'Fika' with Nara's Nick Baines: 'Credibility has never been more important'

In Sweden, we love our Friday afternoon 'fika' – when we take a break for coffee and a cinnamon bun. That's why we're kicking off a new series called 'Fika with', where we chat with brilliant minds from Europe's impact community.

First up: Nick Baines, co-founder and CEO of impact PR firm Nara Communications, on the biggest PR mistakes impact companies do, whom in the ecosystem he'd like to have dinner with – and why he returns to the office on a Friday evening.