you want to play the victim card instead of apologising, you’d better have BOTH justice on your side AND the sympathy of the majority of the “audience”. If you’re not right, then the sympathy will typically disappear when it all unfolds. And it happens!

These principles also apply in personal and private matters …

The 1000-dollar question is then: When it’s now SO easy and nice to say sorry quickly, why doesn’t the quick apology always come?

Part of the answer is that it takes a long time for people to realise they’ve made a mistake. Especially powerful and successful people often cannot see their own mistakes and refuse to lose face. That was also one of my points today, and if you want to read an account that underlines that, read Dyrby’s interview on Berlingske.dk.

Listen to the report from. December 7 here:


And the feature from. December 8:


Kemp & Kjær in expert interview on the DanBred scandal

Kemp & Kjær was called by Jyllands-Posten to comment on the crisis in Landbrug & Fødevarer, which was called the Danbred case.

I was interviewed to give an insight into how Landbrug & Fødevarer has handled the communication around the case, and what it may mean for the future.

The interview could subsequently be read in Jyllands-Posten, Finans and Agriwatch under the same headline:

“Pig chairman hits back at attack from resigned farm director: She herself spearheaded handling of harassment case”

Read the story here:

, Nov 3, 2021

, Nov 3, 2021

Nov 3, 2021

Avoid public fights!

From a communication point of view, a fight in public is never a good thing, so it’s important to put a stop to it as soon as possible. As long as a disagreement remains visible, it can backfire on an organisation.

Whatever has happened in reality, the public will form its own picture from the media coverage and remember the situation from its own existing prejudices. In this case, when the #MeToo debate was at its height, most would probably see Anne Arhnung as a lone woman among many men who quit in protest of a male-dominated culture.

After a public fight, it is important to get your organisation under control internally as soon as possible so that similar situations are not exposed in the media in the future, where people are then confirmed in their negative perception of the organisation. Otherwise, the crisis will be like a ghost that can haunt your fire again and again.

Jakob L. Falhof new associate partner in Kemp & Kjær

On 1 May we welcomed Jakob L. Falhof. 

Jakob F. comes with solid experience as both a former news editor at Bo Bedre, and as a communications consultant for a number of companies and organizations.

At Kemp & Kjær, he will both help our existing clients and be responsible for our work with premium design brands. 

Read more about Jakob F here: 


Trine Jakobsen employed by Kemp & Kjær

Trine Jakobsen started at Kemp & Kjær in April.

They wrote about it on Bureaubiz:


We are happy that Trine has started and she will contribute to a wide range of our customers. You can read about her solid experience and her strong profile here:


We are looking for a PR consultant and potential partner (completed)

An experienced PR consultant is wanted who wants to help build an agency. You will have a great influence on how we and you work, and you will help to grow the agency from 3 to 10 consultants.

You must be passionate about both tech PR and stakeholder PR, and love working with international clients.

We hire a new consultant because we are too busy to both grow and deliver with the quality we want.

Our growth is backed by solid capital resources, which you can hear more about when we meet and talk.

We are resp. a West Jutlander and a North Jutlander who have settled in Copenhagen a long time ago and who have conducted PR together for over six years.

Our customers (and we) claim that we combine Jutlandic temperament & common sense with academic insight, news addiction and a solid understanding of our customers’ business. The best of two-three-four worlds. We must continue along that path – but Jutland’s origin is not a requirement, on the contrary.

NB: We have previously had a couple of great employees who did really well, but we did not have enough work for them when Covid19 closed a number of customers’ activities. We have learned a lot from it, won a number of new customers, and are now ready to kickstart a new growth journey.

Your role

  • You can fill all roles from trusted, strategic advisor, over “the pitching press pusher” to dexterous & whimsical writer.
  • You can write press pitches, press releases, articles and op-eds.
  • You are sharp, serious and empathetic when you are on the phone daily with journalists on behalf of our customers.
  • You need to interview stakeholders, navigate attitudes, extract razor-sharp quotes.
  • You advise the customer on the best PR move right now, create strategy, and come up with creative ideas on how to create more PR when the great stories are not available at the customer at that moment.
  • You need to create results – often on a tight time budget.
  • You understand the importance of good press photos and do NOT have ambitions to take them yourself.
  • Now & then you write a newsletter or a Linkedin post or ad copy for customers.
  • And if you want, then you may spend some working time creating your own profile as a communications consultant via blogs, video, and social media – what works for you.
  • Most important of all: You must contribute to our growth, to create a strong agency, and to help develop how we work.

Your profile:

  • You have worked for at least three years at a PR agency (internship does not count).
  • If you come with revenue yourself, we agree on a partner model for it.
  • You have created tech PR, B2B, organizations, and other things that have inspired you and expanded your palette.
  • You can both write and pitch.
  • You can think strategically.
  • Perspective: You want to help build a medium-sized, specialized PR agency.
  • You have created results – and you can prove it.
  • You are service-minded and cooperative: We fight hard for our nice & innovative customers every day, and we help each other when we are busy.

This is what you will meet with us, and you must be able to see yourself in it:

  • We have healthy values and we live them. Among other things, it deals with that we do not do “gunslinger PR”: An uninteresting story is worthless, even if it is published in Børsen.
  • Our customers are a large number of SMEs, a few large companies, several international companies, a few organizations. We treat them equally respectfully, regardless of size.
  • PR for tech companies and stakeholder PR for organizations are what do.
  • We also work for international clients and have networks among agencies in a large number of countries.
  • Our values include “transparency”, both to our customers and internally. E.g. you can give and receive feedback in a constructive way and you can make sure customers know what you are doing.
  • We have an office in a small office community, located in a peaceful neighborhood by Lokomotivværkstedet, which is on its way to becoming the nicest urban area in Copenhagen. The office has old plank floors and is state-of-the-art, and the whole area is currently slightly industrial. The coffee is sublime and self-served on a giant café machine.
  • We also have a fairly thorough IT setup, where some parts are great and some can be improved. And everything is constantly being developed.
  • We typically work in the office, but we like to take days working from home. Video conferencing has been an integral part of everyday life for us for five years, both internally and with customers.
  • In addition, we are generally in a good mood, love to discuss news, business and politics, had an excellent second half of 2020 – and a growth potential that you must help to fulfill.
Working hours are full time and there are no expectations of massive overtime. The salary depends on the value you can create for the agency.

The first interview will probably be online, but we do not hire without having had at least one physical meeting.

Send your application and CV to jh@kempkjaer.dk .

We call for interviews regularly, so there is no need to wait. If you have questions about the position before you apply, contact Jakob Hessellund on tel. +45 4038 4586.