Download
1 / 35
350 likes | 436 Views
Democratising Communications - Making the Most of Less. The World has changed…. The rules are different…. We have no money, so we will have to think. Ernest Rutherford – Splitter of the Atom. Preparing for the New World. Behaviour change. Digital engagement. ROMI & Shared Evaluation.
E N D
We have no money, so we will have to think Ernest Rutherford – Splitter of the Atom
Preparing for the New World Behaviour change Digital engagement ROMI & Shared Evaluation
‘The Government believes that it is time for a fundamental shift of power from Westminster to people. We will promote decentralisation and democratic engagement and we will end the era of top-down government by giving new powers to local councils communities, neighbourhoods and individuals.’ The Coalition: our programme for government p11
“Joining the Government of Britain” The Government believes that the innovation and enthusiasm of civil society is essential in tackling the social, economic and political challenges that the UK faces today. The Coalition: our programme for government p29 • Role of government is no longer simply to hold policy-making power for the public • Instead better government is achieved through the distribution of power – either where Government works collaboratively with the public to inform its decision-making, or in supporting the public to make own decisions
Levels of trust have declined Wordle on MP’s expenses : Dec 2009
Prosperity has risen Real Disposable Income 1970- 2000
Average hours per week media consumption 100 90 Games 80 Wireless 70 Outdoor 60 Digital radio Cinema 50 Analogue radio Digital TV 40 30 Analogue TV 20 Internet 10 Print 0 1900 1920 1940 1960 1980 2020 2000 Media Consumption is rising Source: Carat
Government neither wants nor can afford a top down big spending approach? Democratisation
A new hierarchy of influence PAID OWNED EARNED Media opportunities through paid for media Above the line Direct mail Paid search etc Medium influence High cost Media opportunities delivered by your own assets Web estate Events Public sector workforce Buildings and estate Increasing influence Low cost Media opportunities delivered by others with influence Word of mouth (E.g. Friends family peers) Editorial User content Highest influence Lowest cost
Reviewing Government “Owned”Channels Opportunities to substitute ‘paid-for’ channels with owned channels e.g. • Across online “supersites” (direct.gov.uk, NHS Choices, BusinessLink). • £12m commercial equivalent value • Across government estate (posters in schools, JobCentrePlus, hospitals, GPs surgeries) • c.£25m commercial equivalent value • Across direct marketing channels • COI Publicity Register reaches 60,000 3rd sector and private sector organisations across UK • Royal Mail currently charge £40-50 c.p.t. for government door drop activity which accounts for significant proportion of government DRM activity Substitution of paid-for channels by owned channels will always need to be considered within context of ability to achieve comms objectives 24
Connecting Local and National Department of Health Seasonal Flu Vaccine COI News and PR’s national and regional teams engaged media and partners throughout the UK using six celebrities to endorse the campaign. Local authorities, SHA’s, PCT’s and charities were key partners using collateral in their publications and on their websites. The Campaign 263 pieces of media coverage (regional and national) including features, health editorial, photo opportunities and SHA interviews 32 million opportunities to see 80 pieces of partner coverage featuring seasonal flu newsletter article Development of stakeholder toolkit and supplement- downloaded 75 times from Commslink SHA spokespeople engaged across all regions The Results
Create Conversations: The Power of Social Media
“I browse your videos often and am so glad that you post! Keep up the great work. I’m pulling for ya! Even though you don’t even know me, I am grateful for your devotion to serving your country and the world! The road to return home may seem long at this point, but don’t lose faith! Hang in there! Thanks again! God bless.”
“pueblobonito, that is my fiancee out there who u are insulting! How dare you b so narrow minded and selfish. You really should grow up! To paul, and all the lads – keep up the good work. Keep smiling and stay safe, not long now. Your families and friends are proud ov u all x”“I hope your fiancee will return home safely without injuries and without having to shoot somebody.”
Create Conversations: The Power of Engagement ‘As citizens, stakeholders and governments come to understand each other’s interests and roles more fully, they begin to see that they are all part of a bigger whole in which the different interests and roles complement one another. This makes them more trusting of each other, more respectful, and more open to reasonable trade-offs and compromises – which, in turn allows them to work together more effectively to solve problems and achieve goals.’ Public Policy Forum: Canada Rethinking the Public Policy Process
The powerof public engagement • At COI our public engagement experience means we know very well how it can help government to: • Identify and respond to issues in the public domain • Understand the range of views on complex trade-offs • Develop more creative and innovative solutions and proposals • Communicate more effectively on the policy-making process • Create policy that is more cost effective because it is more likely to ‘work first time’
‘The rise in equalities is the most exciting thing in the world today’ Desmond Tutu
