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Speaking to Citizens

Speaking to Citizens. Traditional target audiences for Sustainable Development Indicators. Professional users Policy makers Analysts Researchers Statisticians Specialised journalists Product Monitoring Report Eurostat website Statistics in focus Communication aspect

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Speaking to Citizens

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  1. Speaking to Citizens Eurostat – Unit C4: Key Indicators for European Policies

  2. Traditional target audiences for Sustainable Development Indicators • Professional users • Policy makers • Analysts • Researchers • Statisticians • Specialised journalists • Product • Monitoring Report • Eurostat website • Statistics in focus • Communication aspect • Communicational channel-> paper publication, professional website • Language used-> technical, requires specialised knowledge • Level of statistical explanation-> high, not explaining basic concepts Speaking to Citizens

  3. Why to talk to citizens? Official statistics are not just for policy-makers; need to deliver the same information to EU citizens Official statistics are a public good, provided and paid for by citizens and businesses It can be asserted that statistical organisations have a duty to make the data available and useable for any purpose 26 October 2012 Speaking to Citizens 3/3

  4. Lines of communication of DESTATIS 26 October 2012 Speaking to Citizens 4/3

  5. How to talk to citizens? Statistical data cannot be used properly unless they are well explained: Every user should be offered, at their level of understanding, an explanation of the meaning of the data, and interpretation, and of possible misunderstandings and limitations. Explanations should use the most appropriate channels and media for particular user categories” Dissemination Strategy of the ESS 26 October 2012 Speaking to Citizens 5/3

  6. Widening the user group for Sustainable Development Indicators Citizens Product Citizens Guide – Summarizing progress made. Working title: Figures for the Future 4 Videos – reflecting the themes of the Rio+20 Conference : Green economy and poverty Communication need: More detailed explanation Non-technical attractive language -avoiding jargon 26 October 2012 Speaking to Citizens 6/3

  7. 2012 – two innovative projects Citizens’ guide – Figures for he Future (working title) Targeted audience: Educated people with no specific knowledge about sustainable development. Same communication channel but different style from the Monitoring Report Translates the technical language into easy-to understand language Tells an interesting story about the figures Provides more visual support for the understanding – attractiveness Creative infographics 26 October 2012 Speaking to Citizens 7/3

  8. Creative infographics in the Citizens’ Guide – under construction 26 October 2012 Speaking to Citizens 8/3

  9. AV media and statistics Videos - Why speaking to citizens through audiovisual (AV) media AV communication in today’s society – universal language of the pictures understood by everybody EC and the use of AV media – tackling EU democratic deficit Not many examples and a lot of questions about the nature of a statistics video The most common case: statistics – auxiliary tool for presenting an issue “Communicating to citizens and use by policy makers are different and require different data and different detail” Statistics for policymaking: Europe 2020 The infotaiment concept and statistics videos Four different “styles” 26 October 2012 Speaking to Citizens 9/3

  10. AV media and statistics 26-October 2012 If Spain were a village - Instituto Nacional de Estadística 26 October 2012 Speaking to Citizens 10/3

  11. AV media and statistics Record inequality between rich and poor - OECD 26 October 2012 Speaking to Citizens 11/3

  12. AV media and statistics The colourful world of statistics - Swiss Federal Statistical Office 26 October 2012 Speaking to Citizens 12/3

  13. AV media and statistics Hans Rosling and the magic washing machine - Hans Rosling on TEDTalk 26 October 2012 Speaking to Citizens 13/3

  14. AV media and statistics Not many examples and a lot of questions about the nature of a statistical video The most common case: statistics – auxiliary tool for presenting an issue “Communicating to citizens and use by policy makers are different and require different data and different detail” Statistics for policymaking: Europe 2020 The infotaiment concept and statistics videos Four different “styles” 26 October 2012 Speaking to Citizens 14/3

  15. The first Eurostat videos Four videos to address the Rio+20 conference - two on green economy/growth and two on poverty eradication Broad and heterogeneous audience Going beyond the model of statistics – an auxiliary tool to present an issue; Instead statistics – an issue itself 26 October 2012 Speaking to Citizens 15/3

  16. Challenges Learning by doing The production can not be delegated to communication experts as constant iteration is needed. To make the translation from technical to every-day language requires working the SDI experts and the communication expert closely together Creation of an innovative product exploring boundaries- searching for a balance statistically correct – easy to understand and interesting story The multi-dimensional nature of SDIs Representing inter-linkages 26 October 2012 16/3 Speaking to Citizens

  17. Questions Where are the boundaries? between presenting the issue and statistics? between being understandable and precise? Unacceptable styles for approaching statistics through AV media - Are there any? Should we also communicate on sustainable development indicators to other citizen groups? (students, children etc) Should we move further using state-of-the-art communication methods e.g. interactive products? 26 October 2012 Speaking to Citizens 17/3

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