1. 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)

2. Heli Mikkelä, Metla May 2002 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

3. Heli Mikkelä, Metla May 2002 3 communication is necessary for production of commodities - products and services - and for their distribution to customers communication is necessary when a long term corporate, product, or manager profile is being created and disseminated communication is necessary for purposes of informing internal and external audiences about the developments within the organization communication is necessary for the socialization of individuals into good ’organization citizens’ Source: http://www.valt.helsinki.fi/staff.aberg/iabclast/

4. Heli Mikkelä, Metla May 2002 4 Metla Content: Task, product, services Content: entire organization Direction: External Direction: Internal

5. Heli Mikkelä, Metla May 2002 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?

6. Heli Mikkelä, Metla May 2002 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

7. Heli Mikkelä, Metla May 2002 7 Customers 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 

8. Heli Mikkelä, Metla May 2002 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.

9. Heli Mikkelä, Metla May 2002 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

10. Heli Mikkelä, Metla May 2002 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

11. Heli Mikkelä, Metla May 2002 11 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

12. Heli Mikkelä, Metla May 2002 12 How to Better Benefit from Communication? recognition of the different target groups and identification of their specific needs - diversity in activities active interaction, co-operation and networking with the clients, partners, information end users, the media and other stakeholders - for whom and with whom? flexible and efficient use of channels and media priority-setting

13. Heli Mikkelä, Metla May 2002 13 Metla: how to benefit from communication?, cont. 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

14. Heli Mikkelä, Metla May 2002 14 Project homepage - project leader - staff - duration - keywords - aims - results More information; manual pageproduction Publications of a project Research projects database Press releases database Updating - annually (min.) - real-time service possibility Staff database Publications /outputs database Homepages of scientists Press releases of a project Search options: keywords, topic, free Publications of a scientists

15. Heli Mikkelä, Metla May 2002 15 The current METINFO-service www.metla.fi/metinfo Forest owners’ service Statistical Service database, e.g. weekly and monthly timber sales and prices, statistical publications Forest Health Phenology Mela Multiple Use of Forests Growth Information Packages on various topics licensed services registration required –services services