‘The future depends on what you do today’

Blog post by Elayne Phillips, GCS

Tuesday 8 December 2015

Mahatma Gandhi famously said "The future depends on what you do today" and that is the message to GCS members in light of the new Modern Communications Operating Model.  It has been reaching far and wide across government organisations and GCS members have been telling us what they think.

If you haven’t seen it, you can read all about it here – it’s worth a read no matter how large or small your organisation!

Last week I seized the opportunity to ask a few departments for their initial views of the model – see their short videos below….. don’t worry they’re not very long, they range between 16 seconds and 31 seconds and cover the Ministry of Defence, Department of Health and HM Revenue and Customs.


So what’s it all about and what does it mean for us?

The document represents the best advice from leading members of the GCS about the most effective ways to meet the constantly evolving challenges we face in increasing understanding, building trust and changing behaviour for the public good. With a good structure and the right capability we can build a more skilled and unified profession that innovates, is more efficient and more effective.

The model incorporates a modern approach to communications where communications teams are integrated, digital by default and use data and audience insight to produce communications with real demonstrable impact.

The summary highlights:

  • The core principles of the model set clear goals in three areas: strong financial controls; better co-ordination of communications to achieve value for money; and building the professional capacity of communications staff in Arm’s Length Bodies.
  • The indicative organisational structures demonstrate possible future grade make-up of large and smaller organisations and sets out principles for ALBs.
  • The recommendations and core communications team sections set out the key elements of future communication teams such as: strategic communications (inc. horizon scanning), media and campaigns (inc. creative content), strategic engagement, internal communication and evaluation.

Initial reaction videos:

James Cox, Ministry of Defence

Kate Thomas, Department of Health

Kathleen Rawlinson, HM Revenue and Customs


Let us know what you think!

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