Key principles
There are eight key principles to Engage:
- Listening, consulting, understanding, questioning to obtain insight into people's motivations, needs and barriers.
- Segmentation makes our communication more effective. Identifying people with distinctive shared needs, characteristics and beliefs gives a sharper focus to policy and communication.
- Changing behaviour is often essential to policy delivery. We need to work with colleagues to help identify the interventions that will encourage change and develop communication that will support them, and really engage our audiences.
- Propositions express policy in a way that makes sense to people we are targeting and gives them a clear understanding of what's in it for them or for society as a whole.
- Reaching people in complex communication environments means that we must consider a wide range of media, channel and stakeholder options.
- The best people experience is achieved when the views of the public are fed into all aspects of policy development and service delivery.
- We need to collaborate with policy and service delivery partners and stakeholders if we are to improve communication and encourage effective engagement with our audiences.
- Being open and accountable in all our communication and marketing activities, adhering to our civil service values of integrity, honesty, objectivity and impartiality.
Next: Enablers
