In Switzerland, the race for a Federal Council seat is not just about the candidates but also their behind-the-scenes PR strategists.

Markus Ritter and Martin Pfister, two contenders, are being guided by seasoned consultants Lorenz Furrer and Bettina Mutter, respectively.

These PR experts craft strategies, anticipate media scrutiny, and shape public perception.

Furrer, co-founder of a leading PR agency, emphasizes personal compatibility with his clients, while Mutter, a former journalist, focuses on transparency and positioning.

Their influence highlights the growing role of PR in Swiss politics, where campaigns are meticulously planned to sway not just the public but also parliamentary votes.

This shift reflects a modern blend of politics and professional image management.