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"Business Finlandin syksyll\u00e4 2020 julkaistussa strategiassa yhten\u00e4 keskeisen\u00e4 tavoitteena on olla vahva ja proaktiivinen vaikuttaja yhteiskunnassa. Hyvin hoidetut mediasuhteet sek\u00e4 median\u00e4kyvyyden ja maineen s\u00e4\u00e4nn\u00f6llinen mittaaminen ovat olennaisia v\u00e4lineit\u00e4 strategisen tavoitteen saavuttamisessa. Business Finlandin viestien pit\u00e4\u00e4 tavoittaa sek\u00e4 valitut kohderyhm\u00e4t ett\u00e4 laajempi yleis\u00f6 tehokkaasti, ja keskeisiin sidosryhmiin pit\u00e4\u00e4 rakentaa vuorovaikutteista, luottamukseen perustuvaa suhdetta. Toiminnan kehitt\u00e4misen kannalta on t\u00e4rke\u00e4\u00e4 tiet\u00e4\u00e4, miten hyvin viestint\u00e4 on tavoittanut eri sidosryhmi\u00e4, miten sidosryhm\u00e4t Business Finlandiin suhtautuvat ja mill\u00e4 osa-alueilla toimintaa ja viestint\u00e4\u00e4 on tarpeen kehitt\u00e4\u00e4. ",
"",
"Business Finlandin strategian k\u00e4rkin\u00e4 ovat talouden kasvu, kest\u00e4v\u00e4 kehitys ja kilpailukyky. Viestinn\u00e4ll\u00e4 on oma t\u00e4rke\u00e4 roolinsa strategian k\u00e4rkien edist\u00e4misess\u00e4 ja on t\u00e4rke\u00e4\u00e4, ett\u00e4 viestinn\u00e4n tulosten mittaamisessa voidaan huomioida strategian ulottuvuudet ja varmistaa, ett\u00e4 mittarit palvelevat mahdollisimman hyvin strategian tavoitteiden toteuttamista.",
"",
"Maineen kehittymist\u00e4 seuraamme t\u00e4rkeimpien sidosryhmiemme (pk- ja suuryritykset, yhteiskunnalliset p\u00e4\u00e4tt\u00e4j\u00e4t, media) sek\u00e4 ns. suuren yleis\u00f6n keskuudessa. ",
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"Julkishallinnon toimijana Business Finlandin viestint\u00e4 eroaa yksityisen sektorin toimijoiden viestinn\u00e4st\u00e4, sill\u00e4 BF:n tulee noudattaa kaikessa toiminnassaan avoimuutta, ja toisaalta julkisen palvelun toimijaan kohdistuu aina julkista kritiikki\u00e4. Viestinn\u00e4n onnistumisen sek\u00e4 maineen mittaamisessa on oleellista huomioida n\u00e4m\u00e4 julkisen palvelun rooliin liittyv\u00e4t erityispiirteet.",
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"Julkisena toimijana panostamme avoimuuteen ja tiedotamme aktiivisesti. Kotimaan lehdist\u00f6tiedotteita l\u00e4het\u00e4mme yli 100 kappaletta vuosittain.",
"",
"Business Finland tekee my\u00f6s kansainv\u00e4list\u00e4 PR-ty\u00f6t\u00e4, jonka tavoitteena on kasvattaa Suomen sek\u00e4 suomalaisen osaamisen ja tarjoaman tunnettuutta kansainv\u00e4lisess\u00e4 ansaitussa mediassa investointien, matkailijoiden ja osaajien houkuttelemiseksi sek\u00e4 suomalaisyritysten viennin edist\u00e4miseksi.",
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"- Noin kaksi kertaa vuodessa toistuva mainetutkimus, jossa seurataan Business Finlandin maineen kehittymist\u00e4 valittujen sidosryhmien keskuudessa sek\u00e4 keskeisten br\u00e4ndimittareiden toteutumista\/br\u00e4ndiattribuuttien kehittymist\u00e4 pitk\u00e4ll\u00e4 aikav\u00e4lill\u00e4 (brand tracking).",
"- Sidosryhmille suunnatut kyselytutkimukset, joiden avulla Business Finland saa tarvittaessa tarkempaa tietoa sidosryhmien n\u00e4kemyksist\u00e4, tyytyv\u00e4isyydest\u00e4 tai suhtautumisesta Business Finlandiin."
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