The model has three components:

1. Strategy and Planning – is department undertaking right kind of communications activity?

2. People and Resources – does department have the right skills to deliver?

3. Implementation – is communications activity effective and efficient?

Model of Communications Capability

Strategy and planning

Implementation

People and resources

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Output

• Performance: How does the Department compare against Government’s vision of what is expected from a ‘good’ communications organisation?

• Action plan: Against the model, where is the Department currently performing well, and how does it need to improve its communications capability in the future?

Model contents – basis for interviews

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Component Which capabilities or behaviours are we seeking to understand from interviews? And…

1. Strategy and Planning

1.1 All communication activity is designed to deliver the Department’s business plan and the cross-Government priorities.

1.2 All communications activity is customer / citizen / business- focussed, targeted at relevant audiences, using the most appropriate channels.

1.3 Communication is planned in collaboration with relevant internal and external partners.

1.4 All communications plans have clear objectives and measurable KPIs, including on value for money

2. People and resources

2.1   Communications staff have the right skills and resources to deliver the department’s marketing and communications strategy.

2.2   The communications function plays an influential role in the organisation and senior members are effective ambassadors for the profession both inside and outside the organisation.

2.3   Communication teams are agile, responsive & flexible, and highly regarded.

2.4 A culture of innovation and creativity is fostered and rewarded.

3. Implementation 3.1 Digital channels are put to maximum effect.

3.2 Cost effective or free promulgation of messages to relevant audiences, including where appropriate through collaboration with others, is prioritised.

3.3 Communications are delivered in an effective and cost-effective way

3.4 Communication activity is robustly evaluated, against outtakes, outputs, and outcomes, including the added value of innovation.

Also informed by key lines of enquiry as discussed

with host departm

ent