Chronicle on greenwashing in Børsen

In March 2023, we wrote an article in Børsen about why it’s great that greenwashing is hunted down, but that there are problems in the way it is done.

In recent years, the Consumer Ombudsman has repeatedly criticized named companies for misleading consumers with “green claims” in their marketing. None of the companies are our customers, but we believe that an unfortunate situation has been created that benefits neither the climate nor consumers.

The Consumer Ombudsman’s guidelines on greenwashing mean that businesses are de facto banned from using the word ‘sustainable’ unless they have independent third-party evidence that they meet a very strict definition of ‘sustainable’. And that is close to impossible.

However, the criticism has not been followed up by police reports from the Consumer Ombudsman and therefore the legal situation is uncertain. Because what if the courts have a different understanding of the word than the Consumer Ombudsman? And don’t consider it misleading because the common understanding of the word among Mr. & Mrs. Denmark is not as narrow? This should be clarified so that everyone can move forward.

Particularly problematic internationally

Moreover, it puts Danish companies at a disadvantage in terms of their international marketing, because if Danish companies are subject to a set of rules that their foreign competitors do not have to comply with, it creates a competitive disadvantage. And we do not believe that the Consumer Ombudsman can really do anything if, for example Wish claims that a plastic thimble is super sustainable.

We need clear rules so that those who do something good dare to communicate about it. However, it is possible to communicate about your green initiatives – as long as you have your documentation and facts straight.

We help our customers with this, both in Denmark and internationally.

Read more about how we do communication for technology that helps the world become a better place – what we call impact technology.

Read the article in Børsen here:

Google’s Bard blunder: Mark from Kemp & Kjær explains the consequences in an interview in Kforum

As experts in the tech industry, Kemp & Kjær were interviewed by Kommunikationsforum about what it means for Google that the launch of their artificial intelligence, Bard, offered failures in the first attempt during the demonstration.

It meant big drops in Google’s share price, because Google feels pressure on its existence by ChatGPT. Not least because Microsoft is in the process of integrating ChatGPT in their own search engine, Bing, which Google fears will result in user churn.

Google’s “Nokia moment”?

Bing’s global market share is 9 percent. Google sits on 84 percent – but everyone also thought Nokia was untouchable back in 2007, before Apple and the iPhone turned it all upside down.

“Google’s users will forgive them for the mistake and the share price may return. But it will probably require them to either improve Bard so that it makes significantly fewer mistakes, or launch an innovative alternative that keeps users on Google,” says Mark Benfeldt Kjær, partner at Kemp & Kjær.

Read the full interview on Kforum: Google lost $700 billion on AI flop launch:

Examples of Kemp & Kjær as an expert source:

Rebranding interview: Hansen’s Ice Cream Changes Name to Hansen’s

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

Kemp & Kjær in expert interview on the DanBred scandal

Rebranding interview: Hansen’s Ice Cream Changes Name to Hansen’s

Kemp & Kjær got a call from Politiken, who wanted an interview in connection with Hansens Flødeis changing its name to Hansens.

I was interviewed about what it means when a brand changes its name, what works and what doesn’t, and what considerations you should make beforehand so as not to risk losing any goodwill that may already be behind your old brand name.

The interview could subsequently be read in Politiken:

Rare name changes: “I spend a lot of resources saying it when I pick up the phone”
(Politiken, 16. Apr. 2022)

Don’t if you can!

Bottom line is: Don’t change your name if you can. It takes a lot of knowledge and effort to rebrand, and if you regret it, it’s expensive to switch back or choose a new one. And that signals “wiggle room”.

If you then choose a new name, it is important to have secured the most important domain names so that the business is easy to find on the internet and so that it is not confused with others. It can be costly if you forget in the process.

A successful and meaningful shift is, for example. DONG to Ørsted (one hardly associates Ørsted with DONG today, because they also changed overall strategy).

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 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

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 .

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.

Why would you like to be mentioned in Børsen?

If the answer is “sales”, you will probably be disappointed. Here are five typical features of reviews that generate sales – and two logical reasons why most reviews do not lure the reader’s leather out of his pocket.

When we ask new or potential customers what their purpose is in getting press coverage, it is often about sales. I understand that; the company’s purpose, growth and profits are achieved by attracting customers.

But that’s far from all the media coverage you can measure in sales KPIs the week after.

Most publicity has a positive branding effect, which makes your business better known and your customers would rather trade with you than with others.

This is good for you – and the reason why many people use press coverage as a strong link in branding and marketing.

NB: Always remember that a media and a journalist is not put in the world to advertise for you. They need to inform and perhaps entertain their readers, and most journalists have an instinctive resistance to getting to advertise companies. You just have to be happy about that, because it only gives the publicity greater credibility.

But – why not “sell” a specific mention? And when does it do?

When does an article “sell”?

It’s hard to predict.

But some of the factors that make an article generate sales are:

1) You have a product that is really lacking in the market right now and that readers have not heard of before.

2) Your product solves a problem that people did not think they could solve.

3) Your product appeals to a lot of people, has news value and is highly differentiated in the competition.

4) The review focuses on the benefits of your product, e.g. through a customer case or if it is a positive review.

5) At the same time as the mention, you run hard marketing and use the mention on social media to create hype about the product.

Why does a media coverage not sell?

Two reasons why a journalistic article does not act as a product advertisement:

1) In an article, there is no call-to-action (CTA) like “Buy HERE for 99.95” – you can do that in commercials. And there is only rarely a link to your website.

As written in the introduction: In a classic journalistic article, do not expect any CTA, because it would be advertising and outside the purpose of the media.

NB: Some media, especially magazines, have sections with product news. They typically include a CTA in the form of prices and links.

2) It’s not about your product, but about you and your business. So the reader is not “pushed” to shop with you. And you just have to be happy about it! It is branding that provides sales in the long run. Especially in combination with marketing (see point 5 above).

Examples of sales-generating PR

1) App in the construction industry

A large case-based mention in a leading Danish business media early in the company’s life gave a lot of attention and speaking time to the big players in the construction industry.

The discussion focused on the benefits that the industry could achieve as a whole, and was borne by the CEO of a large construction company, at the same time as Dansk Industri participated together with the CEO of the construction app.

2) Newly started consulting house

A short portrait review in a leading Danish business newspaper gave our customer a number of leads.

In the interview, our customer told us that their service filled a gap in the market – that was also the news value for the newspaper.

3) Supplier to dentists

An IT company would like to be better known among dentists.

Through a series of media mentions targeting dentists, the IT company became a more well-known face among the potential customers, and it helped open the door when they called and booked appointments.

4) Sharing economic service

A mention in a business newspaper at the launch of the company was boosted on Facebook. It provided a huge number of signups of users of the service.

Call to action: Call me

Yes, you do not see that headline in a newspaper article. But on a blog you have to feel good!

So if you want to know more about branding, sales & press coverage – and how to find the stories a journalist wants to tell his audience – call Jakob Hessellund on 40 38 45 86 or write to .

More PR & communication advice

8 tips that attract the best employees

SoMe Guide: Getting Extra Value Out of Press Releases

Media players: How do you activate them?

Do you know your startup lingo? 10 words you should know

Narrow media: What are the consequences for you?

What does narrow media mean for your PR? And what is the Google trap? Here are four trends in the media landscape plus a guide to using them to your advantage – and a list of new Danish niche media.

Media coverage in the right media gives credibility to your brand and can be used in online marketing and sales work.

But the media landscape is constantly changing and requires adaptation of your PR strategy: In the new media landscape, search engines and paywalls provide extra complexity. Read here how to behave.

1. The media is narrowing

Several nationwide newspapers have struggled with the economy for some years, after readers have moved online and cancelled their paper subscription. It has meant editorial restructuring where>> a simpler structure in the company has lowered costs<< more places. The media has narrowed down by downgrading the number of newsrooms.

At BT, which has the largest growth at Berlingske Media, the number of newsrooms has been cut to three, and the journalists work exclusively with ‘news’, ‘sports’ and ‘entertainment’. The other dailies have not (yet?) become so narrow, but the trend is going in that direction.

What does the narrowing mean for your PR work?

The media that used to write about your business may not do that anymore. Therefore, you need to look for alternative media – or angles – to get through.

With the right story for the right media, it may still be possible to find a channel for your news.

Do you want to come up with an accounting story for your fintech company in the major media? Has Berlingske or Børsen written about your company recently?

Use the online media search feature to find articles about you (or the competitor) or about topics like ‘tech’, ‘finance’ and ‘fintech’.

Call the journalist and say that you have a story that is interesting to him / her – who has written several accounting stories for Danish fintechs lately.

2. Niche media is gaining ground

As the larger media has tightened, niche media is on the rise. These media write about a specific niche – your industry, your target group’s industry, a profession – and therefore cater to a narrower and clearly defined target group.

Several major media outlets have jumped on the bandwagon and have started their own niche media *. See for example Jyllands-Posten’s Watchmedier , Børsen Pro Finans , Politics School life and Byrum (probably not the last media we have seen from Politiken Nicher). Even a narrow medium like the Engineer splits up into smaller niches on their medium The Engineer Pro .

See a list of niche media with specific audiences at the bottom of the blog post.

The niche media typically write about more “nerdy” and academic stuff. And because the niche material is particularly relevant to their readers, the media can more easily get users to pay for the editorial content – for e.g. to keep up with what is happening in the supply, dental or veterinary industry.

What does the progress in niche media mean for your PR work?

The niche media help you by gathering your specific target group in one place and can therefore be the right channel to use when your target group is narrow.

In addition, media coverage in the right niche media can have a greater effect on the bottom line than coverage in an omnibus media.

The right niche media will often go into more detail with specific specifications for your new software integration – and the story will be read by your core target group, who subscribe to the media and thereby have access to read the article about your company.

If the niche media is in its infancy, you may be lucky to get the article unlocked. The media might use it to pique the interest of potential readers if your story hits the target audience on the grain.

If the medium is already established within the niche, the target audience will often have access to read your story, so do not be intimidated by publishing it behind paywall.

3. Advertorials in progress

Another way that media houses secure revenue is with paid content.

Advertorials, or ‘native ads’, is a sponsored article that maintains the same editorial tone and format as the media in which it is printed. Therefore, each advertorial is written for a specific medium by either you, your PR agency or a paid writer on the medium.

* Some commercials are also made as articles – for example the classic ‘Many people experience pain in the lower back, but with these pills…’, which consists of a mixture of images and text. It does not make them advertorials, because they do not have to live up to the editorial standard and are not included as an actual article in the medium.

Users read and share advertorials even though the content appears to be sponsored. If your article is legitimate and written based on the media’s editorial tone, then it does not lose its credibility just because you have paid for it. In other words, you should rejoice that the medium makes demands on style and content because it results in increased credibility.

What does progress in advertorials mean to you?

Advertorials give you the opportunity to draw on the media’s credibility, while at the same time having a great say in how your story is told. You also have the opportunity to come up with (selected) commercial messages that typically do not reach through the journalists’ filter.

Maybe you want to tell a story where you yourself are the expert, instead of journalists pulling the competitor in to “legitimize” your interpretation?

You can also use advertorials to ensure that relevant niche media brings news about you regularly so that you remain ‘top of mind’ with your core audience.

4. Click and lifetime

A popular misconception is that an article is “on target” once it has gone online.

Unlike paper newspapers, which are typically thrown out the day after publication, the online media leaves the articles on their side, so that the reading basket of online articles typically breaks only after several days. The article therefore has a longer life cycle online.

In addition to journalistic quality, you also measure the value of online articles on clicks, shares, and how long users read in them. Therefore, journalists typically assume that the column (headline) of your story piqued readers’ curiosity enough to make them click on the article.

A well-known saying in journalism is:
“A good column is evocative, arousing and comprehensive”.

Articles with a good headline get better placement on the site, more clicks, more shares on social media and attract more readers to the media page.

Sharp boxes fill in editorial meetings at all media houses. They must always fit the content of the article – ie. be ‘comprehensive’ – if the article is not to be dismissed as ‘clickbait’ (typically used for headlines that entice clicks by hiding what the article is about, or signaling sensation without it being real).

What does click and article life mean to you?

When you get a media coverage, you should activate it on social media . That way, you can give the article a longer life cycle, while of course you can share your progress with your network. In addition, popular articles are typically allowed to stay on the front page for longer periods of time.

If the journalist experiences that the story of your company is doing well on the site, he or she will typically also be more likely to write about you again.

When pitching to a journalist, have a well-thought-out, sharp and catchy box ready – approx. 5-10 words that quickly show that your story is good. Your chances are better if the journalist can see your story for himself with a good column that will do well on the site.

That is not to say that you can sell anything with skewed (but comprehensive) puns. Use the box to give your good story better chances of being read in the inbox.

5. Google: The back of the new media reality

Negative media coverage typically gets more clicks. And due to the long life cycle of online articles, a mention can haunt you for a long time after publication, should you be unlucky enough to get one.

Therefore, be careful not to trumpet the company’s difficult periods with large arm movements – even after the crisis is over.

Instead, divert your thinking to good things in life, such as being interviewed about a business crisis. Even if the mistake has not happened in your company.

‘We were close to bankruptcy, but got upstairs again’, can quickly end up as ‘Close to bankruptcy’. And you do not bother to have it as a search result on Google. Sanity will give the journalist fewer gold nuggets for scandal-clickbait.

In addition, you run the risk of a negative publicity ending up at the top of your business’s Google rankings – and staying put because the article remains on the media site.

A bankruptcy column can therefore be the first thing that potential investors, business partners or customers see when they google your business if you are not careful.

What can you do yourself?

If your success story ended with a “bankruptcy text” at the top of Google due to a sharp-edged box, you can try to enter into a dialogue with the journalist. The media will probably not tear down your article, but maybe you can negotiate placement, paywall or a new column – if the error has occurred with the journalist.

You can also work on getting more, and positive, media reviews through regular PR – or advertorials, which you can pay for get a long life on the media and thereby more clicks.

Want to explore your media coverage options? write to field or Jacob for sparring about PR.

Online niche media under major Danish media houses

Payment niche media at the larger Danish media houses:


Watch media under JP:

The stock exchange

the policy

Published by Politiken Nicher A / S.

The engineer

The engineer is not owned by JP-Politiken like the other three main media above, but by IDA, the trade union for engineers.

The engineer PRO contains the following niche media:

More PR & communication advice

8 tips that attract the best employees

SoMe Guide: Getting Extra Value Out of Press Releases

Media players: How do you activate them?

Do you know your startup lingo? 10 words you should know