Source · Select Committees · Public Accounts Committee
Recommendation 21
21
Government published a large amount of guidance during the early stages of the pandemic.
Conclusion
Government published a large amount of guidance during the early stages of the pandemic. The NAO found that effective communication and public engagement are crucial to ensuring that COVID-19 response programmes succeed. Some departments, such as HM Revenue & Customs, developed clear and consistent communications and engagement plans for initiatives such as the employment support schemes.45 Communications from government in other areas, however, were not always clear of timely. Guidance on PPE changed 30 times up to 31 July 2020 and social care representatives had found the frequency of changes confusing. The Department for Education published 148 new guidance documents and updates to existing material between 16 March and 1 May 2020. This guidance was often issued late on a Friday evening, putting teachers, schools and governors under great pressure, especially when guidance was for immediate implementation. When the guidance was updated, schools were not always clear what changes had been made.46 We asked witnesses about their approach to communication, including the example in mid-December 2020 when Government announced that mass testing of pupils would take place from the first day of the new year, giving schools only a few weeks to prepare for this change and causing criticism from school staff. The Cabinet Office accepted that there had been a lot of information put out before the end of the year but told us that it had improved its approach “quite rapidly” and as the information picture concerning the pandemic had become more stable, guidance had been issued less frequently. It also explained that learning about the timeliness of communication had informed the spring strategy, which stated that decisions on easing restrictions should be communicated to the public at least one week before they enter into force.47
Government Response
Not Addressed
HM Government
Not Addressed
4: PAC conclusion: A lack of clarity, timeliness and the volume of government communications has, at times, hindered the public’s understanding of guidelines and ability to comply with them. 4: PAC recommendation: The Cabinet Office should write to us by 31 October 2021, setting out what lessons it has learnt regarding communicating with the public and stakeholders and what guidelines or procedures it has implemented to minimise issues concerning the volume, clarity and timeliness of communications 4.1 The government agrees with the Committee’s recommendation. Target implementation date: October 2021 4.2 The Cabinet Office wrote to the committee on 29th October 2021. 4.3 Communications has been a critical lever for the government to deploy during this crisis. Government Communication Service professionals have used best practice from across the industry, public, private and third sectors to deliver COVID-19 Communications. 4.4 During the pandemic, evolving scientific understanding of the virus and the unpredictable nature of the spread and its impact has required agile policy and communications (fast, flexible and proportionate to risk level). 4.5 Key lessons learnt include: ● Communications are significantly more effective on behaviour compliance when mutually supported by policy advice and regulation. Collaboration across policy and communications is essential, with a strong strategic communications and centralised 10 insight programme delivering regular reporting. This avoids duplication, provides a single source of the truth, and valuable insight for policy making and stakeholder engagement. ● Volume, clarity and timeliness of communications are essential considerations in any communication programme. Standard effectiveness procedures and majority of lessons learnt from pre-pandemic times are equally applicable. Clear, simple and actionable messaging backed with evidence aids public understanding and should be communicated across channels, including accessible formats. ● Communicating through partners provides credibility, authenticity and relevance to audiences. This includes partnering with stakeholders and charities locally, regionally and nationally. They also provide insightful two-way dialogue with key stakeholders around the country. ● Paid-for media can give an issue prominence and prime audiences en-mass or in a more targeted way. Creativity is crucial in achieving cut-through, particularly when there is audience fatigue. This includes using appropriate messengers as well as media planning to specific reach and frequency levels.