Communicating SFM in Finland –
Experiences and opportunities in communication
Markus Lier/Finnish Forest Research Institut...
Content
1. Communicating SFM in Finland
2. Needs for information on SFM by multiple audiences
3. Making information compel...
Communicating SFM in Finland
multiple target audiences: policy and decision makers,
forest sector, other sectors, general ...
Needs for information on SFM by multiple audiences
comprehensive printed reports: professionals and experts
printed brochu...
Making information compelling and useful to audiences
printed brochures: reduced set of 12 indicators, updated annually,
s...
Making information compelling and useful to audiences
printed brochures: value free and value based key messages and figur...
Making information compelling and useful to audiences
online presentation: updated annually, Finnish and English
- positiv...
Further development
mobile optimized web interface: SFM key information for mobile devices
- QR code and direct link to SF...
References
Parviainen, J. & Lier, M. 2007. The use and audiences of national and
international forest sustainability repor...
Communicating SFM in Finland –
Experiences and opportunities in communication
Markus Lier/METLA
markus.lier@metla.fi
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Case study Communicating SFM in Finland

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Created by Markus Lier – Finnish Forest Research Institute (METLA), Finland

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Case study Communicating SFM in Finland

  1. 1. Communicating SFM in Finland – Experiences and opportunities in communication Markus Lier/Finnish Forest Research Institute METLA markus.lier@metla.fi
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. Making information compelling and useful to audiences printed brochures: reduced set of 12 indicators, updated annually, six languages, different distribution channels
  6. 6. Making information compelling and useful to audiences printed brochures: value free and value based key messages and figures, well received by the audiences
  7. 7. Making information compelling and useful to audiences online presentation: updated annually, Finnish and English - positive feedback - step further
  8. 8. 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”
  9. 9. 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
  10. 10. Communicating SFM in Finland – Experiences and opportunities in communication Markus Lier/METLA markus.lier@metla.fi

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