Communicating SFM in Finland –

Experiences and opportunities in communication

Markus Lier/Finnish Forest Research Institute METLA markus.lier@metla.fi

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

key questions:

- understanding the needs of the multiple audiences

- making information compelling and useful to audiences

- distributing the information widely and effectively to audiences

multiple target audiences: policy and decision makers, forest sector, other sectors, general public

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

markus.lier@metla.fi