روند جدید در ارتباطات: برند و بازاریابی محتوا New Trends In Communication: Branding And Content Marketing

Introduction In the era of data overload, authoritative facts, and the ways in which they are communicated, are becoming increasingly important. The authority and credibility of statistics has become a main issue. Official statistics need to stand out from others as being a guaranty for quality statistics. Statistical organizations should develop promotion strategies to advertise their strengths, ensuring that they connect effectively and efficiently with their users and building their reputation as providers of trustworthy data. In this article, authors will make the case for statistical offices to make more use of marketing tools to get the brand official statistics known as a trustworthy source of information, getting out the message about the value (quality) of their data by using different communication channels and technics; also by using tools available to bring statistics to life (UNECE, 2017). Branding To deal with the increasing amounts of data, people need to be more aware about the quality and reliability of data. Quality should become the decisive factor when choosing a data source. That’s where official statistics can stand out of the piles and piles of other data. National Statistical Offices (NSOs) produce official statistics and strive for accuracy, reliability and uncompromised objectivity using the best methods, as enshrined in the Fundamental Principles of Official Statistics (United Nations, 2014). NSOs should therefore work towards strengthening the brand of “official statistics” vis-à-vis other data producers by emphasizing the quality aspects of their data (main competitive advantage). It is thus necessary to clearly explain in the institution’s website the quality framework/guidelines and all the measures that are put in place to ensure the quality of the data. NSOs should make a clear and concise quality statement that summarizes how they implement the Fundamental Principles of Official Statistics, thus guaranteeing the reliability, objectivity and high quality of the products they produce, in distinction from other data providers that do not apply the Fundamental Principles rigorously. This alone does not convince our users of the quality of our data. In Europe we have put in place the European Statistical System Statistics Code of Practice (European Commission, 2011) as a guarantor for quality and have recently adopted a quality declaration (European Statistical System, 2016), these are important cornerstones but we have to transmit these values to our users. This is branding: we have to raise the awareness of our users of the quality of our data and thus improve the trust in our institutions.