COMMUNICATION STRATEGY AND ACTION PLAN by hft13158

VIEWS: 0 PAGES: 12

									                                                                                                                                    ITEM 6.1/Appendix 2
    Corporate Communications Action Plan – Status Report – 19 May 2009
  Objective:

  1.     To use the best channels of communication, to ensure the right people get the right message at the right time in the appropriate format and
         develop and improve existing systems and processes which enable staff to be ‘well informed’ and involved in decision-making.


Channel and Action                               Outcome/Evidence                       Audience    Current Status


Vital Signs

Main corporate channel for staff to share        Staff provided with a guaranteed,      All staff   43 issues produced during last year – an increase of 9
important information - produced and             single source of timely and accurate               compared to last year.
distributed when information is required to be   information to ensure they are ‘well
communicated. Flexible to allow issue-specific   informed’                                          Vital Signs is now incorporated into body of email to
editions to be produced.                                                                            allow staff to read from any non NHS Tayside location.

                                                                                                    Attachment is still provided for departments who do not
                                                                                                    have ready access to email as Vital Signs can be printed
                                                                                                    as a notice to be prominently displayed on staff notice
                                                                                                    boards.


Board Update

Developed to provide a quick update for all      Staff provided with detail of main     All staff   First issue produced in August 2008 with a total of eight
staff following each Board meeting.              decision from Board meetings within                issues now published.
                                                 24 hours as Board Update is posted
                                                 on both Staffnet and NHS Tayside
                                                 Website.




                                                                                  1
                                                                                                                                   ITEM 6.1/Appendix 2


Channel and Action                             Outcome/Evidence                         Audience   Current Status


spectra

Staff magazine with contributions from staff   Staff contribute to their magazine by    Staff      Six issues produced during last year.
encouraged, articles written by Corporate      sharing information/news.                Patients
Communications Department and distributed                                               Public     The production of spectra was re-tendered with a
bi-monthly to staff and externally.            Magazine communicates what’s             Partners   number of changes being made to the layout.
                                               happening in NHS Tayside,                Media
                                               celebrates successes, achievements                  These include dedicated information about each CHP
                                               and good practice.                                  locality and a feature on a service area/department.


Communications Forum

A network of representatives from the          Network considers new and                Staff      Four meetings held during last year on 3 June, 2
divisions, CHPs and departments across NHS     innovative two-way communications                   September, 10 December 2008 and 30 March 2009.
Tayside will be established to join up         methods, shares good practice and
communications. Its aim is to open up a        identifies areas for improvement                    Action notes reported to Staff Governance Committee
dialogue which will share good practice and                                                        on 19 May 2009.
will disseminate corporate information.


Departmental Communications systems
and processes

CHPs and departments to develop internal       Communications systems and               Staff      36 communication plans have been fully developed and
communications plans.                          processes in place to allow staff                   posted on Staffnet.
                                               involvement and participation in
                                               decision-making process.                            The Communications Forum has now put in place a
                                                                                                   process to monitor and review these plans regularly.
                                               Staff will be ‘well informed’ and have
                                               improved knowledge, understanding                   A large number of departments are at various stages of
                                               and access to information.                          developing communications plan.




                                                                                   2
                                                                                                                                        ITEM 6.1/Appendix 2


Channel and Action                               Outcome/Evidence                            Audience   Current Status


Strategy/Service Change/Project
Communication Plans

At the start of all projects a communications    Clear messages to be communicated           Staff      Corporate Communications Managers continue to
plan will be developed to address the internal   and standards for communications            Patients   provide support to committees, working groups and
and external communications issues.              established.                                Public     departments to develop a Communications Plan for
                                                                                             Partners   special projects/service changes as requested.
                                                 Good communications for everyone            Media
                                                 involved in the project, including staff,
                                                 the public and the media.


Plain English

Promote and use in all communications and        Information is clear, concise,              Staff      The House Style & Documentation Guide published last
develop a plain English good practice guide.     accessible and written without jargon       Patients   year is currently being reviewed with a focus on the
                                                 and minimal use of acronyms.                Public     report template and guideline.
                                                                                             Partners
                                                                                             Media      Corporate Communications Managers encourage staff
                                                                                                        to use plain English in communicating with staff and all
                                                                                                        external audiences.




                                                                                     3
                                                                                                                                   ITEM 6.1/Appendix 2


Channel and Action                              Outcome/Evidence                        Audience   Current Status


Communication skills

Good practice guidelines will be developed to   Staff are confident in their approach   Staff      Corporate Communications Department produced
ensure consistency of approach (see             to communications.                                 ‘Good Practice Guides’, which are available on the
Appendix 1 for example of style to be used).                                                       Staffnet, on the following issues:

                                                                                                   •   Distribution of Corporate Information
                                                                                                   •   Working with the Media
                                                                                                   •   Notice Boards
                                                                                                   •   Internal and External Mail
                                                                                                   •   Telephone Skills
                                                                                                   •   Managing Meetings
                                                                                                   •   Presentation Skills

                                                                                                   The Notice Boards Good Practice Guide has recently
                                                                                                   been reviewed and updated.




                                                                                  4
                                                                                                                               ITEM 6.1/Appendix 2
  Objective:

       2.       To use the corporate image for communications and develop consistent messages to make sure staff feel part of one organisation,
                which is moving forward together.


Channel and Action                           Outcome/Evidence                         Audience   Current Status


Document Style Manual and Templates

Review Document Style Manual and             Document Style Manual is available       Staff      House Style & Documentation Guide and templates are
Templates.                                   to all staff.                                       available on Staffnet.

Ensure Document Style Manual and             Consistent advice available which will
Templates are available on Staffnet.         ensure efficient and effective use of
                                             resources.

                                             Standard templates are available for
                                             all written communication.


NHSScotland Corporate Identity
Guidelines

Remind staff on a regular basis of this      NHSScotland Corporate Identity           Staff      NHSScotland Corporate Identity Guidelines are
guidance.                                    Guidelines available to all staff.                  available on Staffnet.

Ensure guidance is available on Staffnet.    Consistent advice available which will
                                             ensure efficient and effective use of
                                             resources.




                                                                                  5
                                                                                                                                   ITEM 6.1/Appendix 2


Channel and Action                               Outcome/Evidence                        Audience   Current Status


Corporate Publications

The Corporate Communications Department          All NHS Tayside publications will be    Staff      Corporate Communications Managers continue to
will provide advice and assistance in            professional, jargon-free, in plain     Public     provide support to departments, committees and
producing professional corporate publications,   English and will ensure best value is   Patients   working groups to develop corporate publications.
including strategy/consultation documents,       achieved.                               Partners
reports, leaflets, posters and bulletins.                                                Media      Publications worked on during the year include:

                                                                                                    •   Care To Save Energy Management
                                                                                                    •   Better Health, Better Care
                                                                                                    •   Hand Hygiene
                                                                                                    •   quit4u
                                                                                                    •   Mental Health Matters
                                                                                                    •   Tayside Newborn Hearing Screening Service
                                                                                                    •   Kinloch Rannoch Out-of-Hours provision
                                                                                                    •   Dundee Speech and Language Therapy




                                                                                  6
                                                                                                                                      ITEM 6.1/Appendix 2

  Objective:

  3. To raise awareness and understanding of healthy lifestyles and inequalities, which highlights NHS Tayside as a health-promoting organisation.


Channel and Action                                Outcome/Evidence                         Audience   Current Status


Press releases, press interviews, features,
broadcast interviews and media briefings

Used to respond to issues/questions and to        More health promotion messages in        Staff      The Corporate Communications Department work with
highlight/promote NHS Tayside messages            the media.                               Patients   key Public Health leads to develop health promotion
about healthy lifestyles and inequalities which                                            Public     messages.
highlight NHS Tayside as a health promoting       The work of NHS Tayside to increase      Partners
organisation.                                     healthy lifestyles for the people of     Media      The Communications Managers maximise all
                                                  Tayside will be evident.                            opportunities to raise awareness of public health
Key health promotion messages will be                                                                 messages.
drafted to ensure the healthy living agenda       Public health messages will be timely,
is maximised                                      both proactive and reactive.                        Examples of work done during the year include:

                                                                                                      •   Alcohol Awareness Week events
                                                                                                      •   quit4u/No Smoking Day
                                                                                                      •   Bowel Screening
                                                                                                      •   HPV campaign


Face-to-face meetings

The Corporate Communications Department           All opportunities to share healthy       Staff      The Corporate Communications Department have
will continue to develop close working            living messages and advice will be                  allocated members of the team to link with the Public
relations and networks with colleagues in the     maximised.                                          Health Directorate.
Public Health Directorate, the Specialist
Health Promotion Department, Public Health
Practitioners and others.




                                                                                   7
                                                                                                                                         ITEM 6.1/Appendix 2
   Objective:

   4. To make the best use of technology, which will improve the targeting and timing of communications.


Channel and Action                                   Outcome/Evidence                         Audience   Current Status


Staffnet

Continue to develop, use and promote the             Staffnet in place which internally       Staff      The Web Editorial and Content Group leads and
Staffnet as a main internal channel for              provides a single, accurate,                        oversees the development, presentation and the
communications.                                      comprehensive and up-to-date source                 structure of NHS Tayside Staffnet and NHS Tayside
                                                     of information and is managed and                   Website.
                                                     monitored for content and usage.
                                                                                                         The group reports to the Information Delivery Group.
                                                                                                         This group is responsible for all clinical and business
                                                                                                         information to be held in the electronic document store
                                                                                                         and presented via the Staffnet and the Website.
Investigate new content publishing solutions         Most efficient and effective tool used   Staff
which will give the facility of publishing to both   to publish information to Staffnet.                 The Information Delivery Team works closely with the
the Staffnet and NHS Tayside Website at the                                                              Board Secretary as the lead for the Staffnet. A new
same time.                                                                                               Staffnet was developed and went live in July 2008.




NHS Tayside Website

Continue to use the NHS Tayside Website as           Website in place which externally        Staff      Specification for a new Website for NHS Tayside will be
the main source of up-to-date corporate              provides a single, accurate,             Public     developed during 2009.
information.                                         comprehensive and up-to-date source      Partners
                                                     of information and is managed and        Media
                                                     monitored for content and usage.

                                                     Most efficient and effective tool used   Staff
Investigate new content publishing solutions         to publish information to Staffnet.      Public
which will give the facility of publishing to both                                            Partners
the Staffnet and NHS Tayside Website at the                                                   Media
same time.




                                                                                       8
                                                                                                                                   ITEM 6.1/Appendix 2


Channel and Action                               Outcome/Evidence                        Audience   Current Status


Staff emails

The Corporate Communications Department          Staff will receive information/         Staff      NHS Mail has been rolled out in NHS Tayside and
will target emails to appropriate staff groups   communications which they need to                  across the whole NHS.
depending on issue to be communicated.           know about and which affects them.
                                                                                                    The continuing development of dynamic mailing lists
                                                                                                    will allow email communications to be more targeted.


Channel and Action                               Outcome/Evidence                        Audience   Current Status


Global all-staff emails
                                                                                                    All-Staff emails now only used to communicate urgent
Will only be used when the message to be         Staff receive the information in the    Staff      or IT-related information.
communicated must be received by all staff       timescale required. There is an audit
quickly due to the nature of the message or      trail.
for governance reasons.




                                                                                  9
                                                                                                                                 ITEM 6.1/Appendix 2

    Objective:

    5. To increase public understanding and awareness of NHS Tayside issues, which will enhance and protect the reputation of NHS Tayside.


Channel and Action                            Outcome/Evidence                         Audience   Current Status


Press releases, press interviews, features,
broadcast interviews and media briefings

Used to respond to issues/questions and to    Published evidence of services           Staff      The Corporate Communications Department provide
highlight/promote NHS Tayside developments    provided and achievements.               Patients   support to departments to develop proactive press
and achievements such as:                                                              Public     releases or reactive press releases and press
                                              Explain reasons for decisions to         Partners   statements.
                                              promote a culture of understanding.      Media
•    Clinical Developments and Treatments                                                         During the last year:
•    Patient-focused good news stories        Decision-makers accessible and
•    Local and national health campaigns      accountable for actions and willing to              415 press releases were issued - an increase of 160 on
•    Research and Innovation                  take responsibility for decisions and               last year
•    Awards and grants                        explain how decisions were made.
•    New appointments                                                                             158 press statements were issued - an increase of 28
•    Partnership initiatives                  Responsible, open, honest and timely                compared to last year
•    Retirals                                 coverage.
•    Specific events                                                                              Compared to 2007/2008:
•    Appeals for volunteers                   Communications are consistent,                      255 press releases
•    Success stories                          proactive, timely and planned.                      158 press statements

                                                                                                  Compared to 2006/2007:
                                                                                                  205 press releases
                                                                                                  115 press statements




                                                                               10
                                                                                                                                         ITEM 6.1/Appendix 2


Channel and Action                                    Outcome/Evidence                        Audience   Current Status


News Management

Provide advice on media issues and potential          Appropriate responses given.            Staff      The Corporate Communications Department provides a
risks to staff. Proactively work with media in                                                Public     24-hour, seven-days-a-week press office.
an open and transparent manner.                       Confidence maintained in NHS            Partners
                                                      Tayside’s services.                     Media      The department provides staff with advice on media
Advise, prepare statements and brief staff                                                               issues, briefs staff and prepares statements as
who will be responding to the media.                  Honest responses to the media, even                necessary.
                                                      when that involves acknowledgement
                                                      when things have gone wrong.                       All statements made on behalf of NHS Tayside are
                                                                                                         attributed to a named individual unless a corporate
                                                                                                         statement is judged to be the most appropriate
                                                                                                         response.


Media Training

Provide training, if required, for individuals will   Staff feel confident working with the   Staff      22 senior clinicians, managers and the whole of the
be responding to the media.                           media.                                             communications team have received formal media
                                                                                                         training.

                                                                                                         In addition members of the communications team
                                                                                                         undertake informal media training and coaching with
                                                                                                         members of staff who are inexperienced in dealing with
                                                                                                         the media.


Different languages and formats

All corporate publications will contain               Corporate information accessible to     Patients   A standard format and wording is incorporated in all
information in four main languages advising           all citizens.                           Public     corporate publications and on the internet.
how different formats can be obtained.                                                        Partners
                                                                                              Media




                                                                                       11
                                                                                                                                           ITEM 6.1/Appendix 2
   Objective:

   6. To develop networks internally and externally which will share good practice, promote effective communications at all levels and build good
      working relationships.


Channel and Action                                    Outcome/Evidence                         Audience    Current Status


Communications Forum

The Corporate Communications Department               Corporate information and                Staff       Four meetings held during last year on 3 June, 2
will establish a Communications Forum in              communications disseminated                          September, 10 December 2008 and 30 March 2009.
NHS Tayside with representatives from the             throughout the organisation.
divisions, CHPs and departments. Its aim is to        Staff gets the right message at the                  Action Notes reported to Staff Governance Committee
open up a dialogue which will share                   right time in the right format and are               on 19 May 2009.
information, good practice and disseminate            ‘well informed’.
corporate information .


Community Planning Partners

Establish networks with communication staff           Promote and improve understanding        Community   A member of the Corporate Communications
working within community planning to facilitate       of joint initiatives.                    Planning    Department is allocated to each of the Community
joined-up communications and promotion of                                                      Partners    Health Partnerships/Local Authority areas.
joint initiatives to staff and all other audiences.


NHSScotland Communications

The Board Secretary and Head of Corporate             Corporate Communications                 Staff       Head of Corporate Communications and
Communications attend meetings to gain an             Department aware of key messages         Partners    Communications Managers regularly attends national
understanding of national issues.                     and communications from                              meetings and specialist conference and networking
                                                      NHSScotland.                                         events to gain an understanding of national issues.


The Media

The Corporate Communications Department               Understanding of issues facing NHS       Media       The Corporate Communications Department continues
will establish further networks of media              Tayside demonstrated and an                          to develop relationships with local and national media.
contacts and will continue to build on good           accurate account of issues/events
relations with the media.                             portrayed in the media.


                                                                                        12

								
To top