August’s PR Star: Mestergruppen – “Earned media is the best kind of media”

Henrik is the sole communications manager at Mestergruppen, a collaboration of independent entrepreneurs working together in the building materials and paint trade sector. The group includes well-known chains such as XL-BYGG, Bolist, Happy Homes, Colorama, and Mal Proff. With so many brands, companies and local entrepreneurs under one roof, the need to get the right message out is significant – and Henrik has found a method that works.

– Earned media is the best kind of media, he says.

From hard facts to soft values

In his communication, Henrik shifts between the “hard” and the “soft”. Sometimes it’s about acquisitions, new establishments, and market share – other times it’s about heart, engagement, and the local stories that bring the business to life.

– I’m fortunate to work with so many dedicated colleagues and members who are constantly driving both our companies and the entire industry forward. For me, it’s a real privilege to help share their stories, Henrik says.

Visibility in both local and trade media

During 2024–2025, Mestergruppen has published over a hundred updates in their newsroom. The results speak for themselves.

Trade and local media is particularly important – but the reach sometimes extends even further. Occasionally Henrik receives requests from national outlets like SVT or SR, often about expert commentary or current construction trends.

– We often manage to reach both local and trade media. That means our news gets picked up and spread to the right audiences.

A way of working that frees up time

Having everything gathered in the newsroom makes Henrik’s work more efficient and allows him to focus on the content itself.

– It’s user-friendly, helps us gain visibility, drives traffic – and most importantly: our news are picked up by the right target groups, he says.

Fantastic work, Mestergruppen.

Every month, Mynewsdesk highlights a customer who has excelled in their newsroom efforts. Our goal is to showcase successful initiatives that can inspire others to enhance their PR work!