Simon Hughes, the COI’s director of events, told CSW that civil servants have relied on expert advice from the COI team to help them commission the most appropriate communications tools for their needs. This support will be lost when the office closes, as this level of personal service will not be provided by Buying Solutions – the online procurement portal through which departments are expected to buy communications services in future.
“We have plenty of examples of people still relying on my team for advice on who to talk to about their event,” he said. “Additionally, in the past we have often worked with clients on designing a brief that was reflective of their needs and which would facilitate a proper response from agencies. You need to have people who can identify the correct terms and objectives, such as KPIs [Key Performance Indicators] and event outputs. If you’re new or it’s a new event, this can be a challenge. Trial and error isn’t always the best way.”
Hughes also recommended that the forthcoming Comms Roster Review, which will assess all current communications agency contracts, should look at ways of facilitating integrated campaigns that meet all the needs of communications professionals. “There are many more channels available these days than previously,” he said. “It is not about having a specific events framework and a digital framework, but about having a marketing framework with large lead suppliers such as marketing agencies, and smaller partners within that which would supply specific channels such as digital and events.”
The Cabinet Office has confirmed the new contracts will include provision for multi-channel campaigns. “We are planning a contract for integrated services as well as contracts for specific communications services,” said a spokesperson.
The agencies chosen for the refreshed Comms Roster will be signing contracts during 2012, with the government emphasising the involvement of small businesses.
See also: Central Office of Information to be closed down by next April