Jenny Grey: The new framework for government communications

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  • Twitter encountered 16,000 tweets per second in January 2012, almost doubling that of the start of 2011
  • Communications operations in Government have recently been through a significant period of change and reform, designed to deliver substantial efficiency savings and a large reduction in overall expenditure Since 09/10, central government departments have cut communications budgets by over half (CO figures May 2011) External spend through COI, which leapt to £532m in 2009/10, reduced by 68% to £168m in 2010/11. Of that, paid for advertising space and digital marketing is down 85%, from £237m turnover in 09/10 to £35.7m in 10/11. And overall headcount has been reduced by around 40%
  • Better governance and central oversight to agree priorities Comprehensive overview of proposed activity and detailed plans for each hub More collaboration, more integrated communications products and sharing of resource to improve efficiency Reducing duplication or over-servicing, allowing for redeployment of resource to priorities Improving capability through a dedicated review programme and focus on professional development Stronger emphasis on evaluation to prove the impact of government communication SCS : Providing strategic management of suppliers. Co-ordinating spend under the leadership of the Government Procurement Service Strategy : Designed to help Departments and ALBs deliver the annual communication plan for government CDB : Made up of Ministers and officials from across government. Providing governance and accountability
  • Jenny Grey: The new framework for government communications

    1. 1. The new framework for governmentcommunicationsJenny GreyExecutive Director for Government Communication
    2. 2. A long-established reputation for deliveringimpactful and innovative communications
    3. 3. The role of proactive communications Specific statutory requirement Support operation of to provide public information government and services about government work e.g. take up of a service, recruiting e.g. public consultations staff, supporting service users Influence attitudes and Generate understanding of behaviours that benefit the Government’s programme individuals or wider society e.g. informing the public about e.g. public health, safety, security specific activities and priorities
    4. 4. Communication is particularly effective indelivering government objectives alongsideother levers Policy levers Communication Context/ environment e.g. legislation e.g. information regulation engagement e.g. external factors, taxation persuasion service delivery
    5. 5. The context for communications continues tochange and present new challenges £ Changes in the Audiences are Government spending ismedia landscape shifting their habits decreasing to tackle theare accelerating and expectations deficit. Communications must adapt too
    6. 6. Controls are in place and big efficiency gainshave already been delivered 531 213 3438 2120 77 137 110 48 2009-10 2010-11 2011-12 2009-10 2010-11 2011-12 2009-10 2011-12 COI Turnover Advertising spend Central department (m) (m) headcounts
    7. 7. We have put in place a new structure forproactive communications Communication Delivery Board Government Communication Centre Shared Campaigns Policy & Govt Digital Partnership Behavioural Comms & Strategy Capability Service Unit insight Service Proactive Communication Hubs Government Virtual teams across govt depts and arms-length bodies Procurement Service
    8. 8. We need to work together with thecommunications industry to meet the challenge• Our drive for greater effectiveness and efficiency must go further• We need to collaborate on key areas, including: Making the most of our owned & Developing more partnerships with earned channels and integrating commercial and voluntary sectors, them with paid-for communications looking for alignment Driving greater innovation, Getting more value for money particularly through new digital through rock-solid evaluation of opportunities what works best
    9. 9. Implementing a more strategic approach• We are developing a proactive communication plan that will summarise the activities of each hub for the coming year – More detailed planning and coordination of activity – Clearer focus on target audiences and opportunities to integrate communications – Better organisation of resources to maximise effectiveness and efficiency – More collective visibility of communications programmes – Less isolation and silo working

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