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Sarah will talk about how digital communications can provide direct two way communication with key stakeholders, at low cost and with high impact. She will make a case that public sector communications is ideally suited to drive further innovation and provide leadership in digital communications. Public Sector organisations can play an active role in promoting social inclusion, through digital inclusion and she’ll draw on work from central Government as well as Baroness Lane-Fox’s work as the Government’s Digital Champion; alongside some great examples of NHS, local government and not for profit organisations harnessing digital communications to reach key audiences. Sarah will also talk about how communications leads can support their organisations internally to become confident in the use of digital communications, expel some myths and help to keep employees safe online.
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Sarah Pinch FCIPR MIoD
19/06/2014
Complex and regulated or a gift horse’s mouth: Social Media in the public sector
Sarah Pinch FCIPR MIoD
• 11 years at the BBC• 13 years in corporate communications• High profile sectors:• International development• Public transport• Health• Passion for behavioural change in
organisations• Experience of placing communications
as important as finance/HR• Professional standards & compliance• New teams in every role since 2000
Agenda
• The Government is on our side
• Social inclusion through social media
• The Good, the Bad and the Ugly
• Leadership
• Innovation and Employees
• Ten Top Tips
Why?
• “You have to start with the customer experience and work backwards”
• “In this tough economic climate, the internet is such a powerful tool to help people manage the trickiest circumstances of their lives, whatever their age and whatever their location.”
• “Facebook has the forum problem. It’s getting noisier and noisier, it’s trying to solve this problem with filtering, with a new feed, which only shows ‘popular’ items. But it has the Forum/Chat Problem and no amount of lipstick will cure that problem.”
The Support of the Big Guns
• Alex Aiken’s work within Cabinet Office is to strengthen transferable skills: including digital and internal communications
• Baroness Lane Fox’s maiden speech in the House of Lords, is a thing of inspiration and transformation
Social Inclusion through Social Media
• What is social inclusion?
• the provision of certain rights to all individuals and groups in society, such as employment, adequate housing, health care, education and training, etc. (Collins Dictionary)
• AKA your day job
• Social media offers audience segmentation, direct delivery, engagement, conversation, feedback and above all – personality and personal relationships like nothing else in the communicators’ tool box.
Over regulation•Fear•Mis-information•Lack of personality•Mis–matching of personality•Banning of social media sites•Complex sign off processes•Denial•Reluctance to engage•Cover up•Disingenuous profiles•SHOUTING•SHOUTING LOUDLY!!!
The Good, The Bad and The Ugly
Gift Horse•Direct engagement•Direct feedback•Personality•It’s what admired brands do•If you don’t someone else will take your place in the conversation
•NHS Employers•#nomakeupselfie•Movember
Get in where the decisions are madeViews of CIPR members (75%) and non-members (25%) 2,531 respondents, provided a comprehensive overview •Half (46%) of practitioners brief board members and senior staff•Third (35%) contribute to organisational strategy
More than nine out of ten of respondents to the State of the Profession said that being considered a professional is important.
PR must no longer defined by media relations.
It’s a strategic management discipline focused on building reputation by promoting mutual understanding.
This is an industry wide opportunity.
Demonstrate LeadershipGaining credibility•Other professions succeed by reputation and ‘speaking the language of the board’•Ethics must be centre stage•Engagement with employers and commissioners of PR services•Campaigning•Clarity on the route map •Continuous Professional Development
Show me the money•15 - 49% media relations spend•4 - 8% social media management•4 - 12% event management•2 - 15% consumer/public campaigning•4 - 5% research, planning and measurement
Approach to internal communications•It’s all about being social•Make bold decisions•Align your choices to the personality of your organisation and its employees
Melcrum Research:•Innovation and idea exchange (41.5%)•Employee engagement (38.4%)•Knowledge management and collaboration (30.8%)
Research, Plan, Evaluate, Amend, Innovate
Innovation and Employees
Sarah’s Top Ten Tips
1. Become an expert (with support)2. Approach social media like another channel (don’t be scared)3. Beware any ‘specialist’ who blinds you with science 4. Look for trusted sources, recommendations and best practice5. Utilise Government and NFP energy and will6. Get into the decision makers – and become one7. View everything online as a fantastic opportunity8. Don’t do anything on line, that you wouldn’t do offline9. Learn to evaluate your social media10.Continuous Professional Development
“This xxxx has too many shortcomings to be seriously considered as a means of communication. This device is inherently of no value to use”
