Inside Goodrel: Founder and PR-strategist

Meet Goodrel Founder Asbjørn Riis-Søndergaard, PR Strategist

What do you work with in your role, and what motivates you most in your day-to-day work?

“I’ve worked with PR on the client side in the fashion industry for several years and in a NGO-foundation, and today I advise brands on PR strategies that fit the current media landscape. I’m motivated by creative storytelling - and by seeing the brands we work with grow when they gain visibility, media coverage, and become part of the conversation in an authentic way.”

What made you choose to start Goodrel?

“I wanted to work as a PR-consultant, but felt there was a lack of a strategic agency in Denmark that was strong in combining traditional national media and the new global, digital media landscape. I feel confident that we have something incredible to offer the world for the years ahead”

I’m motivated by creative storytelling - and by seeing the brands we work with grow when they gain visibility, media coverage, and become part of the conversation in an authentic way.

How would you describe the culture and collaboration at the office?

"Creative, informal, and relaxed - but professional. For me, the most important thing is having the time to deliver quality work and follow our passion. I truly believe that freedom and flexibility enable the best, most efficient results, but only if there’s also a shared sense of responsibility as a team.”

What is one thing people might not know about you - professionally or personally?

“When I was younger, I spontaneously signed up for a freestyle rap competition in Aarhus. Despite the nerves, I somehow ended up winning it.”