Building the media and political agenda during COVID-19 – how trade associations used strategic communication to stir public discussions in Switzerland

Purpose The purpose of the study was, first, to find out how the two Swiss trade associations, GastroSuisse and HotellerieSuisse, influenced the Swiss national media and political agenda during the COVID-19 pandemic. Second, the goal was to analyze to what extent the Swiss news media adopted messages by the two trade associations in their reporting during COVID-19. Design/methodology/approach This study uses a mixed-methods design to analyze how two Swiss trade associations, HotellerieSuisse and GastroSuisse, tried to shape the national media and political agenda during COVID-19. First, the two trade associations’ key messages in press releases were studied, followed by an analysis of the Swiss news coverage to identify message alignment during the pandemic. Furthermore, seven expert interviews with journalists and the heads of communication from the two trade associations were conducted. Findings The findings illuminate the complex yet professional interrelationships between the two trade associations, the Swiss news media and political spheres in Switzerland. On the one hand, the two distinct communication strategies employed by the two trade associations offer practical recommendations for successful media relations and public relations (PR) activities by corporate interest groups during times of crisis. On the other hand, the results bring forth compelling implications for democracies that are increasingly influenced by corporate interests in their political decision-making. Originality/value This is the first study that analyzes agenda-building processes of trade associations within a neo-corporatist system and during times of an international health crisis, namely COVID-19.