The council has access to many communications channels both free and paid for. Given current financial constraints, free channels must be used as default. If free channels are exhausted or underperforming or there is evidence that free channels will not reach a particular group, then paid for channels should be considered.
Digital channels should be used as default as they are cheaper and have a lower carbon footprint. However, we recognise that not everyone is online and a small percentage of people still prefer traditional forms of communication. Therefore, we will need to use some traditional and print channels from time-to-time to be effective, inclusive and accessible to all.
Free channels
Free channels the council has access to include:
- social media (organic)
- website and intranet
- e-newsletters and email
- word of mouth and onward sharing (including councillors)
- news releases or press briefings (although, final messaging cannot be guaranteed)
- briefings and webinars - online and offline
- drop-in sessions (if held in council buildings)
- partner magazines, websites and social media
- town centre digital screens
There is the opportunity to communicate more widely through engagement activities and events too. This may include public two-way commutation meetings (sometimes referred to as Town Hall meetings).
Paid channels
Paid channels or channels with a cost (for example printing) include:
- social media adverts or Google display ads
- influencers
- paid for press or broadcast adverts
- residents’ hard copy magazine
- posters, billboards or out of home (for example ad vans/ bus shelter ads, bus backs)
- leaflets, letters and brochures
- drop-in sessions (non-council buildings) and events
- geo-targeted digital adverts
Spokespeople
The council will always use the most appropriate spokesperson for each proactive and reactive communication. As per the council’s media protocols, cabinet members will be offered first refusal for anything that is within their portfolio (unless pre-election publicity rules apply).
If the cabinet member is unavailable or it is during the pre-election period, then the relevant executive director or assistant director will be approached. It may be appropriate for a subject matter expert or head of service to act as a spokesperson, but this will be agreed by the relevant executive or assistant director first.
All spokespeople must undertake full media training. Councillors should not comment on anything other than what is within their portfolio.
Third party publicity
The council has an agreed approach to providing third party publicity to organisations, which safeguards its position and reputation. This is available on the intranet. Comments should not be given outside the terms of that policy.
Partnership publicity
The council will always support its partners in helping to get information to local audiences, where appropriate. The council will share this information through its relevant channels but is not responsible for drafting the messages or taking the communication lead for third parties or partners.
Emergency and reactive communications
This strategy sets out the council’s approach to planned and proactive communications. Reactive communications, including emergencies, should always be directed to the communications team, which will look in to the most appropriate response and action.
The team has an emergency plan that will be followed in a crisis. Comments should not be given without consulting the communications team.
A communications officer is available 24 hours a day, 365 days a year. Out of hours support for emergencies must be requested through Forestcare.