management of stakeholder relationships and communication at statistics finland unece works session...

Management of stakeholder relationships and communication at Statistics Finland

UNECE Works Session on Statistical Dissemination and Communication

Geneva, 13-15 May, 2008

Heli Mikkelä, Statistics Finland

15 May 2008 2Heli Mikkelä

Communication and its role in Statistics Finland

Managing communication

Examples and experiences

Towards the future


The functions of corporate communication (Leif Åberg)

Totalcommuni-

cations

externalmarket-

ing

inter-nalmar-ket-ing

work instruct-ions

intro-ductionto work

Introduction to organi-zation

internalPR &scanning

externalPR &

scanning

product/ servicesprofile & surveys

corporate/ manager profile & surveys

Externalsocial networks

Internalgrapevine


Mission: Statistics Finland combines data with expertise to produce statistics and information services for the needs of society, promotes the use of statistics and develops national official statistics.

Vision: Statistics Finland is a top organisation in its field, recognised nationally and internationally for its high-quality data production and expertise, and for its co-operative and service capacity.


To take into account when communicating and disseminating - e.g.,

Operational strategy => Communication strategy => Management policy Strategy for network services Policy for international co-

operation ICT-strategy Customer service principles Guidelines for releasing data

Statistical ethics: guidelines and principles

Quality guidelines for statistics Guidelines for official statistics Recommendations by the Prime

Minister’s Office on the principles and procedure of Central Government communications

Legislation: Statistical Act, Act on Openness, Copyright law... =>


Reliable data producer National and international trust Basic data of high quality

Statistics Finland's critical success factors

MissionVisionValues

Good service for data users Consistent production of statistics

that meet users’ needs Clear service selection

Better and more uniformly Increasingly efficient statistical

production process Target-oriented and

controlled change

Professionally Competent personnel Learning organisation Healthy work community

More for less Flexibility Improvement of productivity

<=


Communication strategy of Statistics Finland

Impartial and independent

High-quality data files

Knowledgeable staff

Reliable

Developer of official statistics

Strengthens own competence

Actively international

Capable of continuous renewal

Considers customers’ needs

Data available quickly and easily

Developer of products and services

Efficient serviceprovider

<=


Managing = balancing

ResourcesResponse burden

Information needs

Management


Statistics Finland’s stakeholders

Other producers of governm ent statistics

M inistry of F inance In ternationa ls ta tistical serv ice

Sta tis tics F in land

Advisory Board ofStatistics F inland

Panels ofexperts

D e ve lopm entH a rm on isa tion

E xchange o f da ta and experiences

P repara tion a nd im p lem enta tion o f E U leg is la tion

Steering by resu lts

Data suppliers and register authorities

Producers of external services

Research institutes and universities

Paying custom ers

P urchase o f serv ices

D a ta co llec tionC o nsu lta tionFe edback

C o -opera tionQ ua lity o f sta tis tics

U n dergraduate tra inees

Users of statistics

P roduc ts and servicesC o m m u nica tion

M a rke tingIn fo rm ation serv ice

D e ve lopm entC o -ord ina tionC o -opera tion

What is the strategic role of various stakeholders?What is the stake in each case?


Processes and competencies

Systematic analysis and development Target setting Co-ordination and standardisation Continuous improvement Monitoring of results Engagement of staff

Publishing processes Training and support of personnel


Examples of stakeholder co-operation and communication 1/4

High-level strategic co-operationAnnual/biannual meetings on top-levelMinistries, organisations representing economic and

business life, parties of the The National Statistical ServiceDecision makers, e.g. meetings with parliamentary

groups and Finnish MEPs



Data suppliersAnnual co-operative meetings and co-operative groupsSteering and co-operative groups

Universities and research organisations Methodological co-operationTrainees and thesesUse of statistical data



Information users MediaCustomer Relations ManagementCo-operative groups for various statistical themes

Strategy for economic statistics Statistical literacy



Monitoring and scanning the operational environmentAn essential part of the work of the employeesSurveys: corporate image, user, stakeholder,

personnel, e.g. Anonymous customer feed back systemBI-system


Results?


Interactive relations, mutual understanding

Legitimacy => Development of products and services Rationalising of statistical production in Finland as a whole Use of administrative and register based data Moderate discussion about response burden, relatively high

response rates Methodological development The image of Statistics Finland as an employer Personnel: competencies, understanding, views

=>

What have we gained?


% of respondents

0102030405060708090

100

1999 2001 2003 2005 2007

Information very or ratherreliable

Information very or ratherunreliable

Reliability of information produced by Statistics Finland


Objectivity of information produced by Statistics Finland

0

20

40

60

80

1999 2001 2003 2005 2007

Objective

Sometimes objective,sometimesunobjective

Unobjective

% of respondents


Do the citizens get enough information about the meaning of statistical information?

0

10

20

30

40

50

1999 2001 2003 2005 2007

Usually

Sometimes

Usually not

% of respondents

<=


Towards the future


Towards profitable communication with...

PrioritiesProcessesPublic ProfilingPersonnel

PracticesProfessionalismPartnerships

etc.

Thank you!

Heli MikkeläDirector, Information ServicesStatistics Finland

email: [email protected]. +358 9 1734 3200, gsm +358 50 568 7444www.stat.fi

management of stakeholder relationships and communication at statistics finland unece works session...

Documents

use of statistics

national official statistics

statistical act

statistical dissemination

highquality data production

cooperative groupssteering

operational strategy

service capacity