My PROI exchange experience: Stockholm edition

Last year, I was lucky enough to be selected to take part in Wildfire’s third annual PROI Exchange Programme, an initiative designed to foster cross-agency learning, collaboration, and cultural exchange within the global PR community.

For my exchange, I chose to spend my week at Gullers Group in Stockholm, Sweden, to experience what it’s like to work in a large integrated agency. 

Having never been to Sweden before, I was particularly excited to immerse myself in a new country, explore its culture, and learn how PR is practised in a completely different country. And it’s safe to say I learnt a lot! 

Exploring a new way of working: the integrated agency model 

I had the opportunity to observe the differences between PR in Sweden and the UK. In Sweden, PR tends to be more relationship-focused, with a strong emphasis on long-term strategies and transparency. The media landscape is also much smaller and if one publication runs a story, other journalists won’t want to cover it. Exclusive stories are key. 

This approach was in contrast to the more fast-paced, often direct style we’re accustomed to in the UK, where journalists are working under tight deadlines with small teams. While there were certainly similarities – like building strong relationships with key contacts – it was interesting to see the differences in the media landscapes.

Another contrast was the agency structure – Gullers Group operates as an integrated agency, combining PR, advertising, and digital services under one roof. This was a refreshing change, and one I was eager to learn more about. 

I spent my week talking to different people from various departments, from video to web design, to the public affairs team. I saw firsthand the importance of collaboration across departments and how the integrated model allowed for a holistic approach to client campaigns, where Gullers really could offer it all under one roof.

Personal challenges and opportunities

Being in a new environment, working with new people, and adjusting to a different work culture definitely pushed me out of my comfort zone. 

I started the week by heading into the office first thing Monday morning, joining the in-person all-agency meeting (in Swedish) and then sharing a presentation about myself and Wildfire to a room full of 50+ people – all before 9am. Despite the initial nerves, it gave me a huge confidence boost and allowed me to meet new people who I would never have met otherwise.

There were moments of uncertainty, especially navigating the language barrier and adjusting to a workplace of 100+ people. 

By the end of my exchange, I felt more resilient and capable, with a renewed sense of self-assurance in my professional abilities. I learnt from everyone at Gullers Grupp while also sharing what I and the rest of the team at Wildfire do on a day-to-day basis and showing off our work and campaigns. 

The Swedish culture

Outside of the office, one of my favourite aspects of the trip was getting the chance to experience Swedish culture. From the city’s rich history and stunning architecture to the vibrant atmosphere set among the lovely little restaurants and cafes, I met the friendliest people along the way. 

And yes, I went to the ABBA Museum and absolutely loved it – I recommend it to anyone visiting Stockholm! 

I was able to experience Swedish traditions, like fika (the daily coffee break), and learn about the importance of work-life balance that is deeply embedded in the culture. The Swedes' laid-back yet efficient approach to work and life was refreshing, and it gave me a fresh perspective on how to approach my own work back at home.

An experience I’d recommend to anyone

Having the opportunity to work in a different agency environment, experience the Swedish culture, and collaborate with talented professionals has been a real career highlight for me. Not only did it enhance my confidence, but it also challenged me to adapt and grow in new ways.

I’m so grateful to Wildfire for the chance to be part of the PROI Exchange Programme. I’d recommend it (and similar opportunities) to anyone in PR looking to gain new insights, expand their network, and experience how different markets approach communications. 

But don’t just take my word for it! Have a read of what my colleagues Megan Hill and Ben Musgrove had to say about their own PR exchange experiences in LA and Manila — you might just be inspired to go on an adventure of your own.