Communication Strategy

Communication Strategy 

Contents 

1. Introduction 
2. Communication Objectives 
3. Target Audience 
4. Key Messages 
5. Channels of Communication 
6. Timescales 

1. Introduction 

This strategy document outlines the main communication objectives for the European Statistical System Web Intelligence Network (ESSnet WIN) project, for the users who will be accessing the Web Intelligence Hub (WIH) platform, and the channels used. The communication strategy is led by ESSnet WIN Work Package 1.. 

The WIH will provide exposure to new data sets, enabling data sharing within a trusted, secure environment to National Statistical Institutes (NSI) and beyond. New data sets collated from modern technologies can help produce statistics more cost-effectively by harnessing the power of the digital era. 

The WIH will harness technology and, in turn, allow collaboration to benefit the modernisation of official statistics. The WIH will create a community of collaboration to: - 

• Learn together 
• Share knowledge, data, and methods 
• Build a partnership between NSIs 
• Enable cooperation and sharing of statistical solutions for NSIs 

The key stakeholder for this project is Eurostat but also the members of the European Statistical System as they will be the main users of the WIH, when it is available. 

2. Communication Objectives 

Ultimately the purpose of the communications strategy is to support the launch and the continued use of the WIH along with the training programme. An effective communication strategy is expected to contribute to the development of high-quality statistics, good governance of the WIH and active coordination with the WIN. 

This translates into the following communication objectives, linked to the objectives of the project: 

• Use social media to increase the WIN and WIH awareness before the hub's launch. 
• Raising awareness and knowledge of the WIH, the WIN and the training programme available across the ESS and beyond. 
• Raise awareness of the new additional web data sources to integrate into WIH statistics. 
• Build awareness and familiarity with the WIH and its services and encourage members of the ESS to integrate them with their national statistical production systems.  

3. Target Audiences 

To help achieve our communication aims, we will focus on understanding our audiences. 

One of the most important aspects of communicating well is knowing whom we are sharing with; only when this is understood, we can target the right message at the right time to the right audience.  The project has three primary audience groups that we need to reach:  

• Primary Audience 
• NSIs within the ESS  
• Other producers of official statistics within ESS other national authorities 
• European NSIs outside of the ESS 
• Non-NSIs withing Europe 
• Secondary Audience 
• NSIs beyond Europe 
• Statistical divisions within organisations – secondary target 

Within each of these groups there will be different levels of job roles who will be key to the success of the communications. For example, senior leaders, methodologists, etc., and we need to understand them better to make our communications successful. 

It is essential to create a clear set of messages that are consistently applied to the promotion of the WIH, the WIN and the training courses.    

These messages will inform our audiences of the hub, its services, and the training course available to make the most of the hub services. 

4. Key Messages 

The target audience for the WIH are organisations that produce national statistics and want to modernise the production of national statistics and are looking for: 

• Exploring new and emerging data sources 
• Building competences 
• Building and strengthening collaborations 
• Developing new frameworks  
• Adopting new practices 

5. Channels of Communication 

We must be mindful of the channels we use to communicate if we want our communications to be received and understood by their intended audience. Communication channels need to be in place and endorsed, and there needs to be an awareness of them to get to the right audience with the right message at the right time. The most effective ones need to be used to achieve this, which will depend on many variables. For example, the subject matter of the communication, what it seeks to achieve, its urgency and its intended audience and their communications needs, among others. Because there may also be different target audiences for communication, who engage differently, various channels will be used.  

Social Media – is an excellent way to reach ever-mobile audiences. Continuing to grow our social media community is an integral part of how we can better inform our audience with relevant information. This channel will create awareness of the project before the WIH is launched. The project will use LinkedIn and Twitter to post relevant information about the project team's work once a week. These channels will be used to promote the monthly blog hosted on the CROS portal and will use YouTube for hosting training videos and recordings of training webinars. Social Media will also be used to promote our attendance at conferences and the training course we will deliver online or in person. We must work with the Eurostat communications team to ensure our post reaches the most comprehensive available audience. 

Emails – are a cost-effective communication tool and an essential tool for meaningful conversations. Email is a critical tool for establishing transparency and accountability. With the help of Eurostat's communications team, using email to reach the right people within the individual members of the ESS will help increase awareness of the project and help increase engagement by regularly updating these members. The aim is to build a database of the training course attendees and to keep these individuals up to date with the project. An email timetable will be used once we have connected with Eurostat's communications team. 

Website – is one of the most powerful communication tools. It needs to deliver a clear and unified message for visitors. The internet is the first place most people will go when looking for a new product or service, the website will be an essential communication tool. The content needs to be clear, deliver relevant messages for visitors, and provide them with a positive experience. Through smart and intentional design, making the offerings accessible to different parts of the audience at various stages of their journey.  

Media channels – offer a wide variety of ways to deliver messages and are a valuable communication tool. Press releases, press kits, media articles and advertorials can be used to deliver critical messages to audiences. This channel will not be used until closer to the launch of the WIH, and again we will need the assistance of Eurostat's communication team to reach the correct audience. A timetable will be worked on in conjunction with Eurostat's communications team. 

Webinars and Live events – can be a highly creative and engaging experience with more memorable content and interaction. These channels will be used in conjunction with email and Social Media channels. Using these LinkedIn and Twitter to promote messages and ensure these are delivered effectively and to key audiences, with the training courses starting in November 2022.  Webinars will be recorded and hosted on the ESSnet YouTube channel. 

Statistical Associations – Excellent channel to reach the target audience and provide access to an audience not using social media. Also, this channel will give us direct access to key audiences rather than relying on Eurostat's communications team. This channel will be used to promote training courses the project will be delivering. 

6. Timescales 

The communications timescale will be broken into two parts: 

1. Pre WIH launch 
2. Post WIH launch 

Until we have an official launch date for the WIH, the timescale below will only feature details for communications for the pre-launch of the WIH. 

Post platform launch 

Conferences Attendance 

End of Project Conference and Hackathon 

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