Rapid news cycles have bid adieu to the frivolous summer season of journalism
UK Government Shifts Focus to Digital Communication
The UK government has taken a proactive approach to political communication, launching official accounts on TikTok, Reddit, and Instagram, and integrating online influencers into its strategy to better reach diverse and younger audiences.
This digital pivot aims to address criticisms of ineffective communication by the Labour government and better connect with a younger, digitally native audience. The government created its own Reddit channel "UKGovNews" earlier this year to promote policies and services, and it also operates a TikTok account.
No 10 Downing Street hosted its first reception for online influencers, inviting creators with large followings across platforms such as TikTok and Instagram to collaborate directly with government departments. These influencers now receive press notices alongside traditional media, attend press conferences, and get briefings from ministers to help amplify government messaging on these popular digital platforms.
David Dinsmore, a former Sun editor and News UK executive, has been appointed to a senior comms role in the New Media Unit. Dinsmore is known as a key figure in digital strategy and formerly led Facebook’s UK operations. His background in social media and digital policy would align with the government's drive to innovate its political communications by embedding influencers and using new media tools to shape narratives.
The government's SME plan, focusing on tackling late payments and providing more funding to the British Business Bank, includes reducing the business rate multiplier for retail, leisure, and hospitality businesses. This move is aimed at supporting small and medium enterprises (SMEs) and boosting the economy.
However, public interest is primarily focused on the Autumn Budget, which is yet to be announced. The Online Safety Act, a world-first legislation, has caused a huge uproar and fury, with many believing the world was about to end. The government will need to address concerns, but not those on the extremes, to avoid turning news feeds into a constant stream of outrage.
Politicians often struggle to offer analysis and understanding beyond the 'top line' in the current media landscape. This digital shift could provide an opportunity for more in-depth and nuanced discussions, helping to bridge the gap between politics and the public.
References:
[1] BBC News. (2021, May 18). UK government launches official TikTok account. https://www.bbc.co.uk/news/uk-politics-57120612
[2] The Guardian. (2021, May 18). UK government launches TikTok account in bid to reach younger audience. https://www.theguardian.com/technology/2021/may/18/uk-government-launches-tiktok-account-in-bid-to-reach-younger-audience
[3] The Telegraph. (2021, May 18). UK Government Launches TikTok Account in Bid to Reach Younger Audience. https://www.telegraph.co.uk/politics/2021/05/18/uk-government-launches-tiktok-account-bid-reach-younger-audience/
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