Communication is a key lever of policy delivery...
...but communication leaders who took part in The Leaders' Report are frustrated that it is misunderstood and underused, and that it rarely fulfils its potential.
This section of the research looks at why respondents believe this to be the case. It also suggests what could be done to increase the impact that communication can have on policy delivery. In doing so, we have drawn heavily on qualitative and quantitative research, and our audit of existing best and emerging practice.
Many of the obstacles faced are shared by government communicators around the world. However, there is significant variation between countries, regions and political systems, and the benefits of a global overview must be qualified: there is no one-size-fits-all solution that will improve the impact of government communication. We recognise the need for local adaptation and specificity. What follows, therefore, is a pragmatic starting point that warrants more localised study, trialling and testing.