I help Nordic organisations, founders and cultural institutions say the right thing to the right people — through considered PR, content and media strategy that reads as clearly as it lands.
Four practices, often braided together. Each engagement begins with listening — to the room, the market and the message you haven't yet found the words for.
Earned coverage that holds up. I build relationships with editors and journalists across Finnish and Nordic media, shape press materials, prepare spokespeople and steer announcements — from a quiet product launch to a moment that needs careful handling.
A plan for what to say, where and why. I define editorial pillars, tone-of-voice and publishing rhythm, then set the structures that let in-house teams keep producing work that sounds like one coherent organisation — not a dozen competing ones.
The through-line beneath the campaign. I find the honest story at the centre of a brand and translate it into messaging, manifestos and long-form pieces that make people feel something and remember why they cared.
Where the story should travel and how far a budget can carry it. I map paid, owned and earned channels, set realistic reach and outcome targets, and measure what actually moved — so the next plan is sharper than the last.
I started in a Helsinki newsroom, chasing deadlines and learning that a good story is mostly a matter of knowing what to leave out. That instinct has followed me through agency life and in-house roles, and it still shapes how I work today.
Now I run an independent practice for a small number of clients at a time. Some are founders who need a credible public voice; some are cultural institutions and non-profits with something worth saying and no clear way to say it. I sit close to the work — reading the room, drafting the words, and staying long enough to see whether they landed.
I work in Finnish, Swedish and English, and I care about the unglamorous parts: the message architecture, the media list, the follow-up email that actually gets a reply. Good communications is rarely loud. More often it is precise, patient and quietly relentless.
Working on a launch, a reputation moment, or a message that won't quite come together? Send a few lines about it — I read every note myself and reply within two working days.