We have sat on both sides of the desk.

PRM.no was built because we kept seeing the same thing repeat itself: organisations with good stories that did not get through — not because the story was weak, but because it was sent to the wrong place, in the wrong way, or never written at all.

The service ran for years, with clients from business, public agencies and non-profits. It has now been rebuilt — on the same premise, but on a new technical platform.

What we bring with us

Two decades of work towards Norwegian newsrooms have given us something that cannot be bought: we know what ends up in the bin at a news desk, and why.

It is not the number of recipients that decides whether a story gets picked up. It is whether the right person recognised news.

It is also why we say so when a story does not hold up. A client who sends five weak releases gets filtered out by the newsrooms, and then it does not matter how good the sixth one is. A sender's reputation is a resource that can be used up.

What is new

The new platform is built with three things that did not exist back then:

• A register that is maintained systematically. Addresses that do not work are removed, rather than tried again at the next sending.
• Reporting per sending. Which newsrooms received the story, what got through, what was opened.
• Privacy built in. Journalists in the register are named individuals. They must be able to request access, correction and deletion — and someone who asks not to be contacted must be left alone everywhere, immediately.

Desken AS

Desken AS is an Oslo-based company combining communication, marketing, sales and AI-driven product development for Norwegian organisations — and which develops, owns and operates its own digital services.

Read more at desken.no →