Business case AIReF
Corporate Communication and Reputation
Giving a voice to fiscal sustainability with clarity and rigour
The Independent Authority for Fiscal Accountability (AIReF) is the fiscal supervisor of all public administrations in Spain.which has been overseeing the sustainability of public finances since 2015.
In its more than 10 years of existence, it has enhanced its public importance by increasing its supervisory functions, to which it has also added the evaluation of public spending.
Independent Fiscal Institutions (IFIs) exist in almost all EU countries and have a long tradition in countries like the United States. They play a key role in monitoring the budget cycle and analysing the efficiency and effectiveness of public spending.
THE CHALLENGE:
The main challenge for AIReF is to occupy an important role as a fiscal supervisor and generate a reputation based on the objectivity of its analyses and the independence of its recommendations and opinions.
The challenge in the field of communication is vast and has gone through several phases, from raising awareness about a new institution of this scale to consolidating its position as a key institution for the Spanish economy and society as a whole.
ViewPoint has been working with AIReF since the outset. In just over 10 years, AIReF has become a fundamental cornerstone of the country’s democratic quality. Its analyses influence economic policies, provide a reference for economists and academics and have a major impact on the media.
Our challenge now is to maintain the reputation achieved over the years and, at the same time, to expand AIReF’s footprint by bringing its work closer to Spanish society as a whole. To achieve this, we work continuously with the AIReF team on a comprehensive communication strategy encompassing external, internal and digital communication, giving a prominent role to the preparation of informative materials to reach less specialised audiences.
OUR CONTRIBUTION:
The tasks we carry out at ViewPoint for AIReF include:
- Design of a complete communication strategy for the institution.
- External communication
- Development of partnerships with national and regional media and key opinion leaders
- Preparation of all press materials
- Organisation of events and management of participation at events organised by third parties
- Internal communication
- Preparation of materials for AIReF’s intranet
- Ongoing and fluid communication with staff
- Digital communication
- Design of the institutional website in Spanish, English and official languages and constant updating
- Management of the institution’s social media
- Management of the president’s social media
- Preparation of informative materials such as information pills, videos and infographics
- Production of a monthly newsletter for subscribers
- Reputation management and crisis communication
- Design of ad hoc communication plans for specific milestones
- Clipping and reporting of KPIs
THE RESULTS:
Collaboration with Viewpoint has been key to positioning AIReF as a benchmark organisation in the Spanish economy. In fact, in November 2022 the President of AIReF, Cristina Herrero, was awarded the ‘Tintero’ prize by the Association of Economic Information Journalists (APIE) for her informative work at the head of the institution.
AIReF now occupies a very prominent position in the public sphere and its analyses have a major impact at a political, academic, economic and journalistic level. AIReF has also built a strong reputation as a credible, transparent and independent body. Viewpoint has played a major role in helping AIReF communicate highly technical and specialised material in simpler language, thus bringing the fiscal and economic debate closer to the public.
The evolution of AIReF’s press publications over the years has been very positive, reaching an annual average of 27,000 publications. AIReF also has more than 11,100 followers on X (formerly Twitter), with an increase of 1,000 users in 2022 alone, and 4,000 followers on LinkedIn. In 2022, AIReF’s website registered 318,573 visits and 114,649 sessions.
MEDIA RELATIONS
- Press
- Press conferences and other events
WEB MANAGEMENT
Analysis and continuous improvement: Monitoring and adjustments to optimize the user experience.
Content management: Clear and accessible organization and publication of reports.
Look and feel renewal:strong Modernization of the visual design for an attractive experience aligned with AIReF.
CONTENT
- Infographics
- Videos
SOCIAL MEDIA
