Communication and perception: Which world do statistics live in?

Article type: Research Article

Authors: von Oppeln-Bronikowski, Sibylle

Affiliations: Federal Statistical Office of Germany (Destatis), 65180 Wiesbaden, Germany. Tel.: +49 611 75 2150; Fax: +49 611 75 3966; E-mail: sibylle.oppeln@destatis.de

Abstract: Public perception plays a major role in the successful communication of statistical results, a role which is broadly underestimated in official statistics. In the paper, the aspect of perception is examined using several examples from social statistics as well as price and income statistics. Furthermore, the author presents the results of a very challenging collaboration with Professor Brachinger from the University of Fribourg about the perception gap during the introduction period of the Euro currency in Germany. The paper concludes by describing the relationship between official statistics, the users and the media, and stresses the importance of good communication. Risk management should be included in the communication strategy. The paper ends with a statement about quality and reliability which are highlighted as key factors for the reputation of official statistics.

Keywords: Official statistics, perception, Euro, communication, media, risk management

DOI: 10.3233/SJU-2006-23403

Journal: Statistical Journal of the United Nations Economic Commission for Europe, vol. 23, no. 4, pp. 263-267, 2006