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Future Work [votes]

  • Dissemination versus Communication (overlap, differences and alignment) [31]
  • Social media strategies (policies and strategies) [26]
  • Reaching potential users: broadening audiences to non-users [23]
  • Culture change (internal and external) [17]
  • Segmentation of users and tailoring communication (tools and activities) [17]
  • Training of all staff to communicate [19]
  • Sharing failures (learn from experiences) [15]
  • Employees as multipliers/ambassadors [14]
  • Measuring the impact and success of communication (metrics) [13]
  • Use of audio, music and podcasts additional to visualisation [12]
  • Sharing tools and experiences [8]
  • Crisis management and strategies [6]
  • Framework for partnerships [4]
  • Trust and reputation management (internal and external) [3]
  • Sharing hackathon experiences

Topics identified during group work but not on voting list (mentioned only once or not listed among first 3):

  • Repurpose existing data to new products
  • Engagement of staff to change
  • Search engine optimization
  • Dissemination rules on confidentiality and privacy
  • Digital transformation towards voice and automated outputs

Lessons Learned

Internal and external communication:

  • Internal communication is the key to effective external communication.
  • Internal communication is basis for good external communication. They should be seen together as they are always linked.
  • Aligning external and internal communication is useful.
  • External and internal communication needs to have linked strategies and have common messages.
  • Internal communication is important and should be just as creative and innovative as external communication.

Engaging staff and staff engagement:

  • Staff are ambassadors for the organization and its values.
  • Training senior managers to communicate is necessary.
  • Engaging with staff and getting their buy-in internally, is important.

Crisis and issue management:

  • Role of internal communication in crisis management needs to be clear/modern methods in internal communication.
  • Crisis management needs advance planning and should be flexible.
  • Sharing good examples of issue management is important.

Audience segmentation and targeting (non) users:

  • Audience segmentation and tailoring communication is very important.
  • For the same data, different users need different products.
  • Target groups should be involved in product development.
  • User input is key to finding out what they need.
  • We need to identify non‑users by going where they are.

Make data meaningful:

  • We should explain our statistics and engage in dialogue with users.
  • We need to make complex data accessible.
  • Key messages (including on micro data) that are easy to understand are needed.
  • The concept of ‘data warehouses’ as self‑service and drive‑throughs for journalist needs to be developed.
  • We need to change the mindset of users and identify how data is used.

Statistical literacy:

  • Statistical literacy training for all non-statistical users.
  • Statistical literacy is a new point of entry for new generations.


  • The whole organization should be an ambassador and we should use staff as multipliers.
  • We need to measure our branding and the trust in our organization.
  • We need to use the power of ‘influencers’ on social media.
  • Putting faces to our statistics and promoting our experts is important.

Analytics and measuring impact:

  • We need to measure the impact of our efforts.
  • Google analytics and other tools are useful to get insight in our users.


  • We need to build partnerships, including outside the statistics community, to increase our effectivity.
  • Resource intensive products such as videos should be shared more often.
  • There are different views of what dissemination and communication means.
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