دانلود رایگان مقاله انگلیسی روند جدید در ارتباطات: نام تجاری و بازاریابی محتوا - 2017

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).

7 Conclusions

Statistical offices main message: their reliability based on quality data and transparent methods should be conveyed through an effective communication strategy thus building a specific brand. To this end, NSOs can resort to marketing techniques, production of statistical products tailored to users’ needs, measures to increase statistical literacy and by being transparent. This is of strategic importance for increasing the appreciation of official statistics, leading users to perceive the statistical offices as trustworthy.