Petra Wikström leads new unified team for public policy and communication at Schibsted

Since 2020, Petra Wikström has served as Head of Policy at Schibsted. With the new organizational structure, her role is now expanding to also include communication.

During her years at Schibsted, she has led the group's public policy efforts at both the Nordic and European levels, overseeing teams in Stockholm and Oslo. Under her leadership, the media group has established itself as a strong voice in industry policy work in cities such as Stockholm, Oslo, Helsinki, and Brussels. Key focus areas have included competition policy, data strategy, platform regulation, media policy, sustainability, and AI regulation.

"At their core, both public policy and communication are about building trust, shaping narratives, and creating long-term relationships – with decision-makers, partners, and the public. I look forward to now combining the strengths of both areas to further strengthen Schibsted’s position in a rapidly changing world. We want to show that we are a media company that stands up for the role of editorial media in society, and where innovation and trust are the foundation of everything we do," says Petra Wikström.

Petra Wikström has extensive experience in public affairs and strategic communication, with a broad network across politics, government agencies, and media throughout the Nordic region and Europe. She has previously held senior positions at both Finnish MTV Oy and Swedish TV4, where she worked closely with executive teams, advising on strategic and regulatory issues affecting the media industry – such as public service, advertising, copyright, and platform regulation. She has also served as a board member of the Association of Commercial Television in Europe and has led several industry-wide forums.

Responsibility for communication in Norway and Sweden will continue to lie with Bjørn-Martin Bache Nordby and Petter Ovander, respectively.

For further information, please contact:
Petra Wikström, Director of Public Policy and Communication. Phone: +46 72 250 12 49. Email: petra.wikstrom@schibsted.com
Petter Ovander, Communications Manager, Schibsted Sweden. Phone: +46 70 268 26 64.  Email: petter.ovander@schibsted.com.
Bjørn-Martin Bache Nordby, Communications Manager, Schibsted Norway. Phone: +47 9 770 00 19. Email: bjorn-martin.bache.nordby@schibsted.com.