The Role of Brand Management, Marketing and Crisis Communication for Statistical Organizations

In the age of the information deluge, National Statistical Offices (NSOs) and International Statistical Organizations play a crucial role as a producer of official statistics providing independent, reliable and trustworthy information. In the current environment where alternative data sources proliferate and misinformation spreads globally at a rapid pace, statistical organizations have the additional responsibility of amplifying their outputs and highlighting the differentiators that make Official Statistics a trusted brand. To effectively address these challenges, statistical organizations need a multi-layered response, including a well-developed brand and reputation. This entails utilizing strategic communication, prioritizing key themes and audiences, and building and maintaining their brand and reputation to promote the value of Official Statistics and to counter disinformation. This publication provides guidance, tools and strategies relating to developing a brand, building awareness and trust in the brand, and the ongoing management of brand and reputation including during crisis situations. It also offers guidelines for initial brand development and consistency, opportunities for education and awareness, and developing social media and digital marketing strategies. This publication was developed by the Task Team on Market Research, Digital Marketing and Communication Strategies under the Capability and Communication Group of the High-Level Group on Modernisation of Official Statistics (HLG MOS) and was approved by the HLG MOS in 2022.