📋 Tender Overview
In order to make full use of social media, the authorities' communications guidelines must define channel-specific communication objectives, target groups, core messages and communication responsibilities. Sufficient resources must also be allocated to the use of social media and the training of authorities. The organisation of support should also be taken into account in situations where the authorities are subjected to online targeting and shaming or other disruptive activities.
According to the life cycle of a crisis, the social media communications of the authorities can be divided into the utilisation of social media before, during and after the crisis.
"The essential things in preparing for crises are planning social media communications, building audience relationships and ensuring accessibility. Social media communications during a crisis require cooperation networks, navigating the media ecosystem, the ability to resist information influencing and the readiness to utilise artificial intelligence. The key objectives of post-crisis social media communications are to build trust and learn from crises," says Professor Harri Jalonen from the University of Vaasa.
Official communications in times of crisis also have a dimension that builds trust in society.
"Timely, understandable and accessible crisis communication is likely to strengthen citizens' trust in the authorities," says Teija Mankkinen, Ministerial Adviser at the Ministry of the Interior.
