SERVICE DEFINITION
TEMPLATE INDEX
Enabling Services – Corporate Communications
Contents
No. Service Title
ES01 Corporate Communications – Head of Corporate Communications
ES02 Corporate Communications – Organisational Communications Business
Directorate / Business Area / Department:
Enabling Services
Title of Service: ES01 Corporate Communications – Head of Corporate Communications Service Category
Enabling Services
Corporate Communications
Head of Corporate Communications
The Head of Corporate Communications will provide strategic advice on communications and reputation management to Alliance Chief Officers. Supported by two communication business managers, one responsible for operational communications and one responsible for organisational communications, the role will manage the overall function, deliver a force-level communications strategy, manage performance and overall function budget. The post-holder will also engage with partners at force, Alliance, regional and national level as required to deliver force priority
communications.
The post holder will participate in on-call arrangements to ensure that strategic advice and guidance is available to Chief Officers and senior members of the workforce on a 24/7 basis. The Head of Corporate Communications will be responsible for agreeing priorities with Alliance Chief Officer Group members and heads of services as well as environmental scanning, service and policy development. They will manage the Operational Communications Business Manager and the Organisational Communications Business Manager.
Service Details:
The information provided here in terms of a detailed description of the service to be delivered needs to be written so that the user of the service can gain a sufficient understanding of what the service to be delivered entails (what is done, how, specific objectives, i.e. what the service sets out to achieve and the benefit(s) / outcome(s)). However, the information provided does not need to extend to a full process description. The information provided should also include statement(s) regarding any legally mandated requirements and/or other constraints and identify the “Must”, Should”, “Could” elements of the service.
MUST. The Head of Corporate Communications will provide strategic advice on communications and reputation management to Alliance Chief Officers.
MUST: The post holder will manage the overall function, deliver a force-level communications strategy, manage performance and overall function budget.
MUST: The post-holder will engage with partners at force, Alliance, regional and national level as required to deliver force priority communications.
MUST: The post holder will participate in on-call arrangements to ensure that strategic advice and guidance is available to Chief Officers and senior members of the workforce on a 24/7 basis. MUST: The Head of Corporate Communications will be responsible for agreeing priorities with Alliance Chief Officer Group members and heads of services as well as environmental scanning, service and policy development.
MUST: The Head of Corporate Communciations will manage the Operational Communications Business Manager and the Organisational Communications Business Manager.
Level of Service
The information provided here should allow the reader to understand the standard of service they can expect to receive, i.e. where applicable the Service Level Agreement to be offered in respect of the particular service. In general this information should be available in a departments SLA (where such exists), or as used by internal management for performance monitoring.
Where such information does not already exist, an indication of what level of service is being offered should be stated.
See above section
Service Provider
The information provided here should detail:
• Department,
• Function within department, and
Specific individual resources (posts) within a function, FTE, who are involved in provision of the service. It is recognised that many posts will not be fully occupied in provision of a single service, it will therefore be necessary to determine and record the percentage involvement for this particular service for each post listed (percentage can be in terms of % per day/week/month/etc).
Enabling Services
Corporate Communications
Post: Head of Corporate Communications (1FTE)
Service: The Head of Corporate Communications will provide strategic advice on communications
and reputation management to Alliance Chief Officers. The Head of Corporate Communications will be responsible for agreeing priorities with Alliance Chief Officer Group members and heads of services as well as environmental scanning, service and policy development.
40%
Service: The post holder will manage the overall function, deliver a force-level communications
strategy, manage performance and overall function budget. They will manage the Operational Communications Business Manager and the Organisational Communications Business Manager.
20%
Service: The post-holder will also engage with partners at force, Alliance, regional and national
level as required to deliver force priority communications.
40%
Service: The post holder will participate in on-call arrangements to ensure that strategic advice
[0% additional to day role]
Service Parameters
The information provided here should record when the service is available e.g. days of week / hours of availability ( 24x7, 09:00-17:00, monthly, etc).
The post holder will work 37 hours a week as best meets organisational requirements and will participate in an on-call rota outside of office hours.
Physical Assets Required To Deliver Service
Are any specialist buildings / equipment / vehicles / systems required for delivery of the service?
A working area close to the Newsdesk and Operational and Organisational Communications Business Managers. Availability of meeting room nearby.
Blackberry phone (or social media enabled device). Remote access laptop, ability to hot desk in locations across Alliance area.
Metrics
The information provided here should give an indication of the scale of the service and therefore detail how the service is measured, in terms of volumes, performance, quality, etc and highlight demand peaks / seasonality if relevant e.g. number of requests
processed/month, number of calls, payslips processed, invoices recorded, fuel purchased, vehicles taxed, per day/week/month etc.
The service will be measured by the performance metrics of the Organisational and Operational Communication functions and the personal objectives set within the PR of the post holder.
Finance
The information provided here should detail any capital and non-people revenue budget specifically allocated to this service)
The budget requirement is detailed in the design proposal. Total (as per March 2012 design submission) c£724,500 for the function.
Other
This section should be used to record anything considered relevant not covered in the above, e.g. external partner working, interdependencies, other systems interfaces etc.
Action: Name(s): Date:
Prepared by (business) Carl Baldacchino / Stephen Grundy April 17 2012 Reviewed by (business)
Reviewed & recorded by Alliance Programme
Colin Grainger, Programme Manager Office
17.05.12
Directorate / Business Area / Department:
Enabling Services
Title of Service:
ES02 Corporate Communications – Organisational Communications Business Service Category
The Alliance Corporate Communications team will focus on two policing communication themes – Operational and Organisational.
Operational - delivery of communications to support priority operational requirements as agreed
through the strategic assessment and alliance tasking process across all channels of communication including media, digital / social media and internal.
Organisational – provision of strategic advice and guidance relating to reputation management
(internal and external) identified through the Alliance’s Risk Register. Specialist support provided to assist with the delivery of priority operational requirements through the development and management of internal and digital communications and alliance marketing campaigns that are priority driven.
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Service Details:
The information provided here in terms of a detailed description of the service to be delivered needs to be written so that the user of the service can gain a sufficient understanding of what the service to be delivered entails (what is done, how, specific objectives, i.e. what the service sets out to achieve and the benefit(s) / outcome(s)). However, the information provided does not need to extend to a full process description. The information provided should also include statement(s) regarding any legally mandated requirements and/or other constraints and identify the “Must”, Should”, “Could” elements of the service.
Services delivered or enabled by the Organisational Communications Business Team
• MUST: Provision of strategic advice and guidance relating to reputation management
(internal and external) identified through the Alliance Risk Register.
• MUST: Development and management of force intranet and Internet systems.
• MUST: Development of digital and social media presence, directly and enabling increased
use of these channels.
• MUST: Social media monitoring (free channels only)
campaigns
• MUST: Development, delivery and evaluation of internal change programme
communications.
• MUST: Protection and development of force corporate identities (including reputation
management) and photographic image bank.
• MUST: Provision of marketing / social media advice and training to enhance the
communication capability and capacity of the workforce.
• MUST: Fulfill statutory communication responsibilities of forces. • MUST: Environmental scanning
• MUST: Delivery of specialist advice and support to Operational Communications Business
Team
Level of Service
The information provided here should allow the reader to understand the standard of service they can expect to receive, i.e. where applicable the Service Level Agreement to be offered in respect of the particular service. In general this information should be available in a departments SLA (where such exists), or as used by internal management for performance monitoring.
Where such information does not already exist, an indication of what level of service is being offered should be stated.
See previous section
Service Provider
The information provided here should detail:
• Department,
• Function within department, and
• Specific individual resources (posts) within a function, FTE
who are involved in provision of the service. It is recognised that many posts will not be fully occupied in provision of a single service, it will therefore be necessary to determine and record the percentage involvement for this particular service for each post listed (percentage can be in terms of % per day/week/month/etc).
Organisational Communications Business Manager Communications Officer Level 1 (4 roles)
Communications Officer Level 2 (3 roles)
Organisational Communications Business Manager (1FTE)
issues to officers and staff at all levels of the Alliance identified by the Alliance Risk Register. They will manage the Organisational Communications function, be responsible for the delivery of priority communications, the development of strategy, policy and guidance and manage
performance and budget. They will deputise for the Head of Corporate Communications in their absence, They will form part of a rota providing strategic advice and guidance on a 24/7 basis to Chief Officers, senior members of the workforce and the on-call Communications Officer.
100% Communications Officer Level 1 (1 FTE Digital)
Service: Development and management of force intranet and Internet systems, social media
presence and social media monitoring
90%
Service: Provision of social media advice and training to enhance the communication capability
and capacity of the workforce.
10% Communication Officers Level 1 (3FTE)
Service: Development, delivery and evaluation of prioritised alliance external marketing
campaigns and internal change programme communications
70%
Service: Provision of marketing advice and training to enhance the communication capability and
capacity of the workforce.
15%
Service: Protection and development of force corporate identities (including reputation
management) and photographic image bank.
5%
Service: Environmental scanning
5%
Service: Delivery of specialist advice and support to Operational Communications Business Team
5% Communication Officers Level 2 (2FTE Digital)
Service: Development of force intranet and Internet systems, social media presence and social
media monitoring
90%
Service: Provision of social media advice and training to enhance the communication capability
and capacity of the workforce.
10% Communication Officers Level 2 (1FTE)
Service: Delivery of prioritised alliance external marketing campaigns and internal change
80%
Service: Provision of marketing advice and training to enhance the communication capability and
capacity of the workforce.
15%
Service: Delivery of specialist advice and support to Operational Communications Business Team
5%
Service Parameters
The information provided here should record when the service is available e.g. days of week / hours of availability ( 24x7, 09:00-17:00, monthly, etc).
Normal office hours: 9am – 5pm Monday - Friday
On call: Outside normal office hours (Weekend and Bank Holidays)
Physical Assets Required To Deliver Service
Are any specialist buildings / equipment / vehicles / systems required for delivery of the service?
Normal office space and IT facilities for Organisational Communications Business Manager and Communications Officers in a centralised location.
Blackberry phones or social media enabled devices for Business Manager, Communications Officers Level 1 and one “bank” mobile for Communications Officer Level 2.
Remote access laptops and access to hot desking locations across the Alliance area Internet and Intranet content management systems
Social media management software Camera and video recorders
Design and Print service (either in-house or outsourced)
Metrics
The information provided here should give an indication of the scale of the service and therefore detail how the service is measured, in terms of volumes, performance, quality, etc and highlight demand peaks / seasonality if relevant e.g. number of requests
vehicles taxed, per day/week/month etc.
All work undertaken by the Organisational Communications Team will be priority led either by the Alliance Control Strategy or the Alliance Risk Register.
The team will have the capacity to develop and deliver in the region of 18 internal / external communication campaigns each year.
Performance relating to social media will be measured through the number of posts / tweets issued and the number of followers accumulated. Social media communication / monitoring will be
undertaken regularly throughout a normal working day and during large scale public events. Internet performance will be measured by the number of visitors to the site on a monthly basis. Management and development of the Internet and content will be undertaken on a daily basis. Intranet – both forces recognise that (from a communications perspective) the Intranet is not fit for purpose and a new “platform” is required. A key metric therefore will be the development of a new Intranet capability and its introduction within a reasonable timescale.
Evaluation of performance will also be measured through “customer” (internal and external) surveys on a quarterly basis and qualitatively through outcomes set in individual communications strategies and the extent to which these were delivered.
Finance
The information provided here should detail any capital and non-people revenue budget specifically allocated to this service)
The budget requirement is detailed in the design proposal. Total (as per March 2012 design submission) c.£724,500.
Other
This section should be used to record anything considered relevant not covered in the above, e.g. external partner working, interdependencies, other systems interfaces etc.
Action: Name(s): Date:
Prepared by (business) Stephen Grundy / Carl Baldacchino 18 April 2012 Reviewed by (business)
Signed off by (business lead) Reviewed & recorded by Alliance Programme
Colin Grainger, Programme Manager Office
17.05.12
Directorate / Business Area / Department:
Enabling Services
Title of Service:
ES03 Corporate Communications – Operational Business Communications
Service Category
The Corporate Communications team will focus on two policing communication themes – Operational and Organisational.
Operational - delivery of communications to support priority operational requirements as agreed
through the strategic assessment and alliance tasking process across all channels of communication including media, digital / social media and internal.
Organisational – provision of strategic advice and guidance relating to reputation management
(internal and external) identified through the Alliance’s Risk Register. Specialist support provided to assist with the delivery of priority operational requirements through the development and management of internal and digital communications and alliance marketing campaigns that are priority driven.
Service Details:
The information provided here in terms of a detailed description of the service to be delivered needs to be written so that the user of the service can gain a sufficient understanding of what the service to be delivered entails (what is done, how, specific objectives, i.e. what the service sets out to achieve and the benefit(s) / outcome(s)). However, the information provided does not need to extend to a full process description. The information provided should also include statement(s) regarding any legally mandated requirements and/or other constraints and identify the “Must”, Should”, “Could” elements of the service.
Services delivered by the Operational Communications Business Team
• MUST. 24/7 advice and guidance to support major and critical operations, address force
reputation issues. Tactical advice will be delivered remotely, centrally or peripatetically, according to need and strategic advice will be available remotely. Service measured through feedback or survey as appropriate.
• MUST. A single news desk – staffed by three communications officers (level 2) on normal
working days – will manage day to day relationships with the media, respond appropriately to enquiries and requests, issue appeals for witnesses and information and other proactive communications to support force priorities e.g. performance results, court outcomes,
arrests. A prioritisation matrix will be used to manage all demand for information or services (internal and external). Statistical measures re enquiries, responses and statements and measurement of activity against set priorities. Evaluation through performance surveys.
strategies and delivering, in conjunction with corporate communications staff, for initiatives that address priority themes. Those issues that are most complex and critical will be delivered by level one communication officers. Measured through outcomes agreed in communication strategies (deliverables) and performance survey feedback.
• MUST. Support provided to victims of serious crime (or relatives) to manage their
relationship with the media. Feedback from victims/Family Liaison Officers/SIOs and performance survey as appropriate.
• MUST. Delivery of specialist advice and support to the Organisational Communications
Business Team. Internal cross-team support and guidance as required. Evaluated at management meetings.
Services enabled by the Operational Communications Business Team
• MUST. The team will maintain media policy and guidance notes for use by other members
of the workforce and provide (or enable) the provision of additional media training, as required by the force training plan. (Training budget must meet any associated costs.) Measures: Timely production and review of strategy, policy and guidance notes, provision of training in accordance with agreed force training plan.
• MUST. The team will provide prior advice and support to officers providing interviews at
court or other events (but not necessarily attend). Measured by performance survey and feedback.
• MUST. The team will provide advice and guidance to MAPPA officers and meetings (but
not attend such meetings). Measured by performance survey and feedback.
• MUST. The team will provide advice and guidance to those organisations delivering force
events, band concerts or exhibitions (but not deliver communications or manage such events, nor attend, unless it is an operational priority to do so). Measured by performance survey.
• MUST. The team will provide advice to enable staff associations or members of the
workforce to communicate their priorities (such as charity activity) but not deliver this activity on their behalf. No target for number of occasions advice/guidance provided.
Level of Service
The information provided here should allow the reader to understand the standard of service they can expect to receive, i.e. where applicable the Service Level Agreement to be offered in respect of the particular service. In general this information should be available in a departments SLA (where such exists), or as used by internal management for performance monitoring.
Where such information does not already exist, an indication of what level of service is being offered should be stated.
See above section
Service Provider
The information provided here should detail:
• Function within department, and
Specific individual resources (posts) within a function, FTE, who are involved in provision of the service. It is recognised that many posts will not be fully occupied in provision of a single service, it will therefore be necessary to determine and record the percentage involvement for this particular service for each post listed (percentage can be in terms of % per day/week/month/etc).
Corporate Communications
Post: Operational Communications Business Manager (1FTE)
Service: The Operational Communications Business Manager will provide strategic advice on
operational communications and reputation management to officers and staff at all levels of the Alliance. They will manage the Operational Communications function, be responsible for the delivery of priority communications, the development of strategy, policy and guidance and manage performance and budget. They will deputise for the Head of Corporate Communications in their absence. They will form part of a rota providing strategic advice and guidance on a 24/7 basis to Chief Officers, senior members of the workforce and the on-call Communications Officer.
100% Corporate Communications
Operational Communictions Team
Post: Communications Officer Level 1 [Four posts] (% = total % for four posts)
Service: 24/7 advice and guidance to support major and critical operations, address force
reputation issues. [0% - Additional to day role]
Service: News desk – managing day to day relationships with the media, responding appropriately
to enquiries and requests, issuing appeals for witnesses and information and other proactive communications to support force priorities e.g. performance results, court outcomes, arrests.
70%
Service: Developing strategies and delivering, in conjunction with corporate communications staff,
for initiatives that address priority themes.
10%
Service: Support provided to victims of serious crime (or relatives) to manage their relationship
with the media.
2%
Service: Delivery of specialist advice and support to the Organisational Communications Business
Team.
5%
Service: Maintain media policy and guidance notes for use by other members of the workforce
and provide (or enable) the provision of additional media training, as required by the force training plan.
3%
Service: The team will provide prior advice and support to officers providing interviews at court or
other events (but not necessarily attend).
3%
Service: The team will provide advice and guidance to MAPPA officers and meetings.
Service: The team will provide advice and guidance to those organisations delivering force events, band concerts or exhibitions (but not deliver communications or manage such events, nor attend, unless it is an operational priority to do so).
2%
Service: The team will provide advice to enable staff associations or members of the workforce to
communicate their priorities (such as charity activity) but not deliver this activity on their behalf. 1%
Service: Fulfill statutory requirements to provide information to the public, e.g. Civil Contingency
Act duties and other force partnership priorities
1%
Service: Maintenance of Newsdesk News Management System
1%
Corporate Communications
Operational Communications Team
Post: Communications Officer Level 2 [Four posts] (% = total % for four posts)
Service: Communications officers [level two] will provide advice and guidance to support major
and critical operations, Gold Groups and operational activity to address priorities agreed within the Strategic Assessment and force tasking process. Advice and support will be delivered centrally or peripatetically, according to need. They will be responsible for delivering communications to manage the most complex and critical operational issues across the Alliance.
70%
Service: Developing strategies and delivering, in conjunction with corporate communications staff,
for initiatives that address priority themes.
10%
Service: Support provided to victims of serious crime (or relatives) to manage their relationship
with the media.
5%
Service: Delivery of specialist advice and support to the Organisational Communications Business
Team.
5%
Service: Maintain media policy and guidance notes for use by other members of the workforce
and provide (or enable) the provision of additional media training, as required by the force training plan.
6%
Service: The team will provide prior advice and support to officers providing interviews at court or
other events (but not necessarily attend).
3%
Service: Fulfill statutory requirements to provide information to the public, e.g. Civil Contingency
Act duties and other force partnership priorities
Service Parameters
The information provided here should record when the service is available e.g. days of week / hours of availability ( 24x7, 09:00-17:00, monthly, etc).
Normal office hours: 8am – 5pm Monday to Thursday, excluding Bank Holidays. 8am-4.30pm Fridays, excluding Bank Holidays.
On call: Outside normal office hours (weekends and Bank Holidays)
Physical Assets Required To Deliver Service
Are any specialist buildings / equipment / vehicles / systems required for delivery of the service?
Normal office and IT facilities for Newsdesk staff and Operational Communications Business Manager.
Blackberry phones (or social media enabled devices) for Business Manager, Communication Officers, Level 1, and one ‘bank’ mobile for Newsdesk. Remote access laptops, hot desks in main team base and access to hot desking location across Alliance area.
Media contact management software – (one of two existing systems).
Software for managing images, accessing social media, video material, camera and video and audio recorders.
Recording equipment (sky+ or virgin service with data recorder).
Metrics
The information provided here should give an indication of the scale of the service and therefore detail how the service is measured, in terms of volumes, performance, quality, etc and highlight demand peaks / seasonality if relevant e.g. number of requests
processed/month, number of calls, payslips processed, invoices recorded, fuel purchased, vehicles taxed, per day/week/month etc.
The Organisational Communications Team provides a service between 8am and 5pm (4.30pm Fridays) that prioritises all requests for service and all proactive activity against for priorities. Performance will be measured statistically through numbers of enquiries, statements and releases produced and qualitatively through outcomes set in communication strategies and delivered. These will vary from communication activity to activity but a performance survey will draw together levels of achievement and satisfaction with services on a quarterly basis. There are no metrics available for West Mercia at this time. However, taking Warwickshire’s (Jan-March 2012) metrics as a guide and assuming a 33/66% split with West Mercia, an Alliance function can expect to manage 7,200 media enquiries, issues 6,000 media releases, product 360 statements and provide an oncall service on 56 occasions. Demand is proportionate across the year. Current ‘satisfaction’ rating for services (Warwickshire) averages 89-91%% for 2011/12 (with 60% being satisfactory).
Finance
specifically allocated to this service)
The budget requirement is detailed in the design proposal. Total (as per March 2012 design submission) c.£724,500.
Other
This section should be used to record anything considered relevant not covered in the above, e.g. external partner working, interdependencies, other systems interfaces etc.
Action: Name(s): Date:
Prepared by (business) Carl Baldacchino / Stephen Grundy April 17 2012 Reviewed by (business)
Signed off by (business lead) Reviewed & recorded by Alliance Programme
Colin Grainger, Programme Manager Office
17.05.12
