MFA: From icebreakers to basic income – international media showed great interest in Finland in 2018

In 2018 the Ministry for Foreign Affairs participated in organising more the 30 visits constructed around topical events, attended by about 300 media representatives. The themes of these visits included the Finnish education system, Arctic issues, expertise in the circular economy, heavy metal music, presidential elections, and new cultural buildings in Helsinki. Visitors were also invited to various kinds of events, including Slush, Tubecon and Flow Festival.

During 2018 the media showed particular interest in the experiment on basic income, the European Centre of Excellence for Countering Hybrid Threats and, the all-time favourite, maternity package.

The visits produced a total of 420 news articles published in foreign media and showcased Finland in 56 countries. The news articles reached an estimated 369 million media consumers. The numbers of articles published were the greatest in Russia, Japan, South Korea, Great Britain and the United States. The tone of the media coverage was very positive: two-thirds of the articles were positive and one-third were neutral.

Almost 800 hits in social media generated by the visits involving the Ministry for Foreign Affairs were analysed, almost 80% of these on Twitter. The greatest numbers of hits in social media came from Lebanon, Nigeria and Japan.

“It is important for the media to hear the stories directly from the Finns, on location. At best the journalist becomes a big fan of Finland, with enthusiasm that lasts for many, many years. However, the visits are not only about presenting a glossy picture of our country, but the aim is to honestly show all sides and tell about the problems and challenges we are trying to solve”, says Eevamari Laaksonen who coordinates the visits at the Ministry for Foreign Affairs.

Besides the visits concerned with specific themes, the team of the Communications Department of the Ministry for Foreign Affairs participates in organising many kinds of other visits. The most prominent event in 2018 was #HELSINKI2018, with about 1,800 media representatives accredited by the Communications Department.

The assessment of the visits for the Ministry for Foreign Affairs was conducted by M-Brain Insight Oy.

Inquiries: Eevamari Laaksonen, Director, Unit for Communications on Asia, Africa and the Americas, tel. +358 40 5095383 och Joakim Nyberg, Country Manager, M-Brain Insight Oy, joakim.nyberg(at)m-brain.com, tel. +358 44 538 9227

The Foreign Ministry's email addresses are of the format firstname.lastname@formin.fi.