Media and publicity protocols
The first few sections of our media protocol are reproduced
below. You can also download the full document.
Media protocol (130kb pdf
file)
Introduction – the powers the council has to communicate
The Code of Recommended Practice on Local Government Publicity
states that:
“Councils have a variety of statutory powers
which enable them to produce publicity and to circulate it widely,
or to assist others in doing so. Those commonly used include the
powers in sections 111, 142, 144 and 145 of the Local Government
Act 1972, sections 69, 88 and 90 of the Local Government (Scotland)
Act 1973 and sections 15 and 16 of the Local Government and
Planning (Scotland) Act 1982; but there are several others.
Some of these powers relate directly to
publishing authority functions. Others give a more general
discretion to publicise matters that go beyond an authority’s
primary responsibilities. For example, sections 142 (1A) of the
1972 Act and 88 (1) of the 1973 Act authorise local authorities to
arrange for the publication within their area of information as to
the services available in the area provided by them or by other
local authorities; and Section 54 of the Public Health (Control of
Disease) Act 1984 empowers local authorities to arrange for the
publication within their area of information on questions relating
to health or disease.”
More recently, local authorities have been permitted to comment
on issues which are outside of the council’s area of
responsibility, but that have an impact on the community using
well-being powers of the Local Government Act 2000.
In addition, authorities now have a duty to inform, consult and
involve, as set out in Part 7, Section 138 of the Local Government
and Public Involvement in Health Act 2007. This has been supported
by other recent legislation including section 242 of the NHS Act
2006 and the more recent Local Democracy, Economic Development and
Construction Bill which became law in November 2009.
Why we need a media protocol
In order that publicity is well co-ordinated, legal and cost
effective, it is necessary to have a media protocol in place for
the organisation.
This protocol is designed to provide councillors and officers
with clear guidance to follow specifically when dealing with the
media.
Scope
It applies to all employees of the council and all councillors.
It also applies to arms length and partner organisations when they
are delivering services on the council’s behalf. Other partnership
protocols are set out on page 23.
Our principles for media communication
Our communication with the media will be:
- Open – honest and transparent
- Consistent – in message and in delivery
- Responsive – proactive and timely
- Accurate – factual and correct
- Accessible – inclusive and representative
- Legal.
Our objectives
“The main purposes of local authority publicity are to increase
public awareness of the services provided by the authority and the
functions it performs.” Recommended Code on Local Government
Publicity
The objectives of council media handling are to:
- Improve people’s understanding of the work of the council and
to provide information about how to access its services.
- Support the delivery of the council and borough strategic
objectives.
- Defend the council from inaccurate and unfounded criticism by
ensuring the public are informed of relevant facts.
- Protect and enhance the council’s reputation as the deliverer
of high quality services and as an employer of choice.
We will do this by:
- Forming and maintaining positive relationships with local,
regional and national media, including trade.
- Having a co-ordinated approach to media handling, linking it in
with wider communications activity and taking a campaign based
approach wherever possible.
- Taking a proactive approach to media planning, using a key
events calendar to plan ahead.
- Issuing media releases and responding to media enquiries in
line with the agreed principles of openness, consistency,
responsiveness, accuracy, accessibility and legality.
- Actively promoting decisions of the council in a way that
people understand.
- Being clear about the legal framework within which we operate
and clearly explaining roles and responsibilities to ensure the
highest standards of conduct.
- Maintaining portfolio links with services and with councillors
where relevant to enable a good flow of information to and from the
media.
- Ensuring fair and accurate representation of the council and
the borough
- across all communication. This includes ensuring adequate and
non stereo-typical representation of all communities in the
borough.
- Maintaining accurate records relating to media contact.
- Challenging inaccurate reporting in the media and reporting
suspected media leaks/breaches of the code of conduct (officer and
member) to the council’s Monitoring Officer.
- Using media enquiries as a way to drive service improvements
where appropriate.
- Working with services, partners and members to develop media
awareness.
- Continually developing the skills and knowledge of staff in the
Corporate Communications Team.
- Monitoring our performance and taking feedback to ensure
continuous improvement.