IOTA Forum on Communication “Media Strategies for Tax Administrations: Navigating Crises and Engaging Younger Generations”

The event was officially opened by Helen Ruth Rist, Head of Strategic Communication at the Norwegian Tax Administration, who welcomed participants to Oslo and set the stage for two days of discussions dedicated to strengthening communication strategies, maintaining public trust, and engaging future generations of taxpayers. The programme featured presentations by IOTA members from Azerbaijan, Belgium, Bosnia and Herzegovina, Denmark, Finland, Georgia, Ireland, Italy, Latvia, Lithuania, Norway, and Sweden.

The first day focused on media strategies for crisis communication preparedness and response. Through country presentations and interactive discussions, participants explored practical approaches to managing operational disruptions, reputational challenges, public controversies, and misinformation in an increasingly digital communication environment. The first speakers of the day, Rūta Asadauskaitė from Lithuania, examined the importance of strategic preparedness in rapidly evolving communication environments; Terhi Karttunen shared Finland’s approach to crisis communication frameworks and organisational preparedness; and Giulia Marconi presented the Italian Revenue Agency’s integrated communication strategies for navigating crises.

In the afternoon, Erik Lif-Sjöcrona from Sweden discussed prevention, mitigation, and response strategies in crisis communication, while Ulkar Nabiyeva from Azerbaijan shared experiences in ensuring effective communication during crises. Ratko Kovačević from Bosnia and Herzegovina explored media management in crisis situations and youth education, and Teona Gurgenidze from Georgia concluded the day with a presentation on building trust through communication and engaging citizens and younger generations.

The second day shifted the focus towards engaging younger generations and building lasting relationships with future taxpayers. Participants explored how tax administrations are adapting their communication strategies to meet the expectations of digitally native audiences through social media, interactive campaigns, digital services, and innovative outreach initiatives. The morning sessions featured presentations by Christer Gilje & Ingrid Borvik from Norway, who demonstrated how media and social media channels can be used indirectly to reach younger audiences; Aurelija Ratkutė from Lithuania presented innovative approaches to engaging Generation Z; Inge Mattens from Belgium explored credible communication strategies for younger audiences; Carmel Fortune from Ireland shared experiences in empowering digital-native taxpayers; and Katri Riekkinen from Finland presented a communication campaign aimed at raising awareness among young people about organised crime threats.

In the afternoon, Alessandra Gambadoro from Italy discussed strategies to shape the future of tax compliance by engaging with the digital generation. Christian Kirkebæk & Anne Sophie Demandt from Denmark explored ways to make taxation more relevant and personal for young audiences, while Janita Veinberga from Latvia presented approaches to strengthen engagement and trust among the next generation of taxpayers.

Throughout the Forum, participants actively contributed to group discussions focusing on crisis communication frameworks, media strategies, communication campaigns, and innovative approaches to engaging younger generations. These sessions provided valuable opportunities for peer exchange, allowing participants to share both successful initiatives and communication challenges from their respective administrations. The Forum highlighted the growing importance of clear, transparent, and timely communication in maintaining public trust and institutional credibility. Discussions also emphasised the need for tax administrations to continuously adapt their communication approaches to meet the expectations of increasingly digital and connected societies.

IOTA extends its sincere appreciation to the Norwegian Tax Administration for hosting the Forum and for their outstanding cooperation, hospitality, and support throughout the event. Special thanks go to all speakers and participants for their valuable contributions, which made the Forum an inspiring and highly productive exchange of knowledge and experiences. All materials are now accessible online via the event's webpage, while the presentations, photo gallery and video recordings will be made available soon on the same platform. The Forum was facilitated by Erika Szabo, Communication Specialist, and Oksana Stepanenko, International Taxation Expert of the IOTA Secretariat.