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Evaluation and communications planning at Westminster City Council
 

Evaluation and communications planning at Westminster City Council

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Neil Wholey, Westminster City Council

Neil Wholey, Westminster City Council
www.charitycomms.org.uk/events

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    Evaluation and communications planning at Westminster City Council Evaluation and communications planning at Westminster City Council Presentation Transcript

    • Evaluating PR Effectiveness 21 July 2011, London Web: www.charitycomms.org.uk Twitter: @CharityComms
    • Evaluation and CommunicationsPlanning at Westminster CityCouncilNeil WholeyHead of Research and Customer Insight21 July 2011
    • Evaluation and Communications 21 July 2011 Planning at Westminster City Council @neilwholeyNever mind the quality, what’s the point ofcommunications?For some organisations:• Communications not seen as front-line – what would youchoose - ‘meals on wheels’ or ‘magazine’?• People are obsessed with defending glossy outputs ratherthan explaining how this helps meet the corporate goals ofthe organisation• There is no advocate for communications outside thecomms teamFor others organisations (such as Westminster):• Communications quality is the outcome not the output• Survival is of those most adaptable to change (not fittest)• Advocacy of communications among staff and managers isan important goal in itself (deliver for others not yourself)
    • Evaluation and Communications 21 July 2011 Planning at Westminster City Council @neilwholeyWestminster’s approach• Consistent pro-active communications: • Protects and enhances the reputation of the council • Recruits and retains good staff • Wins additional resources for the city• Strong centralised team • Provides strategy and advice not just outputs • Media, campaigns, internal communications, web, design, research, member support, policy and strategy• Clear understanding that communications can for the public good: • Change behaviour • Change perceptions• Yearly communications plan • Clear outcome objectives • Clear audience based campaigns• Honest evaluation • What works (and what doesn’t) • What do our audiences want?
    • Evaluation and Communications 21 July 2011 Planning at Westminster City Council @neilwholeyBuilding reputation by changingbehaviour• Campaign communications• Planned and specifically supporting the aims of the council• Measured outcomes
    • Evaluation and Communications 21 July 2011 Planning at Westminster City Council @neilwholeyClarity of Story• Plan where you and your organisation want to be this time next year, in three years and have a story to go with it – tough choices, decisions, rebuilding, progress and fresh start
    • Evaluation and Communications 21 July 2011 Planning at Westminster City Council @neilwholeyLeadership by Manchester United“Control, managing changeand observation. Spottingeverything around you,analysing what is important.Seeing dangers andopportunities that othersdon’t see. That comes fromexperience and knowledge”Sir Alex Ferguson
    • Evaluation and Communications 21 July 2011 Planning at Westminster City Council @neilwholeyUnderstand your audience
    • Evaluation and Communications 21 July 2011 Planning at Westminster City Council @neilwholeyExample Westminster’s audience – Tenantsand lessees (one of 13 audiences)• Aim: To raise awareness of and win support for Westminster’shousing policies• Activities: • Promote the Housing Renewal Strategy • Support public relations for local authorities over rents and housing finance reforms issues • Update tenants and lessees of any developments or rebuilding taking place in the council’s corporate property portfolio • Managing corporate property communications/engagement• Targets: • 81% of council tenants satisfied with the council • 79% of council lessees satisfied with the council • Reduce delays to building work and the number of complaints• Key part of the plan is to work closely with our ALMO CityWest Homes
    • Evaluation and Communications 21 July 2011 Planning at Westminster City Council @neilwholeyUnderstand your audience 35% read the 56% on Facebook 56% have Metro each week each month (20% broadband at (49% of 16-34 year interested in being home olds) friends) 9% 70% seen 10% listen to Capital Radio classed housing and 10% listen to Radio 4 as ABs organisation’s publication in24% visited a housing office in 80% think last six last 3 months media months (only pos/ 19% visited website 62% of 60+) neutralSource: Survey of 400 tenants, 100 leaseholders in a London borough (not Westminster), May 2010
    • Evaluation and Communications 21 July 2011 Planning at Westminster City Council @neilwholey Understand what you want to measure May 07 May 11 Satisfaction 76 78 Advocacy 49 51 VFM 62 58Source: c.500 WCC residents 16+ (telephone), May 2007 – May 2011 Informed 58 72
    • Evaluation and Communications 21 July 2011 Planning at Westminster City Council @neilwholeyAwareness of news storiesThe council trying to evict protesters in Parliament Square Budget cuts at the council How the council cleaned up the streets after the Royal wedding Possible sharing of some services between H&F, RBKC and Westminster How the Olympics will affect where you live The council’s proposed bylaw on soup runs and rough sleeping How it offers value for money Westminster builds first new council homes in 25 years Possible changes to the council’s parking policy Possible changes to council services for children and families Possible changes to council services for older peopleQuestion: Have you recently seen or heard about any of the following Westminster City Council?Source: 500 WCC residents, 16+ interviewed by telephone, May 2011
    • Evaluation and Communications 21 July 2011 Planning at Westminster City Council @neilwholeyHow do you judge the quality of these?
    • Evaluation and Communications 21 July 2011Planning at Westminster City Council @neilwholey
    • Evaluation and Communications 21 July 2011Planning at Westminster City Council @neilwholey Strategically important for us to do? - Yes
    • Evaluation and Communications 21 July 2011Planning at Westminster City Council @neilwholey
    • Evaluation and Communications 21 July 2011Planning at Westminster City Council @neilwholey
    • Evaluation and Communications 21 July 2011 Planning at Westminster City Council @neilwholeyWhat should the metrics be for #swtrains?To help understand the audience • Monitor Twitter feed/major hashtags – understand implications of content not just hits • Understand who the key influencers are – journalists, unofficial Twitter accounts • General survey of rail passengers viewsTo help understand the possible new strategy • Number of followers of new SWTrains Twitter account (and number of key influencers following) • Number of positive replies to SWTrains responding to tweeters about specific issues (or just apologising) • Number of retweets and positive replies to new SWTrains initiatives – better comms for guards, free Wifi?
    • Evaluation and Communications 21 July 2011Planning at Westminster City Council @neilwholey The best way to learn about social media evaluation is to do social media
    • Evaluation and Communications 21 July 2011Planning at Westminster City Council @neilwholey If you want to prove the If you want to prove the communications communications business case you need business case you need case studies of what case studies of what happened as a result happened as a result and tailored evaluation and tailored evaluation Daily Mirror, 21st May 1975
    • Evaluation and Communications 21 July 2011 Planning at Westminster City Council @neilwholeyConclusions You need to understand: What is your organisation trying to achieve and why? Your audiences How to prove the quality of the outcome of your work not rely on the quality of the output Thank you
    • Evaluation and Communications 21 July 2011 Planning at Westminster City Council @neilwholeyContact meNeil WholeyHead of Research and Customer InsightCommunications and StrategyWestminster City Council17th FloorWestminster City Hall64 Victoria StreetLondonSW1E 6QPTel: 020 7641 3317Fax: 020 7641 2958email: nwholey@westminster.gov.ukTwitter: @neilwholeywww.westminster.gov.uk