For some people, adding the word "communications" to the word "government" sets off alarm bells. They hear government communications and it conjures thoughts of massaging messages, spinning statistics or manipulating media stories.
But if you want an insight into the real work of government communicators, take a quick look at the government's second annual communications plan. We are publishing the plan on Thursday 20 June, and it is a business-like reminder of the breadth and importance of what we do.
Bound by civil service rules on impartiality, government communicators work hard to communicate the government of the day's programme and help it fulfil its political priorities.
But this is only one of the six main purposes of government communications:
1. To fulfil a specific legal or statutory requirement to provide public information about the operation of government
For example, for High Speed Rail, as with all infrastructure projects, there is a legal obligation to consult with all those who are, or could be affected, to raise awareness of what is being proposed and why, and also to help government understand people's concerns about the potential impact.
2. To help the public understand the government's programme, including specific activities and priorities
So, for example the Department for Communities and Local Government is using a range of communication approaches to raise awareness of new government plans on Right to Buy for social housing tenants.
3. To influence attitudes and behaviours for the benefit of individuals or the wider public
This is particularly relevant around issues of public health, safety and national security. The Department of Health's stroke awareness campaign is aimed at raising awareness of the signs of stroke and to encouraging people to call 999 immediately, so that those experiencing stroke can be seen within three hours of onset. Analysis shows that since its launch the campaign has saved the NHS £162.5m – equivalent to £15 for every £1 spent.
4. To enable the effective operation of services to the citizen
Communications can increase take-up of a service or programme, encourage compliance with specific requirements of a service, support service users or aid staff recruitment. For example, the annual campaign by HMRC to remind people to submit their self-assessment tax return on time.
5. To inform and support the public in times of crisis
In key, front-line operations, government communicators provide the vital link between the incident response and explaining to the public whether they are at risk and what they should do. For many months of the year the Environment Agency deals with more than 20 flood alerts at any one time.
6. To enhance the reputation of the UK
One of the major cross-government campaigns for 2013/14 is the GREAT campaign to promote trade, tourism and culture. This is an example of our work to promote Britain on a global scale, helping to support UK jobs and influence.
That's a big to do list. Add to that one-off major priorities such as first world war commemorations and the G8 presidency and we can see the vast range of issues government communicators will turn their hands to this year.
On Thursday, when we publish the plan, it will be a clear reminder that we're aiming to meet these priorities through high-quality work, delivered efficiently by a profession that is adopting the principles set out in the civil service reform plan.
We want our communicators to be equipped with the right skills for tomorrow's world, which is why we are investing in professional development. But we're also mindful of the need to reach out to the communications industry so that we understand what the challenges of tomorrow will be and how best to tackle them.
Michael Warren is head of strategy and campaigns, Prime Minister's Office and Cabinet Office communications
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