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Public – 23 July 2024
Corporate Resources and Infrastructure Select Committee
Internal/External Communications Update
Committee name Corporate Resources and Infrastructure Select Committee
Officer reporting Emma Gilbertson, Corporate Communications
Papers with report None
Ward All
HEADLINES
Following a request from the Select Committee for information on communications, this report
provides a general summary of the Council’s communications channels and some of the activity
delivered during the past year.
RECOMMENDATION
That the Committee notes the content of the report.
SUPPORTING INFORMATION
Communications across a range of channels plays a key part in the effective delivery of services
and priorities, and ensures that residents, businesses, partners, our workforce, and other
stakeholders (including the media) are well informed about the work the Council does, the
services it provides and how to access them.
Clear, accurate, meaningful, relevant, and timely communica tions, that is representative of the
Council and its brand, is imperative in building a positive reputation that we are putting residents
first.
The Council’s core communication functions are:
media relations
campaigns and marketing
publications
social media
website content
internal communications
design.
Corporate Communications works in partnership with teams across the Council to deliver external
and internal communications.
Public – 23 July 2024
Corporate Resources and Infrastructure Select Committee
Some of the key outcomes are:
informed and engaged residents, businesses and partners who understand what the
council does (in line with the Council Strategy) and how services can be accessed
a well-managed and enhanced reputation and a strong and recognisable brand/identity
contributing to organisational outcomes, supporting transformation and change
programmes, generating income or savings, maximising access or managing demand, and
driving behaviour change
developing and promoting opportunities for residents, community groups and other
stakeholders to engage with the Council and support decision making
increased employee satisfaction and engagement
evidencing impact through evaluation.
Communications channels are regularly evaluated, including sentiment and coverage for media
relations; engagement for social media, e -newsletters and website content; the outcome of
marketing ie. service sign -ups/attendance, income generated or behaviour change ; and
qualitative feedback from residents and services.
Media relations
Media relations includes effective management of reactive issues and a proactive approach to
highlighting the council’s good work through press releases.
Corporate Communications reactively deals with media enquiries from journalists on behalf of the
Council. The service assists media outlets with their requests and enquiries, providing them with
responses or statements and rebutting any inaccurate statements or coverage.
The team horizon scans and works with services to identify and prepare statements for issues
that may pose a risk to the Council’s reputation.
The service also delivers proactive media relations by sending press releases to the media and
‘selling in’ stories to outlets that highlight the Council’s good work and by setting up interviews or
filming opportunities.
The Council sends press releases via a media management system containing a database of
journalists, and press release lists are created to target certain audiences (local, national or trade)
depending on the release’s content.
Press releases are also uploaded to the news section of th e Council’s website, publicised via
social media and shared with all councillors. Press release stories are also often included in
Hillingdon People and the Council’s general e-newsletter, Hillingdon People Extra.
Coverage is regularly fed back to services and Corporate Management Team.
Public – 23 July 2024
Corporate Resources and Infrastructure Select Committee
Media relations in 2023/2024
Number of media enquiries 262
Number of press releases 120
Instances of positive coverage (estimate) 770
Total number of news articles generated
relating to the Council
2,100
On the whole, the Council’s media coverage is mostly neutral to positive, and anecdotally,
Hillingdon is acknowledged as having a good reputation.
Nationally, local press is declining, while there are several local titles servicing Hillingdon,
readership has reduced. London-wide is also a challenging space for media relations, given that
all London local authorities and wider organisations are competing to get coverage for limited
space. To succeed, stories need to be unique or best in London to stand out.
Given the decline and the crowded media space in the Capital, this increases the importance of
the Council’s other corporate channels and reaching further digitally.
Last year, coverage for releases was mostly local, with national coverage gained for the Council’s
ULEZ legal challenge, work at Heathrow Airport in seizing vapes, the success in once again
securing the most Green Flag Awards in the country, and several prosecutions (blue badge fraud,
housing fraud and an illegal HMO).
Many releases relating to housing, prosecutions and team successes have also garnered trade
press coverage.
During the past two months, the Council has received London -wide coverage for its new foster
carer payment and benefits package, the Tashan Daniel b ursary scheme, and D -Day 80
commemorations, which saw BBC London present its early evening news programme from the
Battle of Britain Bunker.
Campaigns and marketing
Corporate Communications liaises with services across the Council to plan, develop and advise
on communications strategies and implement coordinated communications campaigns.
Public – 23 July 2024
Corporate Resources and Infrastructure Select Committee
The Council’s campaigns predominantly raise awareness and market events or services, manage
transformational change, and change or challenge behaviour.
Campaigns/communications projects in 2023/24 included the ULEZ lobbying campaign, Voter ID,
a campaign to attract visitors to the Battle of Britain Bunker, the rollout of PayByPhone, publicity
of the council’s Coronation events, the Hillingdon Community Awards , foster carer recruitment,
White Ribbon Day, and various changes/improvements for waste and recycling.
Communications is this year changing its approach to campaigns to deliver more strategic
communications through the development of priority areas and priority campaigns.
Each campaign has a communications plan with measurable objectives, features bespoke
content across a variety of targeted channels, a budget and will be evaluated.
Communications outside of the priority campaigns will be classed as business as usual.
Business as usual communications is short-term or one -off, requiring minimal asset or content
creation and placement on one or a few channels.
Publications
The Council produces several publications.
This includes Hillingdon People magazine, which is produced bi -monthly and delivered to all
households in the borough. The magazine covers a vast range of Council services and news, as
Public – 23 July 2024
Corporate Resources and Infrastructure Select Committee
well as featuring residents’ experiences of the services they access and where they h ave made
a positive difference to their lives.
Given the decline in local media, it allows the Council to regularly reach all households highlighting
the authority’s work and plans, successes and achievements, how residents can access services,
and how they can inform decision making through consultations.
Some design changes were carried out in 2023/24 to further align the magazine to the authority’s
strategic objectives.
This year, the Council also produced the Hillingdon People Local pamphlets which are produced
every two years detailing some of the things that the Council has been doing across the borough
and in each of the borough’s 21 wards during the past two years.
Other publications include:
culture and heritage brochure
adult learning course leaflets
digital school admissions brochure
digital council tax guide and printed insert included with annual bills
e-newsletters (Hillingdon People Extra, culture and heritage, waste and recycling , adult
learning and tenants and leaseholders).
Public – 23 July 2024
Corporate Resources and Infrastructure Select Committee
The quarterly culture and heritage brochure promotes events in theatres, libraries, museums and
archives, and sport and physical activities. During the past year, the print run has been reduced
in line with the council’s channel shift agenda, with residents encouraged to instead subscribe to
a new culture and heritage e-newsletter or access content on the Discover Hillingdon events and
activities portal on the council’s website.
Corporate Communications continues to develop digital marketing content . A variety of
publications are now either digital only or their format has been changed. This includes the annual
school admissions guide (digital only), council tax guide (digital only with a printed A5 leaflet
included in bills signposting to the guide and to sign up for online bill ing) and adult learning
brochure (now three small A5 leaflets).
Following the successful introduction of a new and more efficient e -newsletter system in
December 2021, the service produces f ive e-newsletters. Each has high open rates and click
through rates well above average for the sector (34 per cent open rate and 2 per cent click through
rate).
Hillingdon People Extra is produced bi-monthly and has 35,000 subscribers and an average open
rate of 52 per cent.
In 2023/24, Corporate Communications took o n the production of the c ulture and heritage e -
newsletter from Cultural Services, moving it from an inefficient system to the corporate platform
and redesigning it. The newsletter is produced monthly with 31,075 subscribers and has an
average open rate of 49.3 per cent.
Targeted e-newsletters linked to campaigns are also produced for waste and recycling (quarterly)
and adult learning (termly). Both have high open rates (79 per cent and 69 per cent respectively)
with 6,506 subscribers for waste and 2,377 for adult learning.
In June, the Council launched a new quarterly e -newsletter for tenants and leaseholders, which
has 5,100 subscribers and had an opening rate of 57 per cent for its first edition.
Corporate Communications will continue to promote these e -newsletters to build up their
subscriber base, and a families e-newsletter is currently being planned.
Public – 23 July 2024
Corporate Resources and Infrastructure Select Committee
Social media
The Council uses various social media channels to proactively promote Council services and
share Council news, and to engage with/share /amplify news from others, including partners,
emergency services, government departments, businesses and residents.
The core social media channels are Facebook, X (formerly Twitter) , and Instagram, while the
Council also uses LinkedIn, Nextdoor and YouTube.
The table below highlights the Council’s social media channels, their following (including a
comparison to other London boroughs), how followers have changed during the past two years,
and some detail on the number of posts/reach/reactions for 2023/24.
Channel Following Change Average posts
per month
(including
reshares)
Average
reach per
month
Average
reactions
per month
Facebook
(London
Borough of
Hillingdon)
13K likes
and 15K
followers
(8th out of
32 London
boroughs)
Increase of
2K in the
past two
years.
80 130,000
each
month
18,600 likes,
comments and
shares
X formerly
Twitter
(@Hillingdon)
50.1K
followers
(2nd highest
of 32
London
boroughs)
Increase of
2K in the
past two
years.
97 98,400
each
month
1,180 comments,
retweets, likes and
mentions
Instagram
Hillingdon
Council
4,980
followers
(21st out of
32 London
boroughs)
Increase of
1.5K in the
past two
years.
29 (excluding
stories)
29
(excluding
stories)
665
LinkedIn 11,971
followers
(24th out of
32 London
boroughs)
Increase of
2.5K in the
past year.
7 1,6350
each
month
295
Nextdoor 47,000
members
across 22
localities.
Decrease of
10K during
the past
year (they
changed
algorithm).
30 17,000
each
month
100
Public – 23 July 2024
Corporate Resources and Infrastructure Select Committee
Introduced
in 2021.
YouTube 2.18K
subscribers
(9th out of
32 London
boroughs)
Increase of
250 in the
past year
234 annually
(mostly council
meeting live
streamed)
144,500 2,225 watch time
LinkedIn has been used more proactively in recent years to celebrate Council successes and
achievements in various fields (and in partnership with others) and build up Hillingdon’s employer
brand. During the COVID-19 pandemic, the Council also created an account on Nextdoor to share
health messaging in localities, and this is now a useful tool for campaigns targeting certain areas.
The Council has plans to introduce a WhatsApp channel in 2024 to extend the authority’s reach
in informing residents, businesses and other stakeholders about the wor k the Council does and
the services it provides, as well as exploring the creation of TikTok campaigns to reach younger
audiences, as necessary.
Corporate Communications continues to make social media more visually engaging through the
use of real people imagery and videos (animation and real life) which perform best on Instagram
and Facebook (as well as reels, stories and lives), evaluating what works and responding more
to social media comments relating to proactive posts to create more two-way conversations which
humanises the Council, increases the opportunity for social listening and counte rs
misinformation.
The service also uses paid social media (paid for adverts on Facebook and Instagram) for certain
marketing campaigns, focusing on either the whole borough to reach a wider audience, or
targeting areas or certain demographics depending on the objectives and target audience. These
have proven effective during the past year for promoting various initiatives, such as the Council’s
fostering offer, family hubs, Tashan Daniel bursary scheme, adult learning courses, housing buy-
back scheme, summer activities programme, annual pantomime, school place application
deadlines, and Hillingdon in Bloom competition.
Resident queries on these platforms are handled by the Council’s Contact Centre.
Public – 23 July 2024
Corporate Resources and Infrastructure Select Committee
Website content
In April 2024, the Website team moved from Corporate Communications (Central Services) to the
new Digital and Intelligence directorate.
While the website function was part of Corporate Communications between 2019 and 2024, the
team delivered a new Council website wh ich improved the user journey in comparison to the
previous website, created a more transactional platform and reduc ed content by approximately
60 per cent. A new SharePoint intranet for staff was also delivered in April 2022, streamlining
content by 80 per cent and linking functionality to other Microsoft tools.
The team will continue to work closely with Corporate Communicati ons to ensure consistency,
accuracy and timeliness in content production.
Internal communications
Internal communication channels created by Corporate Communications, include:
the weekly All Staff and CEO jottings emails
managers’ round-up email
intranet news and blogs
posters and other visual collateral.
Annual engagement activities, supported by Communications, include the Hillingdon Hall of Fame
(employee recognition awards), Long Service Awards , and a Celebrating Learning event. In
2023/24, there were 120 nominations for the Hall of Fame awards.
Corporate Communications also supports the delivery of the annual staff survey, publicity of
schemes, such as ‘Bright Ideas’, ‘Showcase series’ and ‘Interviews with’, and the council’s EDI,
wellbeing, and learning and development programmes with the production of a range of intranet
news articles.
In 2023/24 Corporate Communications stopped producing the staff newspaper teamHillingdon to
instead focus on delivering real-time news on the council’s intranet, with more than 130 intranet
articles produced.
All of the Council’s internal e -newsletters have high open rates consistent with the industry
average for this format (68 per cent) and high click rates.
The All Staff Email has an average open rate of 68 per cent and click through rate of 11 per cent,
CEO Jottings has an average open rate of 68 per cent, and the managers’ round-up email which
includes targeted advice and information for this part of the workforce, has an average open rate
of 73 per cent.
In 2023/24, Publications and Internal Communications helped to create and launch new values
across the organisations and a new ‘Our Council’ section on the intranet which highlights key
information to help staff to work together , feel engaged and listened to, and the refurbishments
currently underway at the Civic Centre.
Public – 23 July 2024
Corporate Resources and Infrastructure Select Committee
Design
As well as producing campaign concepts and a range of collateral for printed and digital channels,
the Council’s Design team also carries out business as usual design work which includes some
signage for corporate property, livery, exhibitions and displays, forms, certificates, strategies,
learning resources and toolkits.
RESIDENT BENEFIT
None at this stage.
FINANCIAL IMPLICATIONS
None at this stage.
LEGAL IMPLICATIONS
None at this stage.
BACKGROUND PAPERS
NIL
Text extracted automatically from the PDF, so layout, tables and images are not shown. Open the original PDF on LB Hillingdon’s website.