Alex Aiken’s New Year message for Government communications is spot on. Building on last year’s Whitehall capability reviews, top ministers and civil servants are recognising that government communications are a critical strategic asset to any government. It’s great to see professional development being given renewed emphasis. Even more encouraging is appreciation that government communications can and should draw from a wider talent pool.
If you take my communications team at The Open University, you can see how communications is fast evolving to be more proactive, integrated and interactive. To be even more effective, engagement needs to be better targeted, deeper and more meaningful. That’s what we learnt with our very successful Three Words marketing and communications campaign, which started in social media networks and engaged OU students to speak in their own terms about their experience of studying at the OU.