Communications Strategy
2009 - 2012
WAKOOL SHIRE COUNCIL
Wakool Shire Council
Communications Strategy
Introduction
In recent years, the Shire has experienced many difficulties and challenges, and methods of
communications have undoubtedly played an important part in spreading Councils message and
updates to the community. However, if Council is to continue to build on its relationship with the
community and promote itself to external markets with a confident and professional image, it
needs to be vigilant and consistent in its communications approach.
The challenge for Council is to clearly and succinctly communicate its vision, role and priorities
whilst providing a platform for the community to comment on, and engage with Council’s
procedures and services.
This is particularly challenging in times when people have increased control and choice about how
and where they access and engage with information. However, a more planned and strategic
communications approach can help the community and stakeholders achieve a better
understanding of:
-Challenges Council faces
-The wide range of services Council delvers to the community and day-to-day occurrences
-Current and future action Council is undertaking to improve areas within the Shire
-How the community can get the most out of council and the role they can play in
influencing and shaping new developments.
Through the introduction of a corporate communication strategy Council will have a live working
document that will assist with, and improve the consolidation of information. The strategy will
ensure that all communications are focused on priorities and are effectively targeted to the right
people at the right time.
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Wakool Shire Council
Communications Strategy
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Wakool Shire Council
Communications Strategy
Contents
Introduction ...................................................................................................................................... 1
Contents............................................................................................................................................ 3
Executive Summary........................................................................................................................... 4
Rationale ........................................................................................................................................... 4
Council’s Vision ................................................................................................................................. 4
Audience ........................................................................................................................................... 5
Aims and Objectives.......................................................................................................................... 5
Strategies .......................................................................................................................................... 6
Communications Plan: Actions and Outputs ................................................................................7-11
What this strategy means for people and services ..........................................................................12
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Wakool Shire Council
Communications Strategy
Executive Summary
Wakool Shire Council has identified the need for a more managed approach to communications
activities between Council, the district community and stakeholders.
An audit of Council’s current communications tools and materials has recently been conducted to
highlight Council’s successful methods of communications as well as any areas for improvement.
The overall results of the audit have provided a baseline against which Council can develop and
measure its communications objectives. As such, these results have informed the strategies and
aims listed in this document and the actions and methods used to support them.
Over the next 3 years one of the primary aims of Management and the Communications Officer
will be to provide a planned approach to all communications activities undertaken by council
including media relations, corporate marketing, corporate image, internal communications and
community consultation. These activities support the way Council, as an organisation is portrayed
and are detailed in the communications plan listed in this strategy.
Rationale
This document has been developed to progress Council’s communications and community
engagement objectives and will guide Council’s day-to-day corporate communications methods
over the next 3 years.
The strategy aims to:
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Define Councils approach to corporate communications
Identify any gaps in Councils current communications activities
Present a plan to improve corporate communications over the next 3years
Council’s Vision
The 2009/2010 Management Plan lists communications and community relations as a clear
priority. Some of the actions that are in progress to achieve this priority are:

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A focus on new approaches to internal communications
Development of a new Communications Strategy
Staff Resourcing to deal with Communications and Community Engagement
Council’s overall objective for communications is to be committed to a culture of customer service
engagement with the community in the formulation of future direction that will increase
information access and awareness of Council activities.
This strategy embraces this vision and is both clear and challenging in its aim to make a
measurable difference to day-to-day communications at Wakool Shire Council.
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Wakool Shire Council
Communications Strategy
Audience
Communications relates to any groups of people that come into contact with Council:
Residents, Ratepayers and prospective Residents- require information that helps them access
Council services and keeps them updated on Council activities.
Businesses- require information about Council services and activities or policies that may impact
on their business.
The media- need timely and consistent information.
Councillors and Employees- require information about the organisation over and above
information related to their particular role.
Specific groups, including but not limited to elderly, youth and socially isolated- may need
information about Council that directly targets their demographic.
Visitors- require information and directions about the area; many will use Council’s services or
facilities to gain this information.
Aims and Objectives
Through consolidation of Council’s long term strategies identified in the 2009/2010 management
plan, it can be concluded that Council’s primary corporate communications objectives are:

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To reaffirm and communicate Council’s brand, functions and identity within the district
community.
To improve relationship with the community and community involvement.
To better promote the Shire to visitors and new residents.
To effectively utilise electronic media.
To deliver effective internal communications.
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Wakool Shire Council
Communications Strategy
Strategies
Council has already identified key strategies in its management plan that will assist in meeting the
above stated objectives. A selection of these, plus additional points are detailed below.
In order to reaffirm and communicate Council’s brand, functions and identity within the district
community, strategies include:


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Introduce a consistent ‘look’ to Council’s information and communications materials.
Promote positive image of the Shire and ensure the Community are well informed of
Council’s role and services.
Create greater awareness of activities or projects Council is undertaking.
In order to improve relationship with the community and community involvement, strategies
include:


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Be visually active within the community.
Obtain community commitment to the implementation of certain projects through the use
of committees and involve the community in local planning and local issues.
Seek feedback regarding services.
Respond to queries, complaints or feedback (and collate for information).
In order to better promote the Shire to visitors and new residents, strategies include:
 Maintain up-to-date information about the Shire and each town within the municipality.
 Carry out promotional activities regarding Shire attractions and services.
In order to effectively utilise electronic media, strategies include:


Maintain a Website that is relevant, current and well received.
Promote the use of Council’s website as a pertinent source of information
In order to deliver effective internal communications, strategies include:
 Deliver frequent information to staff regarding council news, activities, services and
functions.
 Encourage positive staff-to-staff communication.
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Wakool Shire Council
Communications Strategy
Communications Plan: Actions and Outputs
The following plan will help drive Councils approach to internal and external communications via a range of mediums. Some actions and outputs are
already in practice, with some to be implemented. All will support the strategies identified to help meet the overall objectives and ensure a good
customer experience.
Reaffirm and communicate Council’s brand, functions and identity
Strategy
Introduce a consistent ‘look’ to
Council’s information and
communications materials,
activities, services and products
Material/Action
Purpose
Develop Council Brand
Strategy
Produce Templates
Identity and image are aligned. Unite all operations under
one brand
Templates for all communications material (such as fliers,
forms, report covers etc) in a format that is consistent and
compliments the branding focus
Implement a standard email sign-off that must be used by all
staff ensuring consistency of image.
All written correspondence to be in a standard format
(fonts, layout)
A biannual guide to Council’s services and facilities
High /2009-2012
All material to reflect brand
High/ 2009-2012
Templates produced in various
styles
High / End 2009
All staff to be using sign-off
High / End 2009
Celebrating community achievement across the Shire (bi
annual)
Celebrating individual achievements across the Shire and
recognising heritage (annual)
Undertake activities or promotion during Local Government
Week (August) to promote local government and Wakool
Shire. A focus on schools in particular
Update and develop guides/brochures or flyers that are
readily available regarding services or regulations (will be
electronic also)
Presentation folder containing Community Directory,
Holiday Planner, Facts and Stats about Shire and any
additional information requested (to be mailed out after
phone enquiries, picked up at offices etc)
Ongoing
All outgoing correspondence
reflect standard style
Guide produced, issued to
residents and available at all
service points
Awards run every two years
Email Sign-Offs
Promote positive image of the
shire and ensure the community
are well informed of Council’s role
and services
Standardised
Correspondence
Residents Guide
Business & Community
Excellence Awards
Australia Day Awards
Local Government
Week
Departmental
Information/ Guides
Information/ New
Residents Pack
Priority
/Timeframe
Medium / End
2009-Early 2010
Ongoing
Medium/ Aug
2010
Low / 2010
Medium / End
2009
Measure
Australia Day Breakfasts held
across the Shire annually
Activities implemented and/or
support material produced
Information Audit undertaken,
material produced where
required
Packs produced and available at
all offices and information points
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Wakool Shire Council
Communications Strategy
Create greater awareness of
activities or projects Council is
undertaking
Implement Key
Messages
Ensure all written work and verbal briefings contain key
strategic messages. Updating community on
progress/milestones- linking back to management planannual report can facilitate also
High / Ongoing
School Engagement
Investigating new opportunities to work with schools to
promote council services, future career opportunities
Implement campaigns for Council’s key priorities and
projects (infrastructure upgrades, recycling etc)
Page in local press to provide updates on relevant council
happenings for the month, including mayoral message
Quarterly 6-page newsletter to ratepayers and residents
containing information on council projects, programs and
general happenings (new version- smaller, more timely,
design change)
Frequent Liaison with local press and radio via news releases
and general contact. Ensure proactive media opportunities
are created
A structured programme of radio ads relating to anything
happening with council. This also includes a three-minute
mayoral interview each month
Distribute flyers regarding new initiative or giving updates
(standard brand template)
Advertisements and public notices in local papers
Maintain, update and expand internet information
Medium
Project Campaigns
Monthly Council News
Shire Wire
Media Liaison
Monthly Radio
Programme
Mail Drops
Press Adverts
E Content
E Newsletter
A monthly electronic newsletter sent to subscribers.
Updating people on news, similar to what is placed in the
press. Has the benefit of containing timely information
Ongoing- when
necessary
Ongoing
High / First
Quarter 2010
Key messages determined
annually and are reiterated
through communications
activities. Reviewed throughout
the year
Opportunities for engagement
identified and acted upon
Communications material /
methods implemented
Publication of ‘Wakool Shire
News’ monthly
Publication of Shire Wire each
quarter
Ongoing
% of Press Coverage, 100%
response to media enquiries
Ongoing
Frequent radio campaigns no less
than every two months
Ongoing
Templates produced, flyers
distributed when relevant
Placement in papers
Information available regarding all
services and updates on website
Ongoing
High / 2009/2010
(dependent on
internet strategy)
Medium / 2010
(dependent on
internet strategy)
Newsletter produced and emailed
monthly
Improve relationship with the community and community involvement
Strategy
Be visually active within the
community
Material/Action
Council presence at
Community events
Purpose
Supporting local happenings through attendance of Staff,
Managers and/or Councillors.
Priority
/Timeframe
Ongoing
Measure
Attendance at Community Events.
100% attendance at events with
invite (if original invitee is unable
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Wakool Shire Council
Communications Strategy
Obtain community commitment
to the implementation of certain
projects through use of
committees and involve
community in local planning and
local issues
Identify and facilitate
community projects
Seek feedback regarding services
Feedback Options
Respond to queries, complaints or
feedback
Information Database
Community
Consultation Activities
Complaints Procedure
Working with the community, including 355 committees, on
certain projects (from Community Directory to Events to
Infrastructure Projects). This encourages leadership and
volunteerism
Forums whereby both Council and the community can work
together and identify priorities in regards to new
developments or general activities
Feedback forms and boxes at offices as well as the webpage.
Promote these in the offices and encourage suggestions
Collate information gathered and use as a guide to future
requirements and improvements
Develop a procedure of dealing with complaints
Medium / Ongoing
to attend, find a fellow Councillor,
Manager or Staff member)
Community feel they have
opportunities to provide input
High / Ongoing
Regular meetings are held across
all towns
High / End 2009
Feedback facilities / opportunities
made available to residents
Feedback is collated to inform
and/or improve services
Complaints procedure developed.
All staff aware
High / Ongoing
Medium /
2009/2010
Promote the Shire to visitors and new residents
Strategy
Material/Action
Maintain up-to-date information
about the Shire and each town
within the municipality
Holiday Planner
Carry out promotional activities
regarding Shire attractions and
services
Events Calendar
Web Links
Community Directory
Purpose
To promote the Wakool Shire area and each town within the
municipality
Update and develop links on Council’s webpage regarding
each town
A brochure version of events across the Shire in a calendar
year for visitors and locals. Also to be maintained on website
A detailed guide to community services and listings in the
Shire distributed to all residents bi annually
Wakool Shire
Advertisements
Council/Community
Information Points
Place Wakool Shire ads in outside publications where
relevant (publications with articles on the area for example)
A stand at Offices and Business Centre with brochures about
Council services and the area. Could also be introduced at
Libraries
Trade Shows
Presence at relevant trade or community shows to provide
information about Council and the area
Priority
/Timeframe
Measure
Ongoing
Planner produced and distributed
High / 2009/2012
(dependent on
internet strategy)
High / 2009 for
2010
Ongoing / Bi
Annual
Information is updated and
available on website
Ongoing
Low / 2010/2011
(when all new &
existing info is
consolidated)
Low / Ongoing
where relevant
Calendar of events produced an
distributed where applicable
Community Directory produced
every two years and issued to
residents
Placement
Stands kept up to date
Attendance at shows where
applicable
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Wakool Shire Council
Communications Strategy
Miscellaneous
Promotional Material
Any opportunities to produce or be part of material that
may better promote the Shire
Ongoing
Inclusion in material where
applicable
Effectively utilise electronic media
Strategy
Maintain a website that is
relevant, current and a frontline
information source
Material/Action
Internet Plan
Tourism Portal
Promote use of Council’s website
as a key source of information
Web Promotional
Program
Web Education
Sessions
‘We’re on the web’
messages
Purpose
Priority
/Timeframe
A plan to develop on Council’s website to be a primary
source of information for residents, potential residents and
tourists. Aim to provide information on Council and
community services in a more user-friendly format that
encourages interaction. Review what provider Council uses
in regards to design
Link ‘Tourist and Visitor’ information to Councils site: events,
accommodation, pictures etc
High / 2009-2012
Plan developed. Results of plan
implemented
High / (dependent
on internet
strategy)
(dependent on
internet strategy)
Medium / Ongoing
Update Tourism information. Be
available on website
Medium /
(dependent on
internet strategy)
Message appears consistently on
correspondence
Promote Council’s new look or updated website to
encourage use and visits
Libraries to host sessions on how to access Council
documents and navigate around Councils website for those
who don’t have internet access or are unfamiliar
(doesn’t necessarily have to be library staff who
demonstrate)
Messages on all correspondence or document to remind
resident and ratepayers that they can access that particular
information on the website
Measure
Campaign to encourage website
visits implemented
Staff are able to provide
assistance. Sessions organised
and publicised
Deliver effective internal communications
Strategy
Deliver frequent information to
staff regarding Council news,
activities services and functions
Material/Action
Staff Newsletter
Purpose
Updated version of monthly newsletter to all staff
containing information regarding training opportunities, HR
updates, what’s going on at Council via a GM’s message,
staff stories and pictures, news, departmental updates. A
newsletter ensures equality across the entire organisation
and can become recognised as one of the primary sources of
information
Priority
/Timeframe
High/ End 2009
Measure
Newsletter produced monthly
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Wakool Shire Council
Communications Strategy
Intranet
Liaison with Managers
All Staff Memos
Media Monitoring
Encourage positive staff-to-staff
communications
Staff Guide
Staff Meetings
Employee Input
Internal web system that all staff can log into for updates,
staff profiles, contacts, information etc
Staff like to find out about issues that affect them from their
direct manager along with updates. Managers need to
ensure staff are aware of key organisational objectives and
how staff members’ roles fit into this. Face-to-face
communication is preferred
Bulletins for all staff with information regarding events,
updates etc that cannot wait for distribution of monthly
newsletter
Collating press clippings as they appear and email to staff
and Councillors. These will also form a database of press
coverage
A guide for staff detailing co workers’ roles. This ensures all
staff are clear on what everyone else’s job entails. Each
staff member is responsible for contributing information
about their role and their day-to-day duties
Mid year and End of Year social get togethers. Monthly staff
meetings at offices and depots to provide general updates
and hear from other staff members
Encourage staff and Councillors to provide input into
Council’s communications materials or information. Staff
members can identify what information may be relevant
High / (IT
department)
Ongoing
Intranet up and running.
Interaction from staff
Constant face-to-face
communication. Annual Survey.
Feedback received that indicates
staff feel more informed
Ongoing
Memos issued when required
High / End 2009
Media activity collated and
distributed to all staff within 24
hours
Guide produced with staff input
Medium / 2010
Ongoing
Meeting held regularly. Majority
of staff in attendance
High / Ongoing
Annual Survey. Feedback received
that indicates staff feel more
informed
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Wakool Shire Council
Communications Strategy
What this strategy means for people and services
This strategy sets out key objectives, methods and audiences in the aim of encouraging a
positive, informed and recognisable profile for Wakool Shire Council and importantly, staying
connected with the district community.
It is important that it is seen as an overarching document regarding Council’s communications.
As such, all Council material or information should aim to reflect the principles outlined in the
strategy to ensure they exist in a complimentary structure, regardless of which department it
relates to.
If Council’s every day communication methods are effective, it positively impacts on both the
people who receive its services and the people who deliver them.
Produced by Communications Officer, Wakool Shire Council
July 2009
Front cover shot FreeDigitalPhotos.net
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