Registration form “Communication and co-operation in the ... · The Role of Communicator in Crisis Management Juha Mäkinen, Director of Communications, Metsähallitus 2 • 2005

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ProgrammeU

NORDIC AND BALTIC

FORUM 2005 Programme

Practical details Registration form

Forum homepage

The 7th Nordic-Baltic Forum in Espoo, Finland, 22-2 September 2005

“Communication and co-operation in the Nordic-Baltic area”

Thursday, September 22nd

09.00 Bus transportation to Hotel Elohovi10.00 Coffee and registration

Moderator Ari Turunen, Head of Communications, Finnish Forest Research Institute, Metla

10.30 Welcome to the forum.Steering group leader Ellen Juel Nielsen, Forest & Landscape, TheRoyal Veterinary and Agricultural Uniersity, Denmark

10.45 A proposal for a new communications strategy: a common newsletter/yearbook for the Nordic and the Baltic forest organisationsAri Turunen, Head of Communications, Metla

11.15 Challenges and threats for future forest research organizations in the Nordic-Baltic region .Anne Luhtala, Acting Director of International Activities, Metla.

12.00 Lunch Moderator Ivar Palo, Project manager, SkogsSverige, SLU

13.00 The role of the communicator in crisis management. A Case: Greenpeace in Finnish LaplandJuha Mäkinen, Director of Communications, Metsähallitus (Metsähallitus is a state enterprise whose main tasks are to supplywood to the forest industry and to manage most of Finland’s protectedareas.)

13.45 Forest.fi -service. Information about Finnish forests to internationalaudienceHannes Mäntyranta, Editor-in-Chief, forest.fi / Finnish Forest Association(The Finnish Forest Association (established in 1877) is a co-operation organization for the forestry field inFinland. Forest.fi is a gateway to Finnish forests, forestry and the whole forest sector)

14.30 Discussion

15.00 Coffee break15.15 Results of a study on European co-operation and networking in Forest

CommunicationGerben Janse, European Forest Research Institute

15.30 Introducing Workshop I: Possibilities of developing a common newsletter of Nordic-Baltic ForestResearch in English Ivar Palo, SLU

17.00 Reports from the groups

19.00 Dinner

Friday Septermber 23rd

http://www.metla.fi/tapahtumat/2005/nordicbalticforu... 2 of 2

7.30 Breakfast Moderator: Severin Woxholtt, Informasjonssjef, Skogforsk (no)

08.30 Targeted communication - necessary for efficient knowledge transfer. Mats Hannerz , Skogforsk (se)

09.00 Global Forest information ServiceEero Mikkola, coordinator, IUFRO

09.30 Discussion10.00 Coffee break

Moderator: Ellen Juel Nielsen 10.15 RSS-feed, a new way to provide information internationally.

Jarmo Saarikko, webmaster, Metla (RSS is a method of distributing links to content in your web site that you'd like others to use. By listing the page as an "item" in your RSS file, you can have the page appear in front of those who read information using RSS readers or "news aggregators")

11.00 A Walk in the Forest

12.00 Lunch13.00 Popular dissemination of research in Metla

Ari Turunen, head of communications, Metla13.30 Introducing Workshop II

• Evaluating this Forum• The next Forum and the programme.

14.30 Reports from the groups

15.30 End of forum

Nordic and Baltic Forum : Programme

METSÄNTUTKIMUSLAITOSSKOGSFORSKNINGSINSTITUTETFINNISH FOREST RESEARCH INSTITUTEwww.metla.fi

A proposal for a new communications strategy

a common newsletter/yearbook for the Nordic and the Baltic forest organizations

Ari Turunen, Head of Communications, Metla


Global challenges and trends in forest research

Funds directed to forest research have diminished

Forest science as a discipline is merging to otherdisciplines (biology, ecology…)

Paper production moves to Asia


More pressure to gain outside funding from EU

Is the importance of boreal forest research fullyunderstood in EU? (7th EU frameworkprogramme!)

EU requires bigger and bigger consortia for fundingapplications

New strategies needed in boreal forest countries


WHAT WE CAN DO

Improve the status of boreal forest research (the ”boreal block”)

We have to know if we are really needed

What is the added value provided by forestresearch?

Disseminate the research results to selected targetgroups (EU, policy makers, funders, industryexecutives, our governmental officers, etc.)


Establish a common newsletter(”Boreal Forests”)

Popular, no science jargon

Material gained from our English press releases

Raw-material gained from Silva Fennica, BalticForestry, Scandinavian Journal of Forest Research

Interviews made by editor-in-chief

Four times a year (”winter, spring, summer, autumn”)

Annual report?


Newsletter…No extra work needed

Editorial board from all participating organizations(us!)

Web pages as a main source

html and PDF (each organization can make a digitalprint if needed)

funding from SNS?

salary of editor-in-chief funded by all participatingorganizations? (part time job)


This can be fun

Kiitos!


THREATS AND CHALLENGES FOR FOREST RESEARCH ORGANIZATIONS

IN NORDIC-BALTIC REGION

22 September 2005Anne Luhtala


Threats for forest research organizations

Decrease in priority of forest research?



Decrease in priority of forest research?Mergings into other units


Mergers with other institutes Source: Peter Mayer / IUFRO

27%

73%

0%10%20%30%40%50%60%70%80%

Yes No



Decrease in priority of forest research?Mergings into other unitsLack of funding


Financing trends for forest research organizationsSource: Peter Mayer / IUFRO

Decrease

53%

17% 15% 9%0%

10%20%

30%

40%50%

60%

Nat.public

Nat.priv.

Internat.publ.

Intern.priv



Decrease in priority of forest research?Mergings into other unitsLack of fundingStagnation



Decrease in priority of forest research?Mergings into other unitsLack of fundingStagnationUnfavourable age structure



Decrease in priority of forest research?Mergings into other unitsLack of fundingStagnationUnfavourable age structureIncreased competition



Decrease in priority of forest research?Mergings into other unitsLack of fundingStagnationUnfavourable age structureIncreased competitionGlobal, pan-European focus vs. regional


Challenges for forest research organizations

Strengthening the role of forest research



Strengthening the role of forest researchStrengthening the impact of forest research



Strengthening the role of forest researchStrengthening the impact of forest researchIdentifying relevant research topics


Climate changeRenewable raw materials

Economic-environmental balance in using forest biomass

Products and services to meet societal needs

Recycling and bioenergyBiotechnology

Forests and water

Future forest research priorities



Strengthening the role of forest researchStrengthening the impact of forest researchIdentifying relevant research topicsFlexible, customer-oriented organization



Strengthening the role of forest researchStrengthening the impact of forest researchIdentifying relevant research topicsFlexible, customer-oriented organizationStrategic cooperation


Towards virtual BSR Forest Research Institute

Nordic cooperation

Nordic-Baltic cooperation

Strategic Baltic Sea Region Network

Virtual BSR Forest Research Institute


BALTIC SEA REGION BSR

Denmark, Finland, Norway, Sweden,Estonia, Latvia, Lithuania, Poland,Russia, Belarus, Germany


Virtual BSR Forest Research IntituteObjectives

Joint administrative strategic planningJoint infrastructure (laboratories, field experiments)Joint extention activities (www services, seminars)Joint training and mobility programmesService for BSR stakeholders


Virtual BSR Forest Research InstituteBenefits

Better availability of research results forstakeholders (politicians, industry, forest owners, etc.)Faster introduction of innovations into practiceBetter use of resources -> cut in research costsHigher competitivenessImproved forest research capacity in BSRImproved training and mobility


Thank you!

1 • 2005

Communication and Co-Operation in the Nordic-Baltic Area

Espoo, September 22th, 2005

The Role of Communicator in Crisis Management

Juha Mäkinen, Director of Communications, Metsähallitus

2 • 2005

Metsähallitus: Tasks and strengths

It is the duty of Metsähallitus to manage, use and protect the state-owned forests, nature conservation areas and wilderness reserves as well as public waters administered by it.

The strength of Metsähallitus lies in combining forestry and nature conservation competence.

3 • 2005

Lands and waters administered by Metsähallitus

WATERS 3.4 mill. hectares

LANDS 9.0 mill. hectares

Forest land in managed forests

Scrub and nonproductive land

Conservation areas, wilderness reserves and other areas

3.4 mill. hectares

4.2 mill. hectares

1.4 mill. hectares

38 %46 %

16 %

4 • 2005

State forestry in general

*Important role as wood supplier especially in Northern Finland *Public participation*High protection rates

-as northern sawmills say: Majority of the raw material in their region is protected

*Environmentally-oriented forestry-50 % of the growth is harvested

*High acceptability in the society*Major efforts for gaining acceptability among ENGO´s (WWF cooperation, Dialogue process et.c.)

BUT:Metsähallitus remains a key target for Greenpeace

5 • 2005

Conflict-free: An Illusion?

*High protection rate seems to correlate very well with forest conflicts

*Northern Finland a major issue in international FSC campaigning

*For Metsähallitus, Swedish FSC not a problem e.g. in Upper Lapland,in Finland impossible

*Conflicts: -Conflict-free paper a must for forest sector-For Greenpeace, conflicts are a resource

*Conflict-free –paper without raw materials to produce it?

6 • 2005

Land use status in Upper Lapland

7 • 2005

8 • 2005

Some incidents…

*Greenpeace camps ”invited by reindeer herders” winter/spring 2005*Majority of reindeer herders oppose Greenpeace (FFRI, Feb 2005)*2000 inhabitants of Inari signed a pro-forestry petition in March 2005

=> ”Anti-terror camp” against Greenpeace*Continous flow of tabloid-news stories from Greenpeace and ”Anti-Terror” –camps…*Complaint in UN Human Rights Committee; rejected 2001 and 2005*Major cut in Metsähallitus´ loggings*Separatory research project (the Ministry of the Justice) on the land ownership (October 2005)*In land ownership issue, Sami Council pressuring Stora Enso (not Finnish Parliament!)*Finnish Sami Parliament divided

So what? Does this have any effect on Greenpeace, or on end customers…

9 • 2005

Dialogue process between Metsähallitus, FANC and WWF

Metsähallitus, WWF, Finnish Association for Nature Conservation (FANC)

ENGO´s were not satisfied with the Old-Growth Forest Protection Program=> Dialogue process started in April 2003

Over 70 meetings, almost weekly

Process handled the interesting sites of ENGOs in Northern Finland (about 750 single sites)

A joint agreement with the ENGO´s was reached in 2/3 of the sites

In all 100,000 ha of forestry areas and mires were excluded from forestry operations 55,000 ha of forest land

Other stakeholders very unhappy

10 • 2005

Communication: From crisis management to bridge-building

Strategic perspectives:

-balancing different objectives, maximizing various benefits for the society

=>everyone can not be 100 % happy

Operational level:

-screening; the importance of being aware at all organisation levels!

-everybody communicates! => wide-spread training in communication

Our framework:

-democratic decision-making and participative approach:

-Finnish Parliament & local paople via participative planning

11 • 2005

Crisis communication: Target groups

Local stakeholders

-in general, for higher amount of harvestings

-in certain areas, for protection

=>local, detailed messages from local foresters

Finnish media

-in Southern Finland, more tendency towards protection

=>generally same messages, sometimes strengthened with HQ message

Customers, international end customers

-demands for conflict-free paper

=>all kind of messages should be fit from A to Z (from EU Natura 2000 to Näljänkä logging site)

12 • 2005

Communication: From crisis management to bridge-building

Daily activities in local forest conflicts (=Greenpeace halting harvesting):

1. Keep calm!

2. Active and strongly decentraliced communication-our message in TV news comes from the local forester-on the other hand, head office must be 100 % aware for interviews

3. Communication in wide scale-press releases for local target groups & global end customers in Germany

4. Follow-up-was everything OK at the logging site?-media coverage-care for the personnel

13 • 2005

Follow-up: Publicity for Metsähallitus (winter 2004, 703 articles)

Negative

Verynegative

Positive

Neutral

14 • 2005

Kukkuri forest, Northern Finland

Why forest.fi?

We needrapid news service and understandableinformationabout the Finnish forest sectorfor the foreign audience

Our clientsforest industry, its clients and employees abroadFinns living abroadthe Finnish forest sectorall those interested in the Finnish forest sector

Writers are often asked who theywrite for. A writer thinks you might

as well ask a bus driver who he drives the bus for.

Isn’t it for those who want to use that bus line?

Reko Lundán, Yhteishyvä, 1/2005

What is it?The Finnish forest sector in a nutshell

comprehensive package of Forest Factschannel for latest informationinformation on different uses of forests

andgateway to the Finnish forest sector

Main audience is internationalwww.forest.fi takes you to the English version of the sitea link to the Finnish page is provided

Forest FactsBasic information on Finnish forestry

Forest resources in Finland, Europe and the rest of the worldForest ownershipForestryForest policyBiodiversiry in the forestsForest industry in Finland and the rest of the worldImportance of forestry for Finland and FinnsMultiple use of forests and attitudes towards forestryResearch and education in the forest sectorGlossary (only in Finnish)

Under every heading there is a brief introduction tographicslinks to the rest of the forest sector

Latest forest informationCoverage of news ignored by others

Rapidly: within a few hours, both in English and FinnishJournalistic principle:

all parties are ”on the same footing”essential facts, causes and outcomes aremade public

Background informationproactive, instead of reactive, selectioncomplementing Forest Facts

Main messagesThe most important messages remain…

Forestry benefits from safeguardingbiodiversity.Timber is a renewable and ecologicalresource.Family forestry is sustainable and productive.The forest cover in Finland is continuous and widespread.The solution is the use of forest.

…but they are weighted in different waysat different times

Who is in charge?Staff at the Finnish Forest Association

Hannes Mäntyranta, editor-in-chiefKrista Kimmo, staff editorKai Lintunen, manager of communicationsHarri Hypén, web editor

Represented in the editorial boardMetsäliitto, Stora Enso, UPM, Finnish Forest Industries FederationMetsähallitus, MTKMinistry of Agriculture and Forestry

European Cooperation and Networking in Forest

Communication

Gerben JanseProject idea and funding by the Finnish Forest Association

Conducted at the European Forest Institute

2

2

Reasons for Increased Attention for Communication on Forests, Forestry and Forest Industry

Image-problem of the forest industry (cf. Rametsteiner and Kraxner, 2003; DG ENTR, 2002)

Disaggregated sector and fragmented policy at EU level enforce the need for cooperation on communication issues

Policy relevance – UNFF4, MCPFE, EU For.Strat.Challenges identified at the Forest Academy Finland

fora

3

3

The Project - Goals

Analyzing existing structures of cooperation and networking in forest sector communication – “who is doing what?”

Analyzing the way challenges are met and which gaps remain – “what is not being done?”

Two levels: European and national (A, FIN, LV, GB)

4

4

Method

Expert interviews and email questionnaire (European and national level – Austria, Finland, Latvia, UK)

Questions on:• Goals, Messages, Targetgroups, Tools• Communication strategy vs. Ad Hoc activities• 1-Way vs 2-Way communication (PR vs. communication...)• Intra- vs. Intersectoral communication• National – International • Cooperation

5

5

Classification of Cooperation and Networking

DC

Internal communication between actors within the forest sector

BA

External communication between forest sector and other sectors

Between actors within each country

Between actors from different Europeancountries

Model developed by Hellström (2004)

Results of the expert interviews and questionnaire

7

7

The Forest Sector’s View

8

8

A Different Point of View

9

9

Examples of Current Cooperation and Networking

Cooperation in promotional campaigns (e.g. Wood for

Good, ProHolz) and sectoral platforms

Forest Academy Finland fora, FBI-Technology

Platform, Forest Communicators Network

Internal communication between actors within the forest sector

Forest Forum for Decision-Makers (FIN),Walddialog (A)

???External communication between forest sector and other sectors

Between actors within each country

Between actors from different Europeancountries

10

10

Actual Communication Situation (I)

11

11

Actual Communication Situation (II)

12

12

13

13

The Committers

Who is responsible? And for what?

Individual level – Companies (Forestry- and industry-)National level – FederationsInternational – “Umbrella” Associations at the

European level

What can/should be done at which level?PR, lobbying or joint two-way communication

processes?When does cooperation provide added-value?

14

14

The Victims

Target Groups – getting attention (external communication)

• Policy-makers (high-level) from other sectors• Youth – “Opportunities for Generations”• Teachers – “Forest Learning Path”• Architects and builders – “Wood Awards”• Press – difficult to catch their interest

• Needed: “hot topics” / controversies• Forestry education – changing curricula

15

15

Old Boys Network

Interaction between actors in the (European level) ”core” is strong:

The same people meet each other over and over at various meetings

Everyone knows everyone in the sector

16

16

Talking is silver, but what is doing then?

“Everyone is talking about the need to improve communication with society, but now it’s time to really start doing something”

…….is an often heard remark……

17

17

Are our messages sexy enough?

Messages – to hit bull’s eye• Strong policy framework for forestry at the European level

is needed… but how to interest policy makers from other relevant sectors?

• Reaching “the uninterested public” – messages based on: “Why cut forest?”

• People decide based on images & emotion – not interested in “dry” facts

• Showing is better that telling• Use images, slogans & teasers (based on facts) – not

solely facts

18

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Better well stolen, than bad invented

Communication tools• PR, lobbying or joint two-way communication processes?• Importance of personal networks with people from other

sectors.• What can we learn from cars, perfumes, and beer? – e.g.

their use of communication professionals and strategies.• Write communication in EU documents -> crank up

movement in member-states’ efforts in forest communication.

19

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Relations

Relation forest industry – eNGOs: hesitantRelation forest industry – forest science

• Do the individual companies know what forest science is doing, and what might benefit them?

• Is forest science actively doing something to catch the attention of the industry?

20

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Conclusions (I) – general

What is it the forest sector really wants to achieve with communication?

1. Just to boost its image with the public?2. To be successful at policy lobbying?3. To really build relationships and two-way communication

processes with other sectors and interest groups?

21

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Conclusions (II) – national level

Intersectoral communication between forest sector and other sectors is normally better developed at the national level

New EU Member States – effort in sector-internal as well as external communication is needed

In some countries the sector’s image is a problem, in other countries it is not – differences in communication needs

22

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Conclusions (III) – European level

Large scale promotional activities are just starting and in spite of some cooperation between countries (e.g. ”wood for good” and ”ProHolz”), no European wide ’platform’ is foreseen on the short term

Communication between national forest sectors is also not very well developed

Cooperation initiatives FBI – identification of target groups (youth, media, architects, universities) and consequent activities to set up a framework to reach them is a good first step (in spite of limited budget)

23

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Conclusions (IV) – European level

A move from reactive to proactive communication –come with the news before someone else does – is taking place

But..... is the public really interested?Cooperation and networking are the only way for the

sector to strengthen the impact of its communication –combined expertise, resources, pool of contacts etc.

But, cooperation requires strong mandates• a matter of perceived loss of control?And, a network is as strong as its weakest link:• networks need active members, and above all an active

secretariat

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Recommendations (I)Reach the most important target groups –

youth/schools, the media, architects/builders –(adoption of innovation / opinion leader strategy) through "telling by showing" and not by yet another brochure;

After having set up a Technology Platform, it is now time to direct effort and resources to set up a cross-sectoral forum with other major stakeholders and, especially, high level policy makers;

25

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Recommendations (II)

Allocate funds and a strong mandate for a joint body, bringing together EU- and national level forest sector actors in order to facilitate cooperation in cross-sectoral communication;

Further increase cooperation between national forest sectors in order to learn from each other's experiences and best practices in communicating with society;

Become aware that communication is essential for an organization’s profile and existence – truly integrate communication in the organizational strategy.

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Thank you for your attention

Targeted communication

TARGET GROUPSSwedish forestryDecision-makers and opinion-formersResearchersPublic and media

Targeted communication leads to understanding and acceptance.

Efficientknowledge transfer

”Research findings are of little value before they been published and implemented”

SKOGFORSK PUBLICATIONSNytt Forestry news in popular formResultat Research finding in briefRedogörelse Documentation of completed projectsManuals Practical instruction & adviceNews Forestry news in popular form

(in English)Results Research findings in English

EXTERNAL PUBLICATIONSScientific and popular articles

Our channels

Courses Analysis of needs; planning of training

Films Training films and web video channel

Web www.skogforsk.se“Knowledge direct”

Media Targeted press information

Our channels

•“Key persons” (central specialists, regional manager directors):Courses, seminars, U-konf; Skogforsk.se, forest magazines; News, Results, Redogörelse•“District managers”:Courses, U-konf; Skogforsk.se, forest magazines; News, Results•“Other forestry officers”:•Corses, U-konf; Skogforsk.se, forest magazines, Knowledge Direct; News, Results, Manuals•Contractors (logging):Specific conference and forest magazine; webbfilm; News, Manuals

Target groups

•Contractors (silviculture):Courses; forestry magazines, webbfilm; News, Manuals•Private forest owners:Forestry magazines, local newspapers; Knowledge Direct; Manuals•Students (forest and others):•U-konf; Skogforsk.se, (Knowledge Direct); News•Decision makers (e.g. politicians):Media, News•Research community:News, Results, Redogörelse, Scientific articles, Conferences, seminars•Public:Media

Target groups, cont.

The GFIS vision and concept

Peter Holmgren, FAOEero Mikkola, IUFRO

Gillian Petrokofsky, CABI

What is GFIS?An internet gateway that provides access to forest-related information through at www.gfis.net

1. Partnership to organize forestry information

2. Gateway to search forestry information

GFIS and CPF

• GFIS is a CPF initiative;

• It is led by IUFRO;

• FAO, CIFOR and CABI are core partners;

• GFIS is open for partners outside CPF.

What is GFIS good for?

• Helps partners organize information –and make it available;

• Helps users to find forestry information –from one place;

• Strengthens international collaboration.

What do we mean by ”GFIS partnership”

• Participating is voluntary, but implies a commitment;

• Minimal centralized overhead to make core functions work;

• Easy to participate and provide information.

How does it work?1. Partners manage their own information;2. Common GFIS standard for information

exchange;3. Partners make their metadata available in these

formats;4. GFIS harvests and indexes the metadata;5. Users search;6. Feedback to partners on information usage.

Where are we?• GFIS is operational at www.gfis.net;

• So far, 4 information types in the GFIS standard;– (meetings, news, publications, job

vacancies)

• Partners provide information;

• The solution is scaleable.

Where are we going?

• The GFIS Standard will continue to develop;

• Gateway functionality will expand;

• Targeted functionality (eg internal search);

• Many more partners will join.

GFIS:• helps partners to broadcast their

information and users to find it;• can provide internal search options for

partners;• is not owned by anyone;• helps prevent duplication of effort;• enhances networking in forestry.

METSÄNTUTKIMUSLAITOSSKOGSFORSKNINGINSTITUTETFINNISH FOREST RESEARCH NSTITUTEwww.metla.fi

RSS-feeda new way to provide information

internationallyJarmo Saarikko,

webmaster, information specialistMetla

Metla Communications/Saarikko / Nordic-Baltic Forum 22-23.9.2005

2


RSSReally Simple SyndicationRich Site SummaryRDF Site Summary


3


RSS is amethod of distributing links automaticallyway to provide links to content on your web site dialect of XML

available in two major formatsother formats are around (such as Atom)


4


Why we should use RSS?Do I need to publish RSS feeds for my site?

Maybe not. Many sites do not need a RSS feed. RSS was made to share things like headlines, links, and story excerptsNew ways to use this technique may be evolving

Many media companies use several RSS-feeds on varioustopics (national, international, political, sports, etc. news)

Our clients are becoming used to this methodWe should use this for our benefit

We should provide ”client pull” listingseasy way for clients to stay up-to date on news and new updates on our website


5


What links should I announce?Information that you want to syndicate with othersPages that are hard to find or notice without coming backregularly and browsing

few people have time for this unless they are alreadysubscribed to a service at your site.

Serve your clients and raise a ”flag” with RSS.Here are some examples of items

New web-pagesNew on-line publicationsMedia releases and other news itemsEventsJob announcements


6


TerminologyChannels or Feeds

RSS-reader orfeedreader

Blog

Live bookmark

XML document- Used for syndication- Contains links to newsarticles

Software designed to readthe XML files and show them as lists of linksEasily updated publicwebsite with postings in date orderTechnique to provide RSS-feeds as active dropdownlists in web-browsers


7


How to read RSS feeds?Dedicated RSS- and feed readersSome web-browsers and e-mail software include a built in RSS-reader

Mozilla FirefoxLive bookmarks

Mozilla ThunderbirdE-mail, newsgroups and RSS-feeds all-in-one program


8


RSS AggregationThe practice of gathering multiple RSS channels into onecentral location is called aggregationAn example is GFIS Global Forest Information Service

http://www.gfis.net/

While most aggregator Web sites share a common goal --gathering content -- they serve different purposes. An aggregator may offer tools, solutions or services

These allow partners to customize feeds and minimize the integration and syndication effort.

http://en.wikipedia.org/wiki/List_of_news_aggregators


9


How to get started?List the page link as an "item" in your RSS file and you can have it in RSS readers and "news aggregators“ in no timeRead a tutorial:

E.g. http://www.mnot.net/rss/tutorial/1. Create the XML file2. Upload the file to web-server3. Advertise your feed URL to aggregators4. Include link meta-tags on your pages

<link rel="alternate" type="application/rss+xml" title="RSS" href="url/to/rss/file" />

5. Include RSS-icon on your pages6. Update your feed regularly

<a type="application/rss+xml”href="feed.rss"><img src=”rss.gif”alt=”RSS feed for this page”border=”0”></a>


10


Manual entry of itemsRSS editors – both on-line and Windows based

Useful for irregularly updated feedswww.rsspublisher.com... and many others, pick your choice

It is important to validate your RSS code with a validator to make sure that syndication works properly

http://rss.scripting.com/http://aggregator.userland.com/validatorhttp://feeds.archive.org/validator/


11


Required elementsChannel

titlelinkdescriptionThere are many optional elements such as: language, copyright, image, pubDate, lastBuildDate, cloud, ttl etc.

ItemA channel may contain any number of <item>sElements of items: title, link, description, author, category, comments, pubDate, source, etc.


12


Automatic entryOutput from databaseMany Content Management Software (CMS) packagesinclude RSS-feed output for new content additions

check with your service provider

Aggregating search engines get feeds from websites"Scraping" to create a RSS feed out of a websitehttp://www.mnot.net/rss/tutorial/#ToolsSite Summaries in XHTML http://www.w3.org/2000/08/w3c-synd/#


13


Which RSS version to choose?XML file structure varies with different versions of RSS

Choose the one which applies best to your needsRSS 1.0

Designed around the W3C'sRDF (Rich Data Format) standard.

RSS 2.0 (0.91)GFIS (and Metla) is using thisIt has an easier and lighter structureThis is not compatible with 1.0Many editors are able to produce both


14


XML-structure – channelhttp://www.metla.fi/rss/rss20-news10.xml<rss version="2.0">

<channel><title>Metla media releases</title><link>http://www.metla.fi/</link><description>10 latest mediareleases from Finnish Forest Research Institute Metla

</description><pubDate>Tue, 20 Sep 2005 11:28:01 +0300</pubDate><docs>http://blogs.law.harvard.edu/tech/rss</docs><managingEditor>[email protected]</managingEditor><webMaster>[email protected]</webMaster><category>News</category><ttl>3600</ttl><generator>rss.pl</generator>

<image><url>http://www.metla.fi/img/metlav73x16.gif</url><title>Finnish Forest Research Institute Metla - Media releases

</title><link>http://www.metla.fi/ajankohtaista/index-en.htm</link>

</image><language>en</language><item> ... </item>

</channel></rss>


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XML-structure - item<item>

<title>Cloning by tissue culture does not affect genome of silver birch

</title><link>http://www.metla.fi/tiedotteet/2005/2005-09-15-koivugenomi-en.htm

</link><description>Cryopreservation and micropropagation, i.e. cloning by tissue culture, are useful methods in forest research and regeneration. To enable the use of these methods, it is essential to maintain genomic fidelity during tissue culture or cryostorage that may last for up to several years. The research done by Metla did not showany effects from micropropagation and cryostorage on the growth characteristics of birch plants. In addition, no differences were observed between the genomes of the donor trees and the regenerated plants.

</description><dc:creator>Metla Communications</dc:creator><dc:date>Thu, 15 Sep 2005 09:00:00 +0300</dc:date></item>

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Registration form “Communication and co-operation in the ... · The Role of Communicator in Crisis Management Juha Mäkinen, Director of Communications, Metsähallitus 2 • 2005