Essential AIO/IO*

*NB – AIO/IO Skills are core for all team members throughout

Management SIO

Leadership G7/6

Strategising/Managing

Prepare digital engagement delivery plans for policy/comms teams

Contribute to team plans and strategies

Horizon scan for new digital techniques and trends.

Handle enquiries and administration around digital projects, e.g. FoI requests, PQs, case study requests and financial management

Develop strategic project briefs, including providing constructive challenge and creative thinking to policy/comms colleagues and agencies

Evaluate impact of digital engagement projects and share lessons learned. Agree evaluation metrics with agencies and freelancers.

Horizon-scan for opportunities, threats and risks to digital engagement in the organization

Manage delivery of digital projects, co-ordinating internal channels, external agencies and freelancers.

Oversee budgets

Determine research/evaluation practices to ensure reach of campaigns and projects is recorded

Work prioritisation for digital communication teams’ time and efforts – e.g. which campaigns the team should invest time in

Develop awareness of overview of the Department’s policies e.g. core messages, key targets etc…

Have an overview of the Department’s policies, core messages, key targets. Be able to advise of how digital channels can be used to represent the bigger picture.

Understand the department’s business and channels. Advise on how the team could contribute/shape the comms mix.

Networking & Facilitating

Listen actively to online discussion about the organisation and major policy areas

Identify, approach and engage with online influencers and potential partners

Be a figurehead for embracing innovation – share expertise by leading workshops, public speaking, blogging about and giving prominence to exemplar working and lessons learned.

Build links with colleagues elsewhere in the organisation to spot opportunities

Manage engagement with online influencers/communities around major policy areas, including moderating online discussion and dealing with conflict

Build links with colleagues elsewhere in the organisation to spot opportunities

Manage tenders including using COI Frameworks to secure appropriate agencies, writing briefs for agencies to pitch against.

Build relationships with online influencers and digital heads of government

Deploying & Developing

Deploy simple digital tools taking a hands-on approach to using new tools/platforms/equipment.

Creating and editing content – recording and editing simple audio and video packages.

Deploy simple digital tools and work with technical colleagues or suppliers to deploy more complex ones.

Manage digital platforms in support of project objectives and in line with applicable standards and policies

Hire suppliers/contractors and run mini tender exercises where necessary

Ensure that digital projects complement existing communications work and/or fill in the gaps where offline marketing and press is insufficient [needs strengthening]

Creating and editing content – recording and editing simple audio and video packages.

Writing and editing copy for web channels.

Commission digital platforms and tools to deliver on project plans – including some management of contractors and suppliers.

Commission and produce video and audio content – helping IO staff see the bigger picture and working with comms and policy colleagues to ensure audio/video is fit for purpose.

Draft copy for websites where needed or edit existing material – e.g. summarising reports, press notices etc..

Coaching & Learning

Help deliver coaching and training of colleagues – showing them basic techniques such as how to use twitter.

Learn continuously from colleagues, online and

Deliver coaching and training in effective use of digital tools for engagement to colleagues with different levels of experience and enthusiasm

Learn continuously from colleagues, online and other sources to keep skills

Deliver speeches presentations, and holds workshops to share expertise and knowledge in digital engagement

Devise plan to disseminate team’s knowledge across wider Dept

other sources to keep skills and experience up to date and make the most of opportunities which arise

and experience up to date and make the most of opportunities which arise

Be a magpie for useful information and tools, trends in digital engagement, policy launches, or cross-gov initiatives – researching and sharing these constantly with the tool and where appropriate, with wider audiences

Amplify best practices examples so others can learn from team experience.

Supports team in upskilling through training courses, desk training and on the job experience

GCN skills Channels & Technologies

Understand how differentchannels interact and work best together to achieve objectives

Manages multi-channelcommunications campaigns

Identify key media trends and

Defines channel strategies to meetorganisation’s overallcommunication objectives

Understands the importance ofaudience access

Aware of the rapid changestaking place in the media world

Can articulate the strengths and weaknesses of new technology incommunicating with audiences.

Aware of the key costs andbenefits of different media and understands objective ways to measure this effectivenessUnderstands channels available toreach target audience

their impact on customers andgovernment comms

Measure theeffectiveness of messages and assess the costs and benefits of different media

Understands the need for medianeutral planning and putting this intopractice whenever possible

Identify opportunities to promotedepartmental messages in a widerange of media

Monitor, evaluate and shapeactivity across the organisation toensure co-ordination, avoid crossoverand make best use of resources

Builds team capability in usingdifferent channels for maximumimpact and efficiency

Has a clear understanding of thestrengths and weaknesses ofdifferent media and their relativeroles in a comms campaign