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Let’s talkStevenage Borough Council
Corporate Communications Strategy
Corporate Communications Strategy 2
Contents Welcome from Councillor Sharon Taylor OBE 3
Our communications strategy in context 4
Our communications principles 5
Our communications strategy 6
Who we communicate with 7
How we communicate 8
What we communicate 9
A strategic approach to all our communications activity 11
Appendix 1: Communications framework 12
Corporate Communications Strategy
Welcome from Councillor Sharon Taylor OBE
Let’s talkCommunications is at the centre of everything we do.Through successful communication, we are able to deliverthe services that are important to our residents, anddevelop good working relationships with many of ourpartners in the public, voluntary and private sectors.
This strategy outlines how we manage our communicationsactivities. It helps us to ensure that communication
between us and the people and organisations that we come into contact with – ourstakeholders – is always appropriate. In this way, we hope that everyone is kept informedabout the council’s policies, activities and events, and that you know how to share yourideas and opinions with us.
Because we understand that the ways in which we communicate are constantlychanging, we have built some flexibility into our plans. Our strategy recognises theimportance of digital media without compromising our use of traditional communicationmethods. There are some situations where a fast, immediate dialogue is mostappropriate and others where a face-to-face meeting will give everyone the best result.
We have had many years of successful two-way communications. Our strong mutuallinks with residents and community groups are testament to this - people know how tofind us, and we’re generally good reaching the people that we need to. We know that wemust continue to develop and improve and, with this strategy we are demonstrating ourcommitment to clear and consistent communications that meet our needs and those ofall our stakeholders.
Councillor Sharon TaylorLeader of Stevenage Borough Council
3
Our communications strategy in context
This strategy is a framework for all the council’s communications activity, to help usensure that we communicate clearly and consistently. It is designed to work within therelevant legal and statutory requirements, and to contribute towards the council’scorporate objectives.
Our most recent residents’ survey (conducted by Opinion Research Services in June2015) results show that the majority (79%) of Stevenage residents are satisfied with theirlocal area as a place to live, and 62% are satisfied with the way the council runs things.The results also show that the council’s brand is recognisable to most people who live inthe town, as 86% of residents recognise the SBC logo as a provider of council services.
A successful communications strategy will guide us to carry out activity aimed atpromoting a positive image of Stevenage Borough Council. The way we communicateand the kinds of information that we communicate all contribute to the way the council isperceived by its stakeholders.
The Code Of Recommended Practice On Local Authority Publicity (2011) providesguidance to local authorities. It says that publicity by local authorities should:
• be lawful
• be cost effective
• be objective
• be even-handed
• be appropriate
• have regard to equality and diversity
• be issued with care during periods of heightened sensitivity.
Stevenage Borough Council acts with regard to this code in carrying out all itscommunications activities.
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Our communications principles
Stevenage Borough Council’s communications pledge is:
We will communicate clearly, openly, accurately and regularly with our residents, with ourpartners, and with each other, in order to promote mutual understanding, and give abetter service to the people of Stevenage.
To fulfil this pledge, we will carry out all our communications activities with regardto the following principles:
• We will tell it like it is
• We will provide information in a clear and simple format
• We will issue information at appropriate and relevant times
• The content and format of messages will match the needs of the stakeholders
• We will listen and respond to our stakeholders
• We will use a range of different media
• We will apply our brand consistently
• We will use the most cost-effective techniques
• We will be consistent in the method, style and format of our messages
• We will issue joint messages with partners where it is appropriate to do so
• We will provide clear signposting for further and additional information
• We will apologise and make corrections if we get something wrong
• We will ensure equality of access to all information
• We will regularly review information needs and provision, and amend our plans asrequired
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Our communications strategy
With all our communications activities we aim to:• Maintain a strong and consistent identity for the council• Promote positive opinions of the council among stakeholders• Raise awareness of council services in order to maximise access to them• Keep staff informed and promote understanding• Promote opportunities for residents, community groups and other stakeholders to
communicate with the council • Maintain high customer satisfaction levels with the council• Promote understanding of the council’s plans and operations.
A successful strategy will enable us to:• Maintain a culture of two-way communication with all our stakeholders• Keep Stevenage residents well informed• Promote understanding of the council’s corporate objectives• Raise awareness of the council’s values• Address negative or potentially damaging information about council services• Raise awareness of council services and activities • Support council staff in their roles as ambassadors for the organisation• Improve staff morale• Promote the council as an employer of choice• Strengthen the council’s reputation• Support all council teams in providing information to their stakeholders• Support elected members in their role as community leaders• Reach all sections of the community• Limit the influence of gossip and speculation• Keep abreast of technological developments and embrace them where feasible• Demonstrate value for money• Promote respect and trust between the council and its stakeholders• Promote council achievements• Raise the national profile of Stevenage.
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Who we communicate with
A stakeholder is a person, group, or organisation that can affect or be affected by anorganisation’s actions, objectives, and policies. Stakeholders have varying needs anddifferent stakeholders are entitled to different considerations.
Stevenage Borough Council’s stakeholders include:
• Residents of Stevenage
• People and organisations who use the council’s services
• Council housing applicants
• Tenant and resident associations
• Stevenage Borough Council staff
• Stevenage businesses and their staff
• Schools and colleges in Stevenage
• Visitors to Stevenage
• Stevenage councillors
• The council’s partner organisations
• Regional and national media
• Voluntary groups
• Local organisations
• Our neighbouring local authorities
• Hertfordshire County Council
• Government departments
• Our local MP.
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How we communicate
We have a range of spoken and published methodsthrough which we can communicate with stakeholders,and they can communicate with us.
These include:
• Stevenage.gov.uk
• Our Customer Service Centre
• Chronicle magazine
• YouTube
• Regional and national media
• Residents’ groups
• Meetings with council staff
• Our staff magazine
• Our intranet
• Council meetings
• Committee meetings
• Councillor surgeries
• Reports and policy documents
• Consultation activities
• Surveys
• Events
• Signs and banners
• Brochures and leaflets
• Posters
• Roadshows and displays.
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What we communicate
We engage with our various stakeholder groups about the council’s services and facilities.
Information is provided and requested on:
• What services the council provides
• Where and how to access these services
• Changes to these services
• Resolving problems or complaints about these services
• How the council works
• Who local councillors are and what their role is
• Where and how the council can help and support stakeholders
• Where to go if we can’t help
• How stakeholders are or can become involved with the council’s services
• What the council’s policies are
• The co-operative council principles
• Council events and activities
• Events and activities in Stevenage
• How stakeholders can influence the council’s policies, plans and activities
• How to contact council officers and members
• How to provide feedback and opinions on different council policies, decisions, and activities
• Who our partners are and how we work with them
• The council’s role in the wider community
• Our successes.
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Who communicates?
Responsibility for corporate communications starts at the highest level of theorganisation and filters through to all other levels.
Strategic Management BoardOur senior directors recognise communication as a priority for the council. They play arole in communicating important corporate information and decisions throughout theorganisation, and represent the council to the public, partners and the media.
Senior Management TeamOur Heads of Service are responsible for identifying and managing communicationsactivities within their own service, using our communications framework.
All council staffEveryone has responsibility for communication, and for ensuring that they follow ourcommunications principles.
The Corporate Communications Team The council’s communications team has overall responsibility for delivering thecommunications strategy. The team supports all other services to undertake plannedcommunications activities, ensuring a consistent approach within corporate guidelines.Operation of a press office service and management of the production of corporatepublications are also the responsibility of the corporate communications team.
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A strategic approach to all our communicationsactivity
In order to be successful, our communications activities should be:
• Planned
• Proactive
• Measurable
In planning and implementing our communications campaigns, we take this circularapproach:
In simple terms A more detailed explanation
At Stevenage Borough Council, we have put in place a template for planning andundertaking communications campaigns. This approach is outlined in Appendix 1.
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Research
planevaluate
implement
Situation analysis:what’s happening now?
strategy:what should
we do and say,and why
implementation:how and when dowe do and say it?
assessment:how didwe do?
Appendix 1: Communications framework
Step 1: Planning
Understand your starting pointBe clear about where you are now:
• How much information does your target audience already have?
• How wide is their awareness and understanding?
Set your goalIdentify where you want to be at the end of the campaign and set out your desiredoutcomes.
• Do you want your stakeholders to increase their understanding, awareness andknowledge?
• Do you want them to engage and join in with you?
• Do you want them to change the way they feel?
Set your objectivesSet measurable objectives that reflect the activity needed to move from the starting pointto the goal.
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Step 2: Be proactive
Who should we talk to and what should we say?Carry out stakeholder analysis to identify, prioritise and group stakeholdersIdentify their needs, concerns, desires – this is crucial to effective communications activity.
Developing messages:• What messages do our stakeholders need?• What messages do we want to give our stakeholders?• Is what we have to say interesting? Or do we have to make it interesting?• What resources do we have available?
Developing message style:• Determine the format – use a medium appropriate to the message• Use language and style that suit the audience• Consider what else is happening that could influence reception• Keep the message relevant and timely• Repeat the message – again and again and again• Be consistent with the message and the style of it
In short:• Define specific stakeholder groups• Identify and understand existing perceptions• Be realistic• Write the messages• Decide the best way to deliver these• Test them.
Remember:• Stick to the facts – be creative but stay truthful• Keep it short, sharp and simple• Reflect your audience’s needs and language• Make sure it’s clear, concise and easy to understand.
Step 3 Evaluation
Consider how you will know if the communications objectives are achieved:• Measure outputs, such as event attendance • Measure out-takes, that is, awareness and retention of the messages by the target
audience, through, for example awareness surveys• Measure outcomes, such as changes in attitude or behaviour by, for example, take up of
offers, participation in activities
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