MAC MODEL CONTRACT

MAC Model Contract Service Information Annex 3 – Communications Managing Agent Contractor Contract Model Service Information Annex 3 Communications MAC, Issue 7, Revision 0 Page A3-1 January 2008 MAC Model Contract Service Information Annex 3 – Communications SERVICE INFORMATION FOR MAC CONTRACT ANNEX 3 CONTENTS AMENDMENT SHEET Amend. No. 0 Issue Date Amendments First Issue Initials Date MAC, Issue 7, Revision 0 Page A3-2 January 2008 MAC Model Contract Service Information Annex 3 – Communications 3 3.1 3.1.1 COMMUNICATIONS Introduction Any reference to the Highways Agency shall be taken to mean the Employer in the first instance. The Highways Agency has introduced a comprehensive Communications Strategy, which places emphasis on planned and targeted communications across all areas of the Highways Agency’s work. Better, more accessible communications is a key part of putting customers first. The strategy places a clear, consistent Highways Agency “brand” as central to all publicity. This means that while the Provider delivers the Service “on the ground”, the Highways Agency will remain as the public face and will have control over the wording and design of all publicity material. The Highways Agency also publishes an annual Communications Plan which sets key themes and messages for the coming year. All communication activity should support these key themes which are important for building the Agency “brand”. Any other communications activities which fall outside of the key themes or the scope of the Communications Plan should be discussed and approved by the Service Manager. The Service Manager should not approve any such communications until approval is sought from the Highways Agency’s Communications Group (Communications Group), which consists of any of or a combination of the national press office for national media and/or the regional press officers for regional media. The Highways Agency’s Communications Group will advise the Service Manager and the Provider on all communication issues. All handling of national and specialist media will be led by the national press office within the Communications Group. The Highways Agency regional press officers will lead and advise on handling of regional media, with support from the Government News Network (GNN) if appropriate. GNN support will include issuing press notices, dealing with media enquiries, managing media attendance at events, and other support as requested by the regional press officers or national press office. The GNN is the supplier of media services in the regions on behalf of the Highways Agency press office. [Note to Compiler: in Areas 3, 4 and 5 this service is provided in-house by the Dorking press office and the text in this Annex should be modified accordingly] Media Relations Any proposals for media contact or opportunities should be discussed and approved with the Communications Group prior to any action taken by the Provider. The Provider shall retain contact with the Communications Group and/or GNN throughout the process. 3.1.2 3.1.3 3.1.4 3.1.5 3.2 3.2.1 MAC, Issue 7, Revision 0 Page A3-3 January 2008 MAC Model Contract Service Information Annex 3 – Communications 3.2.2 Any publicity activity for works which are being carried out by any supplier on behalf of the Highways Agency must make the client/supplier relationship clearly explicit. For example, a contractor must make clear that it is working on behalf of the Highways Agency, and, where relevant, that the Highways Agency is funding that scheme and not present a scheme that it is working on in isolation from the fact that they are working for the Highways Agency. The Highways Agency shall have the first option to issue press notices and generate other publicity about work on its behalf, for example offering media interviews or placing articles in the press. If a contract award is being announced or a new service launched, the Provider will not release any information until the Highways Agency has made its own announcement to the media. If the Highways Agency does not wish to issue a press notice, it will discuss with the supplier to agree an appropriate media handling plan with the Provider. The Provider will pass all media enquiries to Highways Agency press officers and/or GNN, immediately, and notify the Service Manager. No comments or interviews are to be given to the media without prior permission from the Service Manager and the Highways Agency national or regional press officer or GNN. The Provider will inform the Service Manager and national press office/regional press officer as soon as possible, about any possible reactive or proactive media opportunities that include, but are not limited to, sensitive issues that may attract media interest. Communication strategies and plans will be developed between all the Communications Group and/or GNN, the Service Manager and the Provider. The Provider shall assist Highways Agency press officers and/or GNN with information to enable advance notice to be given to the media and stakeholders for maintenance work, road closures, etc. The Provider shall take all necessary action to ensure that drivers and other stakeholders are aware of the closure before commencing their journeys. The Provider will consult with the Highways Agency press officers and/or GNN whom will advise on these issues. The Provider will agree the extent of such publicity and advertising with the Service Manager through development of scheme communication plans. National or regional Highways Agency press officers or GNN are responsible for arranging any visits to any area within the Area Network by journalists, photographers or film crews. All arrangements for all facilities, attendances and the like are the responsibility of the Provider. Exact and detailed requirements will be provided by the Service Manager. 3.2.3 3.2.4 3.2.4 3.2.5 3.2.6 For media interviews in connection with Highways Agency projects, any spokesman for the Provider shall refer to themselves as speaking for their company but working on behalf of the Highways Agency. Use of the Provider’s spokespeople will be limited to operational matters where January 2008 Page A3-4 MAC, Issue 7, Revision 0 MAC Model Contract Service Information Annex 3 – Communications Highways Agency staff are unavailable. Highways Agency staff will conduct interviews that may involve policy issues. 3.3 3.3.1 Community Relations The Service Manager, on advice from the Communications Group and/or GNN, will approve the text for all newsletters, publicity materials and significant correspondence being issued to community groups or individuals. The Provider shall keep the regional press officer/GNN and the Service Manager informed of any significant community issues. The Provider shall inform the Service Manager about any public meetings being held to discuss Area Network issues. The Provider shall liaise with the Service Manager before accepting any invitations to appear at public meetings or events related to the Area Network. Branding, Advertising and Publicity The Provider shall ensure that all paid-for advertising, leaflets and communications materials conform to the Highways Agency design and branding guidelines. These are outlined in the visual identity requirements for suppliers; this document is referenced in annex 18. All material must be approved by the Service Manager. The Provider should also follow the Agency’s language branding guidelines (known as ‘Tone of Voice’) when drafting text. Design issues are the responsibility of the Highways Agency’s graphics team. The Provider shall seek, follow and implement this advice. The Provider shall assist the Service Manager with regular information updates for the Highways Agency website. All text should be cleared before issue to ensure efficient co-ordination of publicity efforts. All material relating to schemes on the Provider’s or other external websites (i.e. non Highways Agency websites) must make clear the relationship of the Highways Agency to schemes and that the supplier is working on behalf of the Highways Agency on the scheme, or that the scheme is funded by the Highways Agency. The Provider shall not set up independent websites or develop independent logos or branding for Highways Agency schemes or projects. 3.4.4 The Provider will procure such publicity and advertising commensurate with major closures and take all necessary action to ensure that drivers and other stakeholders are aware of the closure before commencing their journeys. The Provider will agree the extent of such publicity and advertising with the Service Manager and Communications Group/GNN through development of scheme communication plans. January 2008 Page A3-5 3.3.2 3.3.3 3.3.4 3.4 3.4.1 3.4.2 3.4.3 MAC, Issue 7, Revision 0 MAC Model Contract Service Information Annex 3 – Communications 3.4.5 All dedicated operations vehicles must be branded correctly using Highways Agency branding only. Branding requirements are outlined in the visual identity requirements for supplier document. Branding requirements also apply to letters, emails, personal protection equipment, Power Point presentations, leaflets, statutory notices and all other materials. For a full list of where supplier logos can and cannot be used, the visual identity requirements for suppliers document must be consulted. Highways Agency branding must be present on all schemerelated materials. General Media and community liaison issues will be an agenda item at the monthly review meetings which should include the regional press officers whenever key milestones and/or proposed changes to the communications plan are to be discussed. The Provider shall include a section on communications in its monthly report to the Service Manager. This includes a review of all proactive and reactive media contact and coverage, publicity and advertising, and community liaison work. The Provider shall work with the Service Manager with advice from the Highways Agency regional press officers to create an area communication plan. The objectives and outcomes of the plan will be set by the Highways Agency. In drawing up the plan, the Provider and the Service Manager will identify the key groups of customers and stakeholders they need to communicate with. The Provider and Service Manager will ensure these groups have the information they need in a way, and at a time that suits their needs. They will make sure that they give customers a chance to have their say and feedback to them on what the Highways Agency is doing as a result. The Highways Agency Communications Group will provide the following: • • • Advice on media handling issues (national press office/regional press officers as appropriate) Response to national media enquiries (national press office) Advice on area communication plans (regional press officers) 3.4.6 3.5 3.5.1 3.5.2 3.5.3 3.6.1 GNN will provide the following: • • • • media handling for events and ministerial visits, media handling for negative/crisis issues, preparation of draft statements where required, contributions to community newsletters if required, and MAC, Issue 7, Revision 0 Page A3-6 January 2008 MAC Model Contract Service Information Annex 3 – Communications • advice on paid publicity and advertising (e.g. advance notice of traffic management). 3.6.2 GNN will: • • • establish and maintain a system of “lines to take” to be updated throughout the Contract Period, maintain close liaison with Highways Agency’s national press office and regional press officers maintain a grid of forthcoming media opportunities which will be updated as necessary and circulated for information to the Provider and Service Manager, and draw up a basic fact sheet and route map to be available for issue to media as required. • 3.6 Highways Agency Communications Group/GNN will require the following: • • • regular liaison with the Provider and the Service Manager, the setting up of a communications group to meet on a regular basis to discuss public relations and community liaison issues, and a commitment to regular and open communication with any website team. MAC, Issue 7, Revision 0 Page A3-7 January 2008