Introduction

Introduction

Official statistics are operating in a competitive and challenging environment―one that has changed significantly over the last 20 years and accelerated greatly in recent years. “The Fundamental Principles of Official Statistics[1]”, based on independence, impartiality, professional standards, ethics, accountability and transparency, give official statistics an incredibly profound competitive advantage. For traditional users of official statistics, the value and importance of official statistics are undisputed. 

Yet, for the average citizen, digital and social media revolutions mean that more people have instantaneous access to various data sources outside official statistics. The 24/7 news cycle is a reality, trust in government is decreasing and the “fake news” phenomenon is growing.

Now more than ever, timely and relevant data and stories produced by statistical organizations are essential to healthy democratic societies since they remain the only independent, impartial, trusted and reliable sources of official statistics.  For official statistics to be beneficial to society, policy debate and decision making, they must be known, understood, communicated and used.

The Strategic Communications Framework  is intended to compliment the, “Recommendations for Promoting, Measuring and Communicating the Value of Official Statistics” [2]  This publication, phase 1 of the project, was developed by a UNECE Task Force composed of experts from national and international statistical organizations, and endorsed by the Heads of statistical offices of more than 60 countries, showcases the value of official statistics and provides recommendations for statistical offices on ways to promote, measure and communicate this value.

Strategic communication is a relatively new concept for most statistical organizations, which have traditionally focused their efforts and resources on dissemination practices and systems.

In some statistical organizations, communication is given little attention or is seen as a low priority. In others, however, it is growing in importance as many are realizing the value of effective communication to maintain and enhance the relevance of official statistics in today’s society.

Communicating official statistics is more than writing press releases or answering user questions and requests. Statistical authorities need a modern, proactive communication strategy with clearly defined key messages, and must use different channels to reach various target audiences.

A strategic communication function can guide the development and implementation of a communication strategy. This has particular relevance for the world of official statistics, where communication and dissemination have traditionally focused on expert users. With the changing environment, statistical organizations must learn to communicate more effectively and directly with citizens, and improve statistical literacy across all audiences.

A productive, professional communication function can help position the statistical organization to succeed in this highly competitive environment. Communication professionals can work in partnership with the statistical organization’s leadership board and staff to develop a communication strategy that supports the statistical organization’s mission, demonstrates the value of official statistics and enhances the competitive advantage offered by the statistical organization.

Recognizing the importance of strategic communication, the High-level Group for the Modernisation of Official Statistics endorsed a priority project for 2018—the Strategic Communications Framework Project. The objective of Phase 1 of the project is to guide statistical offices in the development of a strategic approach to protect, enhance and promote the organization’s reputation and brand. Project members—communication experts from across the world with support from the United Nations Economic Commission for Europe—are pleased to present the outcome of this work, the Strategic Communications Framework – Phase 1.

This phase of the project intends to help statistical organizations maximize their corporate image through proactive user consultation; engagement with and understanding of target audiences; channels, tools and approaches designed to meet particular audiences’ needs; messages tailored to various audiences; media engagement; and measurement of the results and impact of communication activities. The framework also includes proposed skill sets to support a professional external communication program, a communication maturity model and roadmap, and guidelines to create a proactive response strategy to issues that have the potential to cause reputational damage.

Phase 2 of the Project, which began in March 2019,  will build on the experience and momentum gained in Phase 1 and will focus on developing a strategic approach to internal communications and stakeholder management/analysis in support of two priority topics for 2019 identified by HLG-MOS - Communicating our value and Setting the vision.  It will also explore the experience of national statistical organizations in the development of government-wide data strategies in support of a third HLG priority  – National Data Strategies.

The framework and all its components are offered as a guideline and are not intended to be prescriptive. Statistical organizations are invited to use the framework in its entirety, or to use elements that help support their organization’s business model and brand

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[1]Fundamental Principles of Official Statistics, http://www.unece.org/?id=3207

[2]Recommendation for Promoting, Measuring and Communicating the Value of Official Statistics, http://www.unece.org/index.php?id=51139