How to improve communication by the use of workshops A case study

1. Topic (v): Internal communication: introducing and managing cultural change How to improve communication by the use of workshopsA case study UNECE Work Session on the Communication of Statistics 29-31 June 2011, Geneva Senior adviser Ulla Agerskov Communication Centre uag@dst.dk

2. 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

3. 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

5. Case: News from Statistics Denmark www.dst.dk/nytudg/14719

6. Case: News from Statistics Denmark

7. 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

8. Change Workshop – former set up Workshop – new set up Unit A Unit B

9. Workshop in a new set up

10. Possible outcome of workshop Workshop new set-up Workshop former set-up • 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

11. 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!

12. Possible outcome of workshop - sideeffects Workshop former set-up Workshop new set-up • 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

13. Building relationships

14. Outcome of workshops • Increase in communication competences • Increase in knowledge of communication guidelines • Increase in use of Communication Centre • Increased networking

15. 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……

16. Discussion and questions ?