The factors that drive Finland’s economy have changed in the second half of the century. It has gone from an agriculture and forestry-driven economy to being the home of Nokia, manufacturer of the world’s largest selling mobile phone company. Since the creation of the European Union, member countries’ incomes have steadily increased, leaving a prime market for public relations. Due to this shift in economic forces, the communication industry is thriving. Communication technology is vital to practicing public relations effectively (Lehtonen, 2004).

Communication technology is thriving in Finland, making it a forerunner in innovations of this field. A prime example would be the advancement of mobile phones and the Internet. Each technology gives public relations practitioners more opportunities and possibilities to deliver a message to their publics. In 2002, more than 50 percent of the Finnish population had internet in their homes. At the end of 2007, 78 percent of the Finnish households had broadband internet. Since the industry is ever changing, the role of the communications specialist is transforming to fit into this new IT-driven society (Oksman, 2004).

In 2002, the Finnish Public Relations Association ProCom, along with consultancies, interviewed 253 managers and public relations practitioners within various Finnish organizations. The people interviewed named external communication as their most important responsibility with media relations and internal communication following closely behind (Lehtonen, 2004). One of the main reasons for the success of the public relations industry is the ability to view outside the parameters of the definition of public relations, as demonstrated by their commitment to corporate social responsibility. Finnish companies create a responsible framework for their organizations, realizing the effects its business practices have on its communities. These companies also form effective and efficient leadership and pay attention to future goals (Juholin, 2004).

Finland maintains strong employee relations within its organizations. Realizing that positive employee relations are the driving force behind an effective organizational structure, they understand the need to inform employees internally first of any changes within the organization. Practicing internal public relations is a technique that even international Finnish corporations uphold (Tuula, 2004).

NOTE: This guide has been compiled by the Global Alliance for Public Relations and Communication Management. For the works cited in these pages, click here.