Are you a communications professional navigating the Finnish market for the first time or want to reinforce your existing knowledge? This session will help you understand what makes Finnish communication culture and media landscape distinct.

In one hour, you'll gain foundational knowledge of the cultural values, business communication norms, and media ecosystem that define this market – essential context for anyone working in communications functions within Finnish organizations. This session will equip you with the foundational knowledge on how to navigate Finnish communication culture and its media ecosystem. 

What you’ll learn: 

Finnish Communication Culture

• Core cultural values that shape how Finland communicates

• Business communication norms and expectations

• Communications landscape inside Finnish organizations of various sizes 

The Finnish Media Landscape

• Media ecosystem overview: national vs. regional outlets, Yle's unique role

• Which outlets matter most and why (tier system and influence)

• Finnish journalism principles

• Current editorial priorities and sensitive topics to understand

• Key differences from other media markets

Who should attend? 

This session is designed for international communications professionals or PR practitioners who are new to working with Finnish media and stakeholders or want to reinforce knowledge. Anyone interested is welcomed to join this session.

Speakers:

• Atte Palomäki is a seasoned communications leader, mentor, and strategic advisor with deep experience in corporate reputation, brand management, and integrated communication. He has held senior leadership roles, including Executive Vice President for Communications, Branding & Marketing at Wärtsilä. Prior to this, he led communications at Nordea Bank, had an extensive career in journalism. Atte now serves as a lead advisor at Rud Pedersen, offering expertise in strategic communications, reputation management, and stakeholder engagement. He is also active in professional and industry bodies, including serving as a Fellow and Finland Country Chair for Page, and as a board member of ProCom.

• Paula Sonne is the Director of Communications at TBWA. With over 15 years of experience at the intersection of strategy, communications, and culture, Paula helps organisations transform complex challenges into compelling stories, movements, and momentum. Her expertise in leading earned media teams and collaborating with Finland's top brands – as well as international clients – has established her as one of the country's most decorated award-winning communications professionals.

Date: March 12th, 2026, 9.00–10.00

Format: Online

This event is open to everyone interested in the topic. Please note that this event is held in English.

Schedule 

9.00–9.05 Intro to ProCom and the event series 

9.05–9.25 Finnish communication culture with a business and societal lens by Atte Palomäki

9.25–9.45 Public Relations – Media as Key Stakeholder by Paula Sonne

9.45–10.00 Q&A and end of event