Devolution
The Communications Agenda
Issues and opportunities to be addressed
A discussion document from UNISONScotland's Communications
and Campaigns Committee
Executive Summary
Devolution has significant implications for UNISON.
Consultation on the main effects on policy and bargaining is currently
taking place. Discussion on communications implications is also
taking place. This is an attempt to address that aspect, from
the perspective of one of the national/regional centres.
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The current inquiry into communications needs
in the nations and regions should be extended to cover the
effects of different bargaining systems, and of different
structures, policy and media on the communications agenda
in each nation/region.
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It is important that the union speaks with
one voice on overarching principles and priorities. However,
when debating and agreeing these it is important that UNISON
recognises the different national/regional factors and issues,
and builds into campaigns the means to deal with these.
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Assistance should be offered by the Communications
Unit to nations and regions in the following areas:
-
Production of templates to allow nations/regions
to use UK styles/policies to promote regional priorities.
In particular production of regional activists or members
newsletters; development of regional websites; encouragement
of lay and full time regional communications work.
-
Skills training to be offered to ‘communications
contacts' and lay activists in key areas eg writing; media
handling; layout and design etc.
-
Maintenance of professional standards in the
production of material and the dissemination of advice on
skills, techniques, technical standards etc
-
The use of the communication facilities offered
by UNISON's UK magazine/newsletters should be further explored.
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Questions on the relevance of UK material
must be raised at an early stage. What is being done to flag
UK plans up to communications and other relevant contacts
in regions/nations?
Introduction
The increasing fragmentation of the UK's governance
has significant implications for UNISON. Whilst the main aspects
of this undoubtedly reflect on policy and bargaining, there is
both a knock-on and a direct effect on communications in UNISON
(ie to reflect differences in both bargaining and policy agenda;
different needs in different services; changes in relevance of
service groups; and in the direct production of publicity material).
Background
(i) UNISON
Since the abolition of Field Organisers, consistent
application of communications across the regions has evaporated.
Each region places a different emphasis on communications;
deals with the different aspects differently; and has different
structures on the lay side and different staff dealing with different
aspects.
This is both a threat and an opportunity. The threat
being to corporate image, quality of production and consistency
of message. The opportunity is to allow regions to assess and
relate to the differing levels of demand that they face in communications.
Recommendation
It is suggested that full assessment is done
of the existing communications facilities and structures in place,
the views of regions on their likely needs and any assistance
that can be given by UNISON UK.
(ii) Governance
The levels of devolution vary by nation/region and
the speed of change will also vary. Whilst the position in Scotland,
Wales, Northern Ireland and London is well documented, it is changing
and needs to be monitored. In addition the position in English
regions is developing (at different speeds) and the implications
of this should be assessed.
Recommendation
Whilst it is impossible to predict exactly what
the outcomes of current debates and regional government will be,
it is proposed that the very useful current analysis of communication
needs in the nations and regions be extended to cover the implications
of differing bargaining systems, and of different structures,
policy and media on the communications agenda in each nation/region.
Areas to be considered
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Policy differences and campaigns
The differences in both bargaining and policy
development means that campaigns have differing relevance. Eg
the local government pay dispute and the pay commission; the
Right to Care campaign, foundation hospitals, low pay in the
NHS, the two tier workforce etc are some of the areas recently
that have different or indeed no relevance in parts of the UK.
Consequently this affects the relevance of: stories in the main
UNISON publications, relevance of press releases to national/regional
media; material produced at UK level; and use of advertising/sponsorship
in UK media.
Recommendation
It is important that the union speaks with
one voice on its overarching principles and priorities. However,
when debating and agreeing these it is important that UNISON
recognises different national/regional factors and issues within
these principles and builds into any campaigns the means to
deal with these.
-
How to maintain a UK wide corporate image, quality
of productions etc
The fragmentation of communications has meant
varying levels and quality of production. ‘National' material
is often either not relevant across the UK or the language
reflects its London-based origin. This means regions either
not using it at all, or producing their own material. This
varies in quality and the use of corporate styles and logos.
Recommendation
It is suggested that ‘communications contacts'
be appointed in each nation/region to liaise with the Communications
Unit on professional matters; to be used as a sounding board
for material planned by UK departments and sections to contribute/develop
communications work in the nations/regions, and to expedite
contact inter-regionally. Training may be required in some
communications skills.
Assistance should be offered by the Communications
Unit to nations and regions in the following areas:
-
Production of templates to allow nations/regions
to use UK styles/policies to promote regional priorities.
In particular production of regional activists or members
newsletters; development of regional websites; Encouragement
of lay and full time regional communications work around
priority areas like recruitment and key UNISON policy campaigns.
-
Skills training to be offered to ‘communications
contacts' and lay activists in key areas eg writing; media
handling; layout and design etc.
-
Maintaining of professional standards
in the production of material and the dissemination of advice
on skills, techniques, technical standards etc
(iii) UNISON wide media organs
(a) The Website
Possibly the most able to cope with the
differences. A priority should be the development of regional
sites and the communications unit should continue the
valuable assistance already being given to regions and
branches via templates. A website design training course
should be developed for officials and activists.
(b) Activists Newsletter
Many regions/nations already produce a regional
newsletter for activists and use the Focus circulation
for their own region to distribute it. It is recommended
that this continue and that the Communications Unit promote
with other nations/regions the development of such regional
newsletters.
(c) Members Magazine
Whilst this is deliberately aimed at members
who have little or no concern regarding the detailed operations
of the union, or politics, or bargaining machinery, it
is a union magazine and therefore will deal with all these
things at one time or another. It therefore does mean
that articles can sometimes be irrelevant to members in
parts of the UK.
-
it is suggested that an issues/topics
list be prepared in advance of copy date for each issue
and circulated to regions to flag up any areas of possible
specific differences.
-
Further work be done on the possibility
of regional pages and/or regional newsletters to be
included in the U magazine mailing.
Recommendation
Use of the facility of using UK-Wide distribution
to produce/distribute regiaonl/national materials should be
developed and encouraged.
Appropriate training and consultation should
take place re the use of these organs.
The journals/website team should be sent
all regional press releases/reports etc and select stories
to promote at UK level.
(iv) Material
Material produced by UNISON UK falls into three
general categories:-
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Material generally useful across the UK -
eg generic recruitment material; UNISONplus; generic anti
PFI/PPP material etc
-
Material that might be able to be used with
some language changes: - eg Housing Stock Transfer Material,
NHS bargaining material; some general local government material;
material dealing with UK-wide organisations.
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Material that is irrelevant to sections of
the UK - eg on opted-out schools; local government pay; police
staffs pay; careers staff; two tier workforce agreements;
right to care campaign, tuition fees, foundation hospitals
etc.
Recommendation
The only way of dealing with this is for
questions to be asked at the earliest stage of any proposed
work. This could be in the originating department and/or the
communications department and/or the regions. ‘Is this proposed
material likely to fall into category (a)(b) or (c) above?'
and ‘if (b) or (c) what is being done to flag up to communications
contacts in regions/nations that is happening?'
Clear deadlines should be given to UK departments
and regions to return with comments and where it seems likely
that language changes could assist increase the relevance
of material.
Alternative and more flexible methods of
distributing information should be explored - eg use of masters
that can be changed, material circulated via e-mail with optional
print backup if required.
Conclusion
It is important that we grasp the opportunities
offered by devolution. UNISON has long been a supporter of the
principle. It needs to be clearly seen to be adopting it in practice.
This does not mean a ‘federal' union with autonomous national/regional
structures.
Whilst it is recognised that members/non-members
relate best to material produced at a ‘local' level - quite often
very local - it is important that this material be as professional,
and as accurate and as well written as possible. The centre and
the regions can form a key part of this process; producing, advising
training and working with regions, sectors and branches to analysis
the target audiences, the appropriate campaigning work, and materials
and methods.
To do this properly means a two-way flow of information.
Any protocol must recognise this and cover as broad an area of
communications work as possible. Appropriate structures and contacts
need to be encouraged in the nations/regions with some consistency
established over technical equipment and production methods as
well as skills training and quality.
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Communications
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