Communication standards

Elena SerranoMaputo, November 2008

Definition Principles, policies and behaviors of

excellent quality that are set as a target and to which all government communication must conform

They have to be agreed on by the practitioners, be aligned with the public’s expectations and reflect the values of the culture

They have to be set in writing and disseminated widely throughout all government agencies

The public “Government communications has to

be driven by the views and needs of the public. Government communication succeeds when it puts the public first. Get this right and you have effective communication.”

The Phillis Report on Government CommunicationUK, 2005

The process “We need to move on from a culture of

announcement where the Minister makes an announcement once all the policy development has been done to a culture of explanation where communication informs all stages of the policy making process using research and consultation to inform and refine our thinking”.

Howell James, Under Secretary for Government Communication, UK, 2006

Role of communication standards Serve as guidelines for language,

practices , attitudes and behaviors of those involved in government communications

Ensure that government is visible, accessible and accountable

Reflect citizens’ expectations of public servants: honesty, dedication and competence

Basic principles Provide accurate, timely, relevant and

understandable information to the public about its policies, programs, services and initiatives

Use a variety of methods to communicate, and to provide information in formats that accommodate the needs of all citizens

Engage with the public when establishing priorities, developing policies and planning programs and services

Foster a corporate and collaborative approach between and among government departments and agencies

Behaviors to promote Be open to receive questions and inform Focus on information that accommodates needs

of citizens Be accessible to media and public within

possibilities Be willing to respond, or get back to interested

party with required information Use simple and direct language Prioritize local language and local content Apply policy of no secrets with exceptions when

specifically required Speak with one voice, for consistency and trust Cooperate with media making their job easier

Behaviors to avoid Promotion of officials instead of information Delay in responding or delivering information Aloofness, stonewalling, indifference Arrogance and defensiveness Discrimination among media for non

strategic reasons (e.g. ideological) Discrimination of those who oppose policies

or actions just for that reason Exclusion of other citizens or organizations

which might have an interest or make a contribution

Practices that reflect standards Increment and deepen presence in districts and

community radios Assure local languages are used when necessary Involve cooperation of civil society organizations,

treat their participation as an added value Promote availability of senior officials to the media to

inform and respond, in accountability mode Use a diverse menu of communication tools: print,

broadcast, web Give necessary importance to web based information Promote partnerships with organizations and

institutions which bring expertise and broaden reach

Discussion Which would be the desirable standards

for the communication of the government of Mozambique?

Who is responsible for its setting and dissemination across government agencies?

Who would be responsible for its enforcement?

Which would be the desired outcome of the practice of these standards?