Communication standards

1. Communication standards Elena Serrano Maputo, November 2008

2. Definition • Principles, policies and behaviors of excellent quality that are set as a target and to which all government communication must conform • They have to be agreed on by the practitioners, be aligned with the public’s expectations and reflect the values of the culture • They have to be set in writing and disseminated widely throughout all government agencies

3. The public • “Government communications has to be driven by the views and needs of the public. Government communication succeeds when it puts the public first. Get this right and you have effective communication.” The Phillis Report on Government Communication UK, 2005

4. The process • “We need to move on from a culture of announcement where the Minister makes an announcement once all the policy development has been done to a culture of explanation where communication informs all stages of the policy making process using research and consultation to inform and refine our thinking”. Howell James, Under Secretary for Government Communication, UK, 2006

5. Role of communication standards • Serve as guidelines for language, practices , attitudes and behaviors of those involved in government communications • Ensure that government is visible, accessible and accountable • Reflect citizens’ expectations of public servants: honesty, dedication and competence

6. Basic principles • Provide accurate, timely, relevant and understandable information to the public about its policies, programs, services and initiatives • Use a variety of methods to communicate, and to provide information in formats that accommodate the needs of all citizens • Engage with the public when establishing priorities, developing policies and planning programs and services • Foster a corporate and collaborative approach between and among government departments and agencies

7. Behaviors to promote • Be open to receive questions and inform • Focus on information that accommodates needsof citizens • Be accessible to media and public within possibilities • Be willing to respond, or get back to interested party with required information • Use simple and direct language • Prioritize locallanguage and local content • Apply policy of no secrets with exceptions when specifically required • Speak with one voice, for consistency and trust • Cooperate with media making their job easier

8. Behaviors to avoid • Promotion of officials instead of information • Delay in responding or delivering information • Aloofness, stonewalling, indifference • Arrogance and defensiveness • Discrimination among media for non strategic reasons (e.g. ideological) • Discrimination of those who oppose policies or actions just for that reason • Exclusion of other citizens or organizations which might have an interest or make a contribution

9. Practices that reflect standards • Increment and deepen presence in districts and community radios • Assure local languages are used when necessary • Involve cooperation of civil society organizations, treat their participation as an added value • Promote availability of senior officials to the media to inform and respond, in accountability mode • Use a diverse menu of communication tools: print, broadcast, web • Give necessary importance to web based information • Promote partnerships with organizations and institutions which bring expertise and broaden reach

10. Discussion • Which would be the desirable standards for the communication of the government of Mozambique? • Who is responsible for its setting and dissemination across government agencies? • Who would be responsible for its enforcement? • Which would be the desired outcome of the practice of these standards?