PAPER D

RESOURCES SELECT COMMITTEE – 24 JULY 2003

COMMUNICATIONS AND PR STRATEGY

HEAD OF CORPORATE POLICY AND COMMUNICATIONS

REASON FOR SELECT COMMITTEE CONSIDERATION

This report is included in the workplan for the Resources Select Committee

ACTION REQUIRED BY THE SELECT COMMITTEE

The Committee is asked to comment on the draft Communications and PR Strategy.

BACKGROUND

The CPA inspection in 2002 highlighted the need for the council to improve internal and external communications.

The draft Communications and PR Strategy has been developed to provide a clear and consistent approach to communications across the council.

The council needs to communicate effectively with a wide range of audiences including customers, partners, staff and the public. 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. Improving communications will be a key element in raising the CPA’s assessment of the council from ‘fair’ to good or excellent.

The strategy defines the key audiences, communications objectives and how these will be achieved.

The 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

Some of the key recommendations include introducing Team Briefing, organising media training for senior officers and members and nominating Key Communicators in each directorate.

Day to day implementation of the strategy will be the responsibility of Communications and PR.

Effective internal and external communication is a key priority for Directors and Heads of Service. Clear communication is also the responsibility of every council employee and elected member.

RELEVANT PLANS, POLICIES, STRATEGIES AND PERFORMANCE INDICATORS

Comprehensive Performance Assessment 2002

Employee Survey 2003

CONSULTATION PROCESS

The draft strategy was discussed at Directors Group on 19 June and Strategic Management Group on 25 June. All Directors and Heads of Service have been asked to discuss the strategy in their management teams and forward any comments by 1 August 2003.

It is planned to adopt the strategy by the end of August 2003 following approval by the Executive.

FINANCIAL, LEGAL, CRIME AND DISORDER IMPLICATIONS

Implementation of the strategy will be carried out within existing resources.

The Communications and PR Strategy has taken into account Section 17 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.

APPENDICES ATTACHED

Draft Communications and PR Strategy

BACKGROUND PAPERS USED IN THE PREPARATION OF THIS REPORT

None used in the preparation of this report.

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

JOHN BENTLEY

Head of Corporate Policy and Communications