Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
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 ?