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THE LEADERS'
REPORT

Spanning over 40 countries, The Leaders' Report is the first comprehensive review into what government and public sector communication leaders around the world are thinking, planning and concerned about. The research explores current and future challenges and what communication leaders are doing to prepare and where communication strategy is most effective in delivering on objectives.

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  • France
  • Germany
  • Belgium
  • Luxemburg
  • Lebanon
  • Syria
  • Jordan
  • Qatar
  • Kuwait
  • Bahrain
  • UAE
  • KSA
  • Egypt
  • Tunisia
  • Morocco
  • Iraq
  • US
  • Canada
  • Australia
  • New Zealand
  • Singapore
  • Malaysia
  • Thailand
  • Indonesia
  • Myanmar
  • Japan
  • South Korea
  • Hong Kong
  • Taiwan
  • China
  • UK

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THE LEADERS' REPORT

Conclusions

Findings from The Leaders' Report show that government communication still has some way to go before it fulfils its potential to be a true strategic delivery partner for government. It highlights 10 requirements or attributes of high-performing government communication functions. These are:

  1. Having a clearly defined role of and structure for government communication
  2. Maintaining sufficient access to senior stakeholders in government
  3. Understanding the wider socio-economic and cultural environment
  4. Driving a focus on the citizen throughout the organisation
  5. Maintaining consistency of messages across government
  6. Upholding political neutrality and delivering impartial communication
  7. Using a wide range of data sources to inform decisions
  8. Controlling spend, with financial approval upon policy objectives and
  9. Creating team cultures which incentivise innovation and collaboration
  10. Sustaining investment in talent, skills and professional development.

The research suggests several respondents are very close to reaching this highest level of performance, although challenges remain. Nonetheless, we believe the fourth typology is realistic, achievable and necessary if government communication is to fulfil its potential as a lever of government delivery. And while it will require significant structural, cultural, financial and capability change, a failure to adapt will further undermine the status of communication within governments worldwide – and further limit the ability of governments to respond to the needs of their citizens.

Our outliers illustrate just four of the many potential developments that will impact government communication in the coming years. They also illustrate the need for government communication functions to prepare for an uncertain and more challenging future, as well as improving performance today.

This will be no easy task, but government communication is a career chosen by exceptionally educated and motivated public servants and we have spoken with many of them during the course of this research. We believe they are up to this task and to playing an essential role in delivering effective public policy and good governance.