Highlights from WPP’s “The Leader’s Report: The Future of

Government Communication” Dannielle Blumenthal, Ph.D.

January 17, 2017

Disclaimer: The author did not participate in this study, was not asked/encouraged/sponsored to share information about it or promote it, and does not represent or endorse any entity in its connection. This presentation was originally provided to the Federal Communicators Network and accordingly belongs to the public domain.

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Introduction • Around the world, there is a growing recognition that, as a 2015 report by

the UK’s Government Communication Service put it, “public service communications must adapt or become obsolete.”

• In order to better understand the state of government communication, worldwide marketing communication firm WPP conducted a study, released in January 2017. It is based on hundreds of surveys as well as interview data across 40 countries, as well as secondary research.

• Last year, in 2016, a team sponsored by the Federal Communicators Network published a similar but smaller-scale study that also included perceptions of government communicators along with secondary research, and which yielded similar overarching themes.

• This brief presentation offers a synthesis of highlights from the WPP study. Content has been adapted and integrated where necessary, so it may not appear word-for-word or in linear form in the original. (The Guardian (UK) also published an article about the new study.)

• This presentation was created in my capacity as an FCN volunteer engaged in the effort to promote professional standards on an interagency basis. It is not sponsored by FCN or any entity, and does not represent an endorsement of the company that created this study.

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Key Finding #1: Many Government Communicators Don’t Trust The Government

“Citizens are beginning to doubt whether government actually can make a difference in their lives.” – Respondent from Africa • 75% of government communicators across the 40 country

sample disagree that the voice of the citizen is reflected in key decisions.

• 60% don’t trust their government. • 25% don't trust their government to do the right thing even

in the countries with the highest trust levels.

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Key Finding #2: Too Many Government Communicators Are Not Set Up For Success

• 43% have had the same job for 10+ years and most haven't modernized their skills

• 40% say they don't understand digital/social media • 50% say they don't have the right tools/resources to do

their jobs

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Key Finding #3: Without Skills, Tools & Metrics, Government Communication Is A Shot In The Dark

• 85% of government communicators have had no training on citizen engagement

• 75% do not actively tailor their messages to citizens • 60% don’t measure the impact of communication

against policy objectives

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Reality: Social Media Poses 3 Complex, Sensitive Challenges for Government Communicators

• Pervasive Anger: “(People are) venting pent-up anger at elites they believe to be out of touch.”

• No Truth Barrier: “(People) broadcast their issues widely, regardless of accuracy.”

• Time Lag: “(Citizens) can criticize and campaign faster than the speed at which governments can respond.”

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3 Terms That Show How Political Culture Affects Non-Political (Civil Service) Government Communication

Term Meaning Provided In Report In Plain English

Post-Truth “The rise of a political culture in which debate is framed largely by appeals to emotion disconnected from the details of policy, and by the repeated assertion of talking points to which factual rebuttals are ignored.”

In explaining policy decisions, appeals to emotion are increasingly taking the place of fact.

Post-Democratic

“The entrenchment of a small elite within democratic countries that is taking decisions by co-opting democratic institutions.”

People are angry that a small elite seems to have furtively taken over their democracies.

Post-Post-Democratic

“The move towards citizens increasingly forming their own organised and unorganised social movements, often online, as a response to widespread alienation from established political frameworks.”

Lack of identification with established government structures leads citizens to form their own substitutes, especially online.

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5 Top Challenges For Government Communications

1. Inconsistent Definition • Perceived purpose varies • Lack of general understanding as to the function • Note: Most agree on “protecting and enhancing…reputation”

2. An Under-Utilized Asset • Excluded from policy development discussions • Viewed mainly as a “tactical, reactive” information distribution tool; shared

services desk 3. Insularity

• Not integrated well into the rest of the organization • Lack of best practice/expertise-sharing

4. Audience-Related Factors • Decline in trust in government • Impact of digital technologies • Shifting/complicated demographics

5. Nature of Government • Bureaucracy • Avoidance of risk

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Areas for Improvement - Even In High-Performing Organizations

Area Indicators of High Performing Gov. Communication Organizations

Areas for Improvement

Strategy • “Clearly defined role & structure” • “Understanding the wider

socioeconomic & cultural environment” People • “Collaborative team environments”

• “Investment in talent, skills & professional development”

Process • “Consistency of message across government & channels”

• “Working across government on communication priorities”

• “Political neutrality and delivering impartial communication”

Structure • “Access to senior stakeholders” • “Driving a focus on the citizen

throughout the organization”

• “Controlling spend, with financial approval upon policy objectives”

Tools • “Accessing a wide range of data sources to inform decisions”

• “Embracing technology to become more citizen focused”

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For More Information

• Download the WPP study at this URL: http://www.wpp.com/govtpractice/leaders-report/

• Free registration lets you download a PDF with the executive summary. You can see the full results on the Web.

• Also see this news story in the Guardian (UK): https://www.theguardian.com/technology/2017/jan/17/governments-struggling-to-retain-trust-of-citizens-global-survey-finds

• To join the FCN, click here (membership criteria apply): http://www.fedcommnetwork.org/

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