PAPER B2

 

                                                                                                                Purpose : for Decision

                        REPORT TO THE EXECUTIVE

 

Date :              8 OCTOBER 2003  

 

Title:                COMMUNICATION AND PUBLIC RELATIONS STRATEGY AND ACTION PLAN

                       

REPORT OF PORTFOLIO HOLDER FOR RESOURCES

 

IMPLEMENTATION DATE : 20 OCTOBER 2003

 

 

 

SUMMARY/PURPOSE

 

To approve a Communications and Public Relations (PR) Strategy and Action Plan.

 

.BACKGROUND

 

1.                  The council needs to communicate effectively with a wide range of audiences including customers, partners, staff and the public.

 

2.                  The CPA inspection in 2002 highlighted the need for the council to improve internal and external communications. Improved communications will be a key element in raising the council’s CPA assessment from ‘fair’ to good or excellent.

 

3.                  The Communications and PR Strategy and Action Plan aim to provide a clear and consistent approach to communications across the council. The strategy is designed to ensure that all communication is clear and focused and that key audiences understand the council’s strategic objectives and how these are being achieved. Communications will be more proactive with targeted and clearer messages.

 

STRATEGIC CONTEXT

 

4.                  Since the CPA assessment is has become clear that more work needs to be done to improve the way the council communicates with its staff and external audiences. This includes better co-ordination and focus of the council’s internal and external communications, including the planning and being more pro-active in terms of communicating with the media and other stakeholders.  The recent Peer Review also highlighted the need to celebrate success and build on strong interest by the local media in council issues.

 

5.                  The strategy will help to deliver the council’s corporate objectives and is closely linked to the Corporate Plan. The three-year strategy defines the key audiences, communications objectives and how these will be achieved.

 

6.                  The Action Plan is for 2003/04 and will be evaluated and updated each year.

 

7.                   The Communications and PR Strategy aims to:

 

·                     put communication at the centre of all council activities

·                     ensure that key messages are communicated in a clear and balanced way

·                     support the council’s aims, objectives and improvement plans

·                     provide advice and guidance on effective communication

·                     raise staff awareness of communication issues and how they can help achieve the council’s objectives.

 

9.         Some of the key recommendations include introducing Team Briefing, arranging media training for senior officers and members, developing a Corporate Communications Group, implementing corporate communication standards and promoting the council’s successes.

 

 

CONSULTATION

 

8.                  All Directors and Heads of Service were asked to discuss the strategy in their management teams during July and forward any comments to the Communications and PR Manager by 1 August 2003. The draft strategy was also discussed at Resources Select Committee on July 24.

 

 

FINANCIAL/BUDGET IMPLICATIONS

 

10.       Planned improvements contained in the Strategy will be met from existing budgets.

 

LEGAL IMPLICATIONS

 

11.    The Local Authority has a power to publish information about itself and its functions under s142 Local Government Act 1972. Limits to that power are contained within s2 Local Government Act 1986 (prohibits support for a political party). There are further specific duties to publish information, for example under Part II Local Government, Planning and Land Act 1980 and associated Regulations. A Code of Recommended Practice on Local Authority Publicity has been issued, and amended, by Government circular and gives detailed guidance on practical issues.

 

12.       The Communications and PR Strategy has taken into account Section17 of the Crime and Disorder Act 1998.  By providing accurate, timely, and effective communication it should have a positive impact in reducing crime and disorder as well as reducing the fear of crime.

 

 

 

 

OPTIONS

 

13.       The options are:

 

a.      Not to adopt the strategy

b.      To amend the strategy

c.      To accept the recommendation

 

 

EVALUATION/RISK MANAGEMENT

 

14.             The risks of poor communication include adverse publicity, diverse and inconsistent messages, low staff morale and additional costs in time and resources. Poor external communication could also result in more complaints and litigation.

 

15.             Improved communication is a key issue for the council. If there is no improvement on the current CPA assessment, there may be funding and resource implications for the future.

 

 

RECOMMENDATIONS

 

16.     To approve the Communications and Public Relation Strategy and Action Plan

 

BACKGROUND PAPERS

 

None.

 

 

Contact Point: Stephanie Light, Communications and PR Manager, 823107, [email protected]

 

J BENTLEY

 Head of Corporate Policy and Communication

R R BARRY

Portfolio Holder for Resources