people with laptops

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.


Communications Strategy Development Guidelines for NSOs

These guidelines aim 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

PARIS21 has produced a Country-level Advocacy Toolkit, which aims to help national statistical system managers and statisticians in developing countries with their own advocacy work and to demonstrate the advantages of planning advocacy systematically. It gathers, in a single package, advocacy methodology, tools, tips and messages.

The Toolkit deals with statistical advocacy at the country level. It focuses on statistical advocacy as a means to convince policy-makers, civil society, Media, NGOs and representatives of multilateral and bilateral agencies in developing countries of the importance of statistics in the wider context of development and, in particular, of the necessity for developing countries to have a well-prepared, adequately funded and successfully implemented National Strategy for the Development of Statistics (NSDS).


PARIS21's Advocacy Toolkit

advocacy toolkit

Download PARIS21's Advocacy Toolkit

Today, in the context of the 2030 Agenda for sustainable development and with the need of data producers to work with all partners from the data ecosystem, there is even more of a need to stimulate this dialogue. This exchange is a fundamental step in the NSDS design process and is used to advocate, as widely as possible, for statistical capacity development. In this framework, PARIS21 supports the dialogue between data producers and several types of users.


Data Communication: Journalist-Statistician Dialogue

PARIS21 has been working since 2014 to reinforce the dialogue between National Statistics Offices and journalists, through a specific program of training and national workshops.

Training of Trainers

As part of its Data Communication Training Toolkit, PARIS21 organises trainings of trainers (journalists and statisticians), consisting of e-learning sessions over 2 weeks, and face-to-face sessions, using video and audio recordings.

National Trainings

PARIS21 organises national trainings to gather statisticians and journalists.The aim of these workshops is to help statisticians better communicate on data and figures as well as to help journalists better understand statistics and the work of statisticians. At the end of the workshops, concrete recommendations are proposed, including actions to improve the regular provision of statistics to journalists, establishment of a network of journalists, and organisation of conferences and regular meetings with the press.

Previous workshops include: