1. Taking control of the organisation’s target groups Christine Uhrlander Lindbom

2. Getting increasingly aware of the problem

3. A new blog maybe?

4. User (needs) Channels

5. Three goals: - Where are needs not met - Document/database - Fixed target groups

6. Communication policy Communication strategy

7. Communication policy Communication strategy 1. Government and parliament 2. Journalists 3. Public sector and organisations 4. EU and other int. organisations 5. General public 6. Teachers 7. Business 8. Students and researchers 9. Councils and boards

8. Channel strategy Web concept Work plan Documentation system for Customer Service Order and billing system

9. Same group, different names Some groups, multiple roles

10. Not for the Communication Department… yet The Parliament and the Government in their roles as distributors of assignments Statistics Sweden's councils and boards Potential employees Respondents

11. 1. Intermediaries Journalists News agencies Bloggers Libraries Politicians

12. 2. The General public

13. 3. Businesses and Organisations Companies Consultants Organisations, like interest organisations, lobbyists, unions

14. 4. Public Administration Government and ministries Scientists/researchers Government agencies Regions and municipalities State funded committés

15. 5. Teachers and students Students at higher- or university level Teachers at lower or higher level schools

16. Target group

17. Need

18. Target groupNeedChannel

19. Target groupNeedChannelActivity Government and Ministries Data to own data bases in specific formats Custom made data bases Personal relationship? Analysis, in- depth comments - Comission work - Experts Product quality- Quality reports - ISO- certificate

20. Target groupNeedChannelActivity Government and Ministries Data to own data bases in specific formats Custom made data bases Personal relationship? Analysis, in- depth comments - Comission work - Experts Blog? Conference? Product quality- Quality reports - ISO- certificate

21. Target groupNeedChannelActivity Government and Ministries Data to own data bases in specific formats Custom made data bases Personal relationship? Analysis, in- depth comments - Comission work - Experts Blog? Conference? Product quality- Quality reports - ISO- certificate Promote ISO- certificate?

22. Three goals: - Where are needs not met - Document/database - Fixed target groups

23. Getting increasingly aware of the solution