1. There’s no better way to engage and learn than by celebrating your successes 2. Think strategically about comms from the start; don’t dive straight into the tactical and leave the strategy to the very end when almost 6 months has gone by – hinders early engagement 3. Communicating in good time avoids grapevine talk eg is my property not going to be funded if it is not in the top classified properties” 4. Good to have someone on board supporting the programme from comms – told by one of Outdoors leads that it was “massively beneficial” having me as an expert resource as much of what’s been done this year wouldn’t have been done”. 5. Listen, learn, share, assert – listen to people on the ground, understand what works well and share lessons will allow you to be more assertive from the centre further down the line 6. Clear messages – while you want local interpretation to make it relevant, messages must be clear and properly understood to avoid it being muddied on the way down (G/PM comment) 7. Get support early on from G/PMs, RDs & ADOs through understanding objectives and engagement eg while Outdoors featured in Reg Bus Plans what was in there was not as aspirational as would have been liked. We needed them to get our big ambition. Outdoors failed in this because it was not in planning guidance for RBPs this year. 8. Workstreams need to communicate better with each other and also be part of an overall comms plan ie comms not just at programme level. Allows a more coordinated approach which means messages out are more consistent 9. The 4 E’s of the workstreams helped clarify what the programme was trying to achieve at a national level … the descriptors are still there but a couple of months in and people are already referring to the 4 E’s … simple sticks in minds 10. Business objectives - % of effort year on year dropped in Outdoors as confusing and not happening in reality. They took it from BPTL but didn’t work for them either and they also dropped it soon after. But the VCI strategy did use it effectively … rather than year on year effort they used it as a percentage against each task / activity 11. Ranger Champions came out of a discussion at the conferences. The issue was for rangers to have a voice, to be able to share what was working well with others. So champions felt like the right word for them as that’s what the programme is asking them to do. Its early days but they have terms of reference agreed and are well supported at the top. The key to it is getting someone who really cares / is passionate and wants to make it work; the next very important step is to get permission from line managers to allow them to do the role as it will mean some time out from the day to day work.
Lets look at some of the tactics that really helped get the programme on the map … Conferences – which lead to Ranger champions – ie action – networking / engagement / clarity on vision and objectives of the programme and ideas for delivering on the ground Booklet – clarified key things about the programme: how it fits with the Trust’s strategy, the vision and what success looks like, as well as the key initiatives we are focusing on nationally to help delivery on the ground. Intranet pages / and a way of sharing case studies / lessons learned / template Plus eg articles in Trust You, more stories on intranet home page and references in them to outdoors programme
Communications Sub-group feedback 6 November 2012
What we were asked to look at1. How do we communicate NTCities to the rest of the NT? • Should we use guerrilla tactics and if so what are they? • How could we use the 2013 AGM?2. How do we capture learning and communicate it to the rest of the organization?3. How do we reflect past learning/ experience? • How should we use case studies, project reviews and the intranet to assist with this
What we have done since we lastmet Met as sub-group for the day in Birmingham (Sarah O’Brien, Carol Murrin, Victoria Bradford-Keegan) Invited Debs Gogarty, Assistant Director Internal Communications and Deppie Pangalos BP Internal Communications to help us Invited Alison Minshall, Head of Innovate programme
Threw up some challenges … Are we trying to communicate the programme or the benefits of the programme? Are our business objectives too broad? Are they measurable? What are the barriers to communicating this work? NTCities is not a programme like the outdoors programme, more a collection of projects like the contemporary arts programme – how do we make it the sum of its parts?
What is NTCities? Manch es t er & Liverpo ol Call ing! Terminology - Urban strategy, sub-regional strategy, projects, programme ….. Hold th Have y e Date North West Urban strategy at ou hea rd abo ut the !!! North W Heelis – NTCities “brand”? W ould you lik e to fin Strateg est’s excitin y? g new Urban d out w hat we have b If so, p year? een up lease c to over How are we bigger than a range with ou om e a r three nd join us to s the pa st year str ee and of projects? Do we need to Look o Liverpo ategy. W e’re ol to H eelis fo hear o bringin ur progress g Manc to date r one d ay only hester and work together to create a Wedne ut for a m en we wo sday 2 8N u of inte rac ! uld we ovember. T tive and info “brand” in peoples’ minds? maxim ise our lcome reach h r your ex ese will inclu mal sessions pertise de wor on to our and inp ks new au fun acti dience ut on h hops where vities o s. T ow we So spre ad the n the d here will also can Great example – Volunteering word a nd com e along ay. be som e Ambition – 2 key messages, More d cuppa! etails to for a s lice of cake a Please nd a simple plan, good contac t elena .lyons@ . follow… . nationa communications. ltrust.o rg.uk fo r any q ueries
Outdoors programme – comms lessons learned Think Timely comms Celebrate strategically not avoids grapevine success just tactical noiseDedicated internal Listen, learn, Clearcomms resource share, assert messaging really helpedExplain objectives Get NTCities Communicate and benefits to into planning with each other get engagement guidance Clarity within Percentage of effort Ranger the programme against business Champions – the 4 Es objectives
Suggestions for moving forward We need an overarching message - its all about testing! NTCities is helping the NT to test ways of reaching urban audiences through 5 themes: 1. Recruit and retain members – 30% 2. Grow our audiences – 30% 3. Tell stories that will engage urban audiences – 20% 4. Champion urban green space and heritage – 10% 5. Develop internal learning – 10%
Suggestions for moving forwardPossible communications objectives: We will develop the Exec Team’s confidence in this work We will share what we’ve learned and show how it is benefiting the organisation We will create an internal conversation around the NT’s relationship with cities
Suggestions for moving forwardWe need: Some common criteria that all the projects sign up to The project managers to coordinate and act as champions for NTCities – example of Innovate Programme Some early insight/learnings to announce To share this learning and start selling the benefits for ADOs/RDs/PMs/GMs to get engagement
Towards tactics … Do we need to find out what makes our people tick? How do they respond to the NT’s role in cities? Need to do some self diagnosis and find some examples that will resonate Identify key facts and myths about our employees and audiences Ask Insight to look at the holiday cottage market Get a slot at VE conference in Feb, Convestival in May and Outdoors Conferences (if they’re repeated) Use USB more as a network for testing Should we look at running something like a mini Convestival? AGM 2013 - Cardiff