Markus Lier of the Finnish Forest Research Institute discusses communicating sustainable forest management (SFM) in Finland. There are multiple target audiences with different information needs, including policymakers, the forest sector, other sectors, and the general public. Information is provided through comprehensive reports, brochures, articles, and online presentations. Printed brochures summarize SFM indicators annually in six languages. The online presentation is updated annually in Finnish and English and receives positive feedback. Further development includes a mobile-optimized website to provide reliable, up-to-date forest information via smartphones.

1. Communicating SFM in Finland –
Experiences and opportunities in communication
Markus Lier/Finnish Forest Research Institute METLA
markus.lier@metla.fi

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. 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. 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. Making information compelling and useful to audiences
printed brochures: reduced set of 12 indicators, updated annually,
six languages, different distribution channels

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. Making information compelling and useful to audiences
online presentation: updated annually, Finnish and English
- positive feedback
- step further

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. 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. Communicating SFM in Finland –
Experiences and opportunities in communication
Markus Lier/METLA
markus.lier@metla.fi