Northumbria Police

Communication & Engagement Service PlanOverviewCommunication is vital in supporting the delivery of policing, Force priorities and assisting operational activity.

This document sets out the aims for improving and developing effective communication. It details the purpose of communication in Northumbria Police and the objectives of communication. This is important for everyone in Northumbria Police not just the staff of the Communications and Engagement Department who are the facilitators of communication activity.

It highlights the importance of intelligently deployed and innovatively created communication to have maximum impact.

The plan outlines the new developments and activities in communication to support the Force Delivery Plan in delivering the Police and Crime Plan objectives

Northumbria Police has a strong brand and identity which is centred around neighbourhood policing. All communication activity should support this brand identity.

Communications & Engagement Department StructureThe department consists of three teams; Media & Communication, Engagement, Creative Services.

The Media & Communications team provides 24/7 media support. It is key that the team seeks positive stories which celebrate the Force’s successes and supports operational policing, the Police and Crime Plan and maintains trust and confidence in Northumbria Police.

The Engagement team is responsible for campaigns, stakeholder engagement, employee engagement, events (internal & external), digital development.

The Creative team consists of a videographer/photographer, graphic designers and printers. They produce high-quality products from design to print for the Force, the OPCC and other public sector organisations.

Through a service level agreement the department provides communication support to the OPCC, which includes the secondment of a Media Advisor.

Strategic Objectives• To build trust and confidence

through communication & engagement

• Strategic approach to staff, public and partner engagement

• Positively influence internal and external perception, culture and behaviour

• Communication and engagement activity that supports Force objectives and values

• Northumbria Police profile – influencing voice regionally and nationally

• Stakeholder relationship management – Local Authorities/community leaders/partners

• Digital-first approach to engagement and communication

• Measure and evaluate communication and engagement activities

Communication Principles Northumbria Police’s communication must adhere to the following principles: • Be open, honest, transparent

and proactive • Be accurate • Be engaging and relevant • Be clear, accessible and

understandable • Be professional • Be part of a continued

conversation • Be compliant with legal issues • Be cognisant of stakeholders

and partner agencies • Be responsive through listening

Media & Social Media Engagement

Corporate Engagement

Community Engagement

Digital Engagement

Creative Services

• Media Plan – Relationship/reputational and image management

• Proactive Media – forward plan and positive content

• TV Projects• Enquiries from local, regional

and national media• Reactive media management

support for incidents, appeals etc• Press releases and conferences• Media monitoring and current affairs• Social media content• Training packages

• Staff engagement plan - transactional and emotional

• Employee Voice in change• Staff survey• Corporate campaigns -

behaviour change• Stakeholder Engagement Plan -

Local Authorities, politicians, media, partners

• Partner messaging - common issues• Strategic Narrative• Change comms• Events planning

• Accountability and transparency• Customer / Commmunity

experience changes to the service we provide

• You said we did• Seek feedback• Community Mapping• Prevention and Education• Campaign calender

• Social Media Plan - Web First• Force website (internal

and external)• Internal community forum• Staff webinars• Social Media Community Messaging• APPs• Social media evaluation• Blogs• Data management

• Brand identity• Corporate style• Production printing • Estates signage (design and print)• Vehicle Livery• Force website content

(internal and external)• Social Media graphics• Events branding• Strategic presentations• Forcewide campaigns• Population and administration

of force forms repository• NPT community engagement• Crime prevention• Operational policing• Mapping (including footbeats) • CCTV editing• Photography• Videography• Training materials (including

NCALT e-learning)

Local & Individual

• Develop multi-media packages for all platforms – both for our own and media partners

• Positive confidence-boosting content

• Media interviews• Empower officers to be effective

‘talking heads’ and to use social media

• Develop relationships with external partners

Local & Individual

• Empower local managers to engage their staff

• Managers to triage feedback and report key themes

• Advocates - communication reps• Leadership visibility• Training

Local & Individual

• Direct engagement with customers and communities

• Area Command Community Engagement Officers

• Neighbourhood Meetings• Volunteer community champions

Local & Individual

• Empower officers and staff to be social media ambassadors

Local & Individual

• Engage with local authority partners

• Support all aspects of comms and engagement

• Provide a service, support and guidance to all departments forcewide

Communications and Engagement Strategy - Build Trust and Confidence through Communication and Engagement

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