Krista Kimmo, Manager of Media and Financial Communication at Metsä Group, returned home at the end of last year after a two-year posting abroad. Her title at that time was Manager, Corporate Affairs – and her job was to influence EU policymakers to consider her employer’s and forest industry’s interests.
“It was an interesting assignment, since 80 percent of the legislation concerning the forest industry in Europe comes from the EU level. Although I have worked in communications for a long time, I have a background in forestry, and I was very aware of how EU legislation affects Finnish forests. I was also interested in expanding my competence,” she says.
Meeting People
The work involved meeting many people and talking to them: civil servants working for the European Commission, representatives of member states as well as members of the European Parliament and their assistants. It also required extensive reading: legislative proposals, strategies and background material.
“The point of the advocacy work was to recognise which proposals were going to influence our field and what problems they were trying to solve. And my job was to suggest solutions that would work both in Finland and in other member states – solely promoting the interests of our company wouldn’t have had any effect,” Kimmo says.
Collaboration with advocacy organisations with shared interests, such as the Finnish Forest Industries Federation, and Cepi, the Confederation of European Forest Industries, was important.
“There is a limited amount of influence one single company can have, but when we join forces with the whole industry, chances are much better.”
And lobbying works.
“There wouldn’t be something like 25 000 registered lobbyists in Brussels, if the work were meaningless.”
“It’s not a sprint, but rather a marathon – you must have a good reputation, you have to know what you are talking about and, if you don’t, you have to be honest about it and find out.”
Besides expertise, the work requires social skills.
“You have to know when it is the right time to ask for the floor, and you must have something relevant to say. And you must talk with people during the breaks as well – usually you get much more valuable information talking with people in the corridors and coffee breaks than in actual seminars.”
Active City with Lots to Do
Although hectic at times, Krista Kimmo enjoyed the working environment in Brussels.
“Brussels attracts people who want to create good legislation, solve problems, and succeed in their work. The atmosphere is intense, and the working days often expand into evening events. But I like it – everybody is actively working towards their goals.”
In her free time, she sang in a Finnish choir, exercised and went to concerts, museums and exhibitions.
“There was so much to see and do, and even just sitting in a café and watching people was interesting. And of course, it was possible to visit many other places and cities, since so many are nearby.”
Still, she was happy to return home.
“My family and friends are here, so it’s good to be back home. But I will miss the long and warm spring and autumn.”
Something she brought home from Brussels was the understanding that people in other countries don’t necessarily understand the Finnish forest industry any better than we understand, for example, the Portuguese forest industry.
“I have a better understanding now of different perspectives, which makes me a better communicator with our stakeholders outside of Finland.”
