More than 60 communication professionals from African National Statistics Offices (NSOs) gathered in Casablanca, Morocco from 2 to 3 December for a seminar on communicating official statistics. User-orientation was the central theme of the event, which included presentations and discussions on key topics such as Search Engine Optimization (SEO), statistical literacy and content diversification.
Advancing Statistical Communication Across Africa
A seminar on advancing statistical communication successfully took place in Casablanca, Morocco, bringing together over 60 communication professionals from NSOs across Africa. The seminar, funded by the European Union under the second Pan-African Statistics (PAS II) programme, highlighted the importance of clear and impactful dissemination of official statistics to meet user needs.
Giving the users what they need (and want)
The workshop underscored the critical need to make statistical data more accessible, understandable, and user-friendly for diverse audiences. Participants explored advanced techniques and strategies to engageeffectively with different groups, including policymakers, media professionals, and the general public. A major focus was placed on enhancing user engagement, particularly targeting non-expert users, and utilizing modern SEO tools to improve online visibility.
- “Many NSOs in Africa need to improve the way they disseminate statistics online and communicate effectively with different target audiences. This seminar providedan excellent opportunity to come together and discuss a way forward”, says Mr. Jon Olav Folsland, communication expert in the PAS II programme.
Mr. Folsland held presentations alongsideSEO and AI expert Ms. Lucie Rondelet, and Mr. Jo Roislien, professor in statistics and host of popular science shows on Norwegian national television.
Good advocacy requires understandable statistics
The event also served as a crucial platform for developing advocacy skills, enabling attendees to champion statistical literacy and emphasize its role in informed decision-making. Presentations and discussions addressed the importance of communicating statistics in clear, engaging, and simplified ways to cater to key stakeholders.
- “Most of our key stakeholders like ministers and parliamentarians, as well as journalists and general public, have no expertise in statistics. We need to present statistics in a simpler and more engaging way so they can use the data.” says Mr. Folsland.
Rich discussions, shared insight, and enhanced collaboration
The seminar provided ample opportunity for questions, discussions, and peer learning. Several participants shared practical examples of communication strategies implemented in their home offices. The seminar also marked a significant step toward South-South collaboration, with participants expressing their intent to use platforms like MS Teams to strengthen regional partnerships.
Participants highlighted other challenges, including lack of funding, the need for better recognition of communication within organizations, and strategies to get statisticians more engaged in communication efforts.
The seminar concluded with seven key recommendations from the discussions, to be shared with NSOs and international partners to guide future action. In addition, two videos of the event and the full set of recommendations are now available for reference and dissemination:
