AGENDA ITEM: C1 MEETING: RSSB Board Meeting DATE: 12 November 2015 SUBJECT: Company Communication Strategy SPONSOR: Chris Fenton AUTHOR: John Abbott 1.
Purpose of paper 1.1 The latest stakeholder survey identified that although half of stakeholders rated communication as good, it was a top area identified by many as requiring improvement. In addition, stakeholders also said they wanted RSSB to raise its profile. This paper, and the subsequent presentation, is to invite the board to consider the proposed strategic approach to address these outcomes. 2.
2.1 2.2 2.3 Communication strategy RSSB has never had a communication strategy. Strategic communications should be closely linked to the business objectives and for RSSB this means using communications to facilitate better connection of our products and services with the industry. RSSB offers a complex product range and by ensuring the right audiences are made fully aware of the relevant products, RSSB will increase the impact of its work and assist the rail industry better. We have started work to better understand and segment the range of products and services by target audience, relevant industry strategy and models such as RM3. This approach to reviewing and refocusing our ‘product offering’ will enable us to support members and provide greater clarity around our offering. Having undertaken our second annual survey and with the clear request for better and more communications, this paper and presentation asks the board to consider the following:  RSSB’s products and services offer technical knowledge and capability which is essential to assisting the rail industry across a broad range of issues;  Improving product awareness and understanding will enhance the safety, performance and passenger experience for those who work on and use the GB rail system;  RSSB should adopt a higher public profile, within the industry and beyond, to assist with the take up, collaboration and influence of RSSB product and services offering. 3.
For discussion The RSSB board is asked to consider the following questions in relation to the development of a communication strategy for 2016/17 and beyond:  What should RSSB’s ‘elevator pitch’ be to the industry and beyond?  RSSB strategies for 2016/17 include major work around Health and Safety – including IT system upgrades – should our focus be around these more substantial areas of work?  Does the board believe we should adopt a higher profile? (subject to appropriate risk mitigations being put in place)  What does the board consider success to look like in 12‐18 months’ time in relation to communications? RSSB Board Meeting Final: 12 November 2015 Page 1 of 1