BRE Regulatory Reform Communications

BackgroundUK fairly good at regulation however perception getting worse• 46% of business said that regulation is not ‘fair and proportionate’• 70 per cent said that completing paper work was a burden • 1 per cent of businesses believed that complying with regulation had become less time consuming in 2007

and 40 per cent said it has become more time consuming

(NAO 2008 Survey of Business Perceptions of Regulation)

Most business groups positive and supportive – say that it’s just not felt on the ground • There is little doubt that the government are trying hard on regulation. Today we have received a list of

potential improvements, however to date business are not feeling the impact – IOD 11th Dec 2007

Often cost and ‘adjustment’ to regulation cause the problem – change

In UK, perception disproportionate with reality compared to other European countries

Could be forgiven for thinking lots of ‘silly’ regulation – Ministers like talking about what they are bringing in

Why is it different here?• UK generally economically liberal with a preference for market-

based solutions and a small state with little government intervention

• Deeply rooted differences, going back to industrial revolution, more owner managed industry than other countries – ‘them and us’ attitude engrained

• Cultural preferences – tendency to be vocal about what we are unhappy about and media reinforce it – “Business needs less, not more red tape” Daily Telegraph 16th May 2008

• Media - euro sceptic and shape perception, most often negatively e.g. Health and Safety Review research “it was apparent though that…only in a minority of the cases was … the criticism [of the regulatory system] .. Based on first hand experience, and reflected an actual burden on the business. In many cases the criticism was based on media reports or second-hand experience”

Our mission

To communicate how better regulation is making life simpler and easier for the just over 4 million UK businesses, particularly SMEs, directly and through organisations they trust and respect

Communications Objectives

• Improve the perception of regulation amongst SME businesses• Help our business stakeholders and audiences understand the

benefits and value of ‘better regulation’ so they can see and feel how it’s making their lives simpler and easier

• Reinforce that this is about fair, proportionate and simplified regulation - not about ‘no regulation’

• Engage, educate and listen to key stakeholders so that they are bought in and work with the BRE to achieve required outcomes

• Equip our staff, and staff across government, with the information to help them engage with our business stakeholders and audiences to explain what we have done

How do we get there?• A clear story to tell, with a library of material to show what we are

doing, which can be used by all staff and stakeholders • A well-planned schedule of external communications activity based

on organisational aims including better planning of, and selective use of, speeches and events

• Building strong relationships, based on trust, with all key stakeholders

• Consistent messaging, targeted to audiences and stakeholders • Stronger appreciation internally of the importance of external

communications - visible internal communications encouraging BERR and OGD staff to act as ambassadors for the better regulation agenda

• Measures by which we can evaluate implementation of the strategy• Listen to our audience and adapt as appropriate!

Key Potential Channels

• Media – particularly trade press, regional press and radio • Face-to-Face – conferences, speeches and events, open days (e.g.

HMRC and local C of C), visits and networking, stakeholder contact programme for key influencers and opinion formers

• Website – blogs [pending approval], meetings / groups and online fora where stakeholders can share experiences and concerns / suggest solutions; practical illustrations; intranet to give staff easy access to material; video-casting; podcasts; content (including news, articles & campaigns) on intermediaries’ websites

• Email - targeted email and direct marketing• Intermediaries – e.g. OGDs, business organisations, trade associations,

business advisors, local business partnerships, LBRO, enquiry centres etc

Primary key messages• Regulation benefits business. Properly thought-through

regulation is in everyone’s interests; we’re about making regulation simple, fair and proportionate, not about de-regulation;

• We’re only bringing in what’s really needed. We’re focused on regulating according to the level of risk;

• We’re on target. We are on track to cut £3.5bn annually a year – or 26% [*be consistent with 25% figure*] - from the administrative burden of regulation on business by 2010, and there’s plenty of evidence and examples our success; and

• Simplifying regulation will benefit everyone – we’re saving UK businesses around £5 million a day, every day.

Secondary key messages

• We’re trying to see things from the point of view of our “customers”. We’re listening more and acting on what we hear;

• We’re not out to get you. It’s about giving advice and guidance, not just about enforcement. We want to build trust and partnership;

• Guidance is being simplified. We’re focusing on what’s truly relevant and delivering it;

• We’ve got teeth. We’re influencing the political agenda across government, and we’re promoting these same principles in Europe; and

• We’re focused on outcomes. New measurement systems are in place, to ensure our actions are based on a real understanding of both the costs and benefits of regulation.

Risks• Changing perceptions is very difficult - we need to manage

expectations

• Expectations aren’t appropriately managed and stakeholders and audiences think this is about ‘no regulation’

• Simplification plan promises don’t happen by 2010

• In current climate, Government doesn’t agree on, and present a united view of, better regulation and what it means

• Current economic climate means that businesses become more negative about anything that they see as a restriction or obstacle

What will success look like?

• Improved perception of regulation being ‘fair and proportionate’ in NAO survey. Current level 42% - increase to 47% over 5 years.

• Press coverage increases by 25% and becomes more positive and informed, reinforced by independent media evaluation

• Increase of 25% in unique user visits and subsequent increase in suggestions given on the better regulation website

• Third parties advocate on our behalf and become part of our communications

• Improved results in other surveys e.g. Barclays survey, Enterprise survey, Captains of Industry

• Informal feedback shows the messages are getting out