Management of stakeholder relationships and communication at Statistics

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

n Communication and its role in Statistics Finland n Managing communication n Examples and experiences n Towards the future Heli Mikkelä 15 May 2008 2

The functions of corporate communication (Leif Åberg) interexternal market- mar- work ing ket- instructions ing product/ services introprofile & duction Total surveys to work communi- corporate/ Introduction cations manager to organiprofile & zation surveys external internal PR & scanning External social networks Internal grapevine Heli Mikkelä 15 May 2008 3

n 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. n 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. Heli Mikkelä 15 May 2008 4

To take into account when communicating and disseminating - e. g. , Operational strategy => n Communication strategy => n Management policy n Strategy for network services n Policy for international cooperation n ICT-strategy n Customer service principles n Guidelines for releasing data n Statistical ethics: guidelines and principles n Quality guidelines for statistics n Guidelines for official statistics n Recommendations by the Prime Minister’s Office on the principles and procedure of Central Government communications n Legislation: Statistical Act, Act on Openness, Copyright law. . . n => Heli Mikkelä 15 May 2008 5

Statistics Finland's critical success factors Reliable data producer n n National and international trust Basic data of high quality Good service for data users n n Consistent production of statistics that meet users’ needs Clear service selection More for less n n Better and more uniformly Mission Vision Values Flexibility Improvement of productivity n n Increasingly efficient statistical production process Target-oriented and controlled change Professionally n n n Competent personnel Learning organisation Healthy work community Heli Mikkelä <= 15 May 2008 6

Communication strategy of Statistics Finland <= Heli Mikkelä 15 May 2008 7

Managing = balancing Information needs Response burden Management Heli Mikkelä Resources 15 May 2008 8

Statistics Finland’s stakeholders What is the strategic role of various stakeholders? What is the stake in each case? Heli Mikkelä 15 May 2008 9

Processes and competencies Systematic analysis and development n Target setting n Co-ordination and standardisation n Continuous improvement n Monitoring of results n Engagement of staff n Publishing processes n Training and support of personnel n Heli Mikkelä 15 May 2008 10

Examples of stakeholder co-operation and communication 1/4 n High-level strategic co-operation l Annual/biannual meetings on top-level l Ministries, organisations representing economic and business life, parties of the The National Statistical Service l Decision makers, e. g. meetings with parliamentary groups and Finnish MEPs Heli Mikkelä 15 May 2008 11

Examples of stakeholder co-operation and communication 2/4 Data suppliers l Annual co-operative meetings and co-operative groups l Steering and co-operative groups n Universities and research organisations l Methodological co-operation l Trainees and theses l Use of statistical data n Heli Mikkelä 15 May 2008 12

Examples of stakeholder co-operation and communication 3/4 Information users l Media l Customer Relations Management l Co-operative groups for various statistical themes n Strategy for economic statistics n Statistical literacy n Heli Mikkelä 15 May 2008 13

Examples of stakeholder co-operation and communication 4/4 n Monitoring and scanning the operational environment l An essential part of the work of the employees l Surveys: corporate image, user, stakeholder, personnel, e. g. l Anonymous customer feed back system l BI-system Heli Mikkelä 15 May 2008 14

Results? Heli Mikkelä 15 May 2008 15

What have we gained? n Interactive relations, mutual understanding Legitimacy => n Development of products and services n Rationalising of statistical production in Finland as a whole n Use of administrative and register based data n Moderate discussion about response burden, relatively high response rates n Methodological development n The image of Statistics Finland as an employer n Personnel: competencies, understanding, views n => Heli Mikkelä 15 May 2008 16

Reliability of information produced by Statistics Finland Heli Mikkelä 15 May 2008 17

Objectivity of information produced by Statistics Finland % of respondents Heli Mikkelä 15 May 2008 18

Do the citizens get enough information about the meaning of statistical information? % of respondents <= Heli Mikkelä 15 May 2008 19

Towards the future Heli Mikkelä 15 May 2008 20

Towards profitable communication with. . . Priorities n. Processes n. Public n. Profiling n. Personnel n Practices n. Professionalism n. Partnerships n n etc. Heli Mikkelä 15 May 2008 21

Thank you! Heli Mikkelä Director, Information Services Statistics Finland email: heli. mikkela@stat. fi tel. +358 9 1734 3200, gsm +358 50 568 7444 www. stat. fi