Communication and
Engagement Strategy
2017-2021
Introduction
Placing people at the centre was the core ambition of the 2012 Health and Social
Care reforms. Healthwatch Cumbria was trusted to achieve this ambition and will
continue to do so for the period 2017-2021. The ongoing focus will be
understanding the needs, concerns and experience of Cumbrian residents in
receipt of health and social care services to ensure that they can help to design
and improve better services for themselves and their families.
HWC is an independent organisation which will encourage and support the
involvement of individuals, their families and carers and the wider communities of
interest to participate in the review and development of services.
The purpose of this communications strategy is to provide clear guidance on
protocols for communications activity for the period of 2017-2021.
By employing an effective communications strategy HWC will be equipped to
achieve success in its role as the consumer champion for health and social care
users in Cumbria.
Through clearly identified means of communication HWC will effectively engage
with the public to ensure their voices are heard and are used in the design and
commissioning of services and to bring about service improvement where
necessary.
This communication strategy is predicated on the eight statutory functions of
Healthwatch and the corresponding actions in the HWC Strategic Plan 2017-2021.
We will use this Communication Strategy to promote our work and responsibility as
a consumer champion and ensure that all people in Cumbria are aware of HWC and
its functions, continuing to increase public awareness of the potential to influence
service improvements.
We will interact with and challenge commissioners and providers of health and
care services and regulators, harnessing local voices to improve health and care in
Cumbria.
Aims
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To confirm the reputation of HWC as an accessible, credible and trustworthy
organisation
To define HWC as an effective consumer champion
To ensure that the public are aware of HWC and its role as a consumer
champion
To effectively signpost local people to information about health and social
care services
To know and understand reporting requirements to commissioners and
regulators
To ensure that HWC is accessible to all members of the community
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2017-2021 HWC Communication and Engagement Strategy V1.0
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To foster good relations and dialogue with the public and other stakeholders
and maintain a positive profile
To provide opportunities for Cumbrians’ involvement in the planning and
development of health and social care services
To support the key priorities of HWC
Principles
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Communication style and message is consistent within HWC
Communication is an integral part of all HWC activity
Our reports are accurate, reliable and credible
The most appropriate methods of communication are employed at all times
Communications are timely and professional
Work with key stakeholders to improve effectiveness of communication
Provides clear and accessible information in a variety of ways to meet all
needs
Continuously evolve to maximise HWC impact
Relationships conducted with equality and respect
Actively engage with Healthwatch England and the wider Healthwatch
network
Stakeholder Engagement
It is vital that relationships are developed with key stakeholders and audiences and
effective partnership working and public engagement is underpinned by effective
communication. This Strategy reflects the need to provide the most appropriate
method of communication with individuals or groups dependent upon their position
or interest within any HWC activity.
HWC has a variety of stakeholders with varying levels of influence and interest.
Stakeholders are individuals or groups with an interest in the project or
organisation because they are involved in the work or affected by the outcome.
Overview of stakeholder groups:
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People living in Cumbria
Voluntary organisations
Commissioners of health and social care services
Providers of publicly-funded health and social care services
Statutory organisations
Media
Politicians
HWC (Board, staff and Representatives) and People First
National bodies
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Stakeholder Management
Stakeholder management is the systematic identification, analysis, planning and
implementation or action designed to engage with stakeholders.
Each category of stakeholder will require a different management and engagement
approach and this can change dependent upon their role and function in respect of
a particular issue. A stakeholder may also be a collaborator on a particular piece of
work.
Communication
It is important to recognise and understand that our stakeholders will have
particular needs and preferred methods of communication. HWC needs to be
aware of stakeholder needs before attempting any communications.
Questions to ask would typically include:
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Who do we need/want to communicate with – who needs to know?
What do we want to tell them – what’s the message?
Why do we need to communicate – what’s the purpose?
How do they want to receive the communication – what method?
When is the best time to communicate?
What do we expect to achieve from the communication?
Methods
HWC uses a variety of communication methods as appropriate including:
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Media - Press Releases, TV & Radio interviews
Surveys
Website – www.healthwatchcumbria.co.uk
Social Media – Face book & Twitter
Email
E Newsletters
Formal Letters
Reports
Promotional Material – posters/cards/flyers/leaflets
Verbal communication – meetings, events, presentations, telephone and
other 1:2:1 discussions
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2017-2021 HWC Communication and Engagement Strategy V1.0