Transcript News from Statistics Denmark

UNECE Work Session
on the Communication of Statistics
29-31 June 2011, Geneva
Topic (v): Internal communication:
introducing and managing cultural change
How to improve communication by
the use of workshops
A case study
Senior adviser Ulla Agerskov
Communication Centre
[email protected]
The vision
•
One of the visions of Statistics Denmark is being one of Europe’s
most user-friendly and data supplier-friendly statistical institutions
•
Communication Centre’s mission: to offer communication services
to the organization and the subject matter units
•
The subject matter units must contribute by professionalizing
communication
The barriers
• A strong (conservative) culture –
Subject Matter Units motivated by keeping
status quo, high quality of statistics and long
time series
• Communication Centre is motivated by
getting the statistical data out to the press
and society, understandable and easy to use
• Challenge: Different goals, cultures and
perception of success criteria
Directors
Management
Office
Subject Matter
Units
ICT,
administration,
etc.
Communication
Centre
Case: News from Statistics Denmark
www.dst.dk/nytudg/14719
Case: News from Statistics Denmark
How we develop News from Statistics Denmark?
• Day-to-day: cooperation between communication
centre and subject matter units on specific News
from Statistics Denmark
• Weekly status meetings in Communication Centre
• Ad hoc meetings with subject matter units with
focus on long term development: Workshop
Change
Workshop – former set up
Workshop – new set up
Unit A
Unit B
Workshop in a new set up
Possible outcome of workshop
Workshop former set-up
Workshop new set-up
• Improved competences in the field
of communication
• Improved competences in the field
of communication
• A better understanding of the
guidelines
• A better understanding of the
guidelines
• Higher quality of News from
Statistics Danmark
• Higher quality of News from
Statistics Denmark
• A more user friendly dissemination • A more user friendly dissemination
of data
of data
• Reduced knowledge gap
• Reduced knowledge gap
Knowledge based management
From
• Making units more valuable for the organization –
by motivation and education
To
• Making the organization more valuable to the
units through networking
Motivation of knowledge workers!
Possible outcome of workshop - sideeffects
Workshop former set-up
Workshop new set-up
• Risk of conflict between
Communication Centre and
subject matter units
• Breaking down the silos
• Worst case: reduced social
capital
• New partners
• Increased network
• Increased ownership
• Increased social capital
Building relationships
Communication
Centre
Subject Matter
Units
☺
Management
Outcome of workshops
– Increase in communication
competences
– Increase in knowledge of
communication guidelines
– Increase in use of
Communication Centre
– Increased networking
Example of SMART-targets
– Increase in the use of guidelines by 20 per
cent
– 20 per cent increase in projects in
Communication Centre
– Increased social capital. Measured through
interviews of workshop participants.
Communication Centre does not measure long
term effects at present……
Discussion and questions
?