Democratising Communications- Making the Most of Less

The World has changed…

COI turnover from 2000-2010

0

100000

200000

300000

400000

500000

600000

Year

£000

Turnover

The rules are different…

Ernest Rutherford – Splitter of the Atom

We have no money, so we will have

to think

Preparing for the New World

Behaviour change Digital engagement

ROMI &

Shared Evaluation

ROMI success stories

The World has changed…

‘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

It used to be so much simpler

The Changing World

Levels of trust have declined

Wordle on MP’s expenses : Dec 2009

0.0

50.0

100.0

150.0

200.0

250.0

Household income

Real Disposable Income 1970- 2000

Prosperity has risen

Average hours per week media consumption

PrintInternet

Analogue TV

Digital TVAnalogue radio

Digital radioCinema

OutdoorWireless

Games

0

10

20

30

40

50

60

70

80

90

100

1900 1920 1940 1960 1980 2000 2020

Source: Carat

Media Consumption is rising

Government neither wants nor can afford a top down

big spending approach?

Democratisation

What does democratisation mean in practice ?

A new hierarchy of influence

PAID OWNED EARNED

Media opportunitiesthrough paid for media

Above the lineDirect mailPaid search etc

Medium influenceHigh cost

Media opportunitiesdelivered by your own assetsWeb estateEventsPublic sector workforceBuildings and estateIncreasing influenceLow cost

Media opportunitiesdelivered by others with influenceWord of mouth(E.g. Friends family peers)EditorialUser contentHighest influence Lowest cost

Reviewing Government “Owned”Channels

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

The power of sharing data

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 power of 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

Thank you