UK Govts Head of Communications Doesn’t Like Press Releases or Strategic CommunicationSeptember 24, 2013
Since the beginning of this year Alex Aiken has been Executive Director for UK Government Communications and has been pushing hard for change and savings – he certainly doesn’t seem to be short of opinions, there was some excitement on Twitter this morning when PR Week reported a speech he’d given last week announced the death of the press release
As far as he’s concerned too much PR is about SOS – sending stuff out when it needs a much more OASIS – objectives, audience, strategy, implementation and scoring.
He notes that during the recent excitement over the culling of badgers in the UK the responsible department sent out one press release and 350 tweets.
His line seems to be that government spends too much money on old media and thinks in terms of ‘strategic communications’ which in his mind seems to imply old media based marketing campaigns. His solution is that government communicators need to embrace a PR based campaign management approach. Of course some people would argue that OASIS is nothing but strategic communication 101 – I think his concern is to shake up the routines of government communications offices.
Another of his signature views is the importance of evaluation for government communicators and he argues that this is a skillset that everyone should have. Can’t disagree with that but I can see a pathology here: use social media because it gives us some nice easy to use metrics. But…those easy to use metrics aren’t actually measuring policy outcomes. But from the point of view of view of the professional communicator they are vital:
“If you’ve got ten people at a board meeting, ten of them will consider themselves communications experts,” he says. “As a head of communications, having the numbers helps to prove that you’re the expert.
There’s an interesting profile from his period in his previous job here.