Swedish PR is developing in a market where trust is not seen as the result of a single campaign, but as capital that organisations build over years and can quickly lose. In such an environment, communications are not limited to media relations and visibility, but are increasingly involved in business decisions, public affairs, sustainability, reputation and organisational change.
Jonas Pertoft has spent more than three decades in this industry as a communications strategist and founder of the agency Södra tornet. From 2022 to 2025, he served as Chair of Svensk PR, whose board he remains a member of today, while for the past four years he has led the organisation of the Stora PR-dagen conference. In recognition of his contribution to the profession, he received the Global Personal Achievement Award from PRO PR in 2025.
His perspective on the profession covers both its strengths and the areas in which it still needs to prove its value. He speaks about the size of the Swedish market, strong in-house communications teams, the clear boundary between editorial and paid content, the role of the professional association and the changes brought by artificial intelligence. He particularly emphasises that the future of PR will not depend on producing even more content, but on the ability of communications professionals to assess what matters, what is credible and how an organisation should act.
What is the current status and perception of public relations in Sweden? Do company management teams and organizations fully understand the importance and value of the profession? Based on publicly available data or your own assessment, what was the approximate financial investment in the public relations industry in Sweden during the past year?
Public relations is well established in Sweden, although its full strategic value is still underestimated in some organisations. Sweden has a relatively small but highly developed public relations industry. The country’s PR consultancy sector generates approximately EUR 260 million in annual revenue, while the broader communications agency industry exceeds EUR 1 billion.
The size of the PR industry depends largely on how it is defined. Public relations, branding, marketing and advertising increasingly overlap, making it difficult to draw clear boundaries. Another reason the Swedish PR consultancy market appears relatively small is that many organisations have built strong in-house communications teams. Today, many agencies find that their main competition is not other agencies, but their clients’ own communications departments.
In my view, one of the defining characteristics of the Swedish communications market is that trust is seen as something to protect, not something to manufacture. Because trust in institutions, businesses and media remains relatively high, organisations generally achieve better results through openness, transparency and long-term relationships than through short-term reputation management. Communication is therefore expected to support business strategy, explain complex issues and build lasting credibility, rather than simply generate publicity or respond to crises.
Most executive teams understand the strategic value of communication, particularly in areas such as reputation management, public affairs, sustainability, employer branding and organisational change. However, communication is still sometimes viewed as a support function rather than a business driver. Our profession must continue demonstrating that effective communication creates measurable value, not only stronger visibility. The future of Swedish PR will therefore depend less on producing more communication and more on helping organisations make better decisions.
Are corporate communications departments and agencies already using artificial intelligence in their daily work? What is your personal view of AI, and do you believe it will significantly reduce the number of jobs in the public relations and communications sector?
Yes. I would estimate that a majority of Swedish communication professionals already use AI every day. It has quickly become part of everyday work, supporting research, brainstorming, writing, translation, content production, data analysis and creative development.
Twenty years ago, communication professionals created information. Today, information is abundant. Our value increasingly lies in deciding what deserves attention, what is credible and how organisations should act. AI makes human judgement more valuable, not less.
My view is that AI will fundamentally change our profession, but not replace it. It is exceptionally good at increasing productivity, generating ideas and handling repetitive tasks. At the same time, it cannot replace human judgement, creativity, ethical reasoning or the ability to build credibility with clients, journalists and stakeholders.
I also believe AI is changing the role of communication professionals. Communications departments have an opportunity to become the organisation’s centre of excellence for practical AI adoption, helping colleagues understand how to use AI responsibly, creatively and efficiently. Those who learn to combine human expertise with AI will have a significant competitive advantage.
I do not believe AI will eliminate communication jobs. I do believe it will eliminate some tasks. The professionals who embrace AI will replace those who choose not to.
What are the key characteristics of the Swedish market when it comes to public relations and communications? For example, are media placements and editorial coverage ever paid for in Sweden, or is the situation completely different compared with markets such as Croatia, Bosnia and Herzegovina, and Serbia?
The Swedish media market is built on a strong tradition of editorial independence. Paying journalists or news media to publish editorial content without clearly identifying it as advertising would be considered both unethical and, in many cases, illegal under Swedish marketing legislation.
Native advertising is well established, provided that it is clearly labelled as sponsored content or advertising. The distinction between editorial and commercial content is taken seriously by publishers, advertisers and audiences alike.
Many Swedish PR agencies work as strategic advisors during organisational change, sustainability transitions and public-sector transformation, rather than focusing solely on media relations. This reflects the broader role communication has developed in Sweden, where organisations increasingly expect communicators to contribute to strategy as well as execution.
Transparency is one of the cornerstones of Swedish communications. If an organisation is caught attempting to influence editorial content inappropriately, the reputational damage is often greater than any short-term gain.
There are, however, grey areas. Influencers who fail to disclose paid partnerships or free products regularly receive criticism from regulators, the media and the public. Overall, credibility remains the profession’s most valuable asset.
It would be valuable to learn more about the Swedish public relations association. Could you share some basic information, such as the number of members, its influence within the industry, the approximate number of agencies operating in Sweden, and how many of them are members of the association?
The Swedish Public Relations Association (Svensk PR) currently has around 45 members, including agency professionals, independent consultants and in-house communication specialists. In the coming years, we aim to broaden our membership by attracting more in-house professionals, freelancers and students, reflecting how the profession continues to evolve.
A reasonable estimate is that around one hundred agencies in Sweden specialise primarily in public relations, ranging from independent consultants to firms employing more than one hundred communication professionals. However, estimating the size of the Swedish PR industry is becoming increasingly difficult because many agencies combine public relations with branding, advertising, digital marketing and strategic communications.
The boundaries between disciplines are becoming less relevant as clients increasingly demand integrated solutions. The much broader organisation, Komm (Swedish Association of Communication Agencies), represents 195 member companies across the wider communications sector.
Although Svensk PR is a relatively small organisation, it plays an important role in promoting professional standards, ethics and knowledge-sharing. Unlike a trade association focused primarily on commercial interests, our mission is to strengthen professional standards, promote ethical communication and increase public confidence in the profession.
