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Why Should Dissemination of Population and Housing Census Results Be Proactive? Presentation at the UNECE / UNFPA Seminar on Census Dissemination and Communication Geneva 27 – 28 June 2011 Petteri Baer, Marketing Manager, Statistics Finland

Why Should Dissemination of Population and Housing Census Results Be Proactive?

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Why Should Dissemination of Population and Housing Census Results Be Proactive?. Presentation at the UNECE / UNFPA Seminar on Census Dissemination and Communication Geneva 27 – 28 June 2011 Petteri Baer, Marketing Manager, Statistics Finland. Themes to be discussed in this presentation. - PowerPoint PPT Presentation

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Page 1: Why Should Dissemination of   Population and Housing Census Results Be Proactive?

Why Should Dissemination of Population and Housing Census Results

Be Proactive?Presentation at the

UNECE / UNFPA Seminar on Census Dissemination and Communication

Geneva 27 – 28 June 2011Petteri Baer, Marketing Manager, Statistics Finland

Page 2: Why Should Dissemination of   Population and Housing Census Results Be Proactive?

27 -28 June 2011

Themes to be discussed in this presentationThe magnitude of any Census effort in any countryDifferent target groups will need different kinds of ready made information

Some target groups will need mainly customized information

Analytic materials! Good visual presentations!The Census – A great possibility of Contact Building for the National Statistical Office!

The need of a Broad Dissemination Strategy & The need for Good Communications

Separate presentation tomorrow2Petteri Baer

Page 3: Why Should Dissemination of   Population and Housing Census Results Be Proactive?

27 -28 June 2011

Frequent comment on the style of statisticians “Statisticians like to talk to

one another in mysterious ways and with a time clock which runs 10 times slower than everyone else's”

Statisticians need to communicate better!

Statisticians need to better imagine themselves into the position of the potential users of their information!

The need of cooperation between media and statistics

Separate presentation

Page 5: Why Should Dissemination of   Population and Housing Census Results Be Proactive?

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Public Perceptions and expectations

Health careSchoolsMedicinesRoadsWaterCrime preventionCensus????

Page 6: Why Should Dissemination of   Population and Housing Census Results Be Proactive?

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Censuses pretty often tend to have low political popularity

Censuses often attract hostile media coverage…

“You missed me out!” “Why does it take so long?” “What happened to the

money?” “My group is undercounted!”

OR A good understanding for

the need of material for evidence based decision making?

Any votes for the Census?Any votes for the Census?

Page 7: Why Should Dissemination of   Population and Housing Census Results Be Proactive?

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And often we encounter sceptical ministries of Finance...

There’s just not enough money for everything

“Can it be that expensive?”

Once in 10 years budget shock

“Sorry, but we have other priorities”

How much did you say?

Page 8: Why Should Dissemination of   Population and Housing Census Results Be Proactive?

27 -28 June 2011

Sometimes even Donor organizations not have an insight in the importance of Censuses…

Certainly there is need for the information

…but there may be a reluctance to fund a census – complex?

Hard to attribute development success “only” through having good Census results

Shared funding may be hard to manage financially

The decision maker may not always understand the magnitude or the process

Page 9: Why Should Dissemination of   Population and Housing Census Results Be Proactive?

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The importance of good Census information (1)

How can resources be allocated if basic information on population is based on guesses or (too) old information?

Attracting investments, doing good business, developing economic activities needs good infrastructure about the business environment – reliable official statistics is basic!

Also monitoring donor activities needs good basic background information about the situation and the development trends

If the denominators of the population, the Gross Domestic Product and other basic statistical indicators are wrong, consequently no information is reliable

9Petteri Baer

Page 10: Why Should Dissemination of   Population and Housing Census Results Be Proactive?

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The importance of good Census information (2)

Think of the cost of NOT having needed data and statistical information based on the Census results

Wrong analysis of the situationOf the Country as a whole; International comparisonsOf the Regions and the local administrative units

Economic decisions made and economic resources provided based on incorrect information

Wrong allocation of resourcesWrong investments of scarce resourcesMonitoring processes “hanging in the air”

Allocation of social resources on wrong or misleading basis

10Petteri Baer

Page 11: Why Should Dissemination of   Population and Housing Census Results Be Proactive?

In reality, different user groups have a great need of ready made Census information

• Ministries and central administrative bodies

• Regional authorities• Local authorities• Research institutions• Non-governmental

organizations• Libraries• Educational institutions

• Businesses and economic actors– Directors, “Big bosses”– Market researchers– Investment calculators– Note: Differences according

to sectors & industries• Media

– Different scopes: national, regional, local, scandal, with a special target

27 -28 June 2011 Petteri Baer 11

Page 12: Why Should Dissemination of   Population and Housing Census Results Be Proactive?

What is “ready made” information in the case of the Census?• Easy to find• Easy to use• Focusing on relevant

phenomena on which information is needed

• More demands for visual presentations, good graphs

• More demand for presentations using GIS

• Census web site• Web site of the NSO• Good navigation structures• Good search function• Census needs are often

more specific– Need for user friendly

databases– User training

• Researchers’ need for microdata

27 -28 June 2011 Petteri Baer 12

Page 13: Why Should Dissemination of   Population and Housing Census Results Be Proactive?

Example of PX-Web based statistical services (1) Statistics Finland's PX-Web databases Statistics database > Subject areas

Tables on the subject area of: Population Structure Nationality according to age and gender by region 1990 -

2010 Select part of table / Download entire table in PC-Axis fileformat

- Size: 9630 Kb -Modified: 2011-03-18 09:00 Region: WHOLE COUNTRY, MAINLAND FINLAND, Uusimaa, Varsinais-

Suomi, ... (22) Nationality: NATIONALITIES TOTAL, …Finland, FOREIGN NATIONALITY

TOTAL, ... (197) Age: Age groups total, 0 - 4, 5 - 9, 10 - 14, 15 - 19, 70 - 74, ... (17) Gender: Genders total, Males, Females (3) Year: 1990, 1991, 1992, 1993, 1994, 1995, 1996, 1997, ... (21)

27 -28 June 2011 13Petteri Baer

Page 14: Why Should Dissemination of   Population and Housing Census Results Be Proactive?

Example of PX-Web based statistical services (2) Statistics Finland - http://tilastokeskus.fi/index_en.html

Population Census - http://tilastokeskus.fi/tup/vl2010/index_en.html

Population Census Statistics - http://tilastokeskus.fi/tup/vl2010/tilastotietoa_en.html

Population Structure [one out of 7 themes]Tables [one out of 8 + 19 different tables]Nationality according to age and gender by

region 1990 – 2010http://pxweb2.stat.fi/database/StatFin/vrm/vaera

k/vaerak_en.asp

27 -28 June 2011 14Petteri Baer

Page 15: Why Should Dissemination of   Population and Housing Census Results Be Proactive?

Some target groups will need customized information – and are willingly paying for the work

• Businesses and economic actors– Market researchers– Note: Differences according

to sectors & industries• Media – deeper insight• Different administrations

and planning institutions• NGOs, Advocacy

organizations, lobbyists...

27 -28 June 2011 Petteri Baer 15

Page 16: Why Should Dissemination of   Population and Housing Census Results Be Proactive?

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The Census process assists the NSO ...in building Statistical Capacity It is worth while to plan the Census process as part of

general building of Statistical Capacity Make as many parts as possible sustainable

Introduce Census materials making use of Geographic Information Systems - GIS

Make and promote good visual presentationsDevelop a consequent style in all publication activitiesDevelop analytic abilities and capacitiesBuild relations with potential user groups of official

statistics in a more systematic way

16Petteri Baer

Page 17: Why Should Dissemination of   Population and Housing Census Results Be Proactive?

27 -28 June 2011

The Census process assists the NSO...in building good relations with the mediaPublicity must be taken seriously!

Enlarge the PR or publicity staff during the “hot” years or Census activities; Recruit a Census Press Officer

Make a good plan of what will be published Advocacy materials Census result materials

Target different audiences in relation to their interests Choice of correct media

Make a sufficient cost plan and budget for publicity activities

Generate expressed support from key users of the Census information materials

17Petteri Baer

Page 18: Why Should Dissemination of   Population and Housing Census Results Be Proactive?

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The Census process also assists media...in building good relations with the NSOA huge amount of factual information available!

The Census data and information covers hot themesInteresting comparisons can be made

Over time to analyse the development Over regions and administrative areas to make analytic

comparisons Problematic areas Successful areas Development trends and needs for support or improved

infrastructures Successful development attracting investments

Different media target different audiences Need for a multitude of Census information materials

18Petteri Baer

Page 19: Why Should Dissemination of   Population and Housing Census Results Be Proactive?

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The Census process assists media...in learning more about the services of the NSONot only Census information available!

Many of the hot themes, reported through the Census are reported on a regular basis also during intermediate years, between the 10-year span of Censuses

Countries where Census data is collected from high quality registers

The Nordic countries + now numerous others in Europe See!Statistics Canada: “Your Guide to Data Sources on

Census-Related Topics” See!Structured information on the web sites of the National

Statistical Agencies See! For some media people the Census may be a good

introduction to statistical services in general19Petteri Baer

Page 20: Why Should Dissemination of   Population and Housing Census Results Be Proactive?

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Useful information sources on Advocacy for Censuses

UNECE Training Workshop on Management of Population and Housing Censuses for SPECA countries

30 Oct – 3 Nov 2006, Baku - AZERBAIJAN

http://www.unece.org/stats/documents/2006.10.census.htm

UNECE material “Making Data Meaningful 1”

Storytelling

UNECE material “Making Data Meaningful 2”

How to present statistical information visually

UNECE material “Making Data Meaningful 3”

Communicating with Media UNECE – UNFPA Seminar

on Census Dissemination and Communication

27 – 28 June 2011,Geneva, Switzerland

20Petteri Baer

Page 21: Why Should Dissemination of   Population and Housing Census Results Be Proactive?

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Making Data Meaningful, Part 1 – Main content

What is a statistical story? Why tell a story? Things to take into

consideration when writing a story on statistics

How to write a story Writing about data: Make numbers

“stick” Evaluating the impact Applying good writing techniques Examples of well written statistical

stories Further reading recommendations

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Making Data Meaningful, Part 2 Available at

http://www.unece.org/stats/documents/writing/

A guide on visual presentations of statistical information

How to Make good andavoid making bad graphics

How to make use of GIS, present statistics in map forms

Page 23: Why Should Dissemination of   Population and Housing Census Results Be Proactive?

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Making Data Meaningful, Part 3 Principles, objectives and

management issues in data dissemination

Organisational aspects Media services Release calendars Dissemination strategy Measuring the impact

Emerging technologies Using the web Dealing with Social media Dealing with negative press

coverage

Page 24: Why Should Dissemination of   Population and Housing Census Results Be Proactive?

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Making Data Meaningful, Part 3– Main content

Writing for and releasing information to the media

Who is the customer? What is the product? Making a good website Measuring web performance &

collecting customer feedback Organisational issues

Monitoring and measuring media activities

What statisticians should learn Responding to a media errror Monitoring media – practical examples

Media training How to organize media training?

Handling media crises

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Additional materials attached to this Seminar’s web site

Building Relations with the Media Complementary material, making

use of examples from Statistics Finland Statistics Slovenia

Interesting web sites and sources on the themes of the UNECE / UNFPA Seminar on Census Dissemination and Communication (Examples)

Statistics Finland Statistics Canada Statistics Slovenia Statistical Committee of Belarus More materials from the UNECE

Page 26: Why Should Dissemination of   Population and Housing Census Results Be Proactive?

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The efforts made on a broad and differentiated promotion and dissemination of Census materials will be rewarded because...

Statistical information is useful information!

Fact based reporting & analysis

Evidence based decision making

Understanding ongoing phenomena and trends

Prerequisite for democracy

Page 27: Why Should Dissemination of   Population and Housing Census Results Be Proactive?

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The efforts made on a broad and differentiated promotion and dissemination of Census materials will be rewarded because…

Only used statistical information is useful statistical information!

Thank you for your attention!

[email protected]