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LITHUANIAN MEDIA SURVEY 2008

LITHUANIAN MEDIA SURVEY 2008. Audronė Miškinienė Head of Public Relations division. STRATEGIC USER RELATIONS. Strategy 2005–2007: Objective: Improve & develop provision of information services & satisfy user needs Tasks: Launch free dissemination system & emphasise web-services

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LITHUANIAN MEDIA SURVEY 2008

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  1. LITHUANIAN MEDIA SURVEY 2008 Audronė Miškinienė Head of Public Relations division UN-ECE meeting, Warsaw

  2. STRATEGIC USER RELATIONS Strategy 2005–2007: Objective:Improve & develop provision of information services & satisfy user needs Tasks: • Launch free dissemination system & emphasise web-services • Introduce System of User satisfaction surveys • Calculate User satisfaction index (GUSI) Functioning....... Strategy 2008–2012: Objective:Develop System for evaluation of individual user needs Tasks: • Adjust to render individual services • Employ CRM to monitor user needs & maintain feedback with survey participants • Calculate GUSI for specialised user groups • Improve conditions for users of primary data (R & D) Ongoing.......... UN-ECE meeting, Warsaw

  3. USER SATISFACTION SURVEY PRINCIPLES, 2005–.... Approach Target groups Questions + 1. General public + 2. Public administration institutions (inc. municipalities) + 3. Students & school children + 4. R&D community + 5. Media 6. Politicians + 7. Business 8. International org. 9. Embassies 10. NGOs Survey objective User-group surveyed Periodicity Survey programme, data collection means & form Anticipated results & usage Feedback with users & possible improvements Regular CoP: 1. Clarity 2. Sufficiency 3. Reliability 4. Relevance National interest: 5. Awareness 6. Quality + Other 4–5 depend on topicality of issues UN-ECE meeting, Warsaw

  4. OUTSOURCED PUBLIC OPINION POLLS–FOR GUSI CALCULATION 1.GeneralPublicopinion poll 2005–2008 2.Specialised user group poll (2 a year on rotation, repeated in 2-3 years): Public administration 2005 & 2008 R&D 2006 Schools & students2007 & 2008 Business 2007 Media 2008 Importance & impact on improvements UN-ECE meeting, Warsaw

  5. USER SATISFACTION INDEX Based on CoP principles Clarity Sufficiency Reliability / trust Relevance Based on national needs Awareness, visibility 5 characteristics= GUSI GUSI methodology & formula produced 2007, approved Jan. 2008 Calculated from replies to 5 regular questions inannual General Public opinion poll since 2005 UN-ECE meeting, Warsaw

  6. ABOUT MEDIA SURVEY Target group:Media employees using statistics in their work Territory:LT Survey period:July-August 2008 Objective: 1.Opinion on availability of statistics, quality, CoP-related principles & specific needs.2.CalculateGUSI Method:CATI interview by professional interviewer Sample:206 respondents. Quota sample central, local media & news agencies: Radio, TV, electronic, paper press, specialised magazines, etc. Questions:standard questionnaire, constant questions to estimate user satisfaction index + quality perception + media specific UN-ECE meeting, Warsaw

  7. BREAKDOWN UN-ECE meeting, Warsaw

  8. SOCIO – DEMOGRAPHICCHARACTERISTICS N=206 Sex Seniority in media Age Media Position Location UN-ECE meeting, Warsaw 8 8

  9. FREQUENCY OF USE UN-ECE meeting, Warsaw 9

  10. RELEVANCE /IMPORTANCE (%) *Galimi keli atsakymų variantai UN-ECE meeting, Warsaw 10

  11. STATISTICAL DOMAINS (%) About UN-ECE meeting, Warsaw 11

  12. SOURCES OF STATISTICS (%) UN-ECE meeting, Warsaw 12

  13. SUFFICIENCY UN-ECE meeting, Warsaw 13

  14. CLARITY UN-ECE meeting, Warsaw 14

  15. RELIABILITY / TRUST UN-ECE meeting, Warsaw 15

  16. SL AWARENESS& VISIBILITY UN-ECE meeting, Warsaw 16

  17. STATISTICAL QUALITY RATING UN-ECE meeting, Warsaw 17

  18. SLSERVICES RATING(%) UN-ECE meeting, Warsaw 18

  19. NEED FOR STATISTICAL KNOWLEDGE / LITERACY RAISING UN-ECE meeting, Warsaw 19

  20. NEED FOR SPECIALISED WEB CORNER UN-ECE meeting, Warsaw 20

  21. USER SATISFACTION LEVEL BY USER GROUP UN-ECE meeting, Warsaw

  22. KEY DEVELOPMENTS GUSI related: • User ranking of CoP characteristics to calculate weights for GUSI • Trade-offs between Accuracy vs. Timeliness, Accessibility vs. Timeliness, Relevance vs. Accuracy, etc. • NGOs & Embassies surveys 2009. General public opinion poll 2009 Media related: • Reorganisation 1 July 2009, PR div. regain regional media, esp. Agro census (2010) & Population and Housing census (2011). Invoke interest of regional readers. Regional media monitoring • 6300 media coverage (excl. TV and radio) cases in 2008 - 1100 from regional (paper) media. Weight & needs of national media retain importance • Media training on website & DBs, definitions, cross-sectional data, Eurostat - every new generation journalists, new surveys & censuses. Brief course in stats for Institute of Journalism, Vilnius University • Individualised services: user-friendliness of website & DBs, analytical capacities of employees & journalists • Brainstorming on web media corner inviting media • Information & communication campaigns pinpointed - innovative ways & solutions based on survey results • Sufficiency: Press releases - links to actual web tables & info of other institutions • Repeated training (last done 2007) for SL employees on media relations UN-ECE meeting, Warsaw

  23. Thank you.Questions are welcome UN-ECE meeting, Warsaw

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