Annual Report and Accounts
2009/10
Chief Executive's foreword
Last year I arrived new to both COI and the Civil Service from the private sector communications industry. I was impressed by the quality of COI's best work, the talent that it could mobilise for government communications and its ability to evolve. That ability is now being tested as COI faces challenges on an unparalleled scale.
We are living through the most rapid changes ever seen in media as digital comprehensively disrupts traditional methods of communication and behaviour. In the public sector we are also facing a period of financial constraint not seen for a generation. That means, in partnership with our clients across government, we have to be continually more innovative to be more effective.
In the last year we have prioritised three areas that we believe can help COI achieve better outcomes for government communications: behaviour change; digital and citizen engagement; and evaluation.
Many public policy initiatives depend on behaviour change, and the more policy-makers and communicators understand how to achieve it, the more likely they are to reach successful outcomes. With the Government Communication Network (GCN), we have published guidance on embedding behaviour change theory into the development of communications strategies, drawing on case histories of success such as smoking cessation.
Digital media offers the exciting potential of greater engagement with citizens at a lower cost, and new opportunities for democratisation and accountability. Over the last year we have greatly expanded our use of digital channels, particularly social media, and we are developing more innovative ways to support the better use of digital tools and methods such as open-source consultations and engagement, and mobile technology.
But to be ultimately successful we have to be able to demonstrate successful outcomes and value for money. This requires robust and comprehensive systems of evaluation that can identify what is working, why it works and how much it costs, and set benchmarks for performance. We have published guidance on how Return on Marketing Investment (ROMI) can be determined in the public sector and we are now developing a shared evaluation service for government that will be a step change in the evaluation of marketing communications across government.
These priorities have built on COI's extensive and comprehensive knowledge of audiences, behaviours and channels and our ability to analyse them and effectively bring them together across the whole of government.
Now we have started another evolution for COI. We are more focused than ever on achieving outcomes at a much lower cost for government. As we look ahead we see more partnerships with brand owners, media owners and civic groups, as well as a more innovative approach to joining up paid-for and other media channels.
In our new world of less money, empowered citizens and a government keen to pass power to the individual, it is the way we must go forward.
Other contents
Our year in summary
COI turnover for 2009/10 was £532 million, a decrease of £8 million on the previous year, and correspondingly our operating expenditure also decreased by £8 million.
Proving effectiveness
In the new communication landscape, every campaign will need to deliver measurable value. COI's holistic approach to evaluation provides a consistent way to demonstrate this.
Changing behaviours
Certain behaviours can be costly to us all as individuals and as a nation of taxpayers. Behavioural theory is about understanding people better so that we can help policymakers achieve their objectives – not only saving money but also improving lives.
Making the right digital connections
COI is showing how digital media can target audiences, engage the public and develop working partnerships across government. It's all about building relationships.
Results 2009/10
Management commentary and accounts
Archive
- 2008-09 Annual Report and Accounts [pdf - 1.7MB]
- 2007-08 Annual Report and Accounts [pdf - 2.5MB]
- 2006-07 Annual Report and Accounts [pdf - 4.6MB]
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- 2001-02 Annual Report and Accounts [pdf - 1.6MB]
- 2000-01 Annual Report and Accounts [pdf - 1MB]
- 1999-2000 Annual Report and Accounts [pdf - 272k]
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