Government Communications Plan sets 3 clear priorities
14 May 2014 10:51 AM
The 2014 to 2015
Communications Plan shows how government will provide a more unified
communications profession and better value for money.
This third annual Government Communications
Plan sets out an overall vision for the profession. It aims to provide
more streamlined and effective campaigns, build effective partnerships, and
strengthen the skills of communicators. It covers important events like
commemorating World War 1,
the Scottish independence
referendum, and long running, successful campaigns such as GREAT Britain and Dementia
Friends.
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Collective government
priorities
For the first time, the plan
gives a cross-government view of our collective priorities. All departments
will work together on 3 priorities:
- economic confidence: our
cross-government economic campaign covers the government’s long-term
economic plan to reduce the deficit
- fairness and aspiration: we will
bring together government communicators to explain how our reforms are creating
a fairer society
- Britain in the world: UK and
overseas government officials will support the government’s communication
efforts abroad
The plan also encourages
building partnerships with community groups and the public and private sectors
to give government a more direct understanding of specific communities or local
circumstances. We will continue to work with suppliers for effective campaigns,
with at least 40 potential opportunities for suppliers during the
year.
Alex Aiken, Executive Director
of Government Communications said:
Major events such as the
centenary of the First World War and the referendum on Scottish independence
will demand the best of communicators in government.
This plan demonstrates our
determination to work more collaboratively on government priorities. We will be
more unified, more valued, and more skilled than ever before.
Value for
money
To provide best value for
taxpayers, we will undertake most of this year’s communication activity
through low and no cost campaigns. The total value of planned proactive
communications in 2014 to 2015 is £289 million, the equivalent of about
£4.50 per person per year. Our successful financial controls will
continue; we aim to save at least £40 million in 2014 to 2015, building
on the £36 million saved last year.
Minister for the Cabinet Office
Francis Maude said:
We are reforming government
communications to ensure our civil servants have the skills required for
tomorrow’s world and that their work is effective, delivering best value
for hard-working taxpayers.
Before the last general election
there was no central control on spend on advertising, marketing and
communications. We introduced controls which helped save £378 million in
2012 to 2013 alone.
Government Communication Service
(GCS)
The plan outlines the creation
of the GCS Corporate
Support Service. This Cabinet Office team will provide departments with
strategic support to help stop waste and duplication, share insight and
research, and encourage innovative approaches across government. It will also
support departments to set up shared centres of excellence in areas such as
behaviour change marketing, design and professional
development.
It also sets out how
the GCS change programme will improve standards, including mandatory
skills in digital and internal communication and a continuing professional
development (CPD) programme for all government communicators. A new national
awards programme will recognise success, in partnership with The Guardian and
LGComms.
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