1. Petteri Baer, Marketing Manager, Statistics Finland
Building Relations with the Media With examples from Statistics Finland
Consultation Mission on Promoting the activity and Creating a positive image of the Ukrainian State Statistical bodies Kiev, Ukraine 9 – 12 December 2014
Petteri Baer, Marketing Manager, Statistics Finland

2. Finnish stereotype of a statistician
Produces figures on something that is not important
Too many theoretical concepts and indexes, out of touch with reality
Statistics is a special brand of history that has nothing relevant to say about the present
Says nothing or, if does, denies it in the next sentence
Kiev 9-12 December 2014

3. Finnish stereotype of a journalist
Short memory and always in a hurry
Moving in crowds, only one thing at a time seems to be interesting
Bad news is good news
No methodological knowledge
Kiev 9-12 December 2014

4. Instead of stereotypes...
We should understand that statistics and journalism are two useful institutions/professions which collect and process information on society and different phenomena
Statistics and journalism have different kind of theoretical foundations and culture, of which neither is false or true
Both are useful and inevitable parts of society
We should strive for co-operation and possibly synthesis
Petteri Baer
Kiev 9-12 December 2014

5. Two Cultures STATISTICAL OFFICE Systematic Condensed info
Standardising
Mathematics
Indexes, Indicators
Descriptive
Conservative, Time series oriented
MEDIA
Intuitive
Condensed (not as much)
Free-form
Humanities
Typical cases
Searching for answers
Oriented towards change, News and scoop oriented
Petteri Baer
Kiev 9-12 December 2014

6. The Statistical Agency needs good publicity...
for same reasons as any organisation:
in order to guarantee fiscal resources
in order to get good employees
in order to get customers
for some reasons of its own:
in order to get good data
in order to be trusted - statistics has to be trusted
in order to serve the public discussion with the data it can provide
Petteri Baer
Kiev 9-12 December 2014

7. Journalism needs good statistics…
because they give a picture of short term fluctuations in society
because they offer the public facts and information for analysing social problems and structure of society
because they validate or do not validate single observations, which journalists make
because they are based on concepts and classifications which help to analyse society
Petteri Baer
Kiev 9-12 December 2014

8. What is the outcome/experience in Statistics Finland?
More than 50 experts are giving statements on Statistics Finland’s statistics to the media, press and TV
About 600 statistical releases and 60 press releases are published annually, and all get a fairly good publicity
special news stories published annually in the 30 largest newspapers
Less than 1 % of the special news stories included criticism: politically sensitive questions (unemployment, regional development), obvious errors
Petteri Baer
Kiev 9-12 December 2014

9. What is the outcome/experience in Statistics Finland? (Continued)
A survey among the Finnish journalists tell that Statistics Finland is evaluated as one of the best sources of information for them
Continuous development of customer contacts to different parts of the media
Kiev 9-12 December 2014

10. Familiarity of Statistics Finland 1975–2013
Source: Taloustutkimus Oy
Petteri Baer
Kiev 9-12 December 2014 10

11. Reliability of Statistics Finland’s statistics
Kiev 9-12 December 2014

12. Statistics Finland's usefulness
Kiev 9-12 December 2014

13. Basic principles of communicating about statistics at Statistics Finland – or anywhere...
Reliability
Timeliness
Impartiality
Clarity
Objectivity
Confidentiality
Relevance
Kiev 9-12 December 2014

14. Proactive measures in media relations at Statistics Finland
Organise visits and education
Focus on the most important groups
television, major newspapers, business periodicals
economic, science reporters
Present data sources and service possibilities, tell how to read statistics, discuss also methodological difficulties
Be informal
Give special service to every journalist in need of it
Build friendships but do not favour any partner
Petteri Baer
Kiev 9-12 December 2014

15. The effects of media operations are monitored
Systematic follow-up of media reactions
Thematic classification
Attitude classification
Make statistics on the feedback and analyse what should be done better in the future
Pick out stories needing immediate reaction
Compile a collection of interesting stories and distribute them in your office
Petteri Baer
Kiev 9-12 December 2014

16. Rules of reaction to media at Statistics Finland
Be active
Don’t be aggressive
Be honest, admit you faults
Avoid taking a stand on social problems
You can react both in public and in private
Petteri Baer
Kiev 9-12 December 2014

17. Example of a Media Release from Statistics Finland
Employment and unemployment in October 2014
Released yesterday, Tuesday 25th of November 2014
Here is the link to the press release – take a look also at its structure and the rich content 
Petteri Baer
Kiev 9-12 December 2014

18. You cannot learn to swim if you don’t go into the water!
Conclusion
You cannot learn to swim if you don’t go into the water!
Kiev 9-12 December 2014