The emergence of PR consultants as part of the Finnish political communication elite

This article examines the idea of an emerging political communication elite in the context of the Finnish polity. The specific focus is on PR consultants’ role as new, evolving actors in this elite network, where positions in politics, media and consultancies are becoming increasingly interchangeable. This follows the trend of other Nordic countries, where the professionalisation and commercialisation of political communication has already occurred. Interviews with Finnish PR professionals allow us to trace a common culture where professional expertise, fields of connection and norms and values are shared. The analysis is applied to the context of elite theories and major societal changes of recent decades, including the weakening of the Nordic corporatist system, privatisation and the global trends of mediatisation and promotional culture.