A3 Book section, Chapters in research books
The Elements of Advocacy : Finnish PR Consultants' Media Strategies in Lobbying (2023)

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

JYU authors or editors

Publication details

All authors or editorsMykkänen, Markus

Parent publication(Re)discovering the Human Element in Public Relations and Communication Management in Unpredictable Times

Parent publication editorsRodríguez-Salcedo, Natalia; Moreno, Ángeles; Einwiller, Sabine; Recalde, Mónica



Journal or seriesAdvances in Public Relations and Communication Management


Publication year2023

Publication date01/02/2023

Number in series6

Pages range193-209

Number of pages in the book234


Place of PublicationBingley

Publication countryUnited Kingdom

Publication languageEnglish


Publication open accessNot open

Publication channel open access

Publication is parallel published (JYX)https://jyx.jyu.fi/handle/123456789/85347


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.

Keywordsnewspolitical decision makingpolitical communicationinfluencingpublic relationsjournalismpolitical journalism

Free keywordsPR consultants; news media; political decision making; political communication; advocacy; political journalism

Contributing organizations

Related projects

Ministry reportingYes

Reporting Year2023

JUFO rating1

Last updated on 2024-15-06 at 20:06