Julkisuusviestintä

Julkisuusviestintä, literally translated as “public communication,” refers to the systematic management of information that an organization shares with the public, stakeholders, and media. It is a subset of public relations focused on transparency, credibility and compliance with regulatory requirements. The main objective is to inform, influence perceptions and build sustained trust between the organization and its audiences.

In practice, julkisuusviestintä follows a structured workflow. First, target audiences and key messages are identified. Then, appropriate channels such as press releases, social media, websites, and events are selected. Content is crafted in clear, non‑technical language and distributed in a timely manner. After dissemination, feedback and media responses are monitored and analyzed, informing future campaigns. Quality assurance steps, including review by legal and compliance teams, ensure that all statements comply with national laws and industry standards.

The discipline is especially important in regulated sectors such as finance, health and energy, where inaccurate or misleading communication can have legal repercussions. In Finland, public bodies are required by law to maintain an open information policy, and mandatory disclosure rules obligate companies to publish financial results, sustainability reports and risk assessments. Julkisuusviestintä professionals often collaborate closely with internal auditors, legal counsel and senior management to achieve consistent, compliant messaging.

Effective julkisuusviestintä enhances organizational reputation and mitigates crisis risks. By proactively shaping narratives, responding swiftly to questions and maintaining a record of accountability, organizations can strengthen their relationships with regulators, investors, customers and the broader public.