7
Report to Scrutiny Panel
Name of Scrutiny Panel
Communities
Meeting Date
20 October 2016
Subject
Corporate Communications Strategy
Wards Affected
All
Report of
Director of Communities and Service Support
Type of Item
(please tick )
Review existing policy
Development of new policy
Performance management (inc. financial)
Briefing (inc. potential areas for scrutiny)
Statutory consultation
Council request
Cabinet request 
Member request for scrutiny (CCFA)
Why is it coming here?
To give Scrutiny the opportunity to discuss the new Corporate Communications Strategy.
What are the key points?
This strategy has been developed in alignment with the Council’s recently agreed Mission and
follows a team review by the service manager, consideration of the current wider communications
environment and an independent assessment by an LGA communications team which included
consultation with members of the public, elected members, partners and key officers.
Possible courses of action
Provide comment to Cabinet to inform decision.
Contact Officer
Louise Johnson, Communications Service Manager on 01422 393132.
Should this report be exempt?
No
Report to Scrutiny Panel
1.
2.
Background
1.1
Following on from the LGA Corporate Peer Review of Calderdale Council in
Summer 2015, the Communications Service underwent a peer review by
members of the LGA in March 2016. The final report of the LGA Peer
Review team has been received and Scrutiny Members were invited to
review the contents, consider its findings and recommendations and raise
any questions and queries they might have.
1.2
The report recommended that a Corporate Communications strategy be
created and that it should include an internal communications strategy, a
digital strategy and a public affairs strategy. Other comments from the
review team and comments from Scrutiny were then used in the
development of a new Corporate Communications strategy and restructure.
1.3
The new Corporate Communications strategy sets out a strong direction for
the delivery of communications in the future.
1.4
The strategy is aligned to, supports and promotes the Council’s new
Mission statement.
1.5
It aims to enable the Council to clearly communicate with one voice, as one
organisation, getting the basics right.
1.6
It will promote Calderdale as a place, enhance the Council’s profile, deliver
maximum value for taxpayers, ensure that our employees are informed and
engaged, assist in keeping elected members informed, deliver outstanding
communications in times of crisis and produce evidence based campaigns.
1.7
It will also refine communications – ensuring that the campaigns carried out
by the Communications team result in savings, income generation, have
strong reputational benefit for the area and keep taxpayers fully aware of
the key services provided by the Council and how they can access them.
1.8
While the strategy aligns corporate campaigns to the key themes of the
Mission, it also includes a commitment to continued promotion of core
council activities.
Main issues for Scrutiny
The Corporate Communications Strategy is attached and sets out a framework of
how the above will be achieved.
This strategy has been developed in alignment with the Council’s Mission and
follows a team review by the service manager, consideration of the current wider
communications environment and an independent assessment by an LGA
communications team which included consultation with members of the public,
elected members, partners and key officers. The views of Scrutiny are sought prior
to the submission of a report to Cabinet.
3.
Consultation
Consultation has included discussion with the Leader, key officers, and the LGA
communications peer review team. This strategy also takes into consideration
feedback from customers and partners on our campaigns and also from our internal
colleagues.
4.
Further action and timescales
Following approval from Cabinet the Corporate Communications Strategy will be
implemented as soon as possible.
5.
6.
Options appraisal
5.1
To request Scrutiny recommends the new Corporate Communication strategy
and enable the above, as recommended by LGA review.
5.2
Do nothing. This will mean that the Communications service will continue to
try to do all campaigns for all services. This is the current delivery model and
it results in many, many campaigns and risks that some of them do not
achieve any of the criteria laid out in item 1.6. The current model means that
campaigns are disparate, unconnected and hence do not achieve a clear
message about the direction of the Council and all that it does for taxpayers.
Also, currently the Communications service is not focused on building a
public affairs capability and does not have a developed internal
communications or members’ communication function.
Conclusions
Agree to recommend the new Corporate Communication strategy and enable the
above, as recommended by LGA review.
7.
Appendices
Presentation attached as appendix 1.
8.
Background documents
LGA Communications Peer Review Report
9.
Documents available for inspection at:
Communications service
2nd Flr, Westgate House