Monday 16 December 2019
Alex Aiken, Executive Director of Government Communications, marks one year since the launch of GCS Accelerate, the digital up-skilling and culture change programme for all government communicators.
It’s worth taking the time to consider how much the world of communications has changed in such a short period of time. 15 years ago, Facebook was launched, and then two years later, Twitter arrived. Just 12 years ago, the first iPhone landed on our shores, and in its wake, a raft of smartphones with an increasing range of features, apps and new social networks. The digital world has revolutionised the way the whole world communicates. And it continues to change.
The challenge for us as government communicators is to keep on top of this landscape, so we can continue to deliver vital campaigns and communications to the audiences that need to hear them when they need to hear them – whichever channel they use. GCS Accelerate was launched as a response to this challenge.
In 2017, an audit of digital capability across government was commissioned, which highlighted a need for departments to build upon their digital knowledge and expertise. Out of this need for digital upskilling across the profession, the Accelerate programme was developed. Because digital has an impact on each area of communications, learning plans were developed in alignment to six areas of the MCOM model: media, content and publishing, paid campaigns, internal communications, external affairs, and strategic communications / I&E.
Alongside these, a separate strand was also developed specifically for Directors of Communications, to support their work of leading departments and implementing the best possible digital practice. Their learning is, by nature, more strategic, covering Workforce Management, Culture Change, Audiences and Channels, and Data and Technology.
Since the programme launched last October, the Accelerate team have delivered a huge amount of training:
The courses our talented trainers have delivered have been highly rated by those who attended, with each course scoring, on average, either ‘Good’ or ‘Very Good’ on feedback. The feedback on trainers has also been exemplary, and this is a reflection on the quality and competency of all of you who have contributed to the delivery of these courses.
I’ve been present at all the leadership briefings and visits and seen the quality of training first-hand, which has been second to none. We’ve heard from eminent speakers from organisations such as JC Decaux, OmniGOV, ScotRail and the Reuters Institute on topics as diverse as big data and data protection, neuroscience, reputation management through social media, the development of Out-of-Home media, and the most effective ways to reach young people with our communications.
While it is right to stop and recognise the excellent work achieved so far, there’s a great deal more that can be achieved by Accelerate. There’s going to be even more face-to-face training courses in 2020, to reach our target of at least 1000 learning interventions by September. Work has begun to start delivering courses online, in partnership with our colleagues in GCSi, allowing the programme to scale quickly and reach our regional colleagues with exactly the same courses as we have in London. In November, work started to produce a six-week online ‘Introduction to Digital Comms’ course due in May, which some of you are helping to build by providing your expert knowledge.
The contribution made by GCS Accelerate trainers and those attending our courses will be recognised, by issuing Accelerate certification. And the relationships with our digital partners will be strengthened to deliver even more training to ensure that GCS communicators stay ahead of the curve.
Accelerate has been and will continue to be an agile programme. Because the digital landscape changes quickly, we as government must respond to those changes if we want to continue to be world-class and world leading. Whether that’s increasing our knowledge about data transparency or learning about new digital tools or platforms, we must remain front footed.
By making digital integral to our work as government communicators, we will ensure that we continue to deliver world-class digital communications that support government priorities, enable the effective and efficient operation of public services, and improve people’s lives.
A great deal of work has been done, and in the light of all this excellent work, I’d like to say thank you to all involved:
Thank you again for the work to make GCS Accelerate such a success, and I look forward to a very successful year to come.