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The e-Communications Group has five main
objectives:
- Developing and delivering UK online interactive services
across multiple channels
- Improving information sharing across government by delivering
the Knowledge Network infrastructure
- Leading the communications drive of the Office of the
e-Envoy, both externally and internally, and within government
- Spearheading the UK online programme - marketing, branding
and campaigning
- Co-ordinating joint working to improve the quality of
all government websites, promoting best practice and innovation,
and developing the professional community of e-communicators
The group is organised into three major teams:
>
Marketing Communications
> Digital
Products
> Knowledge
Network
In addition, a Business Centre providing business and administrative
support.
Marketing Communications
The team launched UK online as a major brand through a concerted
marketing and advertising campaign on television, radio and
the internet. Forty-five per cent of the UK is now aware of
UK online - up from 33% in 2001.
We are working with UK online centres, UK online for business
and other government departments. For instance, the Home Office's
Child Safety on the Internet campaign, DTI's Internet Safe
Shopping campaign and the Inland Revenue's Self Assessment
online campaign, were all co-branded with UK online.
The "Let's all get on campaign", run by the OeE
in the Autumn of 2001, to promote the campaign to get the
UK online, was the first government interactive TV advertisement
and received an excellent response.
Other areas covered by Marketing Communications are:
- OeE press office
- Events team
- Partnerships, who facilitate the relationship between
UK online and government, industry, the voluntary sector,
trade associations and consumer groups.
Digital Products
The Digital Products team is responsible for the pan-Government
portal, www.ukonline.gov.uk. It provides an easy way to access
government information, services and up-to-date news online,
through over 1,000 government and non-government websites.
In the spring 2002, ukonline.gov.uk was redesigned to improve
accessibility and usability. As part of the revamp, it secured
Royal National Institute for the Blind (RNIB) accreditation,
the first government website to do so and only the fourth
site in the UK.
The team also developed UK online interactive. The first
UK online digital interactive television website was launched
in early April 2001 on the Sky platform and offers government
and public service information. The use of the DiTV platform
reaches a wider audience and helps overcome the 'digital divide'.
The Digital Products team also provide consultation and advice
on issues of web best practice, concentrating on accessibility
issues. In the last year we have published Guidelines for
UK Government Websites, consisting of two parts: Framework
for Senior Managers (published December 01) and the Illustrated
Handbook for Web Management Teams (published May 02).
Knowledge Network
The Knowledge Network (KN) is leading the world in enabling
real-time knowledge sharing to take place among government
officials. KN provides one central source for key briefing
across 20 government departments.
The KN team have also launched LION (Lawyers Information
Online Network). LION delivers an efficient and effective
legal service to government and enables government lawyers
to develop their community of interest.
A mark of the Knowledge Network's success is illustrated
by KN winning the "Best IT Consultancy Project of 2001
Award" from the Management Consultancies' Association.
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more information on KN
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