1. Communicating (in) a
changing world
The Dutch Public Information
and Communication Office
SEECOM Budva, Montenegro, 27-29 September 2013

2. A changing world: trends
1. Less government, more personal responsibility – who should
and can do it?
2. From authority to network player – where do you fit in?
3. More public disclosure – what do you share?
4. An authentic story, also told elsewhere – how do you come
across?
5. New engagement – when do people engage?
6. Mind shift – how do we view the world?
7. Changing connections – how can we still reach each other?
SEECOM Budva, Montenegro, 27-29 September 2013

3. Keys to effective communication
• Be coherent and consistent
• Be transparant and trustworthy
• Know your (changing) world
• Organize well
• Be a (strong) professional
SEECOM Budva, Montenegro, 27-29 September 2013

4. SEECOM Budva, Montenegro, 27-29 September 2013
Organize well

5. A history of sharing: Once there were ….
SEECOM Budva, Montenegro, 27-29 September 2013
Ministry for
Foreign
Affairs
Ministry for
Economic
Affairs
Ministry
for
General
affairs
Ministry for
Social
Affairs
Ministry for
… DPC
Society

6. A history of sharing: Now there is …
SEECOM Budva, Montenegro, 27-29 September 2013
Ministry for
Foreign
Affairs
Ministry for
Economic
Affairs
Ministry
for
General
affairs
Ministry for
Social
Affairs
Ministry for
…
DPC
Society

7. DPC: what are we for?
The shared service of Central Government Communication
•Providing Services
•Expertise
•Intermediate between ministries and market partners
•Procurement of communication services (Contracts)
SEECOM Budva, Montenegro, 27-29 September 2013
Effective and efficient government communication

8. DPC: Governance
Secretary-General of the Ministry of General Affairs (owner)
Decides on policy, staff, (total) budget
Information Council (Board of Directors)
Decides on Working Programma
Finance: Lump sum (covers about 85 percent of costs)
SEECOM Budva, Montenegro, 27-29 September 2013

9. DPC: Organization
SEECOM Budva, Montenegro, 27-29 September 2013

10. SEECOM Budva, Montenegro, 27-29 September 2013
Be a (strong) professional

11. SEECOM Budva, Montenegro, 27-29 September 2013
Who is the
Academy?

12. This is how the Academy works
Sharing knowledge and professional development amongst
colleagues of the national government institutions:
• communities of practice
• workshop and congress
• professional knowledge intranet, Government.nl and via social
media
Educate policy and communication professionals:
• learning path communication discipline
• education package in close cooperation with market partner
(PBLQ/ROI)
SEECOM Budva, Montenegro, 27-29 September 2013

13. SEECOM Budva, Montenegro, 27-29 September 2013
Activities, tools and methods
The Academy is a knowledge and expertise center in the field of
government communication.
• Meetings
• Publications
• Communication Forum (intranet, social media)
• Peer-group consultations
• Communications of practices
• Expert tools
• Courses and training programs (open registration and in-company)
• Training on the job
• Communication Agency (spokespersons, consultants)

14. SEECOM Budva, Montenegro, 27-29 September 2013
Clients and experts
Clients:
•communication staff at ministries
•independent government bodies, implementing
organisations
•communication staff of policy departments
Experts, teachers from:
•Government Information Service Staff
•Ministerial staff
•University/Polytechnic staff
•Staff of private organizations

15. SEECOM Budva, Montenegro, 27-29 September 2013
Learning path: junior level up to managing director
senior
multidisciplinary
Us
Me
Job
junior
Master classes, reflection workshops
Top training: leadership in communication
Top training: strategic professional
Trainings:
Press contacts, speechwriting, communication advise,
communication research, strategic online communication
Introduction course

16. SEECOM Budva, Montenegro, 27-29 September 2013
16
Path Learning objective Form
Know your craft:
Linking short and long
term communication
strategies based expertise
Expertise of all modes of
communication: online,
research,
interdepartmental-
departmental, corporate
communication
Guru-sessions
Know yourself:
Linking leadership
Developing personal
leadership based on
personal growth:
visionary, persuasive,
multidisciplinary approach
‘Studio’s’/simulations
focused on personal
development (‘desert
experience’)
Know your world:
Linking inside and outside
Linking the world of
politics, policy and society:
sparring partner at high
level, contextual
awareness, knowing other
public services
Internship (‘desert
experience’)
‘Genetic code’ of Top training (future directors)

17. SEECOM Budva, Montenegro, 27-29 September 2013
17
Path Learning objective Form
Know your craft Up-to-date knowledge Lectures on focus themes
Know yourself Define your role
Develop consultancy skills
Working/training sessions
Essays
Presentation information
Council
Learning together Sharing experiences in
applying new skills
Peer-group consultations
Community of practice
Learning on the job Embedding in daily work
and organisation
Mentor/coach
‘Genetic code’ of Strategic professional

18. Training Press contacts
Four-days training session for
spokespersons and press officers
•How to deal with national media (focus on government)?
•What is the role of a spokesperson within a department?
•What do you need to organize a press conference and to support
your minister?
SEECOM Budva, Montenegro, 27-29 September 2013