Suhtekorraldus Statistikaaameti strateegiliste eesmärkide saavutamisel
Date
2007
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Tartu Ülikool
Abstract
Description
This dissertation analysed the implementation of Statistics Estonia strategy during 2004-
2007. It focused on the public relations aspect of the strategy, in order to best assess the
success of the current strategy and to come up with recommendations for the next one.
To analyse the success of Strategy's implementation, the author used three consumer analyses
conducted among various stakeholders in 2006: statistic users (188 respondents), data
providers (503 respondents) and employees of the Statistics Estonia (251 respondents). These
were complemented by in-depth interviews with the director general of the statistical office,
the deputy director general and three departmental heads, conducted by the author in
September 2007. The conclusions and analysis to the research questions are based on these
consumer analyses and in-depth interviews.
Analysing the implementation of the strategy reveals that the organisation does use public
relations in the process and is aware that these facilitate the achievement of the aims. The
main task of the Statistics Estonia is to provide the wider society with the necessary statistical
information. Analysing the communication targeted at the main stakeholders reveals that
Statistics Estonia mainly uses two Grunig's communication models: public information and
two-way asymmetrical communication.
The image/reputation of the Statistics Estonia among the data providers and statistics users is
good. The Statistics Estonia is seen as professional, trustworthy and progressive. While the
Statistics Estonia has stated in its mission statement that it wants to be seen as information
provider in the society, then currently it is mainly seen as data collector. The main factor
influencing the image of the Statistics Estonia among its employees is the financial
compensation and appreciation of their work. At the same time, the loyalty to the organisation
is high, which indicates that the employees are doing an interesting and pleasant job. One can
conclude that the Statistics Estonia has been successful in implementing its strategic aims.
Statistics Estonia's new strategy covers 2008ñ2011 and the discussions are already taking
place. I am convinved that the public relations of the Statistics Estonia would be more
professional and practice more meaningful if the Statistics Estonia would also develop a
communication strategy targeting the various stakeholders.
Keywords
H Social Sciences (General)