Sue Robb of 4Children talks to Julie Laughton and Alison Britton from the Department for Education about the role of childminders in delivering the 30 hours free entitlement.
Effective engagement is key during changing times
As a newly named members of the Crown Commercial Services, Communications Services Framework we are excited to continue our ongoing support and work of public sector organisations and the talent that drives them.
We see Government communications professionals that are currently confronting an environment that is more challenging than anything they will have experienced before. They are seeking to reach and influence a population whose trust in established institutions is fragile, through a media landscape in a state of unprecedented flux and with pressure on the public finances leading to intense scrutiny of the merit of all branches of government spending.
The public sector has shown it is able to negotiate this difficult terrain with skill and flexibility. Government communicators continue to successfully access hard-to-reach sections of the community exploiting cutting edge digital techniques. At Weber Shandwick we pride ourselves on working in partnership with Government colleagues to provide the latest thinking on effective engagement and communications across channels to exploit all opportunities.
Weber Shandwick has a rich history of working alongside Government departments and communicators to deliver impactful campaigns with tangible results. Our work with the AHDB for the campaign: ‘Pigs are worth it’ helped drive growth for the industry whilst also securing a prestigious Cannes Lions award. For the then Technology Strategy Board we helped to promote the benefits of the Design and Technology curriculum in schools, again picking up a Cannes Lions for the campaign.
We help our clients by developing and delivering integrated campaigns tied to specific and ambitious objectives.
- We begin all campaigns by understanding the data and using the knowledge of our analytics specialists to shape an effective strategy from the start. This helps us understand what we should communicate, how we reach our audiences and the impact we are having.
- Next we bring our strength in strategic planning to carefully target the audiences the Government programme needs to reach with the right positioning and the right messages – this forms the basis of our campaign.
- Only once this is clear can we unleash our creative team to develop the compelling ideas which will have real cut through.
- Alongside this creative approach we also conduct an extensive issues assessment to understand the potential pitfalls and their impact for Government departments to mitigate against such risks.
- Once the creative and risk assessment programme has been completed we can build the stories and content which we know will engage with your target audiences.
- All of this content is then carefully developed to be integrated across each traditional, digital and social channel. We then leverage paid, owned and earned opportunities to deliver reach and influence that can be accurately tracked and measured against the objectives developed at the start of the campaign.
Weber Shandwick has the ability and agility to mount time-specific campaigns which be developed at short notice. We have the range of specialist skills and expertise to provide tailor-made solutions whatever the nature of the communications challenge; resources that can be dialled up and dialled down as the situation demands, providing the flexibility required in a rapidly changing environment.
What marks Weber Shandwick out from its competitors, however, is the depth and subtlety of its understanding of the target audiences many Government departments and campaigns seek to reach. Our ability to evaluate the political landscape as well as the messages and content that will resonate with selected audience groups across demographics is crucial for effective campaigning. Our knowledge and experience of reaching these audiences for many of the world’s best known brands means we are ideally placed to further support Government campaigns.
We recognise that value for money can only be secured where there is a clear and definable set of aims and objectives, and a robust method for measuring success. Even where we may adopt more traditional means of communication, we increasingly rely on analytics to underpin our approach to ensure campaigns are carefully targeted.
The Weber Shandwick partnership with the public sector means taking the policies of government and ensuring the people who are affected by them recognise and accept their validity. It is about communicating through language that people understand and through the media channels that shape their daily routine. It is about a recognition that people’s habits, patterns of behaviour and expectations are constantly changing, and we must reappraise and adapt our approach accordingly.