The recent publication of the second Government Communications Plan provided a clear indication of what is expected from all those involved in getting the message out. The six primary functions of government communications recognise that government has a responsibility to communicate with public but also that the communications ‘directly influences the public response’.
However, what is less clear is the political side of Government, Ministers, really understand the need to provide a clear overarching picture of policy so that progress can be made towards the desired outcome. In other words, helping to influence the public response.
There are often debates around whether a ‘big picture’ needs to be set out by Government. Some consider, that as we move away from ideology, politicians should simply concentrate on managing – the economy, the public sector etc.
The recent experience of the Coalition appears to show that this is insufficient. There is a lack of a narrative around key policies and strategic priorities meaning that they are being deflected from delivery in these areas.
Take, for instance, HS2. Rather than focusing on the national need for a high speed rail network – the economic benefits, additional capacity it would deliver etc – there is confusion about consultation, legal battles, arguments over environmental impact assessments etc. Whilst these are all important, it has deflected Government from its vision of the way forward and what it is really seeking to achieve. There is a feeling that HS2 is not being ‘sold’ the nation by Government and so the level of support is not as high or as solid as it could be.
Again, with wind farms and energy policy, more generally, the debate has coalesced on the powers of local communities and whether Government policies make blocking wind farms and other developments easier. There are very real debates to be had about community benefits of schemes and how these are shared amongst communities but what we do not have is any discussion about when the lights will go out. Depending on whose estimates you believe, we could have energy shortages in three to five years time. The debate though is not about the pressing need to devise a meaningful energy policy and increase generating capacity but how communities should work with developers on potential projects.
It is also far from clear whether individual Ministers fully understand the requirements of modern communications and the media. We seem to have moved from the new Labour era of media obsession to one where several Ministers think themselves capable of dealing with all elements of policy, their party and the media. This may, at least in part, explain why No 10 thinks that it is not in control of events.
The focuses of Government has been drawn from the macro to the micro, or from the national to the local. There are a number of reasons for this, not least electoral, but also the success of campaigning groups and individuals. They are deflecting Government from setting out its vision.
Government is spending too much time down in the ‘muck and bullets’ and not enough time fighting for the big picture. If it did then it would find support which some of these policies are lacking.