PRWA Exchange Program: Nowa Empower & thepublic

The PRWA Exchange Program was designed to expand professional expertise and experiences of our member agencies and their employees by giving them an opportunity to work at another member agency for a period of time.

In this blog post, we bring you along to an exchange with Clara Holmberg from Nowa Empower in Gothenburg, Sweden, who spent a week at thepublic in Stuttgart, Germany. Clara answered a few questions about her experience, which you can read below.

What are the most important lessons and key takeaways from your stay at thepublic?

During my time at thepublic, I gained numerous valuable insights thanks to the team’s inclusive approach to sharing both methods and knowledge.

The most exciting overall aspect was observing how PR and communication strategies are managed across different markets and understanding how these practices influence an agency’s strategic planning. I was also impressed by the agency´s forward-thinking vision for the future  – especially in how you are integrating AI and the team’s interest and focus on sustainability issues.

What new tools and new ways of working are you bringing back to Sweden?

We will certainly look into the way the agency utilizes programs that support its operations – in particular how you present results to your clients and your use of new creative AI programs to help brainstorm ideas or even generate new concepts.

What surprised you while staying with us?

I was pleasantly surprised by how similar we are in terms of project management and client relationships, which made it easier to relate to your methods and appreciate the nuances.

I also found it fascinating to observe the similarities between how the media functions in Germany compared to Sweden. For example, both countries have a strong commitment to public service broadcasting and a diverse media environment. At the same time, there are notable differences. The media landscape in Germany is more diverse, featuring a strong regional media presence and a much broader range of industrial media outlets.

Is there anything you liked and would like to implement back home at Nowa?

There are many things, but one aspect that stands out is your projects within community management. I believe that a client project of this nature would be an excellent fit for us at Nowa. We have a few clients who we believe would greatly benefit from this type of service.

Would you recommend this practice (agency exchange within PR World Alliance) and why do you think it is important/valuable?

Absolutely. It’s not only beneficial but crucial to have this type of exchange. It applies to all levels of employees in the organization. We often believe we have a good grasp of how others work, but rarely do we get direct insights into the strategic and operational workings of other PR agencies, even within Sweden. It’s evident that you are a skilled and curious team, and that is truly inspiring.

What did you like most about Stuttgart/Germany/the area? What was your favorite attraction, highlight of the trip?

Stuttgart is an incredible city. My favorite activity was taking the morning train over Stuttgart’s green valleys while admiring the stunning city center.

I will never forget the extraordinarily generous champagne tasting I experienced in Munich. I am especially grateful for that.