Public Communication
Making media and marketing work for society
Summary
Demos is developing a programme of work on the relationship between communication, media and public engagement. The aims of the Public Communication programme are:
- Improve understand of the public policy implications of emerging forms of communication and patterns of media consumption
- Work with communications practitioners, including journalists and marketers, to improve communication techniques for social purposes
The programme can be divided into three themes:
Public media – the role of media in public participation, including citizen journalism and ‘edutainment’ media consumption
Public marketing – using brands and marketing communication techniques for social purposes, including social marketing and civic brands
Public debate – developing approaches to public interaction, including citizens juries and the importance of conversation skills.
Context
We are moving from an age of communication of policy to communication as policy. As part of its commitment to democratic renewal, Demos has been focusing on the interaction between the public and public institutions. Identifying opportunities for better interpersonal and media communications is an important part of our approach.
The Phillis review of government communications recommended a series of measures to improve information flows between the public and policy makers. As Howell James has noted, there is now a stronger recognition of the need to use local news media, and non-news media channels.
Government recognises that public behaviour change is central to many of the long-term challenges we face, from global warming to pension planning. And a number of recent policy initiatives rely on motivating public action.
User-led design, open innovation, personalisation of services and community governance of local institutions such as schools and hospital are new approaches to public policy that will require better public communication. The characteristics of better public communication include:
- Two-way/interactive
- Peer-to-peer rather one-to-many
- Motivates public participation rather than shapes opinion
- Encourages people to identify themselves as part of whole communities, rather than individuals ie citizens as well as consumers of services
Research themes
As old business models are destroyed and new communication channels emerge, it is critical to understand the democratic implications. Demos is creating a programme of work that considers ways to improve public communications in order to increase the legitimacy of public institutions, and motivate greater participation. The programme will focus on three areas:
Public media – The focus of public policy on the media has been on regulation and structures. Demos proposes a practical, culture change approach to increasing the media’s impact on public participation
Public marketing – Brand builders create an emotional rather than a rational connection with consumers. Is there an opportunity to use marketing communication to create a greater ‘feelgood factor’ around democratic institutions and public services?
Public debate – Demos has extensive experience of developing approaches to public interaction. This area of work is intended to extract the learning from past work, and continue to develop practical ways to involve people in public debate and decision-making.
Current Demos communication projects
The following are Demos projects that will run over the course of 2006 and provide the basis for developing the public communication programme:
Trust and Local Government – We are working with ODPM and four councils (Lewisham, Solihull, Sunderland and Wakefield) to understand the importance of trust in local authorities. As part of this major Cities project, we will be looking at the relationship between communication and public opinion.
Digital Curriculum 2.0 – The BBC launched its digital curriculum at the start of 2006. We are working with the National College of School Leadership and Becta to understand the educational implications of young people’s digital media consumption, at school and in the home.
From RP to MTV – English is now widely regarded as a global language, but how much of an asset is that to the UK and should there be a public policy response to defend its status? In a project with Cambridge Assessment, Demos is investigating the strategic importance of English.
The Art of Conversation – Are we losing the ability to talk to each other, and under what circumstances do people strike up public conversations? Any approach to public engagement involves conversation, and Demos is working with Starbucks to consider the public policy implications of the ‘art of the conversation’.
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