David Miliband’s experiment in Ministerial blogging
Those of us who follow developments in government blogging have paid close attention to the experiment being carried out by David Miliband, UK Secretary of State for Environment, Food and Rural Affairs.
Mr. Miliband is probably the first, honest-to-goodness, Ministerial blogger. (Go here to read his blog)
Let’s run through the checklist:
1) Conversational? Yup.
“It has felt like a wet August in Europe, but in France, more than half the country has water restrictions, in Spain reservoir levels are at 40%, and low waters on the Rhine have forced ships to jettison cargo. …”
2) Personal, and “authentic” voice? Check.
As you may know I’m no longer Minister of Communities and Local Government - I’m now Environment Secretary - so this blog will no longer exist at its current URL and I’m afraid this means we can’t post any more comments on this site.
But I’m very much hoping this won’t be the end of my presence on the blogosphere…please keep an eye out. I hope that the blog will in future be available via http://www.davidmiliband.defra.gov.uk
Thanks to everyone who’s been reading the blog and posting comments - I’m looking forward to continuing our conversations.
3) Does it have the all the elements of a blog? Let’s see…Comments, permalinks, category and date-based archives, RSS feeds, links to third-parties…Yup, all there.
4) Does it feel like readers are connected to the author’s thoughts and opinions? Or, is it just a press release by a different name? The “about this blog” page sets the perfect tone.
The traditional means of contact for members of the public, MPs and journalists of course remain open. . If you want to raise a specific issue with my department, it’s generally best to contact the Defra Helpline in the first instance. And because this is a Government site I won’t lapse into party ranting and I can’t link to party political websites - and Defra needs to reserve the right to edit or not publish comments, for example on grounds of inappropriate language.
You’ll notice that the first 50 or so posts on this blog had no comments on them. This is because I blogged for a few months within my previous department before this went live.
I don’t know of a similar experiment - so let’s see how it goes.
5) Is it a conversation? I’ll have to reserve judgement on this one…I spent some time poking around the comments sections to see whether Mr. Miliband has responded to comments, or has picked up on comment threads in his posts. My sense is that he hasn’t, and this is one of the key elements to be worked out in official blogging. If you give people the opportunity to comment, then you’d better make sure you let them know that you are really listening.
But, I’m not going to complain too much on this last point. Overall, It is a nice piece of work. Congrats to Mr. Miliband for setting it up, and perhaps more importantly, for achieving buy-in from his Communications people (in two departments, no less) for this experiment.
Any suggestions for pieces of the checklist I’m missing? Any other examples of Ministerial bloggers floating around out there?




