OECD Report on Public Communication
The Global Context and the Way Forward
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The first OECD Report on Public Communication: The Global Context and the Way Forward examines the public communication structures, mandates and practices of centres of governments and ministries of health from 46 countries, based on the 2020 Understanding Public Communication surveys. It analyses how this important government function contributes to better policies and services, greater citizen trust, and, ultimately, stronger democracies in an increasingly complex information environment. It looks at the role public communication can play in responding to the challenges posed by the spread of mis- and disinformation and in building more resilient media and information ecosystems. It also makes the case for a more strategic use of communication by governments, both to pursue policy objectives and promote more open governments, by providing an extensive mapping of trends, gaps and lessons learned. Finally, it highlights pioneering efforts to move towards the professionalisation of the government communication function and identifies areas for further research to support this transition.
Evaluating public communication
This chapter provides an overview of the role of evaluation in promoting evidence-driven communication. It explores diverse approaches used by Centres of Government and Ministries of Health, identifies challenges inhibiting their application and reflects on a series of avenues to professionalise practices in this field. In doing so, it explores the extent to which evaluation is institutionalised and identifies existing mechanisms adopted by governments for such purposes. It then discusses the importance of linking evaluation with organisational goals to reap its full learning, accountability and strategic foresight benefits. It lastly reflects on the potential for evaluation to demonstrate the impact public communication can have for the achievement of key policy outcomes.
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