Municipalities embrace inventive communication strategies in Finland

Municipal communication is becoming increasingly inventive. In the past, it was sufficient to post a notice on the town hall bulletin board and publish an announcement in the local newspaper. Today, communication must also take place online and be visible on social media. Krista Rintala, the communications manager of Seinäjoki, emphasizes that messages should convey warmth and humanity to resonate with the target audience.

Municipalities are legally obliged to communicate, and as Tony Hagerlund, the communications development manager of the Association of Finnish Municipalities, notes, the choice lies in whether this is done in a dull or engaging manner. He believes that municipalities are increasingly recognizing the importance of communication in management. A recent survey revealed that the role of traditional media in municipal communication is declining, with websites and social media becoming paramount.

Reaching younger demographics poses a particular challenge, requiring clever strategies. Hagerlund suggests that information must be condensed into shorter formats, exemplified by videos showcasing new facilities even when time is limited. Effective communication doesn’t always require substantial funding; Hagerlund points out that there are affordable tools available for testing ideas. Sometimes, a seemingly small concept can gain significant traction, such as reflective knife keychains distributed in Kauhava, which generated considerable interest online.

In Kauhava, a municipality with 15,000 residents, communication faces challenges due to diverse platforms and the need for rapid responses. Petra Karhula, the communications and marketing coordinator, explains the necessity of communicating through multiple channels. In larger Seinäjoki, the challenges remain similar, with 40,000 followers on primary channels but many smaller entities also needing to engage effectively.

Toholampi, a smaller municipality with nearly 3,000 residents, emphasizes social media, operating active accounts across platforms while also maintaining a traditional newspaper presence. The focus is on multi-channel outreach, ensuring that messaging is accessible and infused with humor to engage all residents effectively.