The article examines communication and public relations (PR) consultants as storytelling professionals, who legitimate their professionalism by telling stories in everyday encounters as they occupy new fields. I draw upon 26 interviews with communication and PR professionals working in communication and PR consultancies and show how they legitimate their expertise in political advocacy and lobbying. The analysis finds that they use four clusters of antenarratives to challenge the existing political order and traditional practices of political advocacy and to populate the political field with new actors and identities. In toto, the stories create a ‘living story’ of professionalism which is nevertheless hampered by contradictions between the logics of market and politics. While the consultants claim to be reformers of a closed political system, at the same time, they promote hidden practices and resist the effective regulation of openness.
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