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From online brochure to online ecosystem – has your website evolved with the times?

Posted on by Laura Lewis

The adoption and integration of AI tools have transformed how we find and engage with information. Generative tools are now embedded into our working lives, and “answer engines” are increasingly summarising results before a single website link appears.

Where SEO and search engine ranking once kept marketing teams busy, the goal has now changed. Today, the golden ticket is ensuring that AI draws information from your website and not someone else’s.

Let’s put this in context. Picture the scene: Erik, a production engineer in Stavanger, is tasked with finding an oil service company to manage solids on a high-rate well. He doesn’t turn to Google. Instead, he pastes the brief into an AI assistant because it’s faster than trawling through ten PDFs. The assistant returns a tidy plan with cost bands and citations. Erik now just needs to validate it – so he clicks on the source: ideally, your website.

This behavior isn’t fringe anymore. Official SSB data suggests that in 2025, more than half of Norwegians aged sixteen to seventy-nine used generative AI tools in the preceding three months. The habit is normalising.

Why this matters for your website

The shift in search behavior changes what your website needs to be.

It’s no longer enough to have a digital brochure that lists services and contact details. To be visible, and credible in an AI-driven world, your website must function as part of a larger digital ecosystem.

AI systems, and the humans that are steering them, reward companies that demonstrate expertise, structure, and accessibility. That means your website needs to do more than look good; it needs to work hard, feed your other channels, and actively support business growth.

From brochure to ecosystem

In a connected digital environment, your website, content, SEO, social media, campaigns, analytics, and even CRM or lead-generation tools need to work together to support business goals and build credibility.

In practice, this means a website should:

  • Act as the core hub for all digital communication
  • Integrate with other tools such as analytics, lead tracking, and social content
  • Support business development through structured content and clear user journeys
  • Reflect technical expertise while making it easy for clients to find what they need
  • Evolve with the company – not just visually, but strategically

A website should operate as an active business tool – capturing insight, driving engagement, and connecting every digital touchpoint to measurable outcomes.. Think active and purposeful. Not static or cosmetic.

The reality of the shrinking the click pool

With AI summaries now increasingly sitting above everything else, fewer people click through to the links beneath. That shift won’t reverse.

If clicks are scarcer, the winners are the sources which both assistants and humans perceive as authoritative. That means your best thinking and proof points must sit on your website. They need to be presented with clarity, structure, and evidence, so that your site is easy to cite and easy to trust.

When Erik scrolls past the overview and chooses a link, he’s looking for depth and decisiveness. Your job is to meet that intent: answer the question clearly, show your workings, and reduce risk with specifics (numbers, ranges, methods, standards).

Professionals aren’t wary of AI anymore; they’re wary of false claims. Your website exists to lower that risk with verifiable detail and practical guidance.

What to publish

You need to build a credible bank of relevant content.

  1. Start with the questions your buyers keep asking.

Give credibility to your content through transparency and clarity – what to expect, how it compares to alternative options, typical pitfalls, and realistic outcomes.

If you make third-party references or claims, include a source link. If you’re including data, try to add a table, diagram, or chart – anything that turns a paragraph into a reference point. The goal is to make your page something an engineer would bookmark and an AI assistant would happily cite.

  • Optimise for SEO and AIO (AI optimisation): Traditional SEO still matters, but it’s no longer the whole story. You need to optimise both for search engines and for AI assistants that scan, summarise, and cross-reference your content.

Practical steps include:

  • Use clear structure: Break content into logical sections with descriptive H2 and H3 headings that mirror the questions your buyers ask.
  • Be intentional with keywords: Use natural, topic-relevant phrases in headings, introductions, and meta descriptions – not keyword stuffing, just clear signals.
  • Add context and connections: Include internal links to relevant case studies, product or service pages, and FAQs. This helps both users and AI understand how topics fit together.
  • Show who’s behind the content: Add author names, roles, and (where relevant) technical backgrounds. Expertise and accountability build trust.
  • Make it personal and current: When you publish the content, add a short intro when sharing it on LinkedIn or email, link back to the article, and include a “last updated” date on the page itself. Regular updates show that the information is maintained, not abandoned.
  • Think in answers, not slogans: Open sections with direct, concise answers to the question, then expand with detail, examples, and references. This mirrors how answer engines work. If SEO helps people find you, AIO helps AI understand and trust you. You need both.

3. Build depth, not just volume

A handful of strong, well-structured articles will do more for your digital ecosystem than thirty thin blog posts. Focus on:

  • Topics that sit close to your core services
  • Processes or decisions that carry risk or cost for your buyers
  • Areas where you genuinely have stronger insight than your competitors

Depth signals seriousness. It tells both humans and machines that you’re not just joining the conversation, you’re equipped to lead it.

4. Keep it alive

An ecosystem needs maintenance. Schedule periodic reviews of your key articles to:

  • Refresh data, examples, and standards
  • Add new case references or lessons learned
  • Retire or merge outdated content

This isn’t about chasing trends; it’s about making sure that when someone lands on your article – or an AI pulls from it – the advice still holds.

Turning your website into an ecosystem

For many companies, the gap isn’t ambition, it’s capacity. Teams know their website should be doing more, but time and resources are focused on operations, tenders, or delivery.

We work alongside our clients to help create content plans and develop consistent articles to support business ambitions and help share their story.

We started this process with FourPhase back in 2022, before AIO was even a concept. Today they have a bank of specialist insights – structured, searchable, and increasingly cited by AI tools.

In an AI-driven world, this is no longer a “nice to have”. It’s how your website earns authority. So if you haven’t already, move the mindset for your website from online brochure to online ecosystem, and let your expertise do the heavy lifting.

Networks that open doors 

Posted on by Cathrine Pierce

Morning Focus with Mari Danielsen Lunde

Who helps you find your way when you step into a new industry or move to a new location? On Tuesday 18th November we opened our office doors, ensured everyone had a a coffee in hand and explored how professional communities can make the “hard to crack” maritime industry feel more open, steerable (pun intended) and human.  

Mari Danielsen Lunde, Shipping Operation Manager at Equinor and Board Member of The International Propeller Club of Norway talked about her own experience in this.  

Mari brings a career that stretches across energy and shipping, with international projects in Canada and South Korea. Today, she leads Equinor’s Shipping Operations department for oil and product tankers. Outside of work, she is an opera singer (we know, very cool!) and music enthusiast.  

This blend of operational responsibility and creativity shaped the tone of the session. Inviting others in the room to join the conversation, the morning became collective exploration of how to best connect and help each other professionally.  

What do you think? Are opportunities shaped by proactiveness alone, or do we also need a bit of luck to meet the right people at the right time?  

Mari Danielsen Lunde, Shipping Operation Manager and IPC Norway Board Member

Community as a career catalyst 

Mari described shipping as an industry that can feel insular and closed in from the outside. Much of what really matters lives in trust, long-term relationships and informal networks built over time. For people arriving from other sectors or countries, entry into the Norwegian maritime industry can feel more like decoding a culture than applying for a job. 

Professional networks, she argued, are one of the most effective ways to bridge that gap. Rather than being purely about “contacts”, they create visible, low-threshold arenas where people can meet on equal terms.  

A morning gathering, an evening event or a club meeting can be a first step into conversations that would never happen in a formal interview setting. Over time, these encounters translate into insight into who does what, where decisions are made, and which challenges the industry are grappling with. 

Sinem Ogis, Chair of IPC Norway

The power of networks

Mari described shipping as an industry that can feel insular and closed in from the outside. Much of what really matters lives in trust, long-term relationships and informal networks built over time. For people arriving from other sectors or countries, entry into the Norwegian maritime industry can feel more like decoding a culture than applying for a job. 

This is one of the reasons Mari chose to get involved in The International Propeller Club of Norway. The vision of IPC Norway is to build a network across the maritime sector, not just traditional shipping. That means bringing together people from ship operations, ports, energy, services, finance, law and technology, and giving them a shared arena to share experiences and perspectives.  

In the end, what Mari highlighted is something many of us recognise but rarely articulate: careers don’t grow in isolation. They grow through people – the ones who answer questions, open doors, and make a new landscape feel navigable.  

In a sector where trust and access shape opportunity, networks help level the playing field, especially for those stepping into something new.  

That’s exactly why we’re going to keep creating spaces like Neon Nights and Morning Focus. Places where conversations spark, ideas move, and connections turn into opportunities. 

If you haven’t joined us yet, consider this your invitation! 

People at the Morning Focus event

This is Norway – A market entry and growth guide for energy and maritime companies

Posted on by Cathrine Pierce
Download the Guide

In 2025, Norwegian oil and gas investment has remained at high levels as operators mature new field developments and sustain drilling activity across the Norwegian continental shelf.

According to Statistics Norway, total oil and gas investments are expected to peak at around NOK 275 billion in 2025, before easing slightly to around NOK 230 billion in 2026.¹

At the same time, Norway is accelerating investment in green and efficient shipping, reinforcing maritime activity as one of the nation’s most significant export arenas.²

Government initiatives such as the UK–Norway Joint Strategic Partnership (2024) and the Green Industrial Partnership (2025) highlight Norway’s commitment to collaboration and cross-border innovation — drawing on global learning to fast-track the green transition and the path to net zero.

This blend of large-scale offshore projects, ambitious decarbonisation goals, and high public expectations for transparency makes Norway unlike any other market.
Decisions made in Oslo, Stavanger or Bergen often ripple into European energy conversations and shape the agendas of international events like Nor-Shipping and ONS.

For international energy and maritime companies, success in Norway isn’t simply about entering the market – it’s about understanding the values that shape it.

Credibility here is built on openness, technical integrity, and a clear commitment to safety and sustainability.

That’s the purpose of “This is Norway”. We’ve created this guide to help brands communicate in a way that resonates with Norwegian audiences and aligns with local expectations.

For almost 10 years we’ve been supporting international energy and maritime brands. As a Norwegian company, with an international team, we combine deep local understanding with global marketing expertise.

Culture shift: comms Leading the Way 

Posted on by Cathrine Pierce

When was the last time you challenged your own practices?  

The willingness to rethink and reimagine is what makes communication such a powerful force for transformation. 

It was also a theme that came to life in our recent Morning Focus. We were joined by Ruth Siri Espedal Lycke, Head of Communications, Life Cycle at Aker Solutions, who gave us an inspiring answer, showcasing how internal communications is more than a function, it serves as a spark for culture change. 

Ruth brings decades of experience spanning journalism, corporate communications, and internal culture building. Her passion for storytelling and employee engagement shone through as she shared the evolution of Aker Solutions’ Life Cycle, a bold initiative designed to activate employees and build a culture of continuous improvement. 

Communication as a Tool for Change 

For a global company like Aker Solutions, with over 4,000 employees across offices, workshops, and offshore teams around the world, connecting people is no small task. Rising costs and the demand for efficiency meant the organisation needed to engage its teams in meaningful ways that went beyond standard corporate messaging.  

Ruth explained that traditional best practices like polished corporate emails, and top-down directives, no longer resonates in today’s fast-paced environment. She quoted Adam Grant: 

“A lot of your best practices were built in a world that no longer exists. Instead of clinging to them, you need to look for better practices.” 

This mindset led to the creation of the Life Cycle, a 15-minute live event every Friday. With the goal to spark dialogue, share improvements, and make employees feel like active participants in shaping the organisation’s current and future operations. 

Power of Playful, Inclusive Communication 

Ruth emphasised that successful internal communication doesn’t require huge budgets or advanced multimedia skills. What matters is creativity, commitment, and management buy-in. Additionally, Aker Solutions took full advantage of the opportunity to be playful internally by incorporating AI animations, a theme song, and creative brand elements. This helped to connect with employees in a way that was approachable and relatable. 

Life Cycle features a panel of diverse employees each week, offering different perspectives on topics ranging from technical solutions to people-centred achievements. This format has been particularly effective for geographically dispersed teams. The approach also encourages vulnerability and courage: success isn’t guaranteed, but attempting new methods fosters trust and engagement. Since its inception, Life Cycle has attracted 300–600 attendees per week, and managers are now starting to integrate the content into team meetings and in workshops to broaden participation. 

Perhaps the most impressive outcome has been the increase in employee ownership and initiative. Staff are now proactively reaching out to leaders like Pål Eikeseth, EVP Lifecycle, with suggestions to improve processes. This is a clear indication that communication can directly influence business performance and operational efficiency. By leveraging communication strategically, Aker Solutions has turned storytelling and employee engagement into tools for driving operational excellence.  

Ruth emphasizes that Communication is an enabler for driving cultural change and a support for leadership. Still, it is the direct communication between leaders and employees in meetings and leadership actions that has the greatest impact. 

Morning Focus

Networking and peer focused events, like Morning Focus, are invaluable for communication and marketing professionals as they provide a space to pause, reflect, and learn from innovative leaders who are challenging traditional practices.  

The session reminded us that courage and creativity are the building blocks for bold communication strategies. And bold communication has the power to transform how organisations operate. For those in internal communications, the insights Ruth shared are immediately actionable: from creating inclusive formats to experimenting with playful storytelling. 

If you missed this session, don’t worry – Morning Focus will return in November.
Stay tuned for updates!

AI can write content, but here’s why the human touch still matters

Posted on by Valentina Casasola

It’s a Monday morning in mid-September. First thing in the week, I want nothing more than a cup of coffee, a quick scroll through my emails, maybe a glance at the news or LinkedIn updates. But lately, I’ve noticed something strange: my feed feels… flat. 

It’s the same overly enthusiastic, “guru” tone everywhere, peppered with emojis, every word capitalized like it’s shouting at me. Honestly, it’s uninspiring. Social media is spammed by ChatGPT and Copilot worded posts. We keep posting content pretending it’s authentic, when the opposite is the case. Everyone is basically just pretending. 

Let’s be honest: this stuff might fool some people, but a “geriatric millennial” like me? Not so much. I was there when the digital world started opening up and remember when people poured hours into writing genuine blog posts, keeping them alive with consistency and passion. I witnessed the rise of social media. I’ve worked in companies that invested real time, money, and creativity into building a unique voice across websites, campaigns, and channels. 

But today, everything feels different. AI tools haven’t just arrived to help us: they’ve replaced authentic human voices. And somewhere along the way, we stopped using our own creativity. We got lazy. We convinced ourselves that being good at prompts makes us experts in communication and personal branding. But here’s the question that keeps bugging me: where did creativity go? Where did authenticity go? Is it that our perspective and perception also changed?  

Are we still able to discern what is “INSTRAGRAM” vs “REALITY”? Are we still able to see the world without filters? 

Just a few philosophic questions to start the week! 

Jokes aside and spoiler alert: I think that human voices still matter. 

The power of authentic content in 2025 

In a world flooded with content, what truly stands out isn’t just clever headlines or SEO tricks: it’s authenticity. People want to hear and read stories that inspire, educate, and actually add value to their lives. Something they can relate to. Authenticity isn’t optional, it’s everything. 

Sure, AI platforms like ChatGPT, Gemini, CoPilot or Jasper can generate text quickly, based on data and patterns. But they still lack the human spark: the imperfect, emotional, real element that makes content engaging and relatable. 

If you’re wondering why your unedited, low-res casual photos of the team get more engagement than a perfectly polished, on-brand carousel, well, you already have your answer. 

It’s a changing landscape. 

This is just the state of things right now. When I started writing this blog some months ago, it looked very different. I’ve had to update it again and again, because AI is evolving at lightning speed. Tools that seemed impossible twelve months ago are now part of our everyday workflow. 

And yet, one thing hasn’t changed: AI still can’t replace human creativity or the personal touch. Yes, it gets (terrifyingly) sharper every day: it learns from our feedback, our experiences, our corrections. But it’s still not there. 

Ipnocrazia

I’m thinking here about the fascinating case of the Italian philosopher Andrea Colamedici and his book Ipnocrazia, that appeared on the shelves this spring 2025.  WIRED described it as an “Acclaimed Book About Digital Manipulation”. The book was created through a process of philosophical co-writing with artificial intelligence systems, under the pseudonym Jianwei Xun, a fictional character who, according to the author, represents a “collective of human and artificial intelligences.”  

At first, it was released in only 70 exemplars, but it quickly became a success: selling over 5,000 copies and translated into multiple languages. Then came the controversy. Critics felt deceived when they discovered it had been written with AI. Some reviewers even accused Colamedici of “cheating” the literary world; El País initially reviewed the book positively, only to retract their article once the AI involvement was revealed. 

But here’s the nuance many missed: Ipnocrazia was written with AI, not by AI. There’s a huge difference. In fact, creating a book using AI tools isn’t as simple as typing prompts. It’s a slow, intentional, and highly iterative process. Colamedici didn’t just copy-paste chatbot text: he steered the conversation, refined the language, added philosophical structure, and elevated the raw output into something that could stand as a serious work of thought. Without his guidance, editing, and intellectual framework, the manuscript would have been meaningless. 

What makes Ipnocrazia so intriguing is exactly this tension: it’s not “pure” AI work, nor is it a traditional book. It’s a hybrid experiment, showing what happens when human creativity collaborates with a machine. And maybe that’s the uncomfortable truth we’re all grappling with: AI can impress us, even inspire us, but it still depends on the human mind to give it direction and meaning. 

So maybe the real question isn’t how far AI can go, but how far we let it go. Where do we decide to stop? Where do we draw the line? 

Ipnocrazia text book cover

AI enhances, not replaces, human work: a creative partner 

Beyond the ethical concerns, one truth stands out: the human element remains irreplaceable. As Tim Soulo, CMO of Ahrefs, puts it: “It’s your knowledge and unique ideas that make your content useful and interesting. Everything else is secondary.” 

From philosophical / social experiments to marketing and communications, the lesson is the same: text produced solely by AI falls short. Human intervention is essential. Yes, AI-generated content is becoming more polished, but search engines like Google are constantly refining their algorithms to detect and prioritise human-driven work. Why? Because AI often misses the details (and we all know how important they are), the cultural context, and the emotional nuance that define truly great writing. 

A forward-thinking copywriter should ask,
“How can I improve with AI?” rather than “Can AI replace me?” 

My final 2 cents on the topic. 

AI is moving faster than we can fully process. It’s powerful, and it’s here to stay. But it isn’t the protagonist of this story – we are. Used well, AI can amplify creativity, speed up the boring stuff, and free us to focus on what really matters. But it can’t replicate the spark that makes content truly resonate: our curiosity, our imagination, and our ability to connect with other human beings. 

So, before you slash your marketing budget and hand the keys to automation, remember this: content is still king. And the best content doesn’t come from an algorithm. It comes from people – thinking, questioning, creating, and daring to tell stories that matter. 

Why Now Is the Time to Plan Your Next Exhibition

Posted on by Valentina Casasola

From global shows like ADIPEC and ONS to specialist events across renewables and geothermal, securing the right location, message, and execution takes time. That’s why experienced teams start now, not later.

Our Exhibition checklist: more than just a To-Do List

With years of experience, we’ve created the Project Neon Exhibition Checklist. This is not just a list – it’s a living, breathing framework designed to get you thinking and ensure no detail is overlooked.

This checklist covers everything from the essentials (stand design, power requirements, and shipping deadlines), to the finer touches (branded giveaways, lead capture tools, and post-show follow-ups).

It includes every aspect of the event lifecycle and provides a discussion framework to ensure everyone has clarity, accountability, and peace of mind that all bases are covered.

Having spent years sharing this checklist with our clients, we’re now sharing it with you!

Download it now and be empowered! We hope it helps you, or others in your organisation understand the full scope of what goes into a successful exhibition. Use it to align teams, streamline communication, manage budgets and reduce last-minute surprises.

Get a copy of this checklist now:

Download the checklist here

Why start planning now, not later?

Take ONS 2026, for example, with the show just one year away, the countdown to ensure your presence is successful, has already begun.

 So don’t delay! Here are some reasons why early planning matters:

  • More creative freedom: With more time, we can explore bold, innovative design concepts that truly stand out.
  • Better budget control: Early planning allows for smarter allocation of resources and avoids last-minute costs.
  • Prime positioning: Early birds often get the best stand locations, closer to foot traffic and key industry players.
  • Stronger messaging: You’ll have time to refine your brand story and align it with the event’s theme and audience.
  • (Almost) Stress-Free execution: Let’s be honest – planning events can feel like trying to do five things at once with a deadline ticking. When you’re considering logistics, procurement, design, campaigns and approvals, the more time you have the more you can breathe a little easier.

We’ve supported clients at some of the world’s most influential energy and technology exhibitions, including:

  • OTC & ATCE (USA)
  • ONS & IADC (Norway)
  • Offshore Europe (UK)
  • ADIPEC & MEOS (Middle East)
  • AOG & EXA (Australia)
  • IPTC, OTC Asia & APM (Asia Pacific)
  • GeoTHERM (Geothermal)
  • Global Offshore Wind (Renewables)
  • EAGE & IMAGE (Geoscience)
  • Norshipping (Shipping)
  • AquaNor & Nor-Fishing (Aquaculture)

Whether you’re launching a new product, building brand awareness, or strengthening industry relationships, we’ve helped our clients stand out with purpose and precision.

“Project Neon made our ONS presence unforgettable. From concept to execution, they nailed every detail.” – Elisabeth Balchen Gundersen, TCO

With years of experience in sector relevant event management, we can help you with your next event. So, whether it’s a modest shell scheme or a show-stopping custom build, give us a shout if you want an exhibition partner who knows the global event landscape.

Maximise Your Conference Presence Off the Stand

Posted on by Cathrine Pierce

Big industry events can feel like a game of visibility: who has the biggest stand, the flashiest booth, or the boldest giveaway?

But here’s the truth – to really stand out it’s not all dependant on your presence on the show floor.

By adopting a clever mix of creativity, visuals and a well strategized deployment plan, a wider campaign can help you get the best return on your investment.

With the right mix of digital tactics, you can take your exhibition messages and campaigns beyond the show floor. Let’s explore why and how you can bring in your wider audience and ensure your brand gets noticed, beyond your physical stand.

Why invest in your digital presence?

Investing in your digital presence helps boost your brands visibility at a strategic time. Before, during and after the event, as well connected campaign builds credibility, drives engagement, and creates more measurable opportunities for growth.

Importantly it drives people towards your owned platforms, whether that is your stand or your website.

With exhibitions you never know who is going to pop by your stand, but digital campaigns deliver more specific results:

  • Pinpoint targeting – reach only the audiences that matter
  • Trackable ROI – get the data on what’s working
  • Lead generation – build connections beyond the event week
  • SEO lift – boost your visibility long after the show
  • Guaranteed eyeballs – have your name seen beyond the physical stand
  • Smarter spend – options for every budget
  • Use repurposable content – create talking points by using videos, interviews, and articles that keep working for you. It is important to remember that content is not a ‘single-use’ item. Develop insightful content and it can be used repeatedly across different platforms and spark conversations when they matter.

What tactics should you consider?

Here are some top tips for boosting your digital presence and gaining brand awareness beyond the show floor. All of these can be deployed during events to connect and extend your message:

Own the spotlight with video interviews

Step into a professional studio, sit down with an industry editor, and walk away with a polished interview that runs on a top outlet.

Go hyper-targeted with digital campaigns

LinkedIn, Google, Schibsted in Norway – wherever your customers spend time, you can be there too. Define who you want to reach, set the budget, and let precision campaigns do the heavy lifting.

Make news travel further with sponsored articles

Got something important to say? Place it directly in front of your audience during the conference. Speak with the media sponsors of an event and ensure your updates land with the right people at the right time.

The takeaway

A physical stand might look impressive but supporting it with a connected and strategic digital presence gives you additional opportunity, flexibility, and quantifiability. By choosing the right mix of media and messaging, you can push your brand beyond the show floor, reach the right people, and make your event budget work harder for you.

How can your brand break into the Norwegian media?

Posted on by Cathrine Pierce

If you’re an international company looking to enter Norway, visibility matters. But it needs to come through the right channels in a way that builds trust. In Norway, earned media still carries significant weight. It remains one of the most effective ways to establish credibility with investors, local partners, and future employees.

So how do you get covered by a respected outlet like Dagens Næringsliv, Teknisk Ukeblad, Aftenposten or a regional newspaper? And does this kind of media coverage matter?

Norwegians Still Read Traditional Media Outlets

Norway has one of the highest rates of news readership in the world. In 2024, 58 percent of the population read online newspapers. Among university-educated Norwegians, 80 percent follow the news daily, and 90 percent weekly.

And they are not just reading passively. Forty percent pay for online news subscriptions, placing Norway at the top of 47 countries surveyed by Reuters. Trust in media also remains high with 55 percent of Norwegians saying they generally trust what they read[1].

Positive media coverage therefore offers a unique opportunity to increase awareness and trust for your company. If you have something meaningful to say, your audience is listening.

A Different Kind of Storytelling

What often earns media attention in the UK or US, like grand announcements, bold personalities, headline-chasing angles, may go unreported in Norway. Norwegian media tends to prioritise stories that have local or national relevance. Public interest, economic impact, and policy alignment often take precedence over company promotion. Praise is measured and claims are examined carefully.

A recent BI study highlighted the subtle influence of Janteloven (the Law of Jante) in Norway and how it encourages media scrutiny on ventures that fall short, debt and failed projects. The Law of Jante is a social code that discourages individual success and standing out, promoting humility and conformity instead.

As a result, celebrating company successes are rare, unless the success positively affects the country or a local economy [2].

That doesn’t mean good news is ignored. But for your company to be featured, your story must offer something concrete. Norwegian journalists look for clear connections to the local economy, jobs, technological innovation, or the energy transition. A press release on its own won’t be enough. So, think about how you can build out the story to include interview opportunities, provide data to back up the story. Of course, good imagery also helps.

What Makes News, and What Doesn’t

Media interest tends to grow when your story includes investment in local communities, knowledge-sharing partnerships, or demonstrable benefits for Norway’s energy ecosystem. Journalists appreciate transparency around risks and outcomes, realistic projections, and a tone that avoids hype.

An example is when we collaborated with UK based BIG Partnership to manage local media activation for their client STR, announcing the opening of their new Norwegian facility. The result was a well-rounded media footprint that delivered exactly what STR needed: visibility in key outlets that matter to their industry and community. Coverage was secured in Energi24, Maritimt Forum, Haugesund Avis, and Radio Haugalandet, offering a blend of trade credibility and local resonance.

This media activation shows that when the framing is clear and the relevance is strong, international companies can gain meaningful visibility in Norwegian news outlets.

Want to Be Featured in Norwegian Media?

At Project Neon, we can help you tell your story in a way that fits the Norwegian context. We work closely with international companies to clarify their message, identify relevant outlets, and shape stories that speak to Norwegian values and priorities.

We guide you on tone, timing, and approach. We help you focus on what matters to local readers, from innovation and job creation to long-term contributions to the sector you operate in.

We are based in Norway, but our experience is global. We understand the expectations of both international executives and Norwegian journalists, and we know how to bridge that gap. Done right, media coverage can do more than raise your profile. It can open doors to new partnerships, signal long-term commitment, and build trust with the people holding the power to shape your current or future investment in Norway.

That’s what we help can you achieve. Not with spin, but with real stories that resonate.

[1] https://www.ssb.no/kultur-og-fritid/tids-og-mediebruk/artikler/norsk-mediebarometer-2024

[2] https://www.bi.no/forskning/business-review/articles/2022/01/skal-vi-fa-mange-suksessfulle-grundere-ma-det-bli-kult-a-feile-ogsa/