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How to improve communication by the use of workshops
A case study
UNECE Work Sessionon the Communication of Statistics
29-31 June 2011, GenevaTopic (v): Internal communication:
introducing and managing cultural change
Senior adviser Ulla Agerskov
Communication Centre
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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
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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
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Case: News from Statistics Denmark
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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
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Change
Workshop – former set up Workshop – new set up
Unit A Unit B
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Workshop in a new set up
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Possible outcome of workshop
• Improved competences in the field of communication
• A better understanding of the guidelines
• Higher quality of News from Statistics Danmark
• A more user friendly dissemination of data
• Reduced knowledge gap
• Improved competences in the field of communication
• A better understanding of the guidelines
• Higher quality of News from Statistics Denmark
• A more user friendly dissemination of data
• Reduced knowledge gap
Workshop former set-up Workshop new set-up
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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!
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Possible outcome of workshop - sideeffects
• Risk of conflict between Communication Centre and subject matter units
• Worst case: reduced social capital
• Breaking down the silos
• New partners
• Increased network
• Increased ownership
• Increased social capital
Workshop former set-up Workshop new set-up
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Building relationships
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Outcome of workshops
– Increase in communication competences
– Increase in knowledge of communication guidelines
– Increase in use of Communication Centre
– Increased networking
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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……
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Discussion and questions
?