MUSCAT – The new strategy seeks to enhance the efficiency and consistency of communication messages while expanding outreach and engagement with various segments of society.

His Excellency Dr. Khalifa bin Abdullah Al Barwani, CEO of NCSI, stated that the launch reflects the Centre’s commitment to strengthening a flexible and effective corporate communication framework that highlights the value of statistical data and reinforces NCSI’s role as a trusted national source of information. He noted that the strategy focuses on improving message alignment, enhancing communication channels, and promoting a partnership-based communication approach to ensure that data is delivered clearly, transparently, and in formats tailored to the needs of beneficiaries, including decision-makers, researchers, students, the media, and the public.

His Excellency Dr. Al Barwani explained that the strategy is built around several core goals: boosting community awareness of the role of statistical data in development; increasing the use of NCSI’s digital platforms and outputs in education and research; strengthening the Centre’s communication identity and media presence; and promoting transparency by presenting information in simple, accessible formats. He added that the strategy also emphasizes expanding partnerships, fostering sustainable engagement with the public, and enhancing internal communication to support a multi-directional communication culture within the institution.

The strategy includes a phased executive programme comprising short-, medium-, and long-term initiatives aimed at developing content, improving user experience, and widening communication impact. Planned initiatives include awareness campaigns on NCSI’s platforms, products, and services; production of educational visual content to promote statistical literacy; and the establishment of a digital media studio to support the professional development of media materials. Future projects also include producing documentary content and visual reports to present information in more modern and impactful ways.

His Excellency highlighted that the strategy’s monitoring and evaluation system is based on performance indicators for each communication channel and initiative. Digital analytics tools will be used to track and improve results, supported by periodic reports and annual reviews to ensure responsiveness to developments and reinforce data-driven communication decisions.

He added that the strategy places strong emphasis on sustainability and risk management through the documentation of communication processes, building institutional knowledge, strengthening strategic partnerships, and preparing an emergency communication plan. It also includes a comprehensive framework for reputation management to ensure the Centre’s readiness to handle various situations, maintain public trust, and reinforce its standing as a leading national institution for data and information.