Minutes:
The Director of Strategy,
Communications and Customer Service introduced the report and
stated that it provided an update to the Communications Strategy as
well as the Local Government Association (LGA) health check and
action plan implementation. She stated that the draft strategy
would be coming to the Committee in June and welcomed Member
comment and feedback which could be included in that report. She
explained that the LGA had let independent peers look at the
Council’s communications approach, including speaking to
internal and external stakeholders, as well as helping Thurrock to
learn from best practice.
The Director of Strategy, Communications and Customer Service
highlighted some of the positives from the report, which included
good crisis communications; good stakeholder relations during the
COVID-19 pandemic; and a flexible team who were proactive,
committed and responsive. She added that the health check had also
shown that internal communications had improved since 2017 when the
last LGA health check had been completed, and communications were
now more campaign-led. She stated that the report also included
some recommendations for improvement, such as commissioning a
‘who reads what’ survey to better understand how
residents consumed their media and received their information,
which would help develop the strategy and provide a deeper level of
insight.
The Chair thanked the Director of Strategy, Communications and
Customer Service for her hard work on the report, and felt it
provided a good level of detailed feedback. He thanked the
communications team for their hard work during the COVID pandemic,
and felt pleased to see constructive feedback and the accompanying
action plan. He stated that in previous years the Committee had
invited local editors to their meeting, and welcomed the
recommendation to improve the speed of responses and to introduce a
more streamlined process. He emphasised how important it was for
the communications team to build good relationships with local
editors, which could be partly achieved through providing timely
responses to their questions. He also felt it was good to see the
team were trying new approaches and new ways of working, such as
video briefings and the use of social media. The Director of
Strategy, Communications and Customer Service stated that some
other local authorities provided online briefings for local media,
for example when there was a drastic change to a service, and
explained that this allowed local media editors to do a question
and answer session with service representatives, which could
provide a more immediate response compared to a press release. She
stated that as part of the health check, the LGA had spoken with
local media editors to understand what was working well and what
areas needed improvement, which was something that the
communications team would continue to explore going forward. She
added that the team were also considering new ways of using
technology, for example technology which had been developed due to
the pandemic. The Communications Strategic Lead added that the use
of online briefings and video briefings would be considered as an
option, and utilised by the team if appropriate, as it provided
immediate responses to questions.
The Chair questioned the budget challenges and asked if members of
the communications team would be lost due to financial pressures,
or if their roles were protected. He felt that the new approach and
strategy needed to be deliverable, whilst being aligned with
financial pressures. The Director of Strategy, Communications and
Customer Service replied that the local authority would be
considering all areas in regards to financial pressures. She added
that the team had worked very hard during the pandemic to
communicate government guidelines and changes, and she felt they
had been critical during the pandemic. She stated that she had no
current plans to make changes to the team, but all directorates
would be considering all areas for efficiencies.
Councillor Duffin thanked the communications team, and the
director, for their hard work during the pandemic, and felt that
more positive news stories needed to be shared with local media
outlets and on social media. He added that it was good to see
responses being sent to local media outlets within 24 hours, and
felt this was a high standard. He also questioned the format of
media briefings, and questioned whether Members or Portfolio
Holders could be involved, to increase engagement, particularly
through video briefings. The Communications Strategic Lead replied
that the ‘who reads what’ survey would look at where
residents were getting their information, and the team would then
consider which information was distributed to which sources, for
example print media, Facebook, Instagram or YouTube. She stated
that this would increase engagement and ensure more residents were
viewing good news stories. She added that the communications team
also needed more examples of good news stories, particularly those
which had a direct impact on residents’ lives. The
Communications Strategic Lead added that the majority of local
journalists now had a more modern approach, and also directly
received their information from social media. She commented that
Members could play an important role in distributing important
messages and content, as Members often were active on social media
community pages, and could reach residents who did not want to
engage directly with the Council. Councillor Duffin suggested that
the communications team could introduce a mailing list, so Members
could share any press releases with residents on community forum
social media pages, for example road issues in their area. He also
stated that any videos should remain short, as people often lost
interest.
Councillor Ralph agreed that it was good to see the use of videos
being included in the communications strategy, and felt that
sometimes communications could be slow, particularly regarding the
good news of COVID numbers falling. He also felt it was good to see
social media being included in the strategy and its usage increased
as the team could push messages more easily on social media, and
residents could see important information more quickly. He stated
that using social media was also cheaper than other methods of
communication, and felt that all team members should develop the
skills to use social media well. He also felt it was good to see
deadlines for responding to press enquiries.
Councillor Hague added that the Council needed to increase the
amount of press releases that were provided digitally, as the
majority of people now used social media to view their news. He
felt it was important for the ‘who reads what’ survey
to cover a broad range of people, including community groups and
forums. Councillor Ralph questioned how the ‘who reads
what’ survey would be distributed to residents to ensure a
broad range of views and a high rate of completion. The Director of
Strategy, Communications and Customer Service replied that the team
were currently considering how the survey would be undertaken, but
were looking into an independent market research company
undertaking the survey on the Council’s behalf. She explained
that an independent company could get high responses from across
the borough, as well as ensuring the responses reflected the
population of Thurrock, rather than just people responding who were
interested.
RESOLVED: That the Committee:
1. Commented on the LGA report and the progress made on
implementing its recommendations through the response and action
plan, and made any additional recommendations to inform the
development of the new communications strategy.
Supporting documents: