Public Sector: Aiken: 'Messages on reform must improve'

Westminster City Council's comms director has criticised the Government's reform agenda for lacking a coherent story and says the drive to embed messages around the Big Society has 'stalled'.

Alex Aiken speaks out in this week's public sector column, as the coalition Government approaches its first anniversary.

'It's clear that the reform agenda is under strain,' writes Aiken. 'The NHS Confederation has just told the Government that changes to health services are imperilled by poor comms and require "a compelling narrative about why the reforms matter". This is evidently correct, as the personal intervention by the Prime Minister in the NHS debate demonstrates.'

Aiken adds that reforms in education and police services also suffer from the absence of a coherent story. He advises PR managers to take part in the wider debate about the reform, role and objectives of public services in the years ahead to shape the public conversation.

'Chief executives have long asked for better advice from government communicators, and now is the time to give it as organisations struggle to come to terms with the immediate impact of cuts,' writes Aiken.

To read the full column, go to prweek.com/uk and click on public sector.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.

Former White House press secretary Dee Dee Myers to join Warner Bros

Former White House press secretary Dee Dee Myers to join Warner Bros

Warner Bros has appointed former White House press secretary Dee Dee Myers as EVP for worldwide corporate communications and public affairs, effective September 2.