The PR Opportunity In Iceland


Logo of GCI Group Until the present time, the Icelandic PR style has been more of a "shoot-from-the-hip" approach, but as the exposure of Icelandic companies to international markets has increased so dramatically over the past years the demand for more cultivated PR has risen.




The business of public relations is a relatively new business in Iceland. As such, it can be claimed that it is a rather immature business compared to public relations as a business sector in other developed countries. Therefore, it is our view at GCI Iceland that the Icelandic PR market possesses vast possibilities for PR firms that apply the methodological approach. Until the present time, the Icelandic PR style has been more of a “shoot-from-the-hip” approach, but as the exposure of Icelandic companies to international markets has increased so dramatically over the past years the demand for more cultivated PR has risen.

In a way the economic situation in Iceland today is not so un-similar to that of Europe at the end of World War II. When Iceland became part of the EEA in January 1st, 1994, several economic restrictions and trade barriers were lifted, and the Icelandic economy started developing in a more “normal” fashion. When World War II ended, Iceland was one of the poorest and least developed economies in Europe. Since then, a lot has happened and today Iceland is one of the richest economies worldwide in per capita terms. We are in spite of this a very young economy and the symptoms of adolescence are evident; in recent years the economy has been booming so rapidly that all measures to contain the growth have made close to no impact. Foreign analysts have warned about this development, but it is easier said than done to turn about the growth process. Granted, the economy has suffered from growing pains but the overall trend is still upwards, and Icelandic companies are starting to make an impact on international markets. This is especially true for the financial, retail and high-tech markets.

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About the author

Gudjon Palsson
CEO, GCI Iceland

GCI Group