Lukasz Augustyniak, Olga Świerkot-Strużewska, 30 Novembre - 1 Dicembre 2021 - Webinar: Trusted Smart Statistics: sfide e opportunità Titolo: Trusted smart statistics - Communication around privately held data

1. Trusted smart statistics -
Communication around
privately held data
30.11-1.12/2021
Lukasz Augustyniak
Head of Unit, ‘External and Inter-institutional relations; Communication’
Eurostat
Olga Świerkot-Strużewska
Director, International relations and statistical cooperation,
Statistics Poland

2. TRUSTED SMART STATISTICS - COMMUNICATION AROUND PRIVATELY HELD DATA | LUKASZ AUGUSTYNIAK AND OLGA ŚWIERKOT-STRUŻEWSKA
Content
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What are ‘privately held data’?
Where do privately held data come from?
How does access to the data help decision makers?
ESS Task Force on Strategic Communication
Sub-group on privately held data
Work priorities in 2020 and 2021
Areas of focus
Work approach
Deliverables
Future

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Trusted smart statistics and ‘privately held data’
TRUSTED SMART STATISTICS - COMMUNICATION AROUND PRIVATELY HELD DATA | LUKASZ AUGUSTYNIAK AND OLGA ŚWIERKOT-STRUŻEWSKA
Bucharest Memorandum (October 2018)
The link between ‘Trusted Smart Statistics’ and ‘privately held data’
The importance and role of communication for the ESS

4. What are ‘privately held data’?
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TRUSTED SMART STATISTICS - COMMUNICATION AROUND PRIVATELY HELD DATA | LUKASZ AUGUSTYNIAK AND OLGA ŚWIERKOT-STRUŻEWSKA
Data sets held by private sector businesses
Detailed information not available through government data collections
Often relevant to policymaking at European, national and regional levels

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Where do ‘privately held data’ come from?
TRUSTED SMART STATISTICS - COMMUNICATION AROUND PRIVATELY HELD DATA | LUKASZ AUGUSTYNIAK AND OLGA ŚWIERKOT-STRUŻEWSKA
Data can come from private energy providers, manufacturers, retail outlets,
finance companies, mobile phone network operators and smart devices
Large amounts of data are generated by sensors, digital scanners, satellite
tracking devices, and by computerised transactions across a range of
economic sectors

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How does access to the data help decision makers?
TRUSTED SMART STATISTICS - COMMUNICATION AROUND PRIVATELY HELD DATA | LUKASZ AUGUSTYNIAK AND OLGA ŚWIERKOT-STRUŻEWSKA
The digital format of the data allows decision makers to have fast access to the
latest data across different sectors of society
Up-to-date information is crucial for monitoring the implementation of national,
regional and local government policies
The large amounts of data available from private data sources help to develop
more reliable statistical modelling of economic, social and environmental
phenomena, and to provide early warnings of potential crises

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ESS Task Force on Strategic Communication
TRUSTED SMART STATISTICS - COMMUNICATION AROUND PRIVATELY HELD DATA | LUKASZ AUGUSTYNIAK AND OLGA ŚWIERKOT-STRUŻEWSKA
Endorsed by the European Statistical System Committee (ESSC) in February 2020
Membership: 17 National Statistical Institutes of the European Statistical System
(ESS) + Eurostat (chair)
Aim: To identify common challenges within the ESS and develop coordinated
strategic communication approaches

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Task Force - work in 2020
TRUSTED SMART STATISTICS - COMMUNICATION AROUND PRIVATELY HELD DATA | LUKASZ AUGUSTYNIAK AND OLGA ŚWIERKOT-STRUŻEWSKA
Exchange on ESS strategic communication during the COVID-19 crisis
Exchange on communication practices related to the use of new data sources in the ESS
Input for the communication campaign on ESS peer reviews (2021-2023)
Input for the High-level meeting on ESS strategic communication organised by Destatis

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Task Force - work in 2021
TRUSTED SMART STATISTICS - COMMUNICATION AROUND PRIVATELY HELD DATA | LUKASZ AUGUSTYNIAK AND OLGA ŚWIERKOT-STRUŻEWSKA
The Task Force is divided into three sub-groups
Drafting an ESS communication strategy
Developing recommendations (‘rules of engagement’) on
how to handle disinformation
Developing a common approach and material for
communication around privately held data
Developing recommendations (‘rules of engagement’) on
how to handle disinformation

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Sub-group on privately held data – focus on
TRUSTED SMART STATISTICS - COMMUNICATION AROUND PRIVATELY HELD DATA | LUKASZ AUGUSTYNIAK AND OLGA ŚWIERKOT-STRUŻEWSKA
Developing an ESS-wide approach to communicating around privately
held data
Creation of key messages for main target audiences (together with the
DIME work group on Privately Held Data for Official Statistics)
Putting together an inventory of partnerships in the area of privately
held data

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Subgroup on privately held data – work approach
TRUSTED SMART STATISTICS - COMMUNICATION AROUND PRIVATELY HELD DATA | LUKASZ AUGUSTYNIAK AND OLGA ŚWIERKOT-STRUŻEWSKA
Starting with KEY MESSAGES
Making the communication package CLEAR and COMPREHENSIBLE
Adapting content (and the language) to specific TARGET GROUPS
Adopting UNIFORM VISUAL IDENTITY and graphic design
Making messages easily TRANSLATABLE - an overview of national translations for “privately
held data”
Making communication package REUSABLE for national and European events
 Final outcome: FIRST ESS-wide approach to communication around
privately held data

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Messages included in the communication package
TRUSTED SMART STATISTICS - COMMUNICATION AROUND PRIVATELY HELD DATA | LUKASZ AUGUSTYNIAK AND OLGA ŚWIERKOT-STRUŻEWSKA
TEMPLATE OF THE COMMUNICATIONPACKAGEITEMS (LEAFLETS and PPT SLIDES)
A new data ecosystem
- Settingthe scene - Why dowe needaccessto privatelyhelddata
Reinventingofficial Europeanstatistics
- How will accesstoprivatelyhelddataanditsuse helpofficial statisticsproducerstobetter
serve societyandimprove theiroffertousers?
Key role of newdata sources
- What are the benefitsspecifictothe targetaudience?Whatare the safeguards?
o Primarymessage forthe targetgroup
o Supportingmessagesforthe targetgroup
Workingtogetheras the ESS
- Importance of ESS/EU intensifiedcollaborationinthisarea(linktoEU legislative
developments,role of the ESSandpartners)
o Speakwithone single voice throughoutthe ESS;importance of consistencyof the
messagesacrossthe ESS

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Subgroup on privately held data - deliverables
TRUSTED SMART STATISTICS - COMMUNICATION AROUND PRIVATELY HELD DATA | LUKASZ AUGUSTYNIAK AND OLGA ŚWIERKOT-STRUŻEWSKA
An inventory of national partnerships and communication activities related to the use
of privately held data
An inventory of national events on the topic of privately held data
Key messages to different stakeholder groups
Communication package (leaflets, slides, FAQ, text for websites)
The Task Force will report on all its activities at the European Statistical System
Committee in February 2022

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Subgroup on privately held data – main points for the future
TRUSTED SMART STATISTICS - COMMUNICATION AROUND PRIVATELY HELD DATA | LUKASZ AUGUSTYNIAK AND OLGA ŚWIERKOT-STRUŻEWSKA
ESS-wide communication approach – future use of the communication
material both at the ESS and at national levels (Test phase recommended)
Measuring impact of communication and adjusting communication material
when necessary
Coordinating communication around privately held data with legislative
developments

15. Olga Świerkot-Strużewska
Director, International relations and statistical cooperation,
Statistics Poland
grazie
Lukasz Augustyniak
Head of Unit, ‘External and Inter-institutional relations;
Communication’, Eurostat
Lukasz.Augustyniak@ec.europa.eu
per l’attenzione