Czech Statistical Office Case Study - "Czech census: Making It Count”
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Transcript of Czech Statistical Office Case Study - "Czech census: Making It Count”
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Czech Statistical Office“Czech Census: Making it Count”Public opinion research/measurement, strategy development, media relations, event planning, crisis preparedness, spokesperson services, media training, internal communications
CASE STUDY “Ewing PR’s education of the public had a direct and significant impact on the great success of this Census.“
Stanislav Drápal, Vice President, Czech Statistical Office
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In 2009, the Czech Statistical Office (CSU) needed communications in order to change the perception of the upcoming 2011 Czech national census. The challenge was not small – the previous 2001 census had been plagued by problems and widespread mistrust… making the resulting data almost useless.
THE CHALLENGE
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Our first insight came from understanding why the previous census had gone so terribly wrong: it came down to one question that hadn’t been addressed for all Czechs: “What’s in it for me?”
Strategically, this drove every aspect of our work for the 2011 Census.
INSIGHT
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INTEGRATION: we began by aligning with advertising and marketing suppliers to ensure we all spoke with a unified voice.
A dedicated, senior Ewing-trained spokesperson was placed within the CSU to provide 24/7 media relations support, lead message development and crisis readiness. This was an 18-month engagement, proof that the CSU was taking communications in 2011 seriously.
THE SOLUTION
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THE SOLUTION
Then began a full-scale country-wide campaign, which reached out to all segments and regions of Czech society. In partnership with key minority stakeholder groups, we explored how the census would – for example - allocate firefighters in underserviced areas; for transportation planning; and for deciding where schools, highways, and hospitals would be needed in the future. Our goal was to answer the “What will the Census do for Me?” question.
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As census day arrived, we completed a massive media blitz, focusing on thekey theme: “what will the Census do for me?” We also developed a full post-census communications strategy and trained local representatives to conducttheir own local media relations for on-going outreach and validation that thecensus was worthy.
To ensure consistency, we paired external communications with a sophisticated internal communications program including
educational videos and a regular newsletter in order to educate regional officials and commissioners, supporting a ‘zero
complaints’ goal for public interaction.
THE SOLUTION
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THE RESULTS
97.5% of Czechs participated in the 2011 census
In the 15 months before the census, almost 3100 exclusive articles were generated, of which 65% were in regional press; in March 2011 (month of census), almost 2700 articles/reports
Of the total 5800 articles, only 14% of those articles were negative and over 80% of the articles used topics and materials created by Ewing PR
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AWARDS
Effie Awards 2011
7th Annual Czech Award for Public Relations in
the category Corporate Communication (2nd
place)