Adobe Public Sector Blog

November 7, 2014 /Uncategorized /

The Current Communications Landscape for Government Communicators

Adobe recently conducted the 2014 Government Communicators Survey with our partners, the National Association of Government Communicators (NAGC) and FedInsider. We surveyed communicators across various government departments and agencies and asked them about the future of digital communications so as to better understand whether government communicators are noticing the same landscape shifts that their marketing counterparts are seeing in the commercial world.

Our results clearly show that the answer is yes. As illustrated in this first infographic of our three-part series, government communicators are noticing tremendous change that is causing uncertainty. Unsurprisingly, digital cross-channel communications are becoming increasingly important to government communicators. This trend applies not only to those in the public affairs world, but also to agency leadership that is concerned about both message content and how it is being broadcast to citizens.

The results of the 2014 Government Communicators Survey closely mirror a similar survey we conducted in the commercial market to understand how marketers are seeing things change. The two most striking similarities are:

  • When asked whether methods of communication have changed more in the last 2 years than in the last 50 years,76% of commercial respondents agreed, along with 80% of government respondents.
  • Of the commercial marketers surveyed, 61% of respondents said that their digital marketing approaches are in a constant cycle of trial and error. In a similar question, 50% of government communications managers said that they feel the same.

What else do you think is changing in digital communications? If you’re interested, view the results of the commercially-focused Digital Distress survey.

Be sure to read the next post in this series of blogs discussing the challenges for government communicators entitled, “What Keeps the Government Communicator up at Night.”

For more information on the survey findings, or to learn how Adobe can help your office, contact our team today.