A central driver of this performance has been the Council’s communication strategy. The Council maintains an open and constructive relationship with the media, proactively engaging with key journalists, clarifying its work where needed, and contributing to public debate through interviews and media commentary. In recent years, it has made significant progress in improving the accessibility of its outputs. Its flagship Fiscal Assessment Report has been streamlined and redesigned, with clearer language and messaging, as well as improved visual presentation. Stakeholders consistently emphasised that these changes have made the Council’s work more accessible to a wider audience without compromising analytical rigour, increasing the uptake and reach of its findings.
The Council has also diversified its communication channels to extend its reach. It has expanded its presence on LinkedIn, where it regularly publishes summaries, infographics and short video content, and has reduced its reliance on X. It has also increased its use of YouTube, including through the publication of conference content, and has begun to experiment with shorter and more visual formats. Internal analytics point to increasing engagement across these platforms, suggesting that these formats are helping to broaden the audience for fiscal analysis. At the same time, stakeholders highlighted the importance of maintaining a careful balance between accessibility and analytical depth as communication formats evolve.
These efforts have translated into strong visibility in traditional media. The Council’s analysis is regularly cited in national newspapers and broadcast outlets, particularly during key fiscal moments such as the budget cycle. Mentions in major media outlets have increased in recent years, and the Council stands out among OECD peers for the frequency with which its work is referenced in fiscal reporting. This indicates a significant role in shaping how fiscal developments are framed and understood in the public domain.
By contrast, direct visibility among the wider public appears more limited. Levels of search activity related to the Council are relatively low when compared with broader public finance topics (Figure 4). This suggests that while the Council is highly influential in informing media narratives, there remains scope to strengthen its direct recognition and engagement with non-specialist audiences.