Per Nikolaj Bukh: Statements in the media can influence decisions

By Lea Laursen Pasgaard, AAU Communication and Public Affairs
Photo: Ida Jensen, AAU. Illustration: Cecilie Kalbakk Elgaard, AAU 

Professor of Management Accounting at Aalborg University Business School, Per Nikolaj Bukh, frequently appears as an expert in both national and local media. It is rarely his own research that is the focal point. Instead, he contributes with professional assessments, an overview, and the ability to place complex economic and organizational issues in a wider context.

“In essence, it is a matter of having factual insight, understanding connections and models — and acknowledging what lies beyond one’s expertise,” he says.

An expert role with broad influence

Over the years, it has become clear to Per Nikolaj Bukh that media work is not only about communication — it can also have concrete political significance. He often finds that his statements are cited in political debates, used within the civil service, and in some cases help shape both agendas and decisions. For example, during the 2023 museum reform, where his criticism of a proposed funding model led to specific changes before the reform was adopted.

“It is an enormous amount of influence to have. You need to be very aware of that when stepping forward as an expert,” he says.

Professionalism over punchy quotes

For that reason, the professor places great emphasis on precision and objectivity — and on staying within the boundaries of what he can professionally vouch for.

A key message from Per Nikolaj Bukh is also that the role of an expert does not necessarily require conducting research directly on the issue at hand. Much essential societal knowledge lies in the intersection between research, experience, practical insight, and understanding of legislation.

“If people were only allowed to comment on what they had specifically researched themselves, journalists would often have no one to talk to,” he says.

According to him, it is crucial that researchers dare to bring their full professional expertise into play — even when it cannot be tied to a single research project.

Visibility benefits the university

Media engagement is not only about contributing to public debate. It can also benefit the university by demonstrating that AAU has a wide range of interdisciplinary experts.

“If just one young man or woman decides to study economics in Aalborg because we have strong expertise here, then the university also gains from it,” says Per Nikolaj Bukh.

Time and prioritisation required

The professor estimates that he spends an average of 10–12 hours a week on interviews, preparation, and follow-up. It’s time that has to be found through strict prioritization.

“Of course, that comes at the expense of something else. It may be research — or free time,” he says.

Even so, he finds the effort worthwhile because it contributes to a more informed public debate.

Preparation is key

Although many researchers — especially younger ones — may be hesitant about engaging with the media out of fear of skewed angles or misunderstandings, Per Nikolaj Bukh generally has positive experiences with appearing as an expert.

He finds that journalists are often willing to send draft articles for review, and that corrections are respected. If problems arise, his approach is dialogue rather than confrontation.

“If there’s something you believe is wrong, you should simply say so,” he says.

A crucial part of his strategy is thorough preparation. For live interviews on radio or television, he often asks for a set of guiding questions and prepares the articulation of key points he wants to highlight.

At the same time, he is very attentive to the differences between background conversations, interviews for written articles, and recorded interviews — and to formulating his answers in ways that cannot be taken out of context.

A choice — not an obligation

For Per Nikolaj Bukh, media engagement is about bringing his expertise into play where it makes a difference.

And for researchers considering following the same path, his advice is both simple and practical: If you have the interest, take the initiative and step forward yourself.

Journalists are often looking for new angles and perspectives — and researchers’ own professional insights may be exactly what sparks the next media story.