Opinion: From our Readers - Aiken's auditing concern is justified

PR Week UK 06-Nov-09

I support Alex Aiken's column raising concerns over the Audit Commission's proposed approach to benchmarking public sector communications (News, 30 October).

Aiken is right to warn that, if implemented, the proposed indicators
could severely set back the sector's progress. One major flaw is the
Audit Commission's insistence that it can come up with one set of

indicators to fit the needs of the whole sector, from the Home Office to

a tiny district council. Another is that its indicators are focused on
outputs, not outcomes.

While there is a useful dialogue under way with the profession, and the
CIPR Local Public Service Group is working hard to ensure the indicators
are fit for purpose, there is a fear that the commission would rather
get this job done quickly than properly.

In its current form, the Audit Commission's proposals could do more harm
than good.

Polly Rance, head of media and external relations, London Borough of
Hackney, and member, CIPR Local Public Services Committee