Published on January 16, 2014
Communicating SFM in Finland – Experiences and opportunities in communication Markus Lier/Finnish Forest Research Institute METLA firstname.lastname@example.org
Content 1. Communicating SFM in Finland 2. Needs for information on SFM by multiple audiences 3. Making information compelling and useful to audiences 4. Further development
Communicating SFM in Finland multiple target audiences: policy and decision makers, forest sector, other sectors, general public key questions: - understanding the needs of the multiple audiences - making information compelling and useful to audiences - distributing the information widely and effectively to audiences
Needs for information on SFM by multiple audiences comprehensive printed reports: professionals and experts printed brochures: policy and decision makers, forest sector, public articles in journals and daily press: multiple audiences online presentation: multiple audiences
Making information compelling and useful to audiences printed brochures: reduced set of 12 indicators, updated annually, six languages, different distribution channels
Making information compelling and useful to audiences printed brochures: value free and value based key messages and figures, well received by the audiences
Making information compelling and useful to audiences online presentation: updated annually, Finnish and English - positive feedback - step further
Further development mobile optimized web interface: SFM key information for mobile devices - QR code and direct link to SFM mobile - interaction by presenting different levels of information - slogan “reliable up-to-date forest information”
References Parviainen, J. & Lier, M. 2007. The use and audiences of national and international forest sustainability reports. In: Inter-Criteria and Indicators (C&I) Process Collaboration Workshop Report. Ministerial Conference on the Protection of Forests in Europe. Liaison Unit. Warsaw. p. 31-55. Parviainen, J. & Västilä, S. 2011. State of Finland´s Forests 2011. Based on the Criteria and Indicators of Sustainable Forest Management (pdf, 23 Mb). Ministry on Agriculture and Forestry and Finnish Forest Research Institute. 99 p. Photos: Metla/Erkki Oksanen, Metla/Markus Lier
Communicating SFM in Finland – Experiences and opportunities in communication Markus Lier/METLA email@example.com
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