The Elements of Advocacy : Finnish PR Consultants' Media Strategies in Lobbying
Mykkänen, M. (2023). The Elements of Advocacy : Finnish PR Consultants' Media Strategies in Lobbying. In N. Rodríguez-Salcedo, Á. Moreno, S. Einwiller, & M. Recalde (Eds.), (Re)discovering the Human Element in Public Relations and Communication Management in Unpredictable Times (pp. 193-209). Emerald. Advances in Public Relations and Communication Management, 6. https://doi.org/10.1108/s2398-391420230000006012
© 2023 Markus Mykkänen. Published under exclusive licence by Emerald Publishing Limited.
In Finland the use of public relations (PR) agencies and consultants in political decision making has increased in the last two decades. The development of the Finnish political realm has been similar to that of other Nordic countries where the PR industry has built a strong linkage to the political sphere. The present study analyses how Finnish PR consultants with a political background use and attempt to influence the news media as part of lobbying processes to advance their clients' causes. The chapter is based on 11 interviews with PR consultants that were conducted during November 2018. The main findings indicate that Finnish PR consultants consider the news media and journalists as an important part of lobbying. The media and journalists are considered supportive or alternative forums for advocacy and political debate. PR consultants use the media strategically to establish relationships and networks with journalists, and to advocate long-term political decision making and agendas. Overall, the study indicates that Finnish PR consultants want to be active political interpreters, who together with their clients engage in shaping the political agenda and discourses. This is done by taking advantage of previous political experience and networks, constructing the political agenda for media communication, organising a network of media representatives to influence and finally by framing political messages to the media. ...
Parent publication ISBN978-1-80382-898-5
Is part of publication(Re)discovering the Human Element in Public Relations and Communication Management in Unpredictable Times
ISSN Search the Publication Forum2398-3914
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Related funder(s)The Media Industry Research Foundation of Finland
Additional information about fundingThis study was supported by a grant from the Media Industry Research Foundation of Finland and C. V. Åkerlund Media Foundation. Lobbaamisen hallinta toimitustyössä, Media-alan tutkimussäätiö 20190203
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