January's PR star: Telenor Denmark

Turning relevance into reach with data-driven storytelling

At Telenor Denmark, external communication is built around one simple question: what matters to people right now, and how can we contribute something meaningful to that conversation?

The communications team of four at Telenor Denmark works proactively with editorial planning, while staying close to everyday life in Denmark. By using data from across the organisation, from technology usage to customer behaviour, they shape stories that reflect how people live, communicate and interact digitally.

When a topic truly matters
One of the strongest examples of this approach is #digitalpænt, an initiative focused on children’s digital lives. In a time when concerns around social media, bullying and image sharing are high on both parents’ and politicians’ agendas, the initiative struck a nerve and Camilla was invited to the popular Danish morning show on national TV to talk about the campaign.

“When a topic is already on people’s minds, parents, media and decision-makers, that’s when communication really has a chance to make an impact. Our role is to be ready with stories and insights that genuinely add value to the conversation,” says Camilla Schouw Broholm, Press Manager at Telenor Denmark.

As part of #digitalpænt, Telenor Denmark provides free educational material to schools, including podcasts and videos, encouraging classes to create their own digital manifest for online behaviour. The engagement was immediate: more than 26,500 students across Denmark participated and the campaign is still active.

Making relevance local
A key part of the campaign’s success was how it was distributed. Rather than treating #digitalpænt as one national story, the team adapted the message to local contexts, making it more relevant for regional media and audiences.

To support this, the team used Mynewsdesk’s Audience Builder and Pitch tool to identify journalists covering the topic on a regional level. While national media relationships were already well established, Audience Builder made it possible to reach local journalists the team didn’t previously know and pitch the story directly, instead of sending a broad press release.

“It made the outreach much more personal. For journalists, it felt like they were getting something exclusive and something that mattered specifically to their audience,” Camilla explains.

Helping stories break through
With a background in journalism, Camilla also highlights the importance of timing. Not every story needs to be published immediately. Sometimes the most effective approach is to prepare content and wait until the public or political agenda aligns.

“You can have a great story, but if the timing isn’t right, it will disappear in the noise. Being ready and knowing when to act makes all the difference.”

Another key factor is making stories easy for journalists to work with. Visuals play a crucial role, especially in local media.

“A story without an image is often a story that won’t run. Having strong visuals ready makes a huge difference.”

For communication teams looking to make a stronger impact, Telenor Denmark’s approach shows how relevance, local context, visuals and timing work together. By preparing stories in advance, staying close to the agenda, and sometimes having the confidence to advise leaders to wait, it becomes easier to be present when it truly matters.