The role of communications

In the last couple of months, I have come to realise that one of the toughest job in the government sector is the communications department. It is a position where policy decisions triumphs over, operational concerns takes precedence and yet when crisis happens, it is the first department put on the frontline to get gunned down.

The communications personnel is expected to balance the messages between policy and operations, and yet show empathy to the citizens on the ground. And when there is some policy or processes that seriously need rethinking, or members of the public who need educating, they’re always smacked with the same rebuttal “What do you know about this?”

A lot more than each party would care to think. Policy makers are concerned about statistics, operations are concerned about service standards and obviously members of the public just want to know what is in it for them. And not to forget the media, who just wants the juiciest information fast fast fast. The communications personnel has to balance the needs of all parties while crafting the right messages that puts the organisation in the best light at breakneck speed.

I’ve done my fair share of raising constructive feedback about policy and processes over the years but am totally dumbfounded that it takes controversial news splashed across the papers and Internet to spur the political willpower to actually address the issue and do something about it.

I am beginning to doubt if working behind the scenes is really where change take place. Is this the reason for propelling many ex civil servants to leave government service and join politics so that they can hopefully deliver the changes that fail to get exercised behind the scenes?

The government should really consider the views of its own employees if it wants to do what’s best for the population. After all, who would be able to give the most constructive criticisms of the policies than those who have to breathe and defend it daily to the public and the media? Sometimes the best gauge of a good policy is to ask the communications personnel if they believe and are passionate about the messages they are selling.