Essential AIO/IO* *NB AIO/IO Skills are core for all team members throughout Prepare digital engagement

t delivery plans for policy/comms teams

Management SIO

Leadership G7/6

Strategis ing/ Managin g

Develop strategic project briefs, including providing constructive challenge and creative thinking to policy/comms colleagues and agencies

Manage delivery of digital projects, co-ordinating internal channels, external agencies and freelancers. Oversee budgets Determine research/evaluation practices to ensure reach of campaigns and projects is recorded

Contribute to team plans and strategies Horizon scan for new digital techniques and trends. Handle enquiries and administration around digital projects, e.g. FoI requests, PQs,

Evaluate impact of digital engagement projects and share lessons learned. Agree evaluation metrics with agencies and freelancers. Horizon-scan for opportunities, threats and risks to digital engagement in the

Work prioritisation for digital communication teams time and efforts e.g. which campaigns the team should invest time in

case study requests and financial management Develop awareness of overview of the Departments policies e.g. core messages, key targets etc Have an overview of the Departments policies, core messages, key targets. Be able to advise of how digital channels can be used to represent the bigger picture.

organization

Understand the departments business and channels. Advise on how the team could contribute/shape the comms mix.

Networki ng &

Listen actively to online discussion

Identify, approach and engage with online influencers and

Be a figurehead for embracing innovation share expertise by

Facilitati ng

about the organisation potential partners and major policy areas Build links with colleagues elsewhere in the organisation to spot opportunities Manage engagement with online influencers/communities around major policy areas, including moderating online discussion and dealing with conflict Build links with colleagues elsewhere in the organisation to spot opportunities Manage tenders including using COI Frameworks to secure appropriate agencies, writing briefs for agencies to pitch against.

leading workshops, public speaking, blogging about and giving prominence to exemplar working and lessons learned. Build relationships with online influencers and digital heads of government

Deployin g& Developi ng

Deploy simple digital tools taking a handson approach to using new

Deploy simple digital tools and work with technical colleagues or suppliers to deploy more complex ones.

Hire suppliers/contractors and run mini tender exercises where necessary

tools/platforms/equip ment. Creating and editing content recording and editing simple audio and video packages. Creating and editing content recording and editing simple audio and video packages. Writing and editing copy for web channels. Manage digital platforms in support of project objectives and in line with applicable standards and policies Commission digital platforms and tools to deliver on project plans including some management of contractors and suppliers. Commission and produce video and audio content helping IO staff see the bigger picture and working with comms and policy colleagues to ensure audio/video is fit for purpose. Draft copy for websites where needed or edit existing material e.g. summarising reports, press notices etc.. Ensure that digital projects complement existing communications work and/or fill in the gaps where offline marketing and press is insufficient [needs strengthening]

Coaching & Learning

Help deliver coaching and training of colleagues showing them basic techniques such as how to use twitter. Learn continuously from colleagues, online and other sources to keep skills and experience up to date and make the most of opportunities which arise

Deliver coaching and training in effective use of digital tools for engagement to colleagues with different levels of experience and enthusiasm

Deliver speeches presentations, and holds workshops to share expertise and knowledge in digital engagement

Learn continuously from colleagues, online and other Devise plan to disseminate sources to keep skills and teams knowledge across wider experience up to date and Dept make the most of opportunities which arise Be a magpie for useful information and tools, trends in digital engagement, policy launches, or cross-gov initiatives researching and sharing these constantly with the tool and where appropriate, with wider audiences Amplify best practices examples so others can learn from team experience. Supports team in upskilling through training courses, desk training and on the job experience

GCN skills Channels & Technolo gies

Understand how different channels interact and work best together to achieve objectives Understands the importance of audience access Aware of the rapid changes taking place in the media world Can articulate the strengths and weaknesses of new

Manages multi-channel communications campaigns Identify key media trends and their impact on customers and government comms Measure the effectiveness of messages and assess the costs and benefits of different media Understands the need for media neutral planning and putting this into practice whenever possible

Defines channel strategies to meet organisations overall communication objectives Monitor, evaluate and shape activity across the organisation to ensure co-ordination, avoid crossover and make best use of resources Builds team capability in using different channels for maximum impact and efficiency Has a clear understanding of the strengths and weaknesses of different media and their relative

technology in communicating with audiences.

Identify opportunities to promote departmental messages in a wide Aware of the key costs range of media and benefits of different media and understands objective ways to measure this effectiveness Understands channels available to reach target audience

roles in a comms campaign