2014 Government Communicators Survey Finds Need for Government to Improve Digital Communications
Government departments and agencies face a unique set of challenges in keeping up with cutting edge communications technologies while adhering to strict budget parameters. A recent study conducted by Adobe offers insight into the current state of digital communications in federal (civilian and military) and state government departments and agencies. The results show that government communicators feel they’ve fallen behind their counterparts in the private sector in terms of digital tools for content creation, cross-platform optimization and project management and evaluation. Although government communicators widely rate digital media tools as extremely important for doing their jobs, two-thirds feel that they do not currently have the tools they need to be effective.
There are government departments and agencies that have already implemented advanced digital media tools with great success. The Naval Undersea Warfare Center (NUWC), part of U.S. Naval Sea Systems Command (NAVSEA) uses Adobe’s Creative Cloud as an integral part of their high-end collaborative media production pipeline. In particular, the Virtual Studio, which facilitates global collaboration between designers, web developers, video editors and post-production personnel from government and contractor agencies has resulted in significant cost savings and improved efficiency.
But military personnel want more. Only 38% said that digital communications are currently very important to their department, while 65% agreed that digital communications should be very important. The military has fallen behind the federal government in this capacity, with only 47% of military communicators spending more than half of their outreach efforts on online and digital communication activities, compared to 71% of federal government employees.
Deloitte’s 2013 “Gov on the go” highlighted the dramatic gap between government and private sector productivity, and the potential for implementation of cross-platform accessibility to help government agencies make up that lost ground. In fact, just a 10% increase in mobile effectiveness for federal government personnel would lead to an increase in productivity worth $2.7 billion annually.
The 2014 Government Communicators Survey echoes these results and demonstrates that military, federal, civilian and local government employees are eager to implement mobile technologies. Although only 31% currently use mobile apps, 97% say that it is important or very important to reach citizens and colleagues through mobile content. Similarly, 83% said it was important or very important to stay current in social media channels, while only 13% feel that their department is doing a very good job using social media platforms.
Another current setback to government efficiency is a lack of accurate means for evaluating effectiveness of communications efforts. Although 84% of government communicators feel that the value of their work can be measured, 54% are unsure about the effectiveness of their work. Without tools for identifying successful strategies, only 6% of government communicators strongly agree that their agency or department is effectively reaching its target audience, potentially resulting in a huge amount of wasted time and money.
In the coming weeks a series of blogs will look more closely at the results of this study and discuss the challenges government communicators face in today’s communications environment.
For more information on the survey findings, or to learn how Adobe can help your office, contact our team today.