What was your highlight of 2024?
Introducing the world’s first AI assistant for public sector comms. More than 1,700 GCS members across 176 departments and public bodies now use GCS Assist. It has more than 50 use cases from “I want to anticipate questions from the media” to “I want to draft a crisis communications plan”. Users say it is saving them an average of three and a half weeks of time per year. I am also very proud of our new GCS Advance learning and development programme. It operates at apprentice, practitioner, expert and leader levels and more than 2,500 people have participated in a GCS Advance programme this year.
What was the hardest part of being a leader in 2024?
Leading change when everyone is looking for stability.
What are the main challenges facing your organisation in the coming year – and how are you planning to meet them?
First, joining up government comms on the missions. By prioritising missions, we have saved 20% in the cost of cross-government comms this year while increasing spending on priority campaigns by nearly 40%. By starting with audiences rather than internal structures and running fewer, bigger, more-joined-up campaigns we can have more impact at lower cost.
Second, reaching beyond the bubble. 70% of government digital content is on X but most citizens spend their time on YouTube, Facebook, Instagram, and TikTok. Our New Media Unit aims to reach citizens where they are, with content they want to consume at a time and place where they want to consume it – with a clear objective of driving trust, confidence and the behaviour change needed to reach the government’s long-term goals. Third, building trust in an ever more fragmented and challenging information environment. We’re working with colleagues across government to update our RESIST framework for how to respond to information threats.
What was the best Christmas present you’ve ever given or received? And the worst?
I got married just before Christmas, so that’s the best. My nephew, Harry, is renowned as the worst present giver in our family. There’s every chance he’s wrapped up something you already own. He once gave his (now-ex) girlfriend a packet of bacon.