It’s more than a personal political clusterf***… although there is plenty of that.
In this article I explore how governments are:
– not equipped to communicate effectively;
– not equipped to target their efforts; and
– not equipped to move rapidly.
Historically, most government communication activity has been ‘above the line’. We make announcements, we publish information. We push it out to as wide an audience as possible with little segmentation or targeting.
Indeed research by WPP in 2017 found that found 90% of government communications is linear, broad-brush, and aimed at a generic ‘general’ audience.
But if that is the only way government communication is conducted, it won’t cut through.
Where have you encountered an Announce or Inform approach to communications from government, and how did it make you feel?