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CREATING a DIGITAL DIALOGUE How Can the National Assembly for Wales Use Digital to Build Useful and Meaningful Citizen Engagement?

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CREATING a DIGITAL DIALOGUE How Can the National Assembly for Wales Use Digital to Build Useful and Meaningful Citizen Engagement? CREATING A DIGITAL DIALOGUE How can the National Assembly for Wales use digital to build useful and meaningful citizen engagement? Digital News and Information Taskforce CONTENTS INTRODUCTION .............................. 5 SECTION 2: DISCUSSION ...........47 Foreword by Chair ...................................6 The Assembly as a Content Background .................................................9 Platform .......................................................49 Remit ............................................................... 11 Telling the National Assembly’s Stories ............................... 50 Membership .............................................. 12 Platforms ....................................................57 Recommendations ............................... 14 Specialist Audiences ...........................64 Summary ....................................................20 Digital and Data Leadership in the Assembly .................................... 80 SECTION 1: CONTEXT...................31 Staying Ahead ..........................................91 The Welsh Media Market Since 1999 ................................................................ 32 ANNEXES ........................................93 The Digital Eco-system in Wales ........................................................40 Annex 1: Meetings and Discussions Held ..94 Other Parliaments ................................ 42 Annex 2: The objective of the National Assembly for Wales – Membership .............................................96 Content Creation...................................44 Taskforce was to explore Annex 3: and recommend the most Senedd Lab Overview ........................98 Annex 4: effective ways in which Case Studies ...........................................104 Annex 5: the Assembly can deliver Wales-based Media Survey ........... 115 engaging and accessible news and information about its work in order to increase levels of public understanding and engagement with audiences currently disengaged with politics and Welsh affairs. CREATING A DIGITAL DIALOGUE 3 INTRODUCTION organised, this is a profound, valuable In voting for a National Assembly FOREWORD BY CHAIR and democratic digital space which twenty years ago, the people of reflects the nation’s conversations Wales created a new democratic about the issues which are of most organisation operating, it is fair to concern to it. It should be innovative, say, in a fragmented public sphere. creative, and inspirational. Our Though the National Assembly group contained people with a was born at the time of digital Twenty years ago this September the communities of interest, and to share diverse range of relevant skills, developments in our media, in people of Wales voted in favour of with them directly how their elected which has enabled us to make practice we built a new Welsh public having their own National Assembly. representatives, individually and practical proposals for improving the polity in the absence of a coherent It’s the only political organisation collectively, are seeking to respond to Assembly’s operations. Welsh public sphere. It was not our the people of Wales have ever those issues. job as a group to consider the Welsh voted to have. This is an appropriate media and its structural challenges moment to consider how the Our focus has been on the Welsh Our proposals in some areas are – committees of the Assembly have National Assembly can better engage citizen – the potential user of the radical. We want the Assembly, its been looking at those themselves. with people across Wales. In this Assembly platform and services. Our Members and staff, to understand Our task was to help the National report we set out how the National starting point is that all Assembly that they are content creators: the Assembly establish how best to build Assembly can use modern digital communications should be designed Assembly is a content platform which a deep, genuine and continuous communication and social media with a citizen/user interest at their captures facts, information, data, dialogue with the people of Wales. channels to identify what people heart, with a presumption of open commentary, opinion, and analysis, This is our report. Let the debates are thinking and concerned about, data, seeking to build long-term both written and audiovisual, that begin! to collect evidence, information and relationships with the citizens of leads – or sometimes consciously opinion, to engage in real-time with Wales. doesn’t lead – to action. Properly people in local communities and Leighton Andrews, Chair 6 CREATING A DIGITAL DIALOGUE CREATING A DIGITAL DIALOGUE 7 BACKGROUND The Llywydd of the National To help address this, the Assembly Assembly for Wales has an ambition Commission decided to re-examine for the Assembly to become an how the Assembly presents itself to open, digital parliament that sets the the people of Wales, how the work benchmark for other legislatures. This of the Assembly is explained and is reflected in the strategic goal, to demonstrate how the Assembly engage with all the people of Wales enables people to interact and and champion the Assembly set by engage with the organisation. the Assembly Commission, for the Fifth Assembly 2016 – 2021. Specifically, the Assembly People are now Commission wanted to review the Considerable progress was made in way that the Assembly produces consuming information the previous Assembly, to engage its content and tells stories. It also external groups and individuals wanted to understand how new and news about politics in directly and strategically in its work, technologies, social media and different and innovative but we are conscious that there is online platforms can be exploited to much that still needs to be done. inform, and engage with, the public ways, mainly through and other stakeholders, and to make strides in this area comparative to People are now consuming digital platforms. other parliaments and pioneering information and news about politics public service organisations. in different and innovative ways, mainly through digital platforms. Despite publishing news content To aid this, the Llywydd established to the main Assembly website and a small, expert Taskforce to provide on Senedd TV, the footprint for our advice about the best techniques news coverage is still relatively small and opportunities to optimise and isn’t shared widely online. As a engagement between the people of result, awareness of the work and Wales and their Assembly. responsibilities of the Assembly is low, whilst interest in the subject areas that the Assembly is responsible for is high. CREATING A DIGITAL DIALOGUE CREATING A DIGITAL DIALOGUE 9 REMIT The remit of the Taskforce was to explore and recommend the most effective ways in which the Assembly can deliver engaging and accessible news and information about its work in order to increase levels of public understanding and engagement with audiences currently disengaged with politics and Welsh affairs. In doing so, the Taskforce was asked to: ■ consider how digital services can help the Assembly meet the needs of different audiences and customers; ■ provide an external, expert critique of our current and planned future use of platforms such as Senedd TV and use of video and social media; ■ consider trends in content creation, production and distribution and their suitability to the Assembly’s public engagement ambitions. 11 MEMBERSHIP Leighton Andrews Valerie Livingston Hannah Mathias Emma Meese (Chair) Cath Allen James Downes Ifan Morgan Jones Gareth Rees Iain Tweedale Andy Williamson 12 CREATING A DIGITAL DIALOGUE CREATING A DIGITAL DIALOGUE 13 RECOMMENDATIONS THE ASSEMBLY AS A CONTENT PLATFORM The Assembly should lead The Assembly should Senedd TV must be more The Assembly must exploit 1 4 6 8 the way and establish an distinguish between its internal user-friendly, with a simple tool every alternative to the integrated content service and external audiences. It allowing anyone to quickly find press release as a means of using social media and other should use popular language and clip footage which can be promoting its work. Maps, channels (such as dedicated to connect with people better. included in video packages infographics, blogs and email newsletters) to engage or embedded on Assembly neat summaries all have the directly with the people of The Assembly should organise Member pages, external potential to articulate difficult 5 Wales. its online platforms – the websites and social media messaging in a memorable website, Senedd TV and social platforms. way. The Assembly should put media channels - around user 2 people - rather than the needs and deliver some of The structure of the Assembly’s There needs to be a proper 7 9 organisation and its processes the quick wins stakeholders social media channels should forward planning, editorial - at the heart of topical identified during our be reviewed. Smart social and scheduling process for news stories and aim for an discussions. The Assembly media analytics should the production of committee emotional connection with the must develop an evaluation be adopted to identify reports. Authority needs to public it serves. framework to measure how its online conversations and be asserted over this process content is consumed. communities, and allow the directly by the Llywydd and The Assembly should create Assembly to become involved her team to rule on publication 3 content that helps people in these discussions. decisions for committee
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