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: trends
1. 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
Social
Affairs
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
Social
Affairs
Ministry for
…
DPC
Society

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: Governance
Secretary-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
senior
multidisciplinary
Us
Me
Job
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

16
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)

17
Path Learning objective Form
Know your craft Up-to-date knowledge Lectures on focus themes
Know yourself Define your role
Develop consultancy skills
Working/training sessions
Essays
Presentation 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 for
spokespersons 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

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