LG Communications Seven Steps to Improve Your Reputation PUBLICATIONS Chris Taylor Communications

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LG CommunicationsSeven Steps to Improve Your
ReputationPUBLICATIONSChris
TaylorCommunications Marketing ManagerNorth
East Derbyshire District Council

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Todays workshop

• Run through my team structure
• Cover some of the main issues and challenges for
  Districts as I see them, including
• Cost vs quality
• Districts as innovators
• Importance of photography, corporate ID plain
  English.
• Open up for debate and raise any issues I have
  missed out.

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Communications Marketing Team _at_ NEDDC

• 2004 Weak CPA led to investment in
  communications.
• From one man band capacity increased
• Manager
• Internal comms (half time) external comms
  officers
• E-Comm Officers x 2 (web, intranet, new media)
• Graphic design
• 2008 First council to go from weak to
  excellent. AC report highlight comms and in
  particular strong corporate ID as key factors in
  transformation.

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What is a publication?

• Our definition
• Any written communication (printed or
  electronic) that goes out to external or internal
  audiences with the exception of standard memos
  letters.
• For us, this includes
• Corporate reports, policies and strategies
• Newsletters and magazines
• Leaflets and posters
• Application forms.

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What is your approach to publications?

• Key issue for Districts is CAPACITY
• Are you aware of all the publications that go out
  from your council?
• Have you ever conducted a publications audit?
• Are you a gatekeeper / guardian?
• Do you get involved in writing and organising
  design and distribution of some / all
  publications?

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What is your approach to publications?

• Even if you are a one man band you still need
  to keep some degree of control e.g.
• Consistent corporate identity
• Plain English guidance for authors
• Corporate templates for staff to use.
• BUT - be careful not to raise expectations you
  cant meet.

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Cost vs Quality

• Do you have to beg steal and borrow?
• Corporate communications budget?
• VFM risk of criticism for producing glossy
  documents even if they arent expensive

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Cost vs Quality

• How we keep down costs
• Electronic / small print runs
• If it aint broke adapt / refresh / re-print
  rather than re-design
• Understanding that cheap doesnt have to mean
  cheerful
• Use evaluation to prove vfm
• Be up front about cost
• Work in partnership where possible to share costs
  easier said than done!

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Use publications to create a wow factor

• Small councils can be innovative !
• Consider the needs of your audience and exceed
  expectations
• Proves vfm for senior officers members.

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A picture tells a thousand words

• Investment in quality corporate photo database is
  money well spent.
• We spend around 1,500 a year refreshing our
  database with photos that support communication
  of our 5 corporate ambitions.

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A picture tells a thousand words

• If money is tight, buy into a photo database
  especially useful for photos depicting disability
  / ethnicity
• Silk purse out of a sows ear? sometimes just
  dont have time to plain English a document or
  you will lose out to chief officers / members who
  want to keep the jargon at least good
  photography can still make a difference.

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Corporate identity

• Consistent look and feel to publications is a
  key way to link your services to your Council
  brand.
• Sends out a message of one council, one team to
  staff / members as well as externally gives
  confidence in the Council
• Doesnt have to cost of fortune..

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Corporate Identity - how we did it

• Since 2004 we have invested a lot of time
  building a strong, unified corporate ID. This was
  recognised by the Audit Commission in our recent
  CPA inspection report
• Got buy-in from chief officers and members
• Set ourselves up as gatekeepers EVERYTHING
  comes through us
• Use of plain English and consistent use of
  colour, typeface and logo
• Zero tolerance to logo stretchers
• Brought in quick wins corporate PowerPoint and
  document templates can have a huge impact on
  corporate communications.

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Plain English

• If capacity is an issue look at training and
  putting advice on Intranet lots of good
  practice from other councils on PE guides
• Certain key documents need a comms input into
  content
• Annual report
• Corporate Plan.

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Seeking feedback

• Important to speak to audiences about format, use
  of language, method of distribution etc
• Feedback forms
• Citizens Panel
• Reader panel.

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Other key points

• Standard wording e.g. equalities, recycling,
  award logos
• Keep an archive use codes
• Political influence always follow the code.

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Over to you

• Pick up a CD or get in touch
• QUESTIONS / ISSUES FOR DEBATE
• What is your experience?
• How can we share good practice?

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• Chris Taylor
• Communications and Marketing Manager
• North East Derbyshire District Council
• t 01246 217823
• e chris.taylor_at_ne-derbyshire.gov.uk
• web www.ne-derbyshire.gov.uk /
  www.yourspace.gov.uk