|Martin Podehl (Canada)||firstname.lastname@example.org|
|The overwhelming majority of the public
will never directly consult a national statistical agency, or communicate
with it directly. For most people, the news media, that is newspapers, radio
and television, provide their only exposure to a data-gathering agency's
information. Through them, the agency achieves its goal of informing the
public of economic and social conditions to a degree it could not achieve
with its own resources. Consequently, collaboration with the news media,
who act as the agency's gatekeepers to the public, is of great importance
to the agency. As journalists frequently change assignments, and as many
of them usually have no formal training in statistics, providing a form
of "education" in statistical literacy is an ongoing concern for
the agency. Similarly, making staff aware of the needs and requirements
is an essential step in communicating effectively through the media.
The challenge for an agency is to build a media relations program that:
Statistics Canada has an extremely effective media relations program that occupies an integral place in its information dissemination strategy, with journalists as key partners. The Agency has a long tradition in providing services to the media, and in building and maintaining professional relationships with them.
The paper will outline the various elements of the media relations program that Statistics Canada has developed over the years.
|Download in Adobe Acrobat format (103 Kb).|
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