Pyrenees Shire Council Communications Strategy

Transcription

1 Adopted by Council at its meeting March 16 th 2010

2 Pyrenees Shire Council Executive Summary Improved communication between Council and the community continues to be a priority of Pyrenees Shire Council. This strategy has been developed to identify communication priority areas for the next four years. It includes steps to be implemented to ensure the improvement of communication between Council, the community and Council staff. The communications strategy will enable Council to: Maximise its communications resources; Provide consistency across communications; Increase community awareness of its operations; Maximise community engagement; Improve internal communications; and Ensure communications efforts further the objectives of the Council Plan. Based on the current communications climate, this communications strategy has the following objectives: 1. To increase the level of effective, two-way communication with external target audiences. 2. To keep all members of the internal target audience up to date with regard to Council activities. 3. To make electronic communications the preferred option for target audiences receiving and obtaining information. 4. To further the objectives outlined in each of the focus areas of the Council Plan. For each of the four objectives, a set of strategies has been devised, with proposed timelines and measures. Some of the strategies are already in place, with changes recommended to improve processes and maximise communication s effectiveness. Some strategies are new. A significant component of the strategy is the gradual shift in hard-copy communications to electronic over the next four years across all departments. One of the measures of the strategy across each of the objectives is the ratings in annual LG Community Satisfaction Survey. A measure for Council s internal audience is the Workplace Culture and Climate Survey. 2

3 Contents Section 1: Foreword Page 2 Section 2: Why does Council need a? Page 3 Section 3: Target Audience Page 5 Section 4: Current communication climate Page 6 Section 5: Council s existing communications channels Page 9 Section 6: Communications Objectives Page 11 Section 7: Strategies and Actions Page 13 Section 8 Implementation Page 20 3

4 Section 1: Foreword Improved communication between Council and the community continues to be a priority of Pyrenees Shire Council. It forms part of Council s goal to practice good governance, good business and good management. Council understands it has many audiences. It is important that communication is maintained at a high level with each audience to ensure smooth operations internally and cooperative relationships externally. Council delivers a wide range of services to the community and there is a need to ensure that the community is aware of the Council and the services it provides to the Pyrenees Shire. Communication is a two-way process. Council wants to ensure that the services it provides to the community are the services that are needed. Therefore community engagement is essential to allow shire residents the opportunity to speak on matters that affect them directly. In addition, ensuring all Council staff members are informed of issues that affect the services they deliver to the community is an ongoing challenge. Council intends to build communications processes internally to ensure the smooth flow of information through the entire organisation. This strategy has been developed to identify communication priority areas for the next four years. It includes steps to be implemented to ensure the improvement of communication between Council, the community and Council staff. 4

5 Section 2: What will a communications strategy do for Council? Council needs to maximise its communications resources Resources are limited and Council intends to see that the resources it sets aside for communications purposes are used efficiently. A Communication Strategy outlining the key communications objectives, and the strategies and activities required to achieve them, is a means of focussing communications efforts to ensure resources are used effectively. Council needs consistency across its communications Currently, information is generated from a variety of sources and distributed through various channels in an unstructured manner. By streamlining processes and formalising key messages in a Communications Strategy, Council can ensure: Consistency in its messages to audiences; The most appropriate channels are utilised for each communication; Released information is always correct; and All audiences that need to be informed receive the communication. Council needs to increase community awareness of its operations Council is concerned that some members of the community have little understanding of the Pyrenees Shire Council, its functions, operations and responsibilities, and is largely unaware of the range and complexity of Council services. This concern stems from a variety of sources, including the number of enquiries received by Council s customer services. If the community is largely unaware of the services Council provides, then they are unable to see any benefits from the rates they pay. This leads to resentment and impacts poorly on Council s and Councillors image. Council can address this issue by increasing communications and giving more information about its role and the services it provides. Council needs to improve community engagement Council recognises that effective communication is a two-way process. It is not enough for Council to provide information; Council also needs to receive information from the community, whether it is in the form of feedback, advice, a request for service, or a complaint. Council has implemented steps to increase the level of community input into Council s decision making processes. One such step is the Community Action Plans. These plans have proved valuable assets to both Council and the community in identifying and prioritising community needs. Further to this and other initiatives, Council wants to continue to offer the community a variety of opportunities to provide input and feedback. 5

6 Council needs to improve internal communications Currently, internal communications within Pyrenees Shire Council is a concern for staff. It is felt that information from Council meetings is slow in being passed through the organisation, with many staff members learning about new developments from the local newspaper, rather than from internal sources. While management meetings are already a part of the internal communications processes, it is clear that an increase in the amount and frequency of information being passed through the organisation is required. Also, a variety of communications channels need to be employed to ensure all staff receive the information. This includes staff members that work outside the main office and away from computers with electronic mail capacity. Council needs to ensure that its communications efforts further the objectives of the Council Plan Pyrenees Shire Council has identified seven focus areas in the plan, each with its own objective. The seven focus areas are: Road infrastructure Community infrastructure Community wellbeing Growth and employment development Governance and community leadership Organisational development The environment Each objective has included, as part of its measurement, Community Satisfaction Ratings. By delivering high quality, regular communications within each focus area, Council will help to ensure the community makes an informed judgement when it participates in the annual satisfaction survey. 6

7 Section 3: Target Audience Internal Councillors Executive team Council staff External Pyrenees Shire rate payers and residents Government and non-government service providers External providers / partners in the provision of services Visitors / tourists Business owners / groups Community organisations Media Ministers ad ministerial advisors Neighbouring municipalities 7

8 Section 4: Current communications climate External audience Each year Pyrenees Shire Council participates in a Local Government Community Satisfaction Survey. The survey aims to provide councils and the State Government with an important measure of community views on performance and satisfaction with services being delivered directly to the community. The survey measures resident satisfaction in the following areas that relate directly to communications: Advocacy Responsiveness Community Engagement The following charts are summary of Pyrenees Shire Council s survey results for the last five years. Annual Community Satisfaction Survey Results for PSC Rating (out of 100) Council's advocacy and community representation on key issues Year 8

9 Annual Community Satisfaction Survey Results for PSC Rating (out of 100) Council's interaction and responsiveness in dealing with the public Year Annual Community Satisfaction Survey Results for PSC Rating (out of 100) Council's engagement in decision making on key local issues Year The charts show that in each area, Council has obtained a higher rating than its current status at some point in the last five years. 9

10 Advocacy is the area needing the most attention, as the graph shows a decline in the past five years, where the other two areas have improved in recent times. Current communications climate Internal Audience A Workplace Culture and Climate Survey was recently undertaken at Pyrenees Shire Council. From this survey it emerged that communications was the area staff members were the least satisfied with. The four cultural aspects staff rated as needing the most attention were: 1. Communication 2. Feedback 3. Recognition and celebration 4. Support Each of these relates directly to communications. 10

11 Section 5: Council s existing channels for communication Pyrenees Shire Council Council has a wide range of existing communications channels. It is envisaged that these channels will be maximised to achieve the greatest number of objectives. Existing channel Primary audience Comment Pyrenees Review Board All Advisory group to Council. Assists with Community Action Plans. Consists of Two independent appointees One councillor One community member from each ward Annual report and Council Plan All Available through Customer Services and website Community Action Plans All Initiated by Council, prepared by communities, to advise Council on what the community feels are the key issues and priorities. Council meetings All 3 rd Tuesday of each month. Reported on by newspaper editor in Friday s edition directly following meeting Councillor columns All Written by Councillors for the Pyrenees Advocate. Not always approved internally before printed in newspaper All Not effective for reaching outdoor staff. Phone calls All Continued next page 11

12 Council s existing channels for communication (continued) Pyrenees Shire Council Existing channel Primary audience Comment Advertisements External Community Resource Centres Avoca and External Beaufort Conventional Mail External Council website External Maintained internally. Update as needed. Not main source of information for community. Average hits per quarter: 10,000 Mail drop External Used to advise residents directly affected by developments eg: people in a street that will be worked on. Media releases External Generally focussed on Council activities distributed to media outlets by EA. Major paper for shire: Pyrenees Advocate, distributed Fridays. Widely ready a valuable channel. New Residents Kit External Given out very frequently used mostly as a promotional tool. Needs revision. Pyrenees Profiles External Quarterly newsletter produced and distributed to all shire residents. Items for inclusion determined by CEO. Signage on buildings, warning signs, town External entrance signs and street signs Ward meetings External Ward Councillor attends Existing channel Primary audience Comment Council intranet Internal Maintained internally. Not accessed by outdoor staff. Office notice boards Internal Organisational chart with photos Internal Staff management meeting Internal Attended by all department managers. Information from this meeting expected to be passed on to all department staff Workplace Culture and Climate working group Internal Newly formed. Addresses organisational issues. Pay slips Internal Notice can arrange to be attached. Distributed fortnightly. 12

13 Section 6: Communications Objectives Based on the current communications climate, this communications strategy has the following objectives: To increase the level of effective, two-way communication with external target audiences. To keep all members of the internal target audience up to date with regard to Council activities. To make electronic communications the preferred option for target audiences receiving and obtaining information. To further the objectives outlined in each of the focus areas of the Council Plan. 13

14 Section 7: Strategies and actions Pyrenees Shire Council In order to achieve the objectives, a number of strategies and associated actions have been identified. Each strategy has also been allocated a priority, which is identifiable by colour: High priority Medium priority Low priority Objective Strategy Actions Time line Measures To increase the level of effective, two-way communication with external target audiences Increase role of Communications Officer to ensure an efficient and effective communications process across the organisation Ensure effectiveness of existing communications methods Develop streamlined process for writing and distribution of press releases, managed by Comms Officer All outgoing communications for media publication approved by Comms Officer and CEO before distribution Develop process for collecting material for Pyrenees Profile, managed by Comms Officer Obtain list of all currently used methods for communicating with external audience Guage effectiveness of each tool based on feedback from customers and Council staff Provide report to CEO and recommendations for changes if required January 2010 Press release process developed and implemented Press releases distributed in efficient and timely manner Increase in no. of items proof read/approved by Comms Officer and CEO Increase in media coverage for Council Pyrenees Profile information gathered well in advance March 2010 Maximum value for dollar and resource spend Positive feedback received from customers and Council staff Increase in effectiveness of current operations 14

15 Objective (Continued from page 13) To increase the level of effective, two-way communication with external target audiences Strategy Actions Time line Measures Ensure input and participation by target audience through the use of planned, positive and targeted communications Formalise style and writing guidelines for use by Council staff when developing communications to ensure clear, consistent communications are distributed from all departments in Council Promote and host regular ward meetings Continue process of developing and updating Community Action Plans Promote all channels available to audience for providing feedback to Council Comms Officer to develop a style guide and writing guide Guide distributed to staff in organisation Guide used by staff as a key tool when developing external communications March 2010 and ongoing Increased attendance at ward meetings Increase in responses to surveys, calls for feedback etc Community Action Plans kept up to date Increased ratings in annual LG Community Satisfaction Survey June 2010 Style and writing guide developed Guide used by staff Increased ratings in annual LG Community Satisfaction Survey Coordinate the use of various communications channels to increase communication s effectiveness Staff member meets with Comms Officer to advise of information to be distributed and target audience Comms Officer works with staff member to develop communication and determine the number/types of channels to be used Information distributed across a number of channels for maximum exposure and effect June 2010 and ongoing Increase in use of all existing communications channels Increase in feedback received from target audience regarding activities Increased ratings in annual LG Community Satisfaction Survey 15

16 Section 7: Strategies and actions (continued) Pyrenees Shire Council Objective Strategy Actions Time line Measures To keep all members of the internal target audience up to date with regard to Council activities Coordinate the use of various communications channels to increase communication s effectiveness March 2010 and ongoing Engage members of staff not currently reached by existing communications channels Encourage staff to seek information regularly Staff member meets with Comms Officer to advise of information to be distributed to target audience Comms Officer works with staff member to develop communication and determine the number/types of channels to be used Information distributed across a number of channels for maximum exposure and effect Interview staff members in this category to determine preferred method for receiving information Based on feedback, develop plan for utilising communications channels identified by staff Ensure all relevant communications are distributed through these channels Promote methods for staff to obtain information regularly June 2010 and ongoing June 2010 and ongoing Increase in use of all existing communications channels Positive feedback obtained from staff / improvements noted Improved results for communications in the Workplace Culture and Climate Survey Interviewed conducted Preferred communications channel identified Increased use of preferred communications channel Improved results for communications in the Workplace Culture and Climate Survey Increased use of intranet by staff Increased use of website by staff Improved results for communications in the Workplace Culture and Climate Survey 16

17 Section 7: Strategies and actions (continued) Pyrenees Shire Council Objective Strategy Actions Time line Measures To make electronic Conduct survey to Develop survey communications the determine why customers Distribute survey preferred option for target have not / will not use Gather responses audiences receiving and electronic channels Collate data obtaining information Improve and monitor electronic communications Examine what information is currently distributed electronically Ensure electronic communications are easy to access / read / understand Provide method for users to give feedback for improving electronic communications If target audience member switches back to hard copy communications, determine reason for change Update website and intranet to make both channels useful and favourable communications tools June 2010 Survey completed and report compiled December 2010 Increase in number of customers opting for electronic communications Feedback received regarding electronic communications Increased hits on website Decrease in production of hard copy communications Educate target audience about Council s website Include Council s URL on all outgoing communications Council officers to direct customers to website first and whenever possible December 2010 Increased hits on website Increased downloads from website 17

18 Objective Strategy Actions Time line Measures To make electronic communications the preferred option for target audiences receiving and obtaining information Educate target audience on electronic communications and promote green living. Highlight the reduction in paper waste through electronic communications in existing comms channels Promote ease and efficiency of electronic communications in existing comms channels Commence a program that enables Council to collate and maintain address database Steadily increase the number of communications delivered via electronic channels June 2011 Database developed and maintained regularly Increase in number of customers opting for electronic communications (measured annually) Decrease in production of hard copy communications 18

19 Section 7: Strategies and actions (continued) Pyrenees Shire Council Objective Strategy Actions Time line Measures Promote successes and wins in each of the key focus areas January 2010 and ongoing To further the objectives outlined in each of the focus areas of the Council Plan Promote work done by Pyrenees Shire Council on behalf of local community by increasing awareness of the projects and activities undertaken by Council Council directors/managers advise Comms Officer when a success/win will occur Comms officer generates communication item/s for distribution across a variety of channels Council directors/managers advise Comms Officer of new activities/projects commencing in shire Comms Officer generates communication item/s for distribution across a variety of channels Improve New Resident s Kit to make it a valuable tool to welcome and inform newcomers about Council January 2010 and ongoing Increased awareness in community of Council successes Feedback received from community regarding promoted item Increased ratings in annual LG Community Satisfaction Survey Increased awareness in community of Council activities Feedback received from community regarding promoted item New Resident s Kit updated Increased ratings in annual LG Community Satisfaction Survey 19

20 Section 8: Implementation Following the review and adoption of the document by Council, the strategy requires implementation. It is recommended that: The communications officer be given the responsibility of implementing the strategy, with regular updates and approvals sought from Council CEO and Councillors The communications officer commences on the highest priority actions, which would be: o Taking control of the media relations and press release distribution o Review of current communications channels, assessing cost and effectiveness, and provide report to CEO with recommended changes o Developing a survey related to electronic communications for the external audience o Examining current electronic communications and obtaining further information, such as costs, for improving electronic communications 20