Empowering government communications reform in Australia

Circuit board
We gave the Government of South Australia’s Department of the Premier and Cabinet the evidence needed for fundamental reform of its communications function.

Challenge

The link between effective communications and trust and confidence in the government is well established. However, the rules of engagement are changing and controls on spending are putting pressure on government service providers.

In 2017, Kantar supported the Government of South Australia’s Department of the Premier and Cabinet, to assess their communications functions and facilitate change in response to new technology and citizen expectations. 

Approach

Our team applied a multi-method approach to the assessment, through capability evaluations of their operations (particularly cross-government structures), effectiveness of spend, as well as proprietary research into government communication.

Insight

Kantar provided the Government of South Australia’s Department of the Premier and Cabinet with the comprehensive evidence needed for fundamental reform of the government’s marketing and communications function. This helped to ensure that rationalising and reducing costs could be done whist enhancing effectiveness, confidence or trust.

Impact

The introduction of a new cross-government communication operating model, and the creation of new structures and processes meant that for the first time, the location, skills, capabilities of all government communicators was known, as well as the performance of each department. The new operating model is delivering improved outcomes and reduced costs and has introduced a single budget for all paid-for communication.

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