Knowledge A strong understanding of the IKEA Concept An ambassador of the IKEA Values Marketing the IKEA Way Corp and Commercial PR guidelines Rich knowledge about IKEA range, with focus on LSB and IKEA long term priorities Rich local market knowledge
Motivation IKEA vision & business idea Strong interest in home furnishing and improving life at home and love to share externally Energy on building strong IKEA brand in local market Working with people and active communication Continuous improvement
Capability Able to influence people with strong local market insight and IKEA way of marketing communication Able to build up close relationships with local media & KOL Ability to lead PR activities, from event to interview Have highly effective and creative written and verbal communication skills. Able to lead and coach local PR agency
Main Responsibilities and Duties Establish close relationship with local media and KOL • Update and prioritize local media and KOL list frequently, have deep understanding of key influencers in local press and online environment • Keep close contact with and feed the interest for home furnishing to local media and KOL via frequent visit, news launch or special range experience, greetings, business lunch, social activities etc
Secure good exposure of IKEA brand in local market • Execute national PR action locally well with deep understanding and relevant local insight analysis • Secure good and strong brand image related to event from both visual and copy perspective
Bridge the inside (store & SO PR) and outside (society) • Sharing latest national and local news of IKEA with local media and KOL. Make the outmost of global PR material and national approach, including social- and environmental issues. Take especially good care of core business as stated in Business plan and create messages around quality, low price, design function and sustainability. • Sharing latest trend and news around life style, home furnishing, social & environment in the organization
Create PR possibility for local store with good combination of IKEA long term priority and local market situation • Always stay in contact with what is going on locally on blogs, talk of the town and local press • Catch good opportunity, create news around living with children, storage and small space living
Close co-operation with local IKEA FAMILY to create synergy in local marketing communication • Creatively attract FAMILY members attention to PR event to create bigger noise on local media and web environment • Involve key influencers among local FAMILY members into PR event
Contact person of interview by media for customers complains (for stores who only have PR specialist) • Duty One:Connect with CR or other function to identify the real issue and response to journalists in a proper way. • Duty Two: be able to work with SO social media team to monitor and manage the proper response to online user and draw indication to store if needed.
Good understanding HF and life at home of local PR partner • Always invite local PR partner to experience news and key range and stimulate their interest in life at home prior to going externally
Our team is the voice of IKEA. We use words, pictures and videos to tell the story about IKEA, to build our brand and inspire people with our offer. We bounce ideas back and forth, we challenge each other and we are crazy passionate about communication. Of course we’re also the ones who make sure to keep all our fellow co-workers informed, engaged and connected in a constantly changing business environment.