The communication activities in Metla PR information services

The communication activities in Metla: PR, information services and dissemination of research results IUFRO Task Force on PR in Forest Research - kick-off meeting, Zürich, May 12 -15, 2002 Heli Mikkelä Finnish Forest Research Institute (Metla) Heli Mikkelä, Metla

2 Communication in Organizations - Why ? The four functions of organizational communications • supporting core operations • profiling • informing • socializing. . . and the fifth, not under the organization’s direct control • need for informal social interaction © Leif Åberg, University on Helsinki 1998 Heli Mikkelä, Metla 9/25/2020

3 n communication is necessary for production of commodities - products and services - and for their distribution to customers n communication is necessary when a long term corporate, product, or manager profile is being created and disseminated n communication is necessary for purposes of informing internal and external audiences about the developments within the organization n communication is necessary for the socialization of individuals into good ’organization citizens’ Source: http: //www. valt. helsinki. fi/staff. aberg/iabclast/ Heli Mikkelä, Metla 9/25/2020

4 Content: Task, product, services Metla Direction: External Direction: Internal Content: entire organization Heli Mikkelä, Metla 9/25/2020

5 Organisation’s Whys and Whats -? • Why do we exist? • What is our mission? • How can we make certain their is a need for our existence in the future – or can we? • Who couldn’t survive without us? • What are we supposed to do, and what do we want to do? Heli Mikkelä, Metla 9/25/2020

6 Targets for communication, derived from Metla’s strategy • positive image and reputation, good general knowledge of Metla and its work – nationally and internationally § dissemination on research results by communication, knowledge transfer and information services § interaction with the information users and other stakeholders § support for the every-day work § support for organizational culture, values and targets § use of Metla’s resources Heli Mikkelä, Metla 9/25/2020

7 Customers n n n n Research community Forest policy and forest management decision makers in public and private sector Forestry and environment professionals and organisations Forest owners Research funding organisations Mass media and other parties further editing and “forwarding” the information All other parties and individuals interested in forests and forestry Heli Mikkelä, Metla 9/25/2020

8 Communications in Metla -What do we do? • information releases, • brochures, • annual reports, • Internet, • events, • joint projects with other parties • written articles, • information and consultation services • publications • activities in the research forests • Metla-material (slides, videos, photos. . ) • seminars, field trips • personal contacts • etc. Heli Mikkelä, Metla 9/25/2020

9 Communications in Metla – Who does? • as an integrated part of work of employees, projects and operative units • the corporate communications ”team • is responsible for some activities • coordinates • consults • publications team • scientific journals and publications • plans to integrate also the technical papers Heli Mikkelä, Metla 9/25/2020

10 Communications Unit in Metla - tasks • general guidelines and principles for communication activities in Metla • a collection of best practices • some principles and guidelines also needed • dissemination of research results, examples • press releases, customer journal, articles • activities linked to the research processes • expert services, Internet-services – Metinfo Heli Mikkelä, Metla 9/25/2020

Communications Unit in Metla – tasks cont. • general knowledge about and reputation of Metla • brochures, annual reports, events, Internet. . . • marketing communication: promotion of services and products • internal services and consulting • co-operation with stakeholders • internal communication Heli Mikkelä, Metla 9/25/2020 11

12 How to Better Benefit from Communication? n recognition of the different target groups and identification of their specific needs - diversity in activities n active interaction, co-operation and networking with the clients, partners, information end users, the media and other stakeholders - for whom and with whom? n flexible and efficient use of channels and media n priority-setting Heli Mikkelä, Metla 9/25/2020

13 Metla: how to benefit from communication? , cont. n n n integration of basic processes and communication activities - examples: research planning and evaluation - publications - research forests acknowledgement of the strategic role, possibilities and limits of communication attitudes, skills and abilities - professionalism and sufficient resources to communication activities - devotion and commitment of the scientists - skills and abilities: education and division of labour Heli Mikkelä, Metla 9/25/2020

14 Updating - annually (min. ) - real-time service possibility Research projects database Project homepage - project leader - staff - duration - keywords - aims - results Homepages of scientists Staff database Publications of a scientists More information; manual pageproduction Heli Mikkelä, Metla 9/25/2020 Publications /outputs database Press releases database Publications of a project Press releases of a project Search options: keywords, topic, free

15 The current METINFO-service www. metla. fi/metinfo n Forest owners’ service n Statistical Service database, e. g. weekly and monthly timber sales and prices, statistical publications n Forest Health n Phenology n Mela n Multiple Use of Forests n Growth n Information Packages on various topics n licensed services n registration required –services n services Heli Mikkelä, Metla 9/25/2020