How we work
As a Civil Service profession, led by a Permanent Secretary, government communicators are held to the highest standards of accountability and conduct. We are required to follow the Civil Service Code, which means we act objectively and impartially in all our work.
Government communicators are bound by key legislative requirements including data protection, disability discrimination laws, and copyright principles. Additionally, eligible organisations and their communications teams are required to follow the Government Communication Functional Standard (GovS 011), which sets the mandatory expectations for how government organisations manage and deliver communications.
Directors and Heads of Communications must have a plan in place to demonstrate compliance with the standard’s mandatory requirements, and statements about its use should be included in annual reports.
Conduct and compliance
We set clear expectations for government communicators across four areas.
Professional standards and ethics
Government communicators will:
- Ensure all communications meet expectations and principles, as set out in the Civil Service Code
- Follow our propriety and ethics guidance and complete propriety and ethics training
- Apply the Framework for Ethical Innovation to all technology projects
- Use RESIST 3 to identify, assess, and reduce the impact of mis- and disinformation
Campaign management
Government communicators will:
- Use the OASIS framework for campaign planning and delivery
- Evaluate the impact of their communications using our evaluation cycle and GovS 010 Analysis
- Follow spending controls for campaigns over £100k
- Use approved procurement frameworks for external services
- Ensure all campaigns support ministerial priorities and improve public services, and have the correct written approval
- Understand and consider behaviour change principles
- Be due diligent when engaging with influencers, and maintain effective and transparent influencer marketing partnerships and agreements
- Implement UK Government brand guidelines, maintaining brand safety and consistent visual identity
- Apply the SAFER framework for digital brand safety
- Use the PITCH toolkit when developing international communication campaigns, ensuring they are credible, insight-led, and aligned with the UK’s democratic values
Data protection and legal requirements
Government communicators will:
- Stay up to date with and adhere to data protection legislation, guidance and frameworks
- Complete Data Protection Impact Assessments where required
- Follow ‘privacy by design‘ approach
- Adhere to legislation affecting communications work, including Welsh language, disability discrimination, freedom of information and copyright
- Ensure accessible and inclusive communications meet Equality Act 2010 requirements
Professional development
We are committed to continuous learning and development, with clear expectations for all members to invest in their professional growth.
Government communicators will:
- Complete 4 to 5 days of learning and development annually
- Maintain Personal Development Plans aligned with career goals
- Use the Career Framework for professional progression
- Support embedded communicators and ensure their work is consistent with organisational priorities, objectives and standards
- Ensure learning, development and career opportunities are accessible to teams across all locations and they are supported to work collaboratively