Source · Select Committees · Public Accounts Committee
Recommendation 22
22
Written evidence from Birmingham City University, which analysed a large body of government’s and public...
Conclusion
Written evidence from Birmingham City University, which analysed a large body of government’s and public health bodies’ Twitter messages relating to COVID-19, identified a wide range of language-related issues in communications. These included: messages without specific content; a lack of clarity about who messages were directed to; the use of long sentences with complex vocabulary, grammar and syntax; and issues which could raise ambiguity and confusion and can make government’s messages less likely to be understood, less likely to engage a wide audience, and more likely to elicit negative reactions and to exclude some intended recipients (for instance, through the use of the term ‘house’, which designates a specific type of abode, rather than the more general term ‘home’).48 We acknowledged that government had communicated medical and scientific information extensively, but raised concerns from our constituents that “at times this has completely drowned out” information on the social and economic impacts of the pandemic. The Cabinet Office acknowledged the need to balance public health data alongside social and economic data and considered that government’s ability to do this had improved over the course of the pandemic.49 44 Qq 16, 23 45 C&AG’s Report, para 16 46 Qq 29, 30, 69, 74; C&AG’s Report, para 17 47 Qq 29, 30, 74; Cabinet Office, COVID-19 Response – Spring 2021, 22 February 2021 48 Dr Tatiana Tkacukova, Dr Andrew Kehoe and Matt Gee (Ev ILG0010) 49 Q 19 18 Initial lessons from the government’s response to the COVID-19 pandemic
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 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.