e d hoedt_communicating in a changing world

Communicating (in) a changing world

The Dutch Public Information and Communication Office

SEECOM Budva, Montenegro, 27-29 September 2013

A changing world: trends1. Less government, more personal responsibility – who should

and can do it?2. From authority to network player – where do you fit in?3. More public disclosure – what do you share?4. An authentic story, also told elsewhere – how do you come

across?5. New engagement – when do people engage?6. Mind shift – how do we view the world?7. Changing connections – how can we still reach each other?


Keys to effective communication• Be coherent and consistent• Be transparant and trustworthy• Know your (changing) world• Organize well• Be a (strong) professional



Organize well

A history of sharing: Once there were ….


Ministry for Foreign Affairs

Ministry for Economic

Affairs

Ministry for

General affairs

Ministry for SocialAffairs

Ministry for … DPC

Society

A history of sharing: Now there is …


Ministry for Foreign Affairs

Ministry for Economic

Affairs

Ministry for

General affairs

Ministry for SocialAffairs

Ministry for …

DPCSociety

DPC: what are we for?The shared service of Central Government Communication•Providing Services•Expertise•Intermediate between ministries and market partners•Procurement of communication services (Contracts)


Effective and efficient government communication

DPC: GovernanceSecretary-General of the Ministry of General Affairs (owner) Decides on policy, staff, (total) budget

Information Council (Board of Directors)Decides on Working Programma

Finance: Lump sum (covers about 85 percent of costs)


DPC: Organization



Be a (strong) professional


Who is the Academy?

This is how the Academy works

Sharing knowledge and professional development amongst colleagues of the national government institutions:• communities of practice • workshop and congress• professional knowledge intranet, Government.nl and via social

media

Educate policy and communication professionals:• learning path communication discipline• education package in close cooperation with market partner

(PBLQ/ROI)



Activities, tools and methods

The Academy is a knowledge and expertise center in the field of government communication.• Meetings• Publications• Communication Forum (intranet, social media)• Peer-group consultations• Communications of practices• Expert tools• Courses and training programs (open registration and in-company)• Training on the job• Communication Agency (spokespersons, consultants)


Clients and experts

Clients:•communication staff at ministries •independent government bodies, implementing organisations•communication staff of policy departments

Experts, teachers from:•Government Information Service Staff•Ministerial staff•University/Polytechnic staff•Staff of private organizations


Learning path: junior level up to managing director

seniormultidisciplinary

Us

MeJob

junior

Master classes, reflection workshops

Top training: leadership in communication

Top training: strategic professional

Trainings:Press contacts, speechwriting, communication advise,

communication research, strategic online communication

Introduction course


Path Learning objective Form

Know your craft:Linking short and long term communication strategies based expertise

Expertise of all modes of communication: online, research, interdepartmental- departmental, corporate communication

Guru-sessions

Know yourself:Linking leadership

Developing personal leadership based on personal growth: visionary, persuasive, multidisciplinary approach

‘Studio’s’/simulations focused on personal development (‘desert experience’)

Know your world:Linking inside and outside

Linking the world of politics, policy and society: sparring partner at high level, contextual awareness, knowing other public services

Internship (‘desert experience’)

‘Genetic code’ of Top training (future directors)


Path Learning objective Form

Know your craft Up-to-date knowledge Lectures on focus themes

Know yourself Define your roleDevelop consultancy skills

Working/training sessionsEssaysPresentation information Council

Learning together Sharing experiences in applying new skills

Peer-group consultations Community of practice

Learning on the job Embedding in daily work and organisation

Mentor/coach

‘Genetic code’ of Strategic professional

Training Press contacts

Four-days training session forspokespersons and press officers

•How to deal with national media (focus on government)?

•What is the role of a spokesperson within a department?

•What do you need to organize a press conference and to support your minister?


e d hoedt_communicating in a changing world

Education

organizationseecom budva

consultants seecom budva

percent of costsseecom

communication professionals

foreign affairsministry

trendsless government

academy workssharing

social mediaeducate