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When I was doing Media and Communications studies at the University of Helsinki years ago, I dreamed of becoming a journalist. I had a vision of a job that was grand - noble, even - as I considered journalists to be the watchdogs of society, and mass media was the fourth estate, writes Johanna Suhonen, Director of Content Sales at Kauppalehti.
The communications theory was still dominated by the idea formulated in the 1920s which considered the journalist as a gatekeeper who controlled what the public was told and what became the topic of debate. The journalist investigated and checked the facts and, above all, decided what was important and interesting enough to be published. In the end, I did not become a journalist.
I was in my first job when I realised how fascinating it is to try to influence the publicity behind the gate, using the means of marketing and various other methods of reputation management. I became a marketeer, a PR person, a trader.
However. Even if I had become a journalist, I'd still be a marketeer, a PR person and a trader. Publicity, which used to be a fenced and well-guarded area, is now a huge market bazaar open to absolutely everyone. Journalists are traders with their own stalls, inviting buyers to buy, readers to read.