Recording and photo gallery: What do journalists expect from corporate media communications?

“Once you realize that the media isn’t your company’s marketing channel, you’re already well on your way”

On Friday, at our MediaBarometer breakfast event, veteran journalists Eeva Lehtimäki, Mikko Metsämäki, and Anssi Miettinen told the audience of 300 people what companies should keep in mind when approaching the media.

Watch the recording of the event:

An interesting finding emerged from the qualitative data of the MediaBarometer 2025 survey: today, journalists want companies, above all else, to be proactive in providing content and perspectives.

Eeva Lehtimäki, a reporter for Uusi Juttu who participated in the panel discussion at the Media Barometer breakfast event, sees a connection between the call for proactivity and the media’s increasingly difficult situation.

“With the number of journalists having declined due to budget cuts, yet content still needs to be published, editorial staff may assume that active outreach from companies is an easy way to generate content,” Lehtimäki speculates.

“I would like to see more broad-mindedness and visionary thinking from Finnish business leaders”

The panelists expressed a desire for companies to combine proactivity with a greater degree of personalization—to have people speak on their own behalf, using their own voices, rather than relying on polished, templated email responses.

“For example, Varma’s communications—which received the highest score ever in the Mediabarometer—are centered around its CEO. Risto Murto is a leading pension expert, but he also engages in broader social discourse,” says Lehtimäki.

“I wish Finnish business leaders would be more open-minded and visionary. I also wish there were more women in leadership roles in the business world. That’s a major shortcoming.”

“The audience isn’t interested in a company’s feel-good stories that lack edge”

The panelists also emphasized the importance of companies understanding what interests journalists—and, by extension, the public.

“The public isn’t necessarily interested in a company’s feel-good stories that lack any edge,” summarized Mikko Metsämäki, news editor at Kauppalehti.

“You need to be able to read the world and the field in which a company’s expert could offer a unique perspective. Once you remember that the media isn’t your company’s marketing channel, you’re already well on your way,” Lehtimäki continued.

It's okay to be rough around the edges

The panelists agreed that company representatives should also be allowed to show some edge when speaking in public. It’s okay to use a local dialect, show a sense of humor, and even have a few rough edges. A real person is more interesting than polished slogans full of corporate jargon.

“I don’t thinkBjörn Wahlroos is still on active duty, but the fact that so much has been written about him says a lot. He has the intellectual capacity and the guts to speak out on issues that aren’t strictly within his purview. I’m interested in people who dare to speak up and offer a broader analysis,” Metsämäki points out.

It’s a good idea to seek support for crisis communication

Lehtimäki notes that social media and its algorithms have caused some companies to fear the consequences of what they say. A few poorly chosen words can spark a firestorm that is impossible to control.

However, it is impossible to control everything, which is why Lehtimäki considers training and support in crisis communication to be good ideas. She has also worked at a communications agency herself and has seen how the money spent on crisis communication is sometimes criticized.

“It’s just smart to hire a crisis communications firm for the company. When you’re in a crisis, people tend to turn inward, cling to straws, and take things personally. That’s when you need an outside perspective to assess the situation and say, ‘Let’s just move forward using common sense,’ and then the crisis will be over more quickly,” Lehtimäki notes.

In a crisis, speed and transparency are key. Anssi Miettinen, editor-in-chief of Helsingin Sanomat’s Visio supplement, also offers a practical tip for companies facing a crisis.

“I don’t really need more press conferences. However, in a major crisis, it’s appropriate to hold a traditional press conference where someone answers questions in person,” Miettinen advises.

The Most Common Mistakes Made by Businesses

So what are the most common mistakes companies make when approaching suppliers?

“Perhaps the fact that no one has asked the question: ‘Would I read an article on that topic myself if I didn’t work for this company?’” Miettinen says.

The panelists also urge companies to be patient while waiting for a journalist’s response to their message. Even a good story idea may take a long time to consider, and it’s not possible to pursue every idea.

“Sometimes I’ve received a completely trivial story pitch, and then they’ve called me ten times in a row about it. It’s better to just send a text message,” Metsämäki says.

The panelists also pointed out that media relations are, above all, about human connections, even though they involve work on both sides. It’s a good idea to meet with journalists over breakfast or lunch and get to know them.

“People have to eat something anyway, and human interaction is important,” Anssi Miettinen sums up.

Persistent and systematic communication

Following the panel discussion, Leena Rantasalo, Head of Communications and Branding at VTT, summarized her own experiences regarding the cornerstones of successful, trust-building media communications.

“When it comes to communications, management support is the be-all and end-all. Of course, communications must also deliver on its promise of adding value to the company and building its reputation,” says Rantasalo.

“Communication requires perseverance, a systematic approach, and the willingness to be available even when things get tough. Messages should be tailored to each specific medium, and journalists need to feel that we’re providing real value—not just promoting ourselves.”

At the conclusion of the Media Barometer event, OP Pohjola was named the year’s most distinguished media communicator. St1 took second place, while Fazer and Nokia tied for third.

Photos from the event: