HMRC To Shed "Taxman" Label

In a bid to "humanise" its reputation, HMRC is seeking to shed its "taxman" label.

In an interview with PRWeek, Poli Stuart-Lacey (HMRC director of comms) expressed her concern over the way many people perceive HMRC.

"People often use the reference 'taxman' when they talk about us and I find that really frustrating, because I don’t in any way relate to that reference.

It doesn’t represent the diversity and huge range of capabilities that we’ve got in the department."

In terms of changing perceptions, she thinks that "humanising the face of HMRC" and "personalising what we do" is important.

The image of "an old-fashioned and bureaucratic organisation" does not reflect "the reality of what I see within", she added.

However, she admitted: 

"The public don’t really know who we are. I think there’s quite a thick wall around HMRC which makes the ‘brown envelope’ represent us."

She wants HMRC to be perceived as the "modern, diverse, talented, and really committed, dedicated organisation that I can see around me."

However, as I noted in February:

"Ironically, for someone involved in communications, she's not very keen on FOI and was part of a group that called for restrictions on freedom of information!"

The issue of the HMRC brand should not be reduced to the functions of the Whitehall department, she said.

Stuart-Lacey added that it is "personal experience" of dealing with HMRC "that defines our brand from many people."

I would agree, hence this site is called "HMRC Is Shite"!

 

One way HMRC could lose its "taxman" label is to simply stop collecting tax...or is that too radical?

Tax does have to be taxing.

Professional Cover Against the Threat of Costly TAX and VAT Investigations

Insurance to protect you against the cost of enquiry or dispute with HMRC is available from several sources including Solar Tax Investigation Insurance.

Ken Frost has negotiated a 10% discount on any polices that may suit your needs.

However, neither Ken Frost nor HMRCISSHITE either endorses or recommends their services.

What is Solar Tax Investigation Insurance?

Solar Tax Investigation Insurance is a tax-fee protection service that will pay up to £75,000 towards your accountant's fees in the event of an HM Revenue & Customs full enquiry or dispute.

To find out more, please use this link Solar Tax Investigation Insurance



HMRC Is Shite (www.hmrcisshite.com), also available via the domain www.hmrconline.com, is brought to you by www.kenfrost.com "The Living Brand"

Rebuilding HMRC's Shattered Brand

Poli Stuart-Lacey, who has previously run comms for several government departments, including the Cabinet Office and the Department for International Trade, was appointed as HMRC's director of comms in January after serving there in an interim capacity since last May.

She spoke to PRWeek about her priorities:

"One of my big priorities this year will be on continuing to build our reputation, and reviewing our brand persona – it’s really important we connect with customers in a way which makes their experience as easy and efficient as possible, whether online, by letter or over the phone. Externalising our organisational values is key to getting that right, and applies as much to customers as it does to our employees."

Referring to the recent Ducks Quack campaign:

"I’m really pleased with how the campaign ran, and so far the metrics are looking really strong."

Stuart-Lacey, who studied French and Italian at the University of Hull, has made her career in central government comms over the past 18 years and has never worked in the private sector.

She worked for the Department for Education and then the Home Office, before moving to the Department for Environment, Food and Rural Affairs (Defra).
Her first stint at HMRC was as its head of comms in 2012, with responsibility for internal and external comms about benefits and credits, a role she held for more than three years.

From here, Stuart-Lacey moved to the Cabinet Office, where she was head of comms for nearly two years.

A short stint as interim director of comms at the Department for International Trade followed before she returned to HMRC in the interim comms director role.

"I’m thrilled to be able to take on the role permanently at HMRC – I’ve been inspired by the dedication of the people I’ve been working with since last May and I’m excited to lead the communications profession at such a critical point in our departmental history.

I’m really grateful for the experience I’ve gained in my last roles at the Cabinet Office and Department for International Trade, and to be continuing to work with a hugely talented community of communication directors from across government."

Ironically, for someone involved in communications, she's not very keen on FOI and was part of a group that called for restrictions on freedom of information!

Tax does have to be taxing.

Professional Cover Against the Threat of Costly TAX and VAT Investigations

Insurance to protect you against the cost of enquiry or dispute with HMRC is available from several sources including Solar Tax Investigation Insurance.

Ken Frost has negotiated a 10% discount on any polices that may suit your needs.

However, neither Ken Frost nor HMRCISSHITE either endorses or recommends their services.

What is Solar Tax Investigation Insurance?

Solar Tax Investigation Insurance is a tax-fee protection service that will pay up to £75,000 towards your accountant's fees in the event of an HM Revenue & Customs full enquiry or dispute.

To find out more, please use this link Solar Tax Investigation Insurance



HMRC Is Shite (www.hmrcisshite.com), also available via the domain www.hmrconline.com, is brought to you by www.kenfrost.com "The Living Brand"