CORPORATE COMMUNICATIONS STRATEGY 2016/19

Transcription

1 CORPORATE COMMUNICATIONS STRATEGY 2016/19

2 1. INTRODUCTION Good communications are the mainstay of any successful organisation and local government is no exception to the rule. Research shows that communication is a key driver to resident satisfaction: the more informed residents feel, the more satisfied they are overall with their council. With this correlation in mind the Council s corporate communications strategy sets out a framework for Council communications, providing a clear direction on all communication activities, both internal and external, covering media, PR, digital and printed material. It is a strategy that will raise awareness of what the Council is, what it stands for, its values, often referred to as its brand, and what the Council aims to achieve, its mission and objectives. Local government is currently operating in a challenging environment. Reduced funding means that communications plays an even more vital role in ensuring the Council s reputation is managed and enhanced. This furthers its ability to influence and foster more cost-effective ways of working such as partnerships and helping communities to help themselves, thereby helping the Council achieve its operational goals. This strategy ensures the Council s messages are clear and accessible and that it uses the most costeffective channels to communicate regularly and in a consistent manner with the differing audiences. 2. WHY THE COUNCIL HAS A COMMUNICATIONS STRATEGY Communications is at the heart of everything the Council does; it is one of the tools to help the Council achieve its goals and has a key role to play in the provision of quality services. By communicating and engaging with its community, the Council can find out what people want and expect and tailor services to meet those needs. Targeted promotion ensures equal access to these services. Implementation of the communications strategy will help: Ensure that messages are understood by all that need to understand them; Improve the performance of the Council; Improve the standing of the Council within the community; Increase understanding of the Council s role and responsibilities; Reduce complaints and increase goodwill; Improve efficiency; and Improve employee morale. Corporate Communications Strategy 2016/19 1

3 3. WHAT THE COUNCIL COMMUNICATES The Council needs to communicate a range of messages. This is informed overall by the Council s Mission Statement which underpins the Council s operations. The Communications Strategy will support the Council s guiding principles and corporate priorities. The Council s guiding principles are: Achieving value for money in all that we do; and Meeting the needs of residents within the resources available. The Council has also set itself objectives under three priority headings set out below: Strong local economy; Health and well-being for all; and Green, pleasant, safe neighbourhoods. 4. AIM OF THE STRATEGY The aim of the strategy is to ensure that the Borough s residents, businesses, staff, partners and all who have dealings with the Council have a clear understanding of the Council s mission and objectives, how it operates, the services it provides and have confidence in its ability to deliver them. 5. SCOPE OF THE STRATEGY This strategy deals with Broxbourne Borough Council s communications, namely: What the Council communicates; Who it communicates with; How it communicates and engages with its differing audiences; The way in which it communicates and the standards that are applied to these communication methods; The responsibilities and roles with regards to communications; and The guidelines and protocols that support the strategy. Corporate Communications Strategy 2016/19 2

4 6. COMMUNICATIONS OBJECTIVES The communications strategy seeks to: Help the Council to deliver its goals; Ensure that the public is informed of things relevant to them and that the messages are understood; Protect and enhance the Council s reputation; Keep staff informed and engaged; Develop and implement tailored communication plans to drive forward the Council s objectives; and Develop and use all forms of media to get messages across. Communications outcomes Improved standard of communications by the Council; Improved effectiveness of the Council s communications; Raised awareness of services provided within the Borough of Broxbourne and increased take-up; All sections of the community communicated with equally in a format tailored to their needs; Effective engagement and two-way communication between the Council and the public; Members fully supported in their roles within the community; The Council positioned as a worthy partner with which to do business and to be associated with; Increased awareness by staff of the importance of good communications; and Improved staff morale and staff being ambassadors within the community. 7. ANNUAL PROJECTS The communications team s service plan will provide the focus on an annual basis and reflect any changes in the Council s priorities. Project-specific communication plans will be produced annually to provide time-appropriate delivery of key messages and information. Corporate Communications Strategy 2016/19 3

5 8. AUDIENCES The communications team will identify the audience and communicate with them in an appropriate manner and in a medium that best suits their needs. Information will be tailored to be relevant for each target audience. It is essential for public services to identify and develop an in-depth understanding of their customers. This includes hard-to-reach and disadvantaged groups, and techniques should be developed to encourage equality of opportunity, together with partnership working. Internal customers: Staff (including contracted staff) Councillors External customers: Residents Community groups Existing and new businesses Investors and developers Visitors The media Government bodies and public sector services (NHS, The Police) Partner organisations 9. DELIVERING OUR OBJECTIVES KEY WAYS OF COMMUNICATING The communications team will identify and use all media available, including emerging technology where relevant, to provide equal access to Council information, services and engagement processes, taking into account the different needs of the audiences. The Council has a range of media channels available by which it can communicate or by which customers can communicate with it. Whilst embracing new technology traditional methods of communication will continue to play a part in the strategy. The various methods are detailed below. All of these, or a selection, will be used, employing the most cost-effective and efficient method to reach the identified target audience. Communications via these methods will be conducted following agreed standards and guidelines. Corporate Communications Strategy 2016/19 4

6 COMMUNICATION STANDARDS AND GUIDELINES Branding The Council s branding must be apparent in all the communication methods employed. This provides reassurance that the service will be delivered in a consistent way adhering to quality standards. The Council s brand is one of trust, reputation, security and professionalism. The Council s branding is not just about the visual identity, i.e. the Council s logo, it also takes in the way in which it communicates in person, in print, via correspondence, vehicles, facilities and the way in which services are delivered. Media and PR The communications team will aim to maintain and increase the level of positive media coverage including local, national, trade and local government media. Communications with the media takes place through the corporate communications team/ press office. This team is the focal point for media enquiries and is responsible for co-ordinating and delivering statements and press releases, organising key events and launches. Media coverage will be monitored by regular analysis reports. Digital media (social media, website, s) The area of digital media has seen great advancements in recent years to include Twitter, Facebook, blogs and Instagram. The Council will embrace new technology, assessing opportunities for interactivity and instant delivery and access of information. The communications team will maintain and continue to develop the Council s website to support channel shift away from more costly face-to-face or telephone interaction towards digital communications, for example the introduction of a live chat facility may be a possibility in the future. Social media guidelines are in place to underpin this activity. Campaigns The communications team will maintain and develop a programme of integrated campaigns reflecting the Council s objectives and working in partnership with external organisations where relevant. Printed material All print (leaflets, posters, fliers, publications, banners) should be produced in line with the Council s corporate style guidelines. The communications team will oversee drafts of all print to advise on language, clarity of presentation and conformity with the Council s objectives and priorities. There are a variety of outlets for the Council s print and these should be used fully including the Council s poster sites across the Borough and advertising on Council vehicles. The Council s publications include Broxbourne News, which is delivered to all households in the Borough and a range of service-specific newsletters reflecting the Council s priorities. Graphic design There is a centralised graphic design unit to provide a professional, cost-effective and consistent design, reinforcing the Council s brand. Corporate Communications Strategy 2016/19 5

7 Face-to-face/ telephone It is the responsibility of all officers and services to provide a high quality service face-to-face or via the telephone. The emphasis for this service will be strong customer care standards, which will be communicated and maintained via induction, training and monitoring. This is an important part of service provision for the Council either through receiving visits at the Council offices or interacting with the public through the delivery of external services such as grounds maintenance and refuse collection. All employees represent the Council. Staff should apply customer care principles and treat customers with courtesy and respect and take responsibility to help resolve problems. Correspondence All correspondence must be dealt with within the required Council deadlines. All letters should use the corporate letterhead and template layout including letter footers which provide an opportunity to promote key messages from the Council. Plain English should be used. Events and public meetings These present an opportunity to inform and engage with the Council s stakeholders and will form part of planned and targeted communications campaigns. Internal communications Staff The communications team will work with the personnel team to facilitate two-way communications between staff and their managers. The key objectives are: Communicate with staff in a planned and consistent manner; Produce information which is clear, relevant and timely; Keep staff fully informed on the issues relating to the Council as a whole, their directorate, team and then as individuals; Provide clear mechanisms for staff wishing to get additional information; Provide clear channels for staff to raise issues and provide feedback; and Improve communication by monitoring effectiveness and by identifying and showing best practice. Mechanisms: All staff Newsletter Intranet Staff Forum Noticeboards Team meetings Staff briefings and training sessions. Members The communications team will work with other teams in the Council to ensure that members are adequately equipped with information to enable them to perform their roles within the community. Consultation The Council s various audiences will be engaged in consultation programmes that are inclusive and include hard-to-reach groups. This is supported by the consultation framework that provides staff with a template for consultation. Corporate Communications Strategy 2016/19 6

8 10. HOW THE COUNCIL COMMUNICATES STANDARDS AND VALUES The Council will aim to communicate clearly, fairly and consistently in a manner that reflects its communication standards and values. In whatever way the Council communicates with the public, or internally with staff, in print, electronically or face-to-face, it will aim to adopt the following basic standards: Be open and accessible Tailor information and services to meet audience needs Be approachable and personable Break down barriers Use plain English and avoid jargon and acronyms Have integrity and be honest provide appropriate information whilst respecting confidentiality Be impartial - avoid leading people to a preferred response Be consistent with message and style Ensure early and planned communications Ensure inclusivity - involve everyone who needs to receive information or wishes to feed back information Engage in effective listening as part of the two-way process of communicating. 11. SUPPORTING GUIDELINES AND POLICIES The methods of communications set out in section nine are supported by a range of processes and guidelines. These are: The Local Government Publicity Code of Practice - the communications team adheres to this code in its pursuit of Council communications; Customer Care Guide - an annually reviewed publication giving direction to staff on the Council s customer care standards and practices; Corporate identity guidelines - a guide to staff on the application of corporate identity procedures, including corporate style guide; Social media guidelines; Film policy; and Freedom of Information Act FOIA Consultation Framework Service Standards Corporate Communications Strategy 2016/19 7

9 12. ROLES AND RESPONSIBILITIES Effective communication is the responsibility of all staff. The corporate management team and heads of service have particular responsibility for ensuring staff are aware of the Council s Communications Strategy, for encouraging two-way communication with staff and identifying and informing the communications team of issues to be communicated. The communications section has overall responsibility for the Council s communications. This includes: Media relations Corporate identity Internal communications (in partnership with personnel) Website (in partnership with IT) Graphic design Corporate consultation Freedom of Information (FOI) More information is available from: The Communications Manager Borough of Broxbourne Bishops College Churchgate Cheshunt EN8 9XG CB160145