STRATEGIC COMMUNICATION FRAMEWORK PROJECT Business Case Presentation HLG

STRATEGIC COMMUNICATION FRAMEWORK PROJECT Business Case Presentation HLG Workshop November 2017

Acting now to remain relevant ◦ The environment in which we operate has changed significantly in the past 20 years ◦ Proliferation of data providers requires NSOs to compete in order to be seen and known ◦ Communication has entered a new era: citizens are interconnected, news media is transforming, social media is here to stay, with 2. 8 billion active social media users in the world ◦ Organizations in every field are rethinking their public communication model

Project purpose ◦ Strategic communication is relatively new for most NSOs ◦ Effective comm strategy essential for maintaining relevance ◦ We must rethink approach and methods for communicating with data users ◦ We need to clearly communicate values, purpose and differentiation through strategic approach to communication

Create toolkit that includes: 1. Guidelines on: WP 1: Guidelines on the strategic communication development process ◦ ◦ ◦ ◦ Assessing public environment Positioning Identification of NSOs values and strengths Definition of comm. objectives and principles Identification of issues and challenges Organization strategic alignment Performance indicators; evaluation; etc. 2. Successful methods to engage with audiences and gain traction in the public domain 3. Best practices in measuring success + impact 4. Organizational communications maturity model

WP 2: Best practices in building brand awareness ◦ Develop generic guidance on building brand awareness – which is is intrinsically linked to all communications outputs ◦ The work of the DIGICOM Marketing/Brand study could be leveraged to support this work package

WP 3: Guidelines on issue and reputation management Guidance document on: ◦ Issue identification ◦ Communication protocols ◦ Writing holding lines and QAs ◦ Scenario planning ◦ Spokesperson training Will include: ◦ Best practices and case studies

Benefits for NSOs ◦ Access to practical tools to communicate effectively with audiences ◦ Increased visibility and relevance ◦ Stronger brand ◦ Approach to react to emerging issues in the public domain – thus strengthening positive image and reputation ◦ Ultimate result: increased access and use of stats by new audiences

Project implementation Timing: ◦ January to December 2018 Leads: ◦ Statistics Canada and CSO Ireland Process: ◦ Volunteers from NSOs contribute case studies and content, and provide feedback on the framework Expected costs: ◦ 6 person months for project manager ◦ Costs for 10 -12 participants to attend project sprint in 2018

THANK YOU STÉPHANE DUFOUR, ASSISTANT CHIEF STATISTICIAN, STATISTICS CANADA