In the spirit of open and collaborative communications, last week the Government Communication Service launched two new initiatives to support public sector comms teams – both are worthy of the attention of communicators across sectors.
These are internal approaches for government communicators, but anyone can view and download these models/approaches via the beta version of the gov.uk website, which is itself a model of simple, clean design and straightforward language.
Serving audiences effectively
The Modern Communications Operating Model looks at the principles for improving communications team capability, structures, skills and resources. The aim of the MCOM is to support internal teams – and one would assume broader public sector communication teams – to structure and deliver more effective, efficient communications.
The GCS website says: “Modern teams should be seamlessly integrated, based around audience understanding, be insight and data-driven and be digitally-orientated. To create this consistently the model sets out ways of arranging communications teams for varying sizes of organisations.”
The second initiative – the New Evaluation Framework – lists metrics and approaches to measurement of media, marketing, digital, stakeholder engagement and internal communications.
The GCS website notes:
“Good evaluation leads to a better understanding of what works well so we can do more of it, and of what doesn’t so we can stop doing it.”
Whether you are in public sector comms, or in the private sector, these are really useful, simple tools to use with your teams and assess your own approaches. Hats off to the Government’s comms teams for a) developing them, and b) making them broadly available.
The International Association of Business Communicators (IABC) is a global membership association with a network of 12,000 members in more than 80 countries. We deliver on the Global Standard in communication through educational offerings, certification, awards programs and our annual World Conference. Follow us on Twitter @iabcuk.
Gay Flashman is a former Managing Editor of Channel 4 News and an experienced communications consultant. Gay is CEO of Formative Content, a UK based agency providing high quality blog content, live event coverage and social media content for clients around the world.