Abstract

Official statistics are essential for informed decision-making, democratic accountability and sustainable development. However, their value depends not only on the quality of the data produced, but also on the ability of statistical institutions to communicate their meaning clearly, credibly and accessibly to diverse audiences. In an increasingly digital information environment, where artificial intelligence (AI) is reshaping how information is created, interpreted and shared, public statistical communication faces new opportunities as well as significant challenges.
This paper explores the role of strategic communication in strengthening public trust in official statistics, with particular reference to the experience of the National Institute of Statistics of Angola. It examines how communication can bridge the gap between statistical production and public understanding, transforming complex data into meaningful information that supports informed choices and evidence-based policies.
The paper also considers the implications of AI-generated content, misinformation and the rapid circulation of misleading interpretations of statistical information. In this context, statistical communication must go beyond the dissemination of figures and publications. It requires clear narratives, appropriate communication channels, audience-centred approaches and a sustained commitment to transparency, accuracy and ethical responsibility. It also calls for stronger collaboration between statisticians, communication professionals, journalists, educators and other information intermediaries.
Drawing on institutional communication and dissemination practices, including digital platforms and public engagement initiatives, the paper argues that trust cannot be established through data quality alone. It must also be cultivated through consistent communication, openness about the limitations of statistics and the ability to make official data understandable and relevant to society.
Ultimately, strategic communication should be recognised as an integral component of statistical quality and institutional credibility. In the age of AI, the challenge for national statistical offices is not simply to make statistics available, but to ensure that they are understood, responsibly interpreted and trusted as a reliable foundation for public debate and decision-making.