Interview with Cathrine Torp, Communication and Strategy Director The Norwegian Institute of Public Accountants

Could you describe your role as a Country Lead within the EACD?
Cathrine Torp: As a Country Lead within the EACD, my role is to represent the interests and needs of communication professionals in Norway. Facilitating networking and knowledge exchange among them is pivotal, with a particular emphasis on bringing the latest insights and news from academia. I work closely with #BI Handelshøyskolen (a private business school that has been ranked as one of the top business schools in Europe) in a Scandinavian partnership #NORA (Nordic network for communication managers and researchers).


What motivated you to become a Country Lead, and what specific goals or initiatives are you focusing on in your region?
Cathrine Torp: I was motivated to become a Country Lead because I wanted to make a positive impact on the communication profession in Norway, and to support the EACD’s mission of promoting excellence in communication across Europe. My specific goals include organising local events and workshops, building partnerships with communication associations and academia, and enhancing the visibility and engagement of the EACD among Norwegian communication professionals.


In your opinion, what are the key communication trends or challenges currently shaping the landscape in your region?
Cathrine Torp: The communication landscape in Norway is undergoing transformation due to the digital revolution transformation and the need to adapt to new technologies and platforms. Additionally, the increasing significance of sustainability and social responsibility is reshaping organisations, alongside the growing diversity and complexity of audiences and stakeholders.


Could you highlight any successful projects or collaborations you’ve been involved in?
Cathrine Torp: One of the successful events that I have been involved in was an EACD event in December, titled “The Importance of Organisational Agility”. We discussed a successful organisational agility project, which enabled the almost century-old Norwegian automobile association to stay relevant and meet the demands of the fast-changing mobility space. These events not only bring valuable insights but also provide an excellent platform for networking with peers!


Could you share your insights on the emerging communication trends and topics in countries within your region?
Cathrine Torp: Some of the emerging communication trends and topics that I have observed are the use of artificial intelligence and data analytics to enhance communication strategies and outcomes. Integration of communication with other business functions and disciplines such as strategy and new communication formats and channels creates new demands on both content and channels.


What advice or recommendations would you give to EACD members interested in engaging more actively with their Country Leads or getting involved in regional initiatives?
Cathrine Torp: My advice would be to join the EACD’s online community and social media platforms, where they can connect with other members and Country Leads. Attending regional and local events provides a great opportunity to network, learn from best practices, engage with experts, and stay updated on the latest news and events.


For EACD members considering launching communication initiatives in countries within your region, what practical advice or tips can you provide? Are there any mistakes they should avoid, and what strategies could be helpful in their efforts?
Cathrine Torp: For EACD members considering launching communication initiatives I advise to explore collaboration with academia and to leverage the EACD’s network and resources.


Why should your communications colleagues not miss the EACD Summit in Brussels this year?
Cathrine Torp: The EACD Summit in Brussels presents a unique opportunity for Norwegian communication professionals to learn from and interact with influential leaders and experts in Europe. The EACD Summit offers a rich and diverse programme of keynote speeches, panel discussions, and networking sessions, covering the most relevant communication topics and trends. The Summit is also a great chance to meet and connect, and not the least a fun and enjoyable experience! Don’t miss out – sign up now while the early bird rate is still available!