For policymakers and governments, new challenges emerge nowadays to communicate effectively with citizens. The evolution of media channels, trust deficit, misinformation, social dislocation, emotional connection in media content, and nudging are among the long list of changes institutional communication is faced with. Our host, Baudouin de Hemptinne, is joined in this episode by Sean Larkins. Both of them lead the government practice of WPP, one of the leading communications agencies globally, working for governments worldwide. Their practitioners' experience and their firm's research bring us unique insight into the evolving government communication challenges. This episode is hosted, conceptualised, and researched by Baudouin de Hemptinne; and produced by Annelisse Escobar, Vitor Tomaz and Gloria Wawira. To keep up with our latest episodes, follow us on Twitter @oxfordpolicypod and on Instagram @oxfordpolicypod_.