Excitement and anticipation filled the presentation room as we took our seats at Coopr’s stunning headquarters for the second time. We were welcomed into a warm and inviting atmosphere, completed with drinks and snacks – a comforting contrast to the cold weather waiting outside.

This week’s focus was on brand PR, corporate communication, and strategy. One key takeaway? A successful PR campaign is all about storytelling. Whether through press releases, press kits, activations, research, events, innovations, collaborations, or press trips, the goal remains the same: crafting a compelling narrative. A standout example was Coopr’s activation for the dating platform Lexa. They introduced phone booths at the Culinesse festival, allowing singles to call and connect blindly, relying only on the sound of each other’s voices.

With a solid understanding of brand PR, we shifted our attention to corporate communication. Coopr’s founder, Jos Govaar, emphasized the importance of a company’s reputation, both emotionally and rationally. A fun fact? The company we are pitching for this year, LEGO, holds the title of the world’s most reputable brand!

Crisis communication was another fascinating topic. Where do we draw the line between a crisis and mere drama? The answer lies in a single word: threat. If an issue threatens an organization’s reputation, operations, or financial health, it’s a crisis. Otherwise, it’s just drama. We analyzed Coopr’s handling of the 2022 Thalys (now Eurostar) crisis, where a train was stranded for hours, leaving passengers stuck. Coopr had to act swiftly to protect Eurostar’s image. The golden rules of crisis management? Speed, empathy, and transparency, along with learning and evolving from every situation.

As the day progressed, it was time for dinner. Just like last week, we were treated to an amazing meal, shared with our lecturers in a relaxed setting. Most of us didn’t know each other before meeting at Coopr, so it was the perfect opportunity to connect, exchange stories, and discuss our aspirations. With full stomachs and happy faces, we returned to the lecture room, eager to dive
deeper into brand PR.

The final session of the day focused on strategy, a topic that immediately grabbed our curiosity. After all, who wouldn’t want to master the art of strategy? We explored a powerful definition: “Strategy is the art of creating change that benefits you”. In essence, strategy is about making choices, deciding what to do, and, more importantly, what not to do. Brand strategy, in particular, shapes how a brand is perceived, what it stands for, and how it differentiates itself from competitors. We examined Nike’s “Winning Isn’t for Everyone” campaign, where the brand leveraged a simple truth as the foundation of its strategy. We also explored strategic frameworks and, most importantly, how to sell a strategy, which, as we discovered, is ultimately about selling a compelling story.

Finally, as the day came to a close, we had the opportunity to ask questions and collaborate with our teams. The energy in the room was palpable – excitement for the final pitch was already building, and this is only the beginning!

The much-awaited COOPR Academy 2025 has finally begun. After nervously refreshing our inboxes for days, the email arrived, illuminating our screens with the words:

Congratulations, you have been accepted for the Coopr Academy 2024-2025!

And then, on the 13th of February, the ninth edition of COOPR Academy was about to start. We met at the beautiful Rotterdam headquarters, and as soon as we entered the room, a Valentine’s Day present was waiting for us: a package with a LEGO rose inside was placed in each sitting spot. The COOPR team members introduce themselves, as well as the values and the goals that lead the company. We have then discussed how PR is an umbrella term that includes many different strategies, skills and activities (is buying a sweater for the CEO of Netflix PR? I won’t spoil the answer )

Then, it was time to introduce ourselves through our mood boards, which we were asked to prepare prior to the first meeting. With ten students, all coming from different curricula (mainly from the IBCoM bachelor’s degree, but some, like the undersigned, coming from a Media Studies Master’s degree), there was a lot to talk about. We introduced ourselves, our backgrounds, hobbies and passions (apparently, many cat lovers in this year’s edition). Then, we talked about what we think PR is for us and what makes us passionate about the field and aspiring PR professionals of the future. It was truly inspiring to hear the stories of young students from many different places in the world and to realise that we are all connected by the desire to learn new things about this fascinating industry.

Photo by Canva Studio from Pexels.com

We all got the chance to chat and get to know each other better over a nice dinner break, and then it was already time to meet this year’s client: LEGO! The LEGO Benelux executives shared the company’s long story, which began in a small village in Denmark and has since grown to have a presence worldwide. They emphasised that they always work with children in mind: what makes them happy? How can they grow into their best selves while having fun?

We were then introduced to the company’s brief. The event we will collaborate on is nothing less than LEGO World, a week-long event held yearly in Jaarbeurs, Utrecht. Here, children and their families can enjoy different types of activities, from admiring life-size LEGO constructions to playing together. This is a very much awaited and loved event from the community. Therefore, it is fundamental for LEGO that this event maintains its reputation and secures excellent media coverage. We discussed the target group to have in mind for this event, the goals they want to achieve, their values and their desire to generate excitement and anticipation for attending the event.

Finally, we were split into two groups, each coached by Senior PR consultants at Coopr. Both groups will work on this PR case, and in the final week, we will be asked to hold a pitch with our ideas and proposal in front of a jury. The group developing the best ideas and delivering the best presentation will win! We wrapped up the session with a quick chat with our mentors, mapping out meeting sessions and some expectations for the following weeks.

I am so excited, and I still cannot believe that I can participate in such an inspiring project like this one. And I am sure that the best is still yet to come!

Julia (Coopr Academy participant 2025)

Time had finally arrived for the fifth and final session of the Coopr Academy, where both of our teams presented our pitches for Primark to our distinguished jury made up of Christine Braun – Corporate Communications Manager of Primark, Jody Koehler – Managing Director of Coopr, and our Erasmus supervisors Kayleigh Vedder and Vera Dullemond. The anticipation was palpable as we gathered in the presentation room, eager (and a little nervous) to showcase the innovative ideas we had been working on over the past weeks.

This session was quite different than our previous sessions, as we did most of the talking. After weeks of getting to know about the ins and outs of PR, it was finally time to showcase what we picked up on.

Each group presented their thoughtfully crafted pitches, drawing inspiration from the insights gained throughout the program as well as thorough research. From innovative activation ideas to strategic messaging, it was clear that both teams had poured their hearts and souls into their campaigns. Presentations were very detailed, including budget considerations, influencer marketing, risk analyses, and much more; leaving our jury in awe. Both teams had considerable overlap, focusing on empowerment and the inclusivity of Primark, truly showcasing how great minds think alike. But each team had very unique approaches and creative activations that set the campaign a part from each other.

After the presentations concluded, we had the opportunity to mingle with our fellow Coopr Academy friends and our mentors for one last time, over a delicious dinner. The atmosphere was electric as we celebrated all of our hard work and dedication. It was a bitter-sweet final meal where we could not stop remarking on how fast our time at had flown by.

Then came the moment we had all been waiting for – the announcement of the winning pitch. Tension filled the air as the jury deliberated, but ultimately, one team was declared the winner. However, both teams were commended for their smart ideas and received the highest compliment we could have in PR: that both ideas could be actually implemented! With certificates in hand, along with some chocolate and beautiful tulips, we basked in the glow of our accomplishments and took many photos to commemorate the evening.

As we all bid farewell to the Coopr Academy, we carry with us memories of unforgettable experiences, newfound friendships, and a deep sense of pride in what we have achieved together. We hope the next class of Coopr Academy has even more fun and falls in love with the world of PR like we have.