5 Trends in Leading-Edge Communications

Leading in the new communications landscape

The 5 Trends in Leading-Edge Communications identifies the emerging trends that will shape government communications in the next three years.Through research, analysis, case studies and strategic guidance, this report helps government communicators plot their way through the changes brought about by digital disruption, voice technology, misinformation, data ethics and personalisation. It draws attention to both the opportunities for more meaningful engagement with citizens, and the challenges of keeping and building trust.


Government communications is transforming. New technologies and platforms are changing how we engage citizens and affect their behaviour, but with these new opportunities come new questions:

• Disinformation and misinformation now spread further and faster than ever before; how can we ensure government’s messages reach the public and that discussion is driven by the facts?

• Can voice build more meaningful connections with citizens?

• How can data analysis offer new opportunities for unparalleled transparency and increasingly intelligent audience engagement?
• With the Fourth Industrial Revolution no longer fast-approaching but very much upon us, how do we future-proof our workforce to excel in this digital age?

• GDPR is now in force. Have we entered a new era of data regulation and communications ethics?

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Co-authored by the WPP Government and Public Sector Practice and the GCS, The 5 Trends in Leading-Edge Communications brings together learnings from across the private and public sector to future-proof government communications. Launched at the GCS’s Communications Academy it’s designed to answer the future’s big questions and embed best practices for dealing with them across the GCS.