comunicar gobiernosmariajosecanel.com/pdf/alacop2013.pdf · karen sanders y maría josé canel...

Karen Sanders y María José Canel @kbfsanders @mariajosecanel

Comunicar gobiernos

ALACOP 23 de mayo de 2013


Y ahora,

¿qué?

http://www.google.es/url?sa=i&rct=j&q=robert+redford+el+candidato&source=images&cd=&cad=rja&docid=pORNaRLjV82toM&tbnid=bHV0fp_j3vNYGM:&ved=0CAUQjRw&url=http%3A%2F%2Fccaa.elpais.com%2Fccaa%2F2013%2F05%2F02%2Fandalucia%2F1367516635_843542.html&ei=y_ycUd6TIPCU0QXOp4G4Bg&bvm=bv.46751780,d.ZGU&psig=AFQjCNHMo7OdL8wqSKILF5jsU3ncH0qVYg&ust=1369329033496086

http://www.google.es/url?sa=i&rct=j&q=robert+redford+el+candidato&source=images&cd=&cad=rja&docid=f_HiI1ZutbV_CM&tbnid=gazSvJLwEI3QbM:&ved=0CAUQjRw&url=http%3A%2F%2Fhomecinedvd.blogspot.com%2F&ei=7vycUYiSHYia0QWT-YGIDA&bvm=bv.46751780,d.ZGU&psig=AFQjCNHMo7OdL8wqSKILF5jsU3ncH0qVYg&ust=1369329033496086

http://www.google.es/url?sa=i&rct=j&q=robert+redford+el+candidato&source=images&cd=&cad=rja&docid=jhvaH0FtnCiIQM&tbnid=Bd6pzxlb_npKMM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.elsemanaldigital.com%2Flas-elecciones-y-la-politica-tal-como-son-o-tal-como-nos-los-cuentan-114702.htm&ei=BP2cUbi8JMu10QXN-YG4Aw&bvm=bv.46751780,d.ZGU&psig=AFQjCNHMo7OdL8wqSKILF5jsU3ncH0qVYg&ust=1369329033496086

http://www.google.es/url?sa=i&rct=j&q=robert+redford+el+candidato+%C2%BFy+ahora+qu%C3%A9%3F&source=images&cd=&cad=rja&docid=mgbzmB7iO4tN9M&tbnid=e1wQtH01f59oQM:&ved=0CAUQjRw&url=http%3A%2F%2Felgranfelton.blogspot.com%2F&ei=YP2cUa_AGYmX1AWEyoGwBw&bvm=bv.46751780,d.ZGU&psig=AFQjCNEjN8Y2-roGCVB9zP-GrlyRZTImxQ&ust=1369329348745159


http://www.google.es/url?sa=i&rct=j&q=Pi%C3%B1era&source=images&cd=&cad=rja&docid=qhY6d0Zg8SEmIM&tbnid=Bx8LoqAtzgFjkM:&ved=0CAUQjRw&url=https%3A%2F%2Fes.wikipedia.org%2Fwiki%2FSebasti%25C3%25A1n_Pi%25C3%25B1era&ei=Df6cUeCSDM7M0AX0kYGgDg&bvm=bv.46751780,d.ZGU&psig=AFQjCNHVLkV2PVX6k7A3EKRLY1cB5bnVQA&ust=1369329540001590

http://www.google.es/url?sa=i&rct=j&q=Cumbres+jefes+de+estado&source=images&cd=&cad=rja&docid=xx0x5CqtaiC3dM&tbnid=wvoCzLN5sBvCVM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.diariodecadiz.es%2Fcumbreiberoamericana&ei=jv6cUdTpFfCd0wWo7IHYDQ&bvm=bv.46751780,d.ZGU&psig=AFQjCNGAdaFktxxrake0bzygdqdOauoXVg&ust=1369329667454409

http://www.google.es/url?sa=i&rct=j&q=Cumbres+jefes+de+Estado&source=images&cd=&cad=rja&docid=6rcIHtvs_17HGM&tbnid=mOmGFIlD8tBkbM:&ved=0CAUQjRw&url=https%3A%2F%2Fplus.google.com%2F103420690423897260857&ei=xv6cUfbPGuq90QWo-YDwCA&bvm=bv.46751780,d.ZGU&psig=AFQjCNGAdaFktxxrake0bzygdqdOauoXVg&ust=1369329667454409

http://www.google.es/url?sa=i&rct=j&q=Cumbres+jefes+de+Estado&source=images&cd=&cad=rja&docid=im_-HD_AhY7PPM&tbnid=QAUXBh_7VyEe2M:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.cubadebate.cu%2Fnoticias%2F2011%2F11%2F04%2Ffinalizo-cumbre-del-g-20-sin-medidas-concretas%2F&ei=4v6cUcaiAqSM0wWjgIGwBQ&bvm=bv.46751780,d.ZGU&psig=AFQjCNGAdaFktxxrake0bzygdqdOauoXVg&ust=1369329667454409


4

GAP

http://www.google.es/url?sa=i&rct=j&q=Parlamento&source=images&cd=&cad=rja&docid=lpyj4uO2POrrIM&tbnid=TvQvg9knmCAhcM:&ved=0CAUQjRw&url=https%3A%2F%2Fes.wikipedia.org%2Fwiki%2FParlamento&ei=8NFuUYiiCsHN0QX91YCACw&bvm=bv.45368065,d.ZG4&psig=AFQjCNEcrIPU2LnMAYiKSrOIu5oybqONag&ust=1366303587716250


La comunicación de gobiernos en 15

países

Karen Sanders y María José Canel @karensanders @mariajosecanel


GROUP 1

1.Sweden 2. Germany 3. USA 4. UK 5. France 6. Australia 7. Spain 8. Poland H

UM

AN

RE

SO

UR

CE

S

Number of

government

communicato

rs

140 in central

government

(2010)

(out of a total of

4,800

employees)

470 (2012) in

the Federal

Press and

Information

Office excluding

ministry

communication

employees

(370 in Berlin,

90 in Bonn)

No figures are

given for

federal

government

15,540 (2010)

in all local

government

communicatio

n categories

3,158

(2008)

working for

all central

government

ministries

The Prime

Minister's

Communication

office (SIG)

includes 24

senior

managers.

Each ministry

has its own

communication

department

(2011)

Estimates of

3,000

communicators

employed by

federal and

state

governments

(2010)

400 in central

government

communication

office and

ministries (out

of 131,954

government

employees)

32 employees

at the

Government

Information

Centre

200 employees

at the

ministries

Spokespeopl

es' profile

Political

appointees

Political

appointees

Public

servants

Political

appointees

Public

servants

Political

appointees

Public servants

Political

appointees

Political

appointees

But members

of the civil

service and

members of

political

cabinets take

part in

government

communication

The

government

spokesperson

is political

appointee. The

spokespersons

of ministers

and governors

could be

members of

the civil service

or members of

political

cabinets

Principal

government

communicati

on structure

Non ministerial

Information and

Communication

Department

(Information

Rosenbad)

Federal Press

and Information

Office

Office of

Communic

ation

Press Office

Office of

Public

Engagem

ent

Communica

tion Delivery

Board

Government

Communica

tion Network

Government

Information

Service

Press Office

Communicat

ion Advice

Branch

Department of

Finance and

Deregulatio

n

Ministerial

Liaison,

Communicatio

n State Office

with the rank of

a Secretariat of

State (below a

ministry)

Government

Communicatio

n and

Information

System

GROUP 1

1.Sweden 2. Germany 3. U.S. 4. UK 5. France 6. Australia 7. Spain 8. Poland

HU

MA

N R

SO

UR

CE

S

Professional

backgrounds

Journalists Journalists Diverse and varied

backgrounds

Journalists,

PR/Marketing

Diverse and varied

backgrounds

Journalists

PR/Marketing

Journalists

Increasingly from

corporate

communication and

PR

Social Science

Political Science

Journalism

Sociology

Law

Economics

Specialized

training for civil

servant

communicators

No No Some programmes

at Federal level

Yes (from 2006) No No Some courses

began in 2008

No

Designated chief

executive

spokesperson

No No Yes: political

appointee

Yes: public

servant

Yes No No Yes

Designated

government

spokesperson

No Yes: junior minister No No Usually yes No Yes: senior minister Yes

FIN

AN

CIA

L R

ES

OU

RC

ES

Advertising

campaigns

Not available Not available Not available US$ 862m

(2010)

Not available Federal government

advertising in 2009-10

financial year was

US$119.3m

US$ 104.3m (2010) No systematic data

available

Other

communication

costs

Budget for

non-ministerial

Information and

Communication

Department

US$ 3.42m (2010)

In 2010 the

Federal Press

and Information

Office budget of

US$ 20.6m for

PR.

The ministries have

communication

budget; data on

expenses are

published

Not available Staff costs: US$

525.5m

(2010)

Altogether, including

polling, SIG budget

was US$ 34.4m

(2011)

Estimates of staff

costs across federal,

state and local

governments of

US$260m annually

Data not available Only some data

available.

The costs of

outsourcing of

Government

Information Centre

in the Chancellery of

the Prime Minister

US$ 858,730

GROUP 1

1.Sweden 2.

Germany

3. U.S. 4. UK 5. France 6. Australia 7. Spain 8. Poland

RE

GU

LA

TO

RY

AN

D N

OR

MA

TIV

E F

RA

ME

WO

RK

Communi

cation,

advertisin

g, PR

legislatio

n/policies

regarding

non-

partisans

hip

Policies

and

unwritten

code of civil

service

neutrality

Court

decisions

(1977)

(1983): right

of the

government

to active

PR but

communicat

ion must

not be used

for electoral

purposes

The Hatch

Act (1938)

preventing

partisan

activities

by

governmen

t

communic

ators

e Code

(1996 and

revised in

2006) and

Propriety

Guidance

for

governmen

t

communic

ators

Code for

Special

Advisors

(in 2010 it

was

established

that they

cannot

instruct

permanent

civil

servants)

Communic

ations Act

(2003)

includes

provisions

regarding

governmen

t in

Various

government

decrees on

expenditure

s and

mandatory

competition

for

contracting

pollsters

Guidelines

on

Information

and

Advertising

Campaigns

(2010)

Law of

Advertising

and

Institutiona

l

Communic

ation

(2005) to

disassociat

e accurate

and neutral

information

on public

policies

from

political

opinion

and

partisan

messages

The Act on

Civil

Service

(2008),

The Act on

Civil

Service

introducing

the system

of neutral

members

of the civil

service

corps

adopted in

1996

The Act on

employees

of state

offices

(1982).

The

Ordinance

of the

Council of

Ministers

on the

Organ

Access to

informati

on/transp

arency

legislatio

n

Yes:

Freedom of

Information

Act (FOIA)

(1766)

Yes: FOIA

(2005)

Yes: FOIA

and the

Governme

nt

Sunshine

Act 1976

Yes: FOIA

(2005)

Yes:

Administrati

ve

Transparen

cy Law

(1978)

Yes:

Freedom of

Information

Act (FOIA)

(1982)

Proposed

Transpare

ncy Law

2012

Yes: The

Act on the

Access to

Public

Information

(2002) GROUP 1

1.Sweden 2. Germany 3. U.S. 4. UK 5. France 6. Australia 7. Spain 8. Poland

HU

MA

N R

SO

UR

CE

S

Professional

backgrounds

Journalists Journalists Diverse and varied

backgrounds

Journalists,

PR/Marketing

Diverse and varied

backgrounds

Journalists

PR/Marketing

Journalists

Increasingly from

corporate

communication and

PR

Social Science

Political Science

Journalism

Sociology

Law

Economics

Specialized

training for civil

servant

communicators

No No Some programmes

at Federal level

Yes (from 2006) No No Some courses

began in 2008

No

Designated chief

executive

spokesperson

No No Yes: political

appointee

Yes: public

servant

Yes No No Yes

Designated

government

spokesperson

No Yes: junior minister No No Usually yes No Yes: senior minister Yes

FIN

AN

CIA

L R

ES

OU

RC

ES

Advertising

campaigns

Not available Not available Not available US$ 862m

(2010)

Not available Federal government

advertising in 2009-10

financial year was

US$119.3m

US$ 104.3m (2010) No systematic data

available

Other

communication

costs

Budget for

non-ministerial

Information and

Communication

Department

US$ 3.42m (2010)

In 2010 the

Federal Press

and Information

Office budget of

US$ 20.6m for

PR.

The ministries have

communication

budget; data on

expenses are

published

Not available Staff costs: US$

525.5m

(2010)

Altogether, including

polling, SIG budget

was US$ 34.4m

(2011)

Estimates of staff

costs across federal,

state and local

governments of

US$260m annually

Data not available Only some data

available.

The costs of

outsourcing of

Government

Information Centre

in the Chancellery of

the Prime Minister

US$ 858,730


La comunicación de gobierno en 15 países

PREOCUPACIÓN por la comunicación

CENTRALIDAD de la comunicación

DESCONOCIMIENTO de la comunicación

NECESIDAD de INNOVACIÓN en la comunicación

HAY QUE TRABAJAR MÁS LA COMUNICACIÓN DE LOS

GOBIERNOS


ESTRATEGICO

8

Ejes para el análisis

Orientado al

PARTIDO Orientado al

CIUDADANO

TÁCTICO


Retos

De lo táctico a lo estratégico



De lo táctico a lo estratégico

http://www.google.es/url?sa=i&rct=j&q=estrategia&source=images&cd=&cad=rja&docid=dJgXg6snrG5lUM&tbnid=e9otmWGhlpWgdM:&ved=0CAUQjRw&url=http%3A%2F%2Fes.123rf.com%2Fphoto_13300182_la-gente-de-negocios-como-el-ajedrez-humano-o-piezas-de-damas-a-bordo-de-la-estrategia-de-planificac.html&ei=DgGdUcaHHMuT0AXtxIHoAw&bvm=bv.46751780,d.ZGU&psig=AFQjCNF-qSDba_IcCZR0larcF0FqCBBf7w&ust=1369330243174070

http://www.google.es/url?sa=i&rct=j&q=estrategia&source=images&cd=&cad=rja&docid=6FjpIzkFQj17QM&tbnid=hwvlbXoKTB9VcM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.canstockphoto.es%2Fempresa-negocio-estrategia-esfera-8476723.html&ei=XQOdUYzBOcaM0wWwsIGIBw&bvm=bv.46751780,d.ZGU&psig=AFQjCNF-qSDba_IcCZR0larcF0FqCBBf7w&ust=1369330243174070


Organigramas que prioricen la

comunicación

Rango de la

comunicación

PRESIDENT

COMMUNICATION DEPARMENT

OTHER POSITIONS

http://www.google.es/url?sa=i&rct=j&q=Directivos&source=images&cd=&cad=rja&docid=x0j2ZWTXUdAFKM&tbnid=CUF6zsoHxgB-iM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.eoi.es%2Fblogs%2Fmintecon%2F2013%2F05%2F15%2Fla-gestion-del-talento-humano-tarea-que-tambien-incluye-a-los-directivos%2F&ei=zv-cUYKmEqPy0gWcPw&bvm=bv.46751780,d.ZGU&psig=AFQjCNFcZ57U4xlGlH6Jo6lLUkfK5X2LoA&ust=1369329985904450


Redactar notas de prensa

Convocar ruedas de prensa

Tratar con los medios

Preparar las intervenciones de

los líderes

Alimentar web

• Planes de comunicación

• Mapas de públicos

• Auditoría y evaluación resultados

• Anticipar y gestionar crisis

• Trabajar los intangibles:

Confianza

Reputación

RSI

Cultura corporativa

Extender el alcance de las tareas


Extender el alcance de las tareas


Redactar notas de prensa

Convocar ruedas de

prensa

Tratar con los medios

Preparar las

intervenciones de los

líderes

NUEVAS TAREAS

• Elaborar planes de

comunicación

• Identificar públicos

• Establecer relaciones

• Asesorar

• Gestionar crisis


Confianza

Reputación

RSI

NUEVOS

PERFILES

• Planificadores

• Estrategas

• Creativos

• Captadores de

tendencias

• Investigadores

• Networkers


Mejorar la formación, contratación y

promoción

Definición de perfiles

Definición de puestos

Definición de tareas

Definición de objetivos

Definición de indicadores de promoción


Desarrollo de formación especializada


Ausencia de puesto reconocido en

organigrama

Plantillas obsoletas

En consecuencia: sobrecarga de

tareas tácticas sobre directivas

17

La comunicación de la Moncloa

Gobierno de España


Retos

Del partidismo al ciudadano




Transparencia (leyes y reporting practices)

E-participación

Reglas y convenciones sobre el no partidismo


No-partidismo


Retos




Mejorar los procesos y

protocolos para crear

prácticas impulsadas por

el rendimiento.


Prácticas impulsadas

por objetivos de

reputación


La comunicación de 10 Downing St y

Tony Blair


Líderes de comunicación: guardianes

de la reputación y autenticidad

Competencias: en gestión, procesos políticos,

capacidad analítica y crítica, integridad, valor de los

intangibles.

Comunicación estratégica: planes de comunicación

a corto, medio y largo plazo evaluados y vinculados

a las prioridades de los programas del gobierno.

Información sobre el progreso hacia la consecución

de los objetivos de la reputación.


Redactar notas de

prensa

Convocar ruedas de

prensa

Tratar con los

medios

Preparar las

intervenciones de

los líderes

NUEVAS TAREAS

• Elaborar planes de

comunicación

• Identificar públicos

• Establecer relaciones

• Asesorar

• Gestionar crisis


Confianza

Reputación

RSI

NUEVOS PERFILES

• Planificadores

• Creativos

• Captadores de tendencias

• Investigadores

• Networkers


Thank you

谢谢

Gracias


¿Preguntas?

Questions?

有问题吗？

comunicar gobiernosmariajosecanel.com/pdf/alacop2013.pdf · karen sanders y maría josé canel...

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