Agenda Item No: 6

 

THE VALE OF GLAMORGAN COUNCIL

 

CABINET MEETING: APRIL 25, 2007

 

REPORT OF THE CHIEF EXECUTIVE

 

COMMUNICATIONS PROTOCOLS: MEDIA RELATIONS, PHOTOGRAPHY AND ADVERTISING

 

 

Purpose of Report

 

1.         To apprise Cabinet of the proposed introduction of a suite of communications protocols to cover media relations, photography and advertising.

 

Background

 

2.         The enhancement of the Council’s reputation externally is a key priority. Management of the Council’s reputation is led by the Communications Unit, based in the Chief Executive’s department. However, all services have an inherent responsibility for external communications and should endeavour, through their activities, to enhance the Council’s reputation.

 

3.        Similarly all services should consider the reputational implications of 

          operational or strategic decisions prior to their being taken to avoid 

          unnecessary adverse publicity.

 

4.        Currently, although the External Communications Strategy highlights a number of areas for improvement, there are few formal guidelines in place to advise colleagues on the use of the most common promotional tools namely media relations, advertising and photography. Much of what is done currently is based on custom and practice, leaving room for ambiguity about when and how to use these tools.

 

5.        The protocols were first considered by Cabinet on 16 November 2005, when it was decided to refer the report to the Cabinet Advisory Committee for Policy, Finance, ICT and Property for consideration. The Cabinet Advisory Committee deferred the report so that the recently appointed Communications Manager could review the report and consult with the Corporate Management Team on its content.

 

6.        The Communications Manager has reviewed the Protocols and found them to be good, basic protocols of a type adopted by Councils throughout the UK. Some areas have been updated in the light of changes to services, for example the availability of an advertising agency, and emerging issues such as the growing use of digitally enhanced photography.

 

Relevant Issues and Options

 

7.         In order to provide clear information on the Council’s approach to media relations, advertising and photography, a protocol for each area has been developed, outlining current best practice and providing guidelines to services on how best to approach these areas. The protocols make clear the processes, responsibilities and costs associated with these activities and provide guidance on issues to be considered and how and when to seek advice from the Communications Unit.

 

Resource Implications (Financial and Employment)

 

8.         The Advertising Protocol in particular should result in a more co-ordinated approach to advertising, resulting in more effective use of budgets.

 

Legal Implications (to include Human Rights implications)

 

9.         The Photography Protocol reflects the Council’s obligations under the Data Protection Act 1998.

 

Crime and Disorder Implications

 

10.       There are no crime and disorder implications regarding this report.

 

Equal Opportunities Implications (to include Welsh Language issues)

 

11.       The Media Protocol indicates the Council’s approach to engaging with the Welsh language media.

 

Corporate/Service Objectives (to include stakeholder consultation and voluntary sector implications)

 

12.       Improving public satisfaction with Council communications is a priority for the authority and is reflected in the Corporate Plan.

 

Policy Framework and Budget

 

13.       This report is a matter for Executive decision by the Cabinet.

 

Consultation (including Ward Member Consultation)

 

14.       There has been no consultation with ward members on this issue as it is a corporate matter. CMT and the Procurement Officer were consulted during the development of the Protocols.

 

Appropriate Scrutiny Committee

 

15.       Corporate Resources

 

RECOMMENDATIONS

 

(1)       That the Protocols for Media Relations, Photography and Advertising  be endorsed by Cabinet.

 

Reasons for recommendations

 

(1)       In order that the protocols may be adopted as policy.

 

 

Background Papers

 

Media Relations Protocol

Photography Protocol

Advertising Protocol

 

Contact Officer – Alison Cummins, Communications Manager, 01446 709825

 

Officers Consulted – CMT

                                     Procurement Officer

           

                         

                                     

 

JOHN MAITLAND EVANS

CHIEF EXECUTIVE