MONROVIA – The Press Union of Liberia is urging the Food and Agriculture Organization of the United Nations to place greater emphasis on strategic communication as a tool for advancing development goals across West Africa. The appeal comes as communication specialists from across the region gather in Liberia to strengthen institutional capacity and improve public engagement. At the center of the discussion is the growing recognition that development outcomes are influenced not only by program implementation but also by how effectively initiatives are communicated to the public. As THE ANALYST reports, the intervention highlights increasing expectations that international organizations must become more proactive in promoting visibility, transparency, public trust, and behavioral change.
The Press Union of Liberia (PUL) has called on the Food and Agriculture Organization of the United Nations (FAO) to invest in and strategically utilize both mainstream and digital media to amplify the visibility and impact of its work across West Africa.
The call was made by PUL President Julius Kanubah on Monday, June 15, 2026, during the opening of a five-day sub-regional workshop aimed at strengthening collaboration and enhancing the capacity of FAO communication units.
According to Kanubah, communication remains central to shaping public behavior, influencing decision-making, and driving societal change.
“The FAO’s work is vital to the economic, environmental, and social security of nations,” Kanubah stated. “Communicating these impacts is essential to empowering vulnerable populations and advancing agriculture.”
He emphasized that development institutions must not limit their efforts to program implementation alone but should also ensure that the public understands the value and impact of those interventions.
Communication As Development Tool
Kanubah urged the FAO to move beyond a passive communication approach and actively engage citizens on the significance of its programs and initiatives.
He noted that the organization’s contributions to sustainable agriculture, food security, hunger reduction, and rural development deserve broader public visibility.
According to the PUL President, effective communication can help communities better appreciate development interventions while fostering greater participation and ownership.
Kanubah further argued that strategic communication has become increasingly important in an era where information dissemination shapes public perception and influences policy outcomes.
He maintained that institutions seeking meaningful impact must ensure that their messages reach intended beneficiaries through both traditional and emerging media platforms.
Regional Communication Workshop
The workshop is being held at the RLJ Kendeja Resort and Villas under the auspices of the FAO Sub-Regional Office for West Africa and the FAO Representation in Liberia.
The gathering has brought together 19 communication specialists representing 12 West African countries.
Participating countries include Benin, Burkina Faso, Cabo Verde, The Gambia, Ghana, Guinea, Guinea-Bissau, Côte d’Ivoire, Liberia, Mali, Mauritania, Niger, Nigeria, Senegal, Sierra Leone, and Togo.
According to organizers, the workshop is designed to strengthen collaboration among communication professionals while enhancing the effectiveness of FAO communication strategies throughout the region.
Participants are examining approaches to public engagement, institutional visibility, and the use of communication tools to support development objectives.
Focus On Visibility And Storytelling
Topics under discussion include effective coordination, impactful storytelling, audiovisual production, digital communication, advocacy and media engagement, and strategies for improving organizational visibility.
The workshop is also exploring ways to strengthen communication systems that can better connect development institutions with the communities they serve.
Kanubah emphasized that communication should be viewed as an integral component of development rather than an afterthought.
He noted that stronger communication structures can help build public trust, encourage citizen participation, and improve awareness of programs designed to address pressing regional challenges.
Call For Greater Public Engagement
The Press Union of Liberia expressed the belief that strengthening FAO communication units will contribute significantly to increasing the organization’s visibility and effectiveness throughout West Africa.
According to the PUL, improved communication can foster stronger public confidence in development interventions while encouraging collective action around issues affecting agriculture, food production, environmental sustainability, and community resilience.
The Union maintained that greater media engagement would enable FAO to more effectively showcase the impact of its work and broaden public understanding of the role the organization plays in supporting development across the region.
The statement was signed by Julius Kanubah, President of the Press Union of Liberia.