Decisions

Decisions is a public relations and communications agency based in Copenhagen, Denmark, with a sharp focus on interest representation within the health and food sectors. Founded in 2021, the agency has quickly established itself as a specialist in navigating the complex regulatory environments that define these two highly regulated industries. Decisions approaches its work with a distinctly analytical and strategic mindset, combining deep sector knowledge with methodologies drawn from behavioral science and stakeholder management. The firm’s core belief is that political influence today is no longer merely granted through formal rights but must be earned through qualified, legitimate engagement—a challenge they are specifically built to address.

Strategic Approach and Methodology

Decisions operates from a proprietary strategy model that underpins all its client work. The agency places a strong emphasis on analysis—both qualitative and quantitative—to support its interest representation efforts. This analytical foundation allows them to map stakeholder landscapes, assess policy risks, and identify the most effective influence tactics for a given situation. A distinctive feature of Decisions is its integration of behavioral science into lobbying and advocacy strategies. By understanding how decision-makers actually process information and make choices, the agency designs campaigns and communication that are more likely to resonate. This approach extends to crisis communication, where behavioral insights can help manage public perception and maintain legitimacy under pressure. The firm’s methodology is designed to be both rigorous and adaptive, ensuring that their clients are well-prepared for the formal regulations (laws and executive orders) and the informal rules (industry self-regulation and societal norms) that shape their operating environment.

Core Services and Specialties

While Decisions is deeply specialized, its service offering covers the full spectrum of strategic communication for regulated industries. The agency’s work typically involves a combination of the following capabilities, all tailored to the health and food sectors:

• Public affairs and government relations, including policy advocacy and monitoring legislative developments
• Crisis communication and risk management, with a focus on maintaining organizational legitimacy
• Stakeholder analysis and management, mapping influence networks and engagement strategies
• Strategic communication and corporate communication for B2B audiences
• Campaign development and media outreach, including event planning and the annual Folkemødet
• Interest group strategies and interest representation (interessevaretagelse) for trade associations and companies
• Health communication and policy influence, leveraging behavioral science insights
• Academy and training services to build in-house advocacy capabilities

This list reflects a consultancy that is not a generalist PR firm but a targeted partner for organizations facing complex regulatory and reputational challenges. Decisions’ expertise in quantitative analysis further distinguishes its work, allowing for evidence-based recommendations that can withstand scrutiny from policymakers and the media.

Client Fit and Ideal Partnerships

Based in Copenhagen, Denmark, Decisions is best suited for organizations that operate within or adjacent to the health and food sectors. This includes pharmaceutical companies, medical device manufacturers, food producers, agricultural associations, patient advocacy groups, and health-tech startups. The agency is a strong match for clients who need to navigate the dense regulatory framework of the European Union and Danish national policies, particularly around food safety, pharmaceuticals, and public health. Organizations facing a specific policy challenge—such as a new piece of legislation, a public consultation, or a reputational crisis—will find Decisions’ analytical and behavioral approach particularly useful. The firm is also a good fit for trade associations and interest groups that require sophisticated stakeholder management and advocacy strategies to represent their members effectively. However, businesses in unrelated industries or those seeking broad consumer PR campaigns may find the agency’s focus too narrow. Decisions is a niche consultancy, and its value lies in its depth, not its breadth.