Scandinavia

Scandinavia is a region in Northern Europe consisting of three relatively homogeneous countries, namely Sweden, Norway and Denmark. For centuries, these countries and their populations have formed a social, economic, political, and last, but not least, a linguistic community. Despite this homogeneity, the discipline of public relations (PR) has not developed along the same track in Scandinavia. In Sweden, for example, PR started within state authorities and the first association for Swedish press officers working in the public sector was established in 1950. In Norway, the Norwegian Public Relations Club was created almost at the same time, in 1949. However, the Norwegian Labour Party was inspired by American PR ideas earlier, in the 1930s. In Denmark, the Danish Public Relations Club was not established until 1961, and its first members were all recruited from private companies.