Model of Communications Capability

Model of Communications Capability Model of Communications Capability - Start

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Model of Communications Capability

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Model of Communications Capability


The model has three components:

Strategy and Planning –

is Department undertaking right kind of communications activity?People and Resources – does Department have the right skills to deliver?3. Implementation – is communications activity effective and efficient?

Strategy and planning


People and resources



How does the Department compare against



vision of what is expected from a


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


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


1. Strategy and Planning

1.1 All communication activity is designed to deliver the




and cross-government


1.2 All communications activity is customer / citizen / business- focussed, targeted



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 money1.5 A communications plan is in place and has buy-in across the organisation. 2. People and resources2.1   Communications staff have the right skills and resources to deliver the organisation’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.2.5 A personal development plan and performance management framework is in place. 3. Implementation3.1 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.3.5 MCOM Skills Survey completed and MCOM restructure is in progress or complete

Also informed by key lines of enquiry as discussed with host


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