When you’ve got a difficult message to deliver don’t just send out the next cab on the rank. Instead, use a bit of research to send out the best one.
Who is delivering the message is just as important as what they are actually saying.
But when time and effort gets spent on the the words very little gets spent on thinking through who will say them.
Who will say it? And what will they say? Here is a couple of pieces of research that should help guide who will say what for you.
A case study with trees and angry people
Back when I was in the public sector, an issue blew up with trees being cut down on common land. The simple equation was this:
Trees are good, so cutting them down is bad.
That’s a perfectly understandable response. The thing was, it was more complicated than that. IKt boiled down to:
Trees are good but they’re damaging rare heathland.
The offending trees themselves were self-set. In other words, birds had eaten berries and the seeds had ended up germinating where they fell. Trouble is the heath land they had germinated on needs protecting as there isn’t much of it. Sounds technical? It was. Luckily, we had a named countryside ranger who was using social media for the organisation. So, she was better able to communicate what was happening.
Why? Because she was a trusted individual and an expert in her field. She had also built a relationship with people. What was the alternative? A politician who wouldn’t have had the same clout.
Who will say it? Trust and shooting the messenger
Our reaction depends a great deal on who is sent out of the door to deliver the message. If we don’t really believe whoever has been sent out we won’t believe what they say. The 2016 Edelman Trust barometer sets out through extensive polling what people think of people with different job titles. See the board of directors on the right? They’re least trusted. Your employee? Markedly more trusted and the person like yourself even more so.
Who will say it? Trust in politicians is low
Data from Ipsos Mori was posted on Twitter earlier today by Ben Page. If you don’t already do follow him. He’s often insightful. The research shows that politicians are trusted by 15 per cent of the population and nurses and doctors at more than 90 per cent are the most trusted. The research is here:
The data is useful if you are in the public sector. While many of us would like politicians to be more trusted the hard reality is that they are not. Seeing as that’s the landscape we’re faced with, I’d argue that we need to be more thoughful in the way we deliver messages. The trusted member of staff is likely to be more effective. This also has the spin-off of making the approval process that bit quicker.
Of course, black is not white and there are occasions when a politician fronting up a message is the best route. This is where the small ‘p’ nouse of a comms officer is important.
Who will say it? Content is king
Of course, there’s a chance the message may be better delivered not by an individual but by a piece of content. The sharable infographic, the video or the image may be the best way to deliver the message. Especially if it is financial data that frankly, is a bit dull. Make the telephone directory come alive in other ways.
What will you say?: Honest communications, please
One last set of data to check before you respond also comes from the UK edition of the Edelman Trust Barometer. It’s about honesty. The research breaks down the population into the informed public and mass. In other words, college educated and high media cosumers and the rest. The stats here are so striking they can’t be avoided. We all want honest communications. My own take on this is that this is messages that are straight and don’t try and pull the wool over anyone’s eyes.
So, if that message is honest, straight and comes from people who are likely to be trusted, you’ve got a chance.
If you call cuts cuts and not efficiencies you are more likely to cut through. Especially if they are delivered from someone people can trust.
I’m email@example.com and @danslee. Shout if I can help. I’ll be co-delivering a workshop on How to Communicate in a Digital World in Edinburgh on December 9, Birmingham on January 24 and Manchester on February 16. More info here.
Picture credit: Exile on Ontario Street / Flickr
There was an event the other day in Whitehall which looked at this very topic which I would have loved to have got to. But I work in the West Midlands so that wasn’t going to happen.
It’s a good question and one that I’d given a lot of thought to just recently. Not just because the LGComms Future Leaders course I’d been involved with was asked just this question and asked to come up with a presentation.
One of the good things about being in the public sector is the ability to share ideas and approaches. This doesn’t happen in the private sector. As one person recently put it, they’ll tell you what they did but they’ll just leave out a vital piece of information so you can’t follow. It’s like handing over a car without the spark plugs.
So here are some things that should happen.
6 things to bring local and central government comms people together
1. Realise that each side isn’t the enemy. You’d be forgiven for thinking sometimes reading the Daily Mail that local government was to blame for the banking crisis, Northern Rock and the nationalisation of the banks. Just think what would have happened had local government mis-sold products. Step aside from the headlines and realise that there is more to bring civil Service and local government comms people together. We both face the question ‘what does communications mean in 2014?’ for example.
2. Paid secondments both ways. A few years ago a secondment from local government into the civil service could have been do-able. Not now. There isn’t the spare capacity anymore in local government. But funded posts could help backfill and share the knowledge. Even better if they are French-exchange-style two way affairs. Better still if they involve co-operation on the same project.
3. Open up central government training to local government. The Goverment Communications Service (formerly the Government Communications Network) stages a range of good training opportunities. It would be great if this was open to local government too.
4. Open up local government seminars to central government. Places like LGComms put on some excellent sessions. The different perspective of a Whitehall comms person would be useful. Just as the comms person more used to dealing with the community would be a benefit to a central government person.
5. Encourage events like commscamp. In February last year more than 130 comms people from Whitehall and local government came together in a joint event for what must have been the first time. There were more than 400 on the waitlist when it was turned off. The agenda was decided on the day by those who went. Anarchy? Not really. It worked beautifully. It was organised by people in central and local government in their own time. (Disclaimer: I’m biased as I helped co-organise commscamp.)
6. Realise that neither side is better. They’re just different. As government departments put more focus on stakeholder groups local government listens to residents more. At a time when the Foreign Office is putting more effort – rightly – into answering queries on Twitter there’s pr people in Staffordshire or Norfolk who could tell them a few things. They are two different skills. It made me realise that neither side is better. We’re just different.
7. We both work in the public sector and should be proud of that. Sure, the private sector does some good things. But we delivered the Olympics, we save lives, we keep the roads running, our children educated and a whole load of other things too. How much better is that than flogging toothpaste?
EDIT: GCS courses are also now available to local government people. That’s welcome.
Creative commons credit.
As beautiful illicit guilty pleasures go watching BBC2’s The Thick Of It is not exactly an out-of-control gambling habit.
A satirical fly-on-the-wall Yes Minister for the 21st Century Civil Servants and politicians scheme, plot and manipulate obsessed by the whims of public opinion.
Chief amongst them is the figure of Malcolm Tucker. Like ‘Iago with a blackberry’ as The Spectator calls him in the programme itself, he is the government’s director of communications whose Machiavellian command of the dark arts of spin is direct drawn from the underworld. Nothing is too low.
“Congratulations on your first confirmed kill,” he chillingly writes on a card to a junior who ill in hospital goes along with his plot to unseat the Leader of the Opposition. Out of the box the card comes from drifts a helium baloon with a picture of the deposed Leader sellotaped to it. A perfect blend of malice and slapstick.
Watching the programme is also a secret vice of comms people to talk of the programme illicitly in hushed tones.
A few years ago the subject of The Thick Of It came up in a conversation I had with someone who had worked at the heart of government in the Civil Service. “On a good day it was nothing like it,” the individual said. “On a bad day it was actually a toned down documentary.”
Yet, part of me thinks people will look back in years to come and find that Malcolm Tucker is a bygone relic. Obsessed with newspaper headlines and able to cajole the Priesthood of journalists with bribes and threats.
Or maybe the government comms people of the future will be just as frenetic and just as twitchy about public opinion. It’s just that it’ll be the bloggers and the digital journalists they’ll be obsessed about.
The fourth series ended with Tucker disgraced, chased by a press pack from a police station after handing himself in to be arrested after he perjured himself at a public enquiry.
And Malcolm Tucker to use a very Malcom Tucker word is ‘is damaging’.
Because he forms people’s warped idea of what a public sector comms person looks like. Which is why he needs to be brought down from grace. It’s why he needs to die. Under a bus. Outside Parliament. With a single bunch of flowers from his ma in Scotland. Leaving a stack of cracking YouTube clips as his legacy.
Comms, like journalism, is a broad church and across it finds all sorts of characters and practices. Yet there is nothing I find in what he does remotely similar to what I do working in an environment that encourages open access to social media and open data. Central government people may disagree.
But as Alastair Campbell, the man who did most to create the late 20th century idea of a spin doctor, said recently the landscape has changed: “You can’t dominate the news agenda now. The agenda is more chaotic but that’s a good thing.”
Excited and smiling he took it out of it’s wrapping in the living room. Light blue and shiny it was. It fitted into his hands perfectly. A while later that day after all his cards other presents were opened I found him playing with it on the settee. He was moving the device around as if chasing objects around the room.
“What are you doing?” I asked. “Shooting aliens in our living room?”
“Well, they’re not aliens,” he says. “They’re pictures of mum on my new augmented reality game.”
Leaning over his shoulder I could see what he was doing. He’d used his new Nintendo to take a picture of his mum and he’d transferred them onto bubbles which he had to shoot down as part of the game. On the screen, there was my living room as the backdrop for the game. The image came from the device’s video camera. As my son moved the device so what was on the screen moved too.
What’s augmented reality?
Rewind to earlier this year. I’d heard Mike Rawlins of Talk About Local talk about augmented reality at a Brewcamp session in Walsall. He’d spoken of the experiments him, Will Perrin and others had been doing with augmented reality by effectively placing blog posts, pictures and news updates on a map. In effect each item was given its own co-ordinates and through a platform called layar people could use their phone’s GPS system to find it. Of course, each items was on the web anyway. It’s just that they can be accessed a different way.
In short, augmented reality is adding an extra layer of information to what you are looking at. You point a phone at a building, an artwork or a landscape and you can opt to access content related to it. It also works with print too. Point a smart phone at an image and you can access extra content. You can link to a video clip or even buy the item.
To me, this is just a little bit amazing. To me as a communications person it starts to get me thinking.
A mobile first strategy
Back in 2009 I read a blog post that utterly changed the way I think about news and the future of news. Going back to it today Steve Buttry, it’s author, seems like some kind of Tomorrow’s World visionary pointing out the obvious. In short, he wrote that he spends lots of time in airport departure lounges. In the past, people had killed time by reading paper newspapers turning each page literally. Increasingly, he was seeing people killing time by reading their mobile phones. So, he suggests, isn’t it smarter to think about mobile first? In other words, he describes a mobile first strategy.
Steve suggests that newsrooms take a deep breath, stop using antiquated titles like reporter, photographer and editor and just think of themselves as journalists. They need to get used to the idea of metadata. That’s the tags of extra information that help categorise an item so it can be found again. In other words, a story about a £5m leisure centre in Brown Street, Oxdown would be tagged with Brown Street as well as Oxdown, as well as leisure, Oxdown Council, finance, the ward name and the co-ordinates of the new building. That’s nothing to be scared of. It’s just the who, what, where, when and how that’s always been the cornerstone of news.
The mobile first approach, Buttry says, also includes links to the back story. The pieces of content that have already been produced which are relevant. The approach also allows journalists to crowd-source a story or views on a story.
It’s what most national news organisations do today and what The Guardian do very well.
Yes, yes but public relations?
What’s relevant to the news landscape is also relevant to communications landscape too.
I love newspapers. I started my career on them before I moved into local government communications. But I’m long past the point that Buttry saw of seeing more people look at their phones rather than look at their local paper. Only, I’m not catching planes. I’m catching a bus or a train and I’m in the Black Country in the English Midlands.
For me, I’m less interested in shiny technology than I am with communicating with people. If shiny tech can help reach an audience then I get to be really, really interested. Where news, the media and ultimately residents are heading then I believe that’s where communications people must be there too. Or even be as one of the first so they can get to understand what’s over the horizon. Maybe it echoes Buttry’s call that newspaper titles are obsolete but I’m getting increasingly convinced that the phrase ‘press officer’ and ‘PR officer’ are getting irrelevant. What does a press officer do when there’s less or no press and we still need to communicate with people?
We’ve changed in my corner of communications to adapt to social media because that’s what people are doing. We need to start to tentatively think about augmented reality too.
Yes, yes but how?
Now, I’m, not saying for a minute that we need to change everything to add everything we do to include an augmented reality – or AR to use the buzzword – element. The communications team that ditched print for the web in 1993 may in hindsight be seen as visionary. They’d also be a bit silly too. For me, it’s just being aware of the curve and investing a little time and effort into a project that’s going to be a learning process.
That’s probably where something like The Guardian’s n0tice platform can really start to come into play. Set up earlier this year, it aims to add news to maps on its platform. It has a small but growing following. There’s a board for Walsall which I’ve very tentatively started and I’m looking to head back to soon.
There’s also plenty of mileage in creating getting to know platforms like http://www.layar.com/ or seeing if a friendly webbie can work with you.
As comms teams are looking at changing the way hey do thinks through digital press offices this is something that can add some value.
How can augmented reality be used in local government?
Just last week I was in my car giving a lift to a town planner and somehow amongst the football banter, the work gossip and the cricket talk the subject of websites for planning applications came up. Yes, yes. I know. That’s just how I roll. The discussion turned to augmented reality. At this the light bulb above my planner mate’s head really lit up. Planning applications could be accessed. Maybe artists impressions could be added too. With links to allow people to comment.
Looking at other parts of local government and the opportunities are vast. Local history. Leisure. News. Content to help explain areas of countryside, habitats and what lives there. The truth of it is, we don’t know how local government can fully use augmented reality until people start to use it more, start to innovate and to try things out.
But in the back of my head I always think of my Dad when I hear of digital innovation. The real tipping point is when it opens up for someone like him with his very old phone and his late adopter use of the web. But if you wait until then to start to look at the subject you’re already far too late.
It’s far better to know what’s on the other side of the hill so you can spend a little time innovating and making a few mistakes when there’s not many people around to see.
If my eight-year-old is already using augmented reality it’s probably time grown-up organisations started to think about it at a comfortable pace too.
Some extra reading
Steve Buttry’s blog post on how news organisations can put mobile first
Talk About Local on hyperlocal websites and augmented reality
Augmented reality. A useful six minute YouTube starter
Will Perrin of Talk About Local demonstrating augmented reality
Philladelphia History on using augmented reality in local history.
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