New technologies constantly emerging in the IT sector, complex tech terminology, and cryptic English language press materials have never scared Taina Kaitala, who has worked as a communications consultant for over thirty years. From her very first contact with the industry, technology swept her off her feet. The ICT industry drew the humanist in from the very first contact. November 12th was the last day of work for the bright-eyed Taina at Manifesto, as she retired.
During the autumn, she reached the decision to end her decades-long career as a technology communications and PR professional. Taina will begin this new phase of her life by spending a month in the warmth of Málaga.
“My feelings are bittersweet, although I am also excited for what lies ahead. Wonderful colleagues and independent, responsible and varied job role have been the salt of my career,” says Taina, who worked as a technology communications consultant at Manifesto for eight years.
Taina’s love for technology and communications is evident in her long-standing Friday ritual of taking a print copy of Tivi, an ICT industry magazine, home from the Manifesto office for weekend reading. Familiarizing herself with the field was never a chore but rather part of her identity.
There has been sufficient demand for IT expertise
In the 1980s, Taina studied Germanic and English philology at the University of Oulu. As a newly graduated humanist, she was drawn to international work.
Her first job in communications was at Umbrella Communications, where she ended up applying for work thanks to a tip from a friend. Before that, she had worked as a journalist and as a representative for international trade fairs at the Finnish Fair Corporation.
How on earth did a linguist become interested in technology communications?
“I didn’t choose the field, the field chose me. Technology clients increased in PR agency I worked at the time. I was asked if I wanted to learn about the field, and I did. It wasn’t long before I was doing nothing but tech communications.”
When Taina went on maternity leave, head-hunters began calling. Already in the 1990s, there was demand for communications professionals who has expertise in ICT industry. Her next job was at the communications agency Hill & Knowlton, where she worked for ten years and for most of that time headed the technology PR team.
HP took her to the other side of the table
Over her impressive career, Taina has also seen the industry from the client side. From 2010 to 2017, she worked as Communications Manager at HP and as a member of the extended management team. She was responsible for PR and communications in Finland and in the Baltics. She also managed a string of communications agencies who supported HP in eight countries. Her colleagues were located all around Europe.
In 2017, she returned to PR agency side when Manifesto’s CEO, Harri Kammonen, took interest in Taina’s expertise.
“Throughout my career I’ve gone deeper into technology and corporate communications. It’s an area that has felt like my own and has offered steady work. I have loved it.”
The sense of belonging to Manifesto remains
During her career, Taina has also witnessed how the communications industry has changed.
“In the past, we communications people worked very closely with journalists, organizing events and trips. There used to be many more media outlets and journalists. The media landscape has narrowed and changed. This work has always required persistence.”
The new stage of life still takes some adjusting.
“I feel both sad and happy. It really is about letting go. Fortunately, I will always be welcome to visit my colleagues. That sense of belonging remains. It’s a wonderful thing, and it softens the sadness a bit. And I have many personal projects I can now focus on.”
Even in retirement, Taina does not intend to cut ties with the tech industry completely, and doing freelance work is part of her plan once she has had time to settle into her new life.
“Quantum technology and various business transformations are currently the most interesting areas.”