Communication of national statistics, and the work of national statistics offices, is essential. It helps the public to understand the neutrality and independence of NSOs, and the value of national statistics as the basic building blocks of governance and policymaking. This drives greater acceptance and use of national statistics by the public, journalists, and policymakers, thereby bolstering civic engagement.

This guideline aims to provide strategic guidance and outline the practical steps and resources needed for national statistics offices (NSOs) to develop an integrated communications strategy. It covers in detail each step of a five-step strategy development process: scoping, research, analysis, drafting and launch.

This is meant to be very practical, a mix of instructions, tips and resources. Some NSOs will find that this is all they need to proceed with strategy development independently. Others may find it necessary or valuable to engage external support for some or a large part of the analytical work. Along those lines, these guidelines are not only for use by communications specialists. In fact, we strongly advise that a multidisciplinary team be involved in the strategy development. It goes to creating broader institutional buy-in as well as ensuring that a diversity of opinions is reflected in the choice of priorities and air.

Guide for NSOs

Tools & Resources


Preparation & Scoping

Communications Strategy Framework

Communications Strategy Roadmap

Focus group Questionnaire

Analysis & Research

Audience Insights Matrix

Competitor-Peer Matrix

Human Capacity & Skills Audit

Media Audit

Social Media Audit


Message Development Worksheet

Risk Assessment Worksheet

SWOT Analysis


Communications Strategy Workplan

Editorial Calendar