Transcript Document

How to communicate?
Tarja Summa, Ministry of Social
Affairs and Health, FIN
Proiectul Phare 2006 “Asistenţă tehnică pentru promovarea
campaniei naţionale de conştientizare în domeniul incluziunii sociale”
Ministerul Muncii,
Familiei şi
Protecţiei Sociale
Reform of Social Protection
the Social Protection Committee started in
2007
the communication strategy of the Social
Protection Committee is based on
transparency and dialogue
gender mainstreaming
the Committee and the Ministry are facing
communication challenges…
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Who is doing what?
The Council of State
The Minister of Social Affairs and Health
The Ministry of Social Affairs and Health
Related authorities
NGO´s
www.stm.fi > English
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Good practices
www.stm.fi
press releases
press conferences and media briefings
leaflets, publications
cooperation with media, NGO`s
online discussions
communication and information
campaigns?
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Finnish target groups
 media
 the public in general,
 NGOs,
 proffesionals
 political parties,
 insurance companies,
 trade unions and employers associations,
 employees, employers, unemployed etc.
 retired
 and handicapped persons etc.
Target groups are heterogeneous!
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Language?
Finnish
Swedish
English?
Russian?
plain Finnish?
Sami?
what did we forget?
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Combating Social Exclusion
2010 European year for Combating
Poverty and Social Exclusion
national communication strategy is based
on the EU-strategy
national strategy supports the EU-strategy
national + NGOs and the EU website
(http://ec.europa.eu/social)
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Campaigns Against violence
Violence against women – Council of
Europe campaign 2007
> European approach
Campaign against Domestic Violence
> National approach
different approaches have an impact on
communication
 how to handle this?
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The role of communication?
communication planning is part of the
overall planning
hard work and professional approach
miracles happen, but we have to work for
them
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Further discussion
integration of the EU and national
communication strategies?
the role of international media houses?
Finnish / national priorities?
”European” priorities?
cultural sensitivity?
ethical aspects?
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