The Government Communications Plan: how does this impact you?

Civil Service Live 2015

The GCS Plan 2015-16

• Our communications campaigns and programmes to promote the Government’s priorities this year

• Our approach to improving the professional practice of all government communicators

• Written for communicators, but also gives clarity about our work for partners and stakeholders

Film

https://youtu.be/lz_5UVN83Ms

The essential role of communications

• The plan is clear about the work we do to ensure that, every day, we deliver world-class campaigns to save and enrich people’s lives

• Over the last year, we’ve seen the best of our work recognised across the world, with over 80 national and international awards.

Communications as a lever of change

• Changing behaviour - nudging people to lead healthy, safe lives and take up services

• Operational effectiveness of Government - informing people about public services

• Reputation of the UK and responding in crises - promoting UK interests internationally

• Explaining Government policies and programmes and clarifying legal or statutory requirements

The Government’s priorities

• At the heart of the plan is the One Nation narrative, which gives us a clear focus for the year ahead

“We are a one nation Government acting in the interests of the whole country. We will ensure that every

part of Britain benefits from a growing economy and that everyone

who works hard gets the opportunities they need to

succeed.”

An audience-focused approach

• Most of our campaigns are aiming to reach one of six main audience groups

Our audiences are changing

New technologies and fragmented media are giving people more control over when and how they access content

There are greater time pressures, distractions and competing demands than ever before

Societal factors like longer life expectancy, changing family/household structure and shifts in traditional life stages

We need to work harder to break through the noise

Our communications have to be highly relevant and engaging

We need more sophisticated segmentations

Digital is one of our core priorities

More people now read news on their PC or mobile than in print

YouTube has a greater monthly reach among 15-34 years olds than terrestrial or Freeview channels

Over 2/3 of adults now own a smartphone and ownership is growing most quickly among the over 55s

Close to 9/10 adults are able to go online anywhere, compared to 6/10 in 2005

7/10 internet users have a social media profile (1/5 in 2007) 8/10 of them use social media at least once a day

The biggest increase in social media usage has been among 35-44 year olds, from 1/8 in 2007 to 8/10 today

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Government Communication Service

https://gcn.civilservice.gov.uk/