Welcome to a new series, BrightGuide in Conversation with... We’ll be chatting to other comms pros to learn about their careers, tips and insights into what it really means to work in the field of comms! In this edition, it’s BrightGuide in Conversation with Sagal Omar, a communications professional based in Somalia.

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Last month, Jessica van Onselen closed off a long-term communications assignment in Somalia. She’s spent the last four years on the project working closely with her colleague based in Mogadishu, the all-round communications whiz – Ms Sagal Omar. Sagal has a fascinating background, and has taught us a ton about building long term communications capacity on the ground. So we thought we’d ask Sagal to share some tips with our readers.

Jessica: Hi Sagal! We find you during Ramadan, so a particularly big thank you for taking the time to answer some questions for the BrightGuide newsletter during the holy month. Will you tell us a bit about yourself?

Sagal: Hi, I am Sagal Omar. I love finding joy and purpose in what I do – which is why I’ve changed careers a few times! I moved from working with kids in early education to the renewable energy sector, and then into communications. The last couple of years I’ve been helping the Customs Reform and Trade Enhancement Somalia project (CRATES – a UKAID, EU and USAID funded project) communicate the reform journey of Somali Customs.

Here’s a video used by Somali Customs to help traders in classifying goods after the introduction of the HS system:

Comms in Somalia

Jessica: So, every place is different, right? What in your view really works well in Somalia in terms of comms channels?

Sagal: Somalia has a really strong oral tradition. Somalis love traditional oral forms of communication – like poetry, music and songs. This means that audio messages, circulated via the radio or other means, tend to have a much better reach than written ones.

Somalis love traditional oral forms of communication – like poetry, music and songs. This means that audio messages, circulated via the radio or other means, tend to have a much better reach than written ones.

It’s also important to note that while on paper Somalia has two official languages (Somali and Arabic), in reality, everybody speaks Somali, at all levels of society. And more recently, social media channels have emerged as powerful means of communication and plays role in keeping people informed, educated – and entertained!

Comms in a Multi-stakeholder Setting

Jessica: Yes, Somali Instagram is one of my favourite things on the internet. One of the really tricky things about communications for projects like the Tax and Customs one you’ve been working on is managing the needs of multiple stakeholders. And I can really say – you are totally amazing at it! I’ve learned so much from you. You’ve had to work with stakeholders from international donor governments like the UK, the Somalia federal government, and Federal member states like Puntland and Jubaland. What advice would you give to someone starting in a similar role?

Sagal: I would say that planning and understanding each stakeholder’s needs and requirements is absolutely crucial – especially the government. But while planning is very important, you also need to be flexible and be able to change tack quickly. That means you need to be very proactive, have contingencies plans in place for multiple scenarios, and be ready to ride the wave and adapt fast.

Jessica: Ha ha, totally. Flexibility is the name of the game. What’s the most important thing you have learned about communications while working on a really long term project like this one?

Sagal: I have learnt so much, that it’s hard to pick just one! But it would probably be the importance of celebrating small wins. Implementing a communication plan takes a lot of time, patience, perseverance and energy. Celebrating small wins can really help give you the energy boost you need.

Implementing a communication plan takes a lot of time, patience, perseverance and energy. Celebrating small wins can really help give you the energy boost you need.

What’s the secret?

Jessica: In a job like this, you’re working in different geographies, working with different people, very few people sit all day in an office. What’s your secret to being as effective as you are?

Sagal: I mainly use WhatsApp as it’s more convenient for the team I have been working with. We often used WhatsApp groups for different tasks and it has been the quickest way to exchange information or have quick call meetings on daily basis.

Jessica: When I look at our WhatsApp history together, it’s just Voicenote-Voicenote-Voicenote-Voicenote, one after the other. It’s been a clever and dazzling and fast-moving way to work. Before you go, do you have any funny stories to tell about your time on the Tax and Customs project? What made you laugh?

Sagal: What made me laugh the most on this project was actually translation mistakes! While everyone in Somalia speaks Somali, different dialects are used in different geographical areas. As I was working with a team from all over the country, one thing that happened now and again was that funny mistakes would crop up, where someone would use a word that has a very different meaning in another dialect!

Jessica: Thanks Sagal. I can’t wait to find another opportunity to work with you. Ramadan Kareem

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