Measuring the quality of media relations in an EU institution developing and testing a measurement model

Mediasuhteet on yksi kriittisimmistä yhteisöviestinnän osa-alueista. Median rooli tiedon levittäjänä ja monistajana organisaation kohderyhmille on erittäin tärkeä. Media toimii myös portinvartijana, minkä vuoksi se nähdään objektiivisempana kuin suora viestintä itse organisaatiosta (esim. lehdistöti...

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Main Author: Torkkeli, Hanna-Kaisa
Other Authors: Humanistinen tiedekunta, Faculty of Humanities, Viestintätieteiden laitos, Department of Communication, University of Jyväskylä, Jyväskylän yliopisto
Format: Master's thesis
Language:eng
Published: 2014
Subjects:
Online Access: https://jyx.jyu.fi/handle/123456789/43685
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author Torkkeli, Hanna-Kaisa
author2 Humanistinen tiedekunta Faculty of Humanities Viestintätieteiden laitos Department of Communication University of Jyväskylä Jyväskylän yliopisto
author_facet Torkkeli, Hanna-Kaisa Humanistinen tiedekunta Faculty of Humanities Viestintätieteiden laitos Department of Communication University of Jyväskylä Jyväskylän yliopisto Torkkeli, Hanna-Kaisa Humanistinen tiedekunta Faculty of Humanities Viestintätieteiden laitos Department of Communication University of Jyväskylä Jyväskylän yliopisto
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description Mediasuhteet on yksi kriittisimmistä yhteisöviestinnän osa-alueista. Median rooli tiedon levittäjänä ja monistajana organisaation kohderyhmille on erittäin tärkeä. Media toimii myös portinvartijana, minkä vuoksi se nähdään objektiivisempana kuin suora viestintä itse organisaatiosta (esim. lehdistötiedotteet, mainonta). Käyttämällä mediasuhteita tehokkaasti ja luomalla hyvä yhteistyösuhteet median edustajiin organisaatio edesauttaa tavoitteidensa saavuttamista ja pystyy vahvistamaan mainettaan. Lisäksi hyvin toimivat sisäiset työskentelytavat ja yhteistyö keskeisten sisäisten sidosryhmien kanssa ovat tärkeitä johdonmukaisen ja tehokkaan mediaviestinnän saavuttamiseksi. Tässä tutkimuksessa kehitetään ja testataan mittausmalli, jolla voidaan arvioida mediasuhteiden suorituskykyä julkisessa EU-instituutiossa. Mittausmalli perustuu Vosin ja Schoemakerin (2004) viestinnän hallintaa ja laatua mittaavaan tuloskorttimetodiin. Tutkimusta varten tehtiin kaikkiaan 14 strukturoitua haastattelua tiedotusvälineiden edustajien ja organisaation henkilöstön keskuudessa. Haastattelut rakentuivat viiden viestinnän laatua kuvaavan ulottuvuuden pohjalle: selkeys, ympäristöön suuntautuminen, johdonmukaisuus, vastavuoroisuus sekä vaikuttavuus ja tehokkuus. Tutkimustulokset osoittavat, että kohdeorganisaation (ECHA) mediasuhteiden hoito on suhteellisen laadukasta. Journalistit arvioivat laadun hieman korkeammaksi kuin henkilöstö. He luonnehtivat organisaation mediapalvelua osittain kasvottomaksi asiantuntijapalveluksi, joka kuitenkin viestii varsin proaktiivisesti, johdonmukaisesti ja luotettavasti. He haluaisivat palvelun panostavan enemmän henkilökohtaisten suhteiden luomiseen ja viestinnän yksikertaistamiseen sekä saada enemmän taustatietoa. Organisaation lehdistötiedotteet toimivat vain alustavana lähdetietona journalistisille jutuille. Henkilöstön edustajat puolestaan arvostavat tiedottajien säännöllistä kanssakäymistä operatiivisten yksiköiden kanssa. Tiedotteiden sisältöä pidetään kuitenkin varsin monimutkaisena, ja tiedottajia kannustetaankin ottamaan vahvempi rooli tekstien muokkaamisessa ja opettelemaan operatiivisen toiminnan sisältöjä. Henkilöstön mielestä mediapalvelulta puuttuu selkeät prioriteetit eikä sen viestintä ole kovin ennakoivaa. Yhteisten strategioiden ja linjojen puute koskien esim. viestintää suurelle yleisölle nähtiin esteenä niin yhdenmukaiselle viestinnälle kuin sisäisten suhteiden toimivuudellekin. Vaikka tutkimusta varten kehitetyllä mittausmallilla saavutetut tulokset antavat syvällistä tietoa mediasuhteiden toimivuudesta ja laadusta, mallin testaaminen paljasti, että sen vuosittainen implementointi suorituskyvyn mittaamista varten vaatii tällä hetkellä liikaa resursseja. Media relations is one of the most critical areas in organisational communication. Its role as a disseminator and multiplier of information to the organisation’s key audiences is very important. The media are also considered as gatekeepers and are therefore perceived as more objective than any direct communication from an organisation (e.g. news releases, advertising). Using media relations effectively and establishing good working relationships with journalists can help the organisation to achieve its objectives and to enhance its reputation. In addition, well-functioning internal working methods and cooperation with the key internal stakeholders are important for achieving coherent and effective communication towards the media representatives. This study develops and tests a measurement model to evaluate the performance of media relations in a public institution of the European Union. The model is inspired by the balanced scorecard for communication management by Vos and Schoemaker (2004). Altogether, 14 structured interviews were performed with the media representatives and internal staff based on the five dimensions of communication quality: clarity, environment orientation, consistency, responsiveness, and effectiveness and efficiency. The results of the study indicate that the overall quality of the case organisation’s (ECHA) media relations is relatively high. The journalists score the service slightly higher than the internal stakeholders. They characterise the case organisation’s media service as a somewhat faceless expert service that, however, communicates quite proactively, coherently and in a trustworthy manner. They would like to see more effort put into building personal relationships, simpler messaging as well as getting more background information. The news releases of the case organisation are only seen as an incentive to media articles. The internal stakeholders appreciate the media service’s regular interaction with the operational units. However, the content of news releases is considered complex, and the press officers are encouraged to take a stronger role in improving the texts and to learn more about the core business. Staff also felt that the media relations function somewhat lacks clear priorities for its work and that it is not very proactive. A lack of overall strategies and lines to take, e.g. in communicating to the general public, was seen as an obstacle for consistent communication and for maintaining good internal relationships. Although the results achieved with this measurement model give rich, in-depth information about the quality of the media relations service and provide a good basis for future development, the testing of the model revealed that it is, at the moment, too resource-intensive to be used as a method for annual performance measurement.
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Median rooli tiedon levitt\u00e4j\u00e4n\u00e4 ja monistajana organisaation kohderyhmille on eritt\u00e4in t\u00e4rke\u00e4. Media toimii my\u00f6s portinvartijana, mink\u00e4 vuoksi se n\u00e4hd\u00e4\u00e4n objektiivisempana kuin suora viestint\u00e4 itse organisaatiosta (esim. lehdist\u00f6tiedotteet, mainonta). \r\n\r\nK\u00e4ytt\u00e4m\u00e4ll\u00e4 mediasuhteita tehokkaasti ja luomalla hyv\u00e4 yhteisty\u00f6suhteet median edustajiin organisaatio edesauttaa tavoitteidensa saavuttamista ja pystyy vahvistamaan mainettaan. Lis\u00e4ksi hyvin toimivat sis\u00e4iset ty\u00f6skentelytavat ja yhteisty\u00f6 keskeisten sis\u00e4isten sidosryhmien kanssa ovat t\u00e4rkeit\u00e4 johdonmukaisen ja tehokkaan mediaviestinn\u00e4n saavuttamiseksi. \r\n\r\nT\u00e4ss\u00e4 tutkimuksessa kehitet\u00e4\u00e4n ja testataan mittausmalli, jolla voidaan arvioida mediasuhteiden suorituskyky\u00e4 julkisessa EU-instituutiossa. Mittausmalli perustuu Vosin ja Schoemakerin (2004) viestinn\u00e4n hallintaa ja laatua mittaavaan tuloskorttimetodiin. Tutkimusta varten tehtiin kaikkiaan 14 strukturoitua haastattelua tiedotusv\u00e4lineiden edustajien ja organisaation henkil\u00f6st\u00f6n keskuudessa. Haastattelut rakentuivat viiden viestinn\u00e4n laatua kuvaavan ulottuvuuden pohjalle: selkeys, ymp\u00e4rist\u00f6\u00f6n suuntautuminen, johdonmukaisuus, vastavuoroisuus sek\u00e4 vaikuttavuus ja tehokkuus.\r\n\r\nTutkimustulokset osoittavat, ett\u00e4 kohdeorganisaation (ECHA) mediasuhteiden hoito on suhteellisen laadukasta. Journalistit arvioivat laadun hieman korkeammaksi kuin henkil\u00f6st\u00f6. He luonnehtivat organisaation mediapalvelua osittain kasvottomaksi asiantuntijapalveluksi, joka kuitenkin viestii varsin proaktiivisesti, johdonmukaisesti ja luotettavasti. 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spellingShingle Torkkeli, Hanna-Kaisa Measuring the quality of media relations in an EU institution : developing and testing a measurement model mediasuhteet suoritustason mittarit viranomais- ja tiedeviestintä Yhteisöviestintä Organizational Communication 3131 tiedeviestintä viranomaiset viestintä yhteisöviestintä
title Measuring the quality of media relations in an EU institution : developing and testing a measurement model
title_full Measuring the quality of media relations in an EU institution : developing and testing a measurement model
title_fullStr Measuring the quality of media relations in an EU institution : developing and testing a measurement model Measuring the quality of media relations in an EU institution : developing and testing a measurement model
title_full_unstemmed Measuring the quality of media relations in an EU institution : developing and testing a measurement model Measuring the quality of media relations in an EU institution : developing and testing a measurement model
title_short Measuring the quality of media relations in an EU institution
title_sort measuring the quality of media relations in an eu institution developing and testing a measurement model
title_sub developing and testing a measurement model
title_txtP Measuring the quality of media relations in an EU institution : developing and testing a measurement model
topic mediasuhteet suoritustason mittarit viranomais- ja tiedeviestintä Yhteisöviestintä Organizational Communication 3131 tiedeviestintä viranomaiset viestintä yhteisöviestintä
topic_facet 3131 Organizational Communication Yhteisöviestintä mediasuhteet suoritustason mittarit tiedeviestintä viestintä viranomais- ja tiedeviestintä viranomaiset yhteisöviestintä
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