If you have any comments on the Communications Strategy, please contact:
Irene Clarke
Director of HR & Communication
Epsom & Ewell Borough Council
Town Hall
The Parade
Epsom
Surrey KT18 5BY
Tel: 01372 732000
Email: iclarke@epsom-ewell.gov.uk
Our Core Values : Focusing on our customers; Investing in employees; Valuing diversity and equality; Improving continuously; Providing value for money; Performing with integrity, openness and honesty.

Communications Strategy
CONTENTS (TO BE CHANGED) ..................................................................................................................... 2
1.
THE COMMUNICATIONS STRATEGY ................................................................................................... 3
1.1
P URPOSE .................................................................................................................................................. 3
1.2
T HE C OMMUNICATIONS S TRATEGY ............................................................................................................. 3
1.3
A IMS OF THE C OMMUNICATIONS S TRATEGY ................................................................................................. 3
1.3
H OW DOES THE C OMMUNICATIONS S TRATEGY FIT IN ? ................................................................................. 3
2 HOW WILL WE DO IT? ............................................................................................................................ 4
3 HOW WILL WE KNOW WE HAVE DONE IT? ....................................................................................... 4
3.1
E VALUATION .............................................................................................................................................. 4
3.2
M
ONITORING THE
D
ELIVERY OF THE
C
OMMUNICATIONS
A
CTION
P
LAN
.......................................................... 4
3.3
R ISK M ANAGEMENT ................................................................................................................................... 4
4.1 WHO ARE OUR STAKEHOLDERS? ........................................................................................................ 5
5. WHO IS RESPONSIBLE FOR THE COMMUNICATIONS STRATEGY ................................................. 6
C OUNCILLORS ................................................................................................................................................. 6
T HE C ORPORATE M ANAGEMENT T EAM ............................................................................................................. 6
C
ONSULTATION
& C
OMMUNICATION
T
EAM
........................................................................................................ 6
C ORPORATE C OMMUNICATIONS G ROUP ........................................................................................................... 6
S TAFF ............................................................................................................................................................. 6
6. COMMUNICATIONS ACTION PLAN 2010 - 2011 ....................................................................................... 7
Epsom & Ewell Borough Council
2

Communications Strategy
The purpose of the Communications Strategy is to explain how the Council’s reputation will be managed through effective communications and support the achievement of the
Council’s priorities as set out in the Corporate Plan. It provides focus and direction to the
Council’s communications work and demonstrates our commitment to communicate with all our stakeholders. The Strategy applies to all methods of communication used by the
Council.
We will pro-actively communicate all aspects of our activities, including the difficult decisions, regularly and in a professional, consistent, timely and creative manner. We will encourage people to engage with us on local issues and services that are important to them. We will seek new ways to communicate with all our stakeholders with their particular needs in mind and ensure our communications reflect our Core Values.




We seek to increase the awareness, interest and engagement of our stakeholders. In particular we aim to:

Promote the leader
Council’s services and achievements and its role as a community

Ensure stakeholders are fully informed about opportunities to comment, be consulted and be involved in the Council’s operation and services


Update our knowledge of stakeholders regularly to ensure that we communicate effectively
Make it easy for people to find out about and access the Council’s services, in particular those people who may be considered ‘hard to reach’
Ensure we meet equality guidelines in all communications
Ensure all our communications have a two-way feedback mechanism
Work in partnership with our stakeholders
Promote a pride of place about the local area
The Communications Strategy forms an integral part of the Corporate Plan, which includes our Key Priorities, Core Values and Ambition, The Corporate Plan, promoted through our communications to our stakeholders, is part of our clear and consistent brand identity.
The Communications Strategy has strong links to a number of other Council strategies and documents including:

Customer Service Strategy

Consultation Strategy

Information Strategy

ICT Strategy

Learning & Development Strategy
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Epsom & Ewell Borough Council

Communications Strategy

Team Strategy

Equality Act 2006

Investors in People Internal Reviewers Plan
Supporting documents include:

Corporate Visual Identity

Media Protocol

Step-by-step guides

Communications plans on a page

Customer Charter

Internal Communications Guide




To make sure our external and internal communications are effective as well as timely,

 professional, consistent, relevant and creative, we will:

Make sure political and management responsibilities for communication are understood and adhered to
Create clear plans and set deadlines for action
Explore and introduce new communication channels in line with approval, policies and resources
Explore and develop best practice
Focus on outcomes
Continuously develop and update our communications training
Regularly refresh the Council’s intranet, Iris and website so that they remain accessible and relevant to internal and external users.
Communication will be monitored and evaluated through:

National performance indicators in the Place Survey and NI 14 Avoidable Contact
 Consultation with stakeholders such as Staff Survey, Citizens’ Panel

Media coverage

Other feedback channels such as Comments, Compliments and Complaints
The Strategy is a five-year plan with a mini-review on an annual basis. The Action Plan will be monitored on a regular basis by the Head of Consultation & Communication and incorporated into the Council’s performance management framework.
There are a number of risks associated with communications, which, when not managed effectively, could cause a range of problems. Please check the Risk Register on Iris regularly for updates.
Feedback about any part of this Strategy and Action Plan is welcomed and should be directed to the Head of Consultation & Communication.
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Epsom & Ewell Borough Council

Communications Strategy
Set out below are various key stakeholders who are important to Epsom & Ewell Borough
Council.
The Stakeholders Key Messages
All stakeholders Branding and reputation; awareness of key messages, involvement in key local issues
Residents groups)
(including ‘hard to reach’ Council key messages regarding Key Priorities,
Core Values, how to access services, opportunities for active engagement and consultation, you can influence decisions,
Councillors – especially Strategy &
Resources Committee members
Communication is an important way to manage our brand and reputation, Core Values and Key
Priorities, when speaking on behalf of the Council responsible for brand and reputation management
Staff (including Corporate
Communications Group, Staff
Consultative Group and senior management)
The media (national, regional, local, specialist and media for minority groups)
Key messages as appropriate through media releases and briefings, the Council will promote its activities and achievements honestly and transparently, we have a media protocol
Partners (for example, statutory agencies and voluntary groups)
All staff are responsible for the brand and reputation through the way we communicate, make sure you consult and engage where appropriate, Core Values and Key Priorities
Surrey Communications Group
(other local authority and partner media officers)
Local businesses and related industry links
We want to work together better, we will share information, we must protect our brand and corporate id when working together
We will share information and promotional materials to ensure value for money and ensure campaigns do not overlap unnecessarily, we will benchmark indicators and other measures
We want to work together to improve the Borough, key messages as appropriate about Council services and activities
National opinion formers (civil servants, ministers, MPs, think tanks, academics and national organisations such as Audit Commission, LGA and
IDeA)
EEBC is a strongly performing Council, we are forward-looking and leaders in areas such as recycling and tackling homelessness
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Epsom & Ewell Borough Council

Communications Strategy
This Strategy is formally adopted by the Strategy & Resources Committee on behalf of
Council. The Chairman of S&R is the lead Member on Communications. Committee
Chairmen act as spokesmen for the Council within their own policy area and actively promote the Key Priorities and Core Values in the Corporate Plan.
The Corporate Management Team is responsible for driving the Communications Strategy by actively and visibly, applying it to all aspects of their work. They will communicate the
Council’s decisions and the strategic thinking behind them clearly and in an accurate and timely manner.
They will ensure that ‘effective communication’ as part of the corporate competencies is emphasised as part of the annual appraisal process.
The Director of HR & Communication supported by the Consultation & Communication team and other staff with specialist media and marketing expertise and knowledge, will be responsible for driving forward the actions from the Communication Strategy.
The Corporate Communications Group support their teams by providing a formal two-way feedback mechanism and assist in ensuring effective communication across the Council.
Customer Services are the front-facing and first point of contact for residents and it is important their communications is clear and understandable. The Information Hub has a supporting role in ensuring visible communications (website, promotional materials) is correct and adheres to the Corporate Visual ID.
Everyone is responsible for good communication and ensuring they seek to engage and involve their stakeholders where appropriate.
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Epsom & Ewell Borough Council

Communications Strategy
Actions
1
NEW ACTIONS 2010-2011
Duty to Involve

Create and implement a Communications
Plan to educate and promote to staff an external
Communications plan for informing residents
Resource
Implications
High Medium
Low
Target
Date
H Create plan by
June 2010
Implement as per plan
EEBC
Officer
Head of
C&C
2 
Promote democracy through activities including Local
Democracy Week
L Mar 2011 Media &
Comms
Officer
Comments
3 
Support parliamentary election activities
4 
Investigate with
Consultation team ways to communicate with hard to reach groups
H
L
By June
2010
Head of
C&C
Media &
Comms
Officer
By Sept
2010
Media &
Comms
Officer
Update as at
September 2010
Required Outcomes
Meet the duty
Improved two-way communication
More and better consultation
Residents feel they can influence decisions
Improved perception of the
Council
Residents feel they can influence decisions
Greater turn out at elections
Better informed young residents
Smooth running of media coverage
Prepared for election activities
Quick response and ability to communicate results
Improved two-way communication
More tailored communication
Improved resident satisfaction
Epsom & Ewell Borough Council

Communications Strategy
Actions
5 Investors in People

Implement the IiP
Internal Reveiwers
Plan
Resource
Implications
High Medium
Low
H
Target
Date
By Mar
2011
EEBC
Officer
Consult &
Comms
Officer
Head of
C&C
Comments Update as at
September 2010
6
7
8
9

Continue to promote the Core Values
Managing expectations

Promote the Customer
Charter

Inform and educate staff about social media and in-house policies/duties

New brochure/website explaining ways residents can communicate with the
Council
L
L
By Mar
2011
Head of
C&C
All ongoing Media &
Comms
Officer
Through Borough Insight and other opportunities as they arise
M
M
By Mar
2011
By Sept
2010
Consult &
Comms
Officer
Media &
Comms
Officer
Media &
Comms
Officer
Required Outcomes
Improved two-way communication
Improvement in areas identified by staff
Support Internal
Reviewers
Check whether can meet new requirements
Improved resident satisfaction
Reinforced the Key
Priorities
Improved two-way communication
Improved perception of the
Council
Improved customer experience
Increase staff knowledge
Improved two-way communication
Improved customer experience
Residents feel they can influence decisions
Improved perception of the
Council
Improved two-way
Epsom & Ewell Borough Council
8

Communications Strategy
Actions
10 Mobile Communications
Unit

To take the mobile communications unit out and about in the
Borough to support initiatives / events.

To evaluate the success of the mobile communications unit.
11 
Ensure feedback can be given at every communications opportunity
12 New Media

Create new policy , protocol and guidelines to help manage expectations
13 
Set up and monitor facebook site
Resource
Implications
High Medium
Low
Target
Date
EEBC
Officer
L Ongoing IC and ID
L
M
M
Ongoing
By Sept
2010
By Nov
2010
Head of
C&C
Media &
Comms
Officer
Media &
Comms
Officer
Comments
14 
Investigate the use of wikis and test
L 2011/2012 Media &
Comms
Officer
Update as at
September 2010
Required Outcomes communication
Getting out into the community more.
Increased community engagement.
Improved perception of the
Council.
Increased awareness of the Council’s activities.
Improved customer experience.
Improved two-way communication
Improved resident satisfaction
Improved customer experience
Gap identification
Improved consistency
Improved two-way communication
Reached a new group of residents
Improved perception of the
Council
Improved customer experience
Gap identification
Use of new technologies
Epsom & Ewell Borough Council
9

Communications Strategy
Actions
15

Monitor changes in technology and social media
16

Investigate and test social media options ie: automated Twitter feeds and explore repercussions if we do not introduce social media
Resource
Implications
High Medium
Low
L
Target
Date
EEBC
Officer
Ongoing Media &
Comms
Officer
Head of
C&C
M Ongoing Head of
C&C
17 
Investigate and trial multi-media releases
18 Website

Investigate online polls on website
L
L
19
20

Investigate vidcasts and podcasts. Trial internally before going external
E-newsletters

Explore options for e-newsletters
Epsom & Ewell Borough Council
L
L
By Mar
2011
By Mar
2011
By Mar
2011
By Mar
2011
Head of
C&C
Media &
Comms
Officer
Consult &
Comms
Officer
ICT
Consult &
Comms
Officer
Media &
Comms
Officer
ICT
Media &
Comms
Officer
Comments Update as at
September 2010
Required Outcomes
Use of new technologies
Improved customer experience
Use of new technologies
Gap identification
Improved customer experience
Groups not lost who do not respond to traditional media
Use of new technologies
Improved communication
Use of new technologies
Improved customer experience
Improved two-way communication
Use of new technologies
Improved customer experience
Improved communication
Improved resident satisfaction
Improved customer
10

Communications Strategy
Actions
21 Training

Implement communications training across the
Council
22 Partnership working

Work to improve partnership working across the LSP
Resource
Implications
High Medium
Low
Target
Date
H
EEBC
Officer
By Mar
2011 or
2012
ICT
Head of
C&C
M By Mar
2011
Head of
C&C
Comments
23
24 
Join communications benchmarking group and share best practice
L By Apr
2010
Ongoing
Head of
C&C

Assist in county wide initiatives to improve
NIs, in particular 4 & 5
M By Mar
2011
Head of
C&C
Update as at
September 2010
Required Outcomes experience
Increase in staff skills
Better communication
Improved resident satisfaction
Improved perception of the
Council
Sharing of ideas and materials cuts waste
Improved resident satisfaction
Provide value for money
Improved consistency of branding
Improved partnership working
Residents feel they can influence decisions
Improved resident satisfaction
Improved perception of the
Council
Share best practice
Improved partnership working
Benchmarking
Epsom & Ewell Borough Council
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