REPORT TO THE BOARD OF BARNSLEY HOSPITAL NHSFT€¦ · Subject : Quarterly Communications Update...

$Page 1: REPORT TO THE BOARD OF BARNSLEY HOSPITAL NHSFT€¦ · Subject : Quarterly Communications Update Ref: 12/10/P/15 SMT: \Board \Templates & Agenda \15_Comms Quarterly Update_October$
REF: 12/10/P/15

REPORT TO THE BOARD OF BARNSLEY HOSPITAL NHSFT

SMT:\Board\Templates & Agenda\15_Comms Quarterly Update_October 2012

SUBJECT: QUARTERLY COMMUNICATIONS UPDATE

DATE: OCTOBER 2012

PURPOSE:

This report combines the communications dashboard for the quarter July to September 2012 and other notable developments and outcomes for the communications and marketing function.

Board Assurance Framework :

BAF Key risk

There is a reputation management issue to almost all the risks identified in the Board Assurance Framework. While there are no specific gaps in control or assurance relating to this paper, its content gives an overarching picture of how the communications and marketing function is managing reputational issues.

RECOMMENDATIONS: The Board is asked to note the last quarter’s activity and to suggest any further areas for development to support the business plan.

AUTHOR: Helen Stevens, Associate Director Communications & Marketing

SMT:\Board\Templates & Agenda\15_Comms Quarterly Update_October 2012

CORE IMPLICATIONS

i) Business Plan Objectives The communications update reflects the on-going work of the communications team, which is planned and aligned to the Trust’s Business Plan.

ii) Public and Patient Involvement Many of the external communications activities outlined have directly involved patients and the public.

iii) Communication The update sets out the work of the communications team, in working with teams across the hospital and with partners in planning executing co-ordinated and planned communications.

iv) Risk Issues (including reputation) Reputational risk is inherent in the work of the communications team and is discussed within the document.

v) Sustainability The communications team works with the sustainability group to ensure its strategy and messages are incorporated into day to day corporate communications.

vi) Legal There are on-going legal implications within the media work of the communications team

vii) Resources The update has no resource implications which are not outside the current communications budget.

NHS Constitution: In determining this matter, the Board should have regard to the Core principles contained in the Constitution of:

• Equality of treatment and access to services • High Standards of excellence and professionalism • Service user preferences • Cross community working • Best Value • Accountability through local influence and scrutiny

Subject : Quarterly Communications Update Ref: 12/10/P/15

SMT:\Board\Templates & Agenda\15_Comms Quarterly Update_October 2012 Page 1 of 4

1. INTRODUCTION

This paper provides the Board with an update on communications and marketing activity in the second quarter of the financial year. The communications dashboard is provided as Appendix 1.

2. DASHBOARD

2.1 This is the third quarter in which we have presented data in the dashboard and this is now an established methodology for the team. It demonstrates the impact of our work in infograms and short narrative and highlights outputs (activity) and outcomes (impact/influence) as well as the team’s performance against plans.

It covers the areas:

• print and broadcast media • social media • internal communications • external communications

2.2 For Board members now using iPads, the links below connect direct to our website – where the data is available for all website users. We are keen to maximise the value and effectiveness of the dashboard and welcome comments on how it can be improved.

http://www.barnsleyhospital.nhs.uk/mediadashboard/july12.html

http://www.barnsleyhospital.nhs.uk/mediadashboard/aug12.html

http://www.barnsleyhospital.nhs.uk/mediadashboard/sept12.html

3. QUARTERLY OVERVIEW

There have been some notable developments in all areas of communications during July, August and September. Using the same area definitions as above, these can be summarised as:

3.1 Print and broadcast media

• One out of three months with above monthly target - 23.5:1 - positive negative coverage ratios. The remaining months achieving 2.5:1 and 4:1 (target is 8:1)

• Continued high volume and positive tone of coverage • Negative coverage mostly centred around inquests or perceived impact of possible

domestic staff changes • Sought and received balanced coverage with local media in relation to on-going

domestic staff job losses (connected to staffing changes with one of our contractors) and the hospital social club closure.

• National and international print and broadcast cove rage on the story of a man with a fork in his stomach

• Positive national coverage for our procurement work in the Health Service Journal


• Positive local coverage for service changes following patient feedback, patient inspection scores, plaudits for cancer services, the volunteers’ evening, Penistone Show and the Annual Members’ and Governors’ Meeting

3.2 Social media

• Steady increase in Twitter followers month on month – from 845 in July to 913 at the end of September

• Steady increase in Facebook fans and posts – the data suggests these are aligned to internal communications PR activity (HEART and BRILLIANT staff awards in particular), suggesting our staff are increasingly using the medium to connect with each other

• In our measurement of our twitter account activity , we know that we routinely reach around 10,000 twitter accounts with our tweets.

3.3 Internal communications

• Planned, prepared and delivered the Annual Members’ and Governors’ Meeting, including the development of a video encapsulating some of the year’s successes and challenges. There was good attendance (significantly higher than the previous year) and we will use feedback from the event to improve next year’s

• Developed several internal campaigns with staff using insight to inform the delivery – including the overarching It’s All About You campaign, incorporating the staff survey, flu and staff health and wellbeing.

• Microsite launches – Together We Will Make It Better and Transform • Insight gathering - sessions and survey work with range of staff groups to inform

the intranet development • Continued delivery of BRILLIANT staff awards • Continued Chief Executive visibility – with visits to wards and departments and

Chief Executive email bulletin

3.4 External communications

• Improvements to the primary care and partner e-newsletters - with new layout and campaign monitoring. Using a metric based system allows us to understand subscriber preference and activity which enables tailored future products

• Partnership working with colleagues at One Barnsley, Barnsley Metropolitan Borough Council and NHS Barnsley, to deliver projects and campaigns. In particular in this quarter, we worked with partners to prepare for the October #barnsleyisbrill tweetfest

• With a team of Govenors and staff from the hospital, supported the hospital’s Penistone Show stand – resulting in 70 new members

• Increased interactivity with the website – more than 180 emails to the site this, quarter, demonstrating that it is now much easier for patients, potential staff and public to contact us

• Developed and launched the interactive online annua l report – helping to provide a user-friendly report which can be searched from search engines and the site, as well as reduce publication costs.

• Jobs, the general contact form and A-Z are the most visited pages on our website – and we are continually developing speed of access to pages and ease of use, to foster better user interactivity

• A partner relationship management system has now been set up and executives and non executives are beginning to input into the database. Only through


continued application will this system bring the anticipated benefits of shared knowledge to inform decision making and strategic planning

• Continued development of Barnsley Hospital News , working with our governors to ensure content is aligned to members’ feedback and governor priority issues.

3.5 Comparative activity

The dashboard allows us to measure our impact monthly and retrospectively by quarter. This quarter:

• Media coverage ratio has been consistently positive but we did not reach our target

of 8:1 in two out of the three months. However, we did achieve a significantly high level with a positive: negative ratio of 23.5:1 in August.

• Reactive calls are lower this quarter – 17, compared to 28 last quarter • Increased Twitter followers but at a lower rate – 68 this quarter, compared to 315

last quarter (the earlier increase was aligned to the A&E twitterthon activity) • Increased Facebook fans but at a lower rate – 47 this quarter, compared to 52 last

quarter • BRILLIANT award entries have decreased slightly – 15 this quarter, compared to

17 last quarter • We have developed and launched more short term campaigns with staff this

quarter

4. ACCOLADES

The work of the communications and marketing team has been shortlisted for two awards. The first in the UK Public Sector Communications Awards 2012 for our website (Building a better digital presence for Barnsley Hospital ) and the second for our communications manager, Emma Bodley, in the Association for Healthcare Communications and Marketing awards. Emma has been shortlisted for Communicator of the Year.

5. NARRATIVE

5.1 The quarter has seen greater internal communications activity – evidenced in the insight gathering and launch of bespoke campaigns. Early indications suggest that the work on these is helping to deliver an increase in desired behaviours but the true measurement will be determined in the final evaluations later in the year.

5.2 Significant input during the quarter also went into the formal members’ and governors’ meeting in September and the planning and preparation for the Penistone Show. Both were successful events and evaluation and feedback from these will inform future planning and delivery.

5.3 Print and broadcast and social media proactive work continues according to plan and while proactive performance is on track, we have seen some notable negative stories affecting our ability to reach our monthly target ratios.

5.4 Strategic developments in this quarter also include the recruitment of a new fundraising manager, who will lead the new fundraising function at the hospital. The function will sit in the communications and marketing department, and future communications Board reporting will include progress in this area.


6. NEXT STEPS

6.1 Insight from staff is showing a need to step up communications and engagement activity around our change agenda. Our efforts to drip feed messages into the organisation are, to a degree, successful but greater strategic efforts are now needed. To this end, we will be appointing a communications and engagement manager shortly for one year, to complement and add impetus to the transformation work. As we have stated before, channelling and mobilising the organisation’s energy – the emotions, attention and efforts of staff – towards common goals will be critical in the months ahead.

6.2 Work is now well underway to build on relationships with our partners and the public. Continued progress on the external stakeholder engagement plan is also a key area of focus for the next quarter.

6.3 And finally, building on the findings of the internal communications audit earlier in the year, the communications team is now working towards re-invigorating the Team Brief process as well as introducing lunchtime staff engagement sessions with the Chief Executive. A further update on progress with these insight driven initiatives will be included in the next quarterly update.

7. APPENDICES

Appendix 1 – July, August and September dashboard analyses.

Media & Communication Dashboard

Barnsley Hospital Marketing & Communications Team

July 2012

Press releases

Press releases issued 4 Target 4

Reactive calls

These are when we respond to a journalist's enquiry

Calls taken 4

Volume of coverage by tone

Volume of coverage by media

Coverage ratio

Target 8:1

Actual 2.5:1

Print & Broadcast

Positive

Negative

28.6%

71.4%

Barnsley

Chronicle

Sheffield Star

Radio

Other/SY Media

7.1%

7.1%

14.3%

71.4%

Summary

Negative coverage relating to domestic staff job losses and the social club on the hospital grounds closing

Barnsley Chronicle accounts for nearly all media hits

Although still favourable. Postive:negative ratio is lowest for months

status:

GREEN

Media Team Dashboard - Barnsley Hospital - July 2012 http://www.barnsleyhospital.nhs.uk/mediadashboard/july12.html

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Twitter

Twitter followers 845 +29

Twitter mentions 36 +2

NHS influence ranking 49 0

Facebook

Facebook fans 174 +21

Facebook posts 12 0

Social Media

Summary

Twitter followers and posts continue to increase at a steady pace

Facebook fans are increasing more rapidly than previous months and more interactions are occurring as a continued

result of publishing the HEART awards photos and monthly awards

status:

GREEN


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Volume of activity by channel Outcome indicators

A Staff turnover

B Performance targets

C Staff survey

Internal Communications

e-Bulletins

CEO-Bulletins

Team Brief

CEO Staff

Sessions

Campaigns

18.8%

18.8%

6.3%

50%

A

0 100

100

B

0 100

100

C

0 100

50

Summary

Preparation for launch of transformation programme campaign

Healthy workplace microsite

Together we will make it: better microsite

CEO staff sessions with switchboard and appointments centre, A&E and AMU

status:

GREEN


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Popular website pages Website stats

Website visitors 17.01k

Website feedback emails 55

Content

Website news posts 4

Other activity

Primary Care e-Newsletter 1

Partner e-Newsletter 1

External Communications

Jobs

Contact Us

Services

A to Z

About us39%

9.1%

10.2%

11.1%

30.6%

Summary

Increase in website visitors looking for work placements/medical posts during summer break.

Popular news articles include: "Care of the elderly ward big winners in local honours", "NHS Health Centre is now

open" (article from 2009) and "Our cleaning contract".

status:

GREEN


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August 2012

Press releases


Reactive calls


Calls taken 9



Coverage ratio

Target 8:1

Actual 23.5:1

Print & Broadcast

Positive

Neutral

Negative14%

82.5%

Barnsley

Chronicle

Sheffield Star

Yorkshire Post

Local

Radio/broadcast

Barnsley

Independent

Other SY Media

National

43.9%

21.1%

8.8%

7%

12.3%

Summary

Positive coverage reported nationally and internationally covering the story of a man with a fork in his stomach

Highest positive:negative ratio since dashboard reporting began

Strong coverage in broadcast media

Negative coverage from Barnsley OFSTED report

status:

GREEN

Media Team Dashboard - Barnsley Hospital - August 2012 http://www.barnsleyhospital.nhs.uk/mediadashboard/aug12.html

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Twitter


Twitter mentions 39 +3

NHS influence ranking 49 0

Facebook


Facebook posts 17 +5

Social Media

Summary

Twitter followers and posts continue to increase at a steady pace

Fork story tweeted about internationally (000's of tweets) but no direct mentions of Barnsley Hospital

Facebook fans are increasing at a steady pace

status:

GREEN


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A Staff turnover


C Staff survey


e-Bulletins

CEO-Bulletins

Team Brief16.7%

16.7%

66.7%

A

0 100

100

B

0 100

100

C

0 100

50

Summary

Preperation of AGM

Planning for Penistone Show Barnsley Hospital tent

Preparation for launch of staff survey and staff flu vaccination campaigns and development of It's all about you

microsite

Insight from a range of staff groups to inform the intranet development

6 nominations for the BRILLIANT awards

status:

GREEN


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Content


Other activity


1 email sent to

41 recipients

4 emails opened

2 click throughs (to profile information on Medical

Director)


1 email sent to

111 recipients

22 emails opened

6 click throughs to news

4 click throughs to article about patient cancer

scores


Jobs

Contact Us

Services

A to Z

About us

42%

8.3%

10.2%

10.7%

28.8%

Summary

Campaign monitoring used for first time with disappointing results (although positively 0 unsubscribers from either list)

Jobs, general contact form and service/A to Z still proving to be most popular sections of website by wide margin

status:

RED


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September 2012

Press releases


Reactive calls


Calls taken 4



Coverage ratio

Target 8:1

Actual 4:1

Print & Broadcast

Positive

Neutral

Negative14.7%

26.5%58.8%

Barnsley

Chronicle

Sheffield Star

Yorkshire Post

Local

Radio/broadcast

Other SY Media

National

8.8%

8.8%

20.6%

52.9%

Summary

Negative coverage relating to an inquest

Positive coverage in HSJ as a case study

Positive coverage surrounding hospital AGM and presence at Penistone Show

status:

RED

Media Team Dashboard - Barnsley Hospital - September 2012 http://www.barnsleyhospital.nhs.uk/mediadashboard/sept12.html

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Twitter


Twitter mentions 14 -24

NHS influence ranking N/A 0

Facebook


Facebook posts 8 -9

Social Media

Summary

Reduced number of mentions on twitter but followers continue to increase

Preperations for involvement in a borough wide twitter campaign next month

Facebook fans continue to increase but posts decrease

status:

AMBER


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A Staff turnover


C Staff survey


e-Bulletins

CEO-Bulletins

Team Brief

Campaigns

45.5%

36.4%

9.1%

9.1%

A

0 100

100

B

0 100

100

C

0 100

50

Summary

Delivery of Penistone Show - staffed by 20 hospital staff members and governors/ 70 new members signed up

Delivery of AGM. 299 views of AGM video

Staff survey and flu vaccination campaign launched

4 nominations for the BRILLIANT awards

CEO staff session with maternity staff during Cathy Warwick visit

status:

GREEN


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Content


Other activity




Jobs

Contact Us

Services

A to Z

About us

43.5%

8.1%

10.7%

10.8%

26.9%

Summary

NO email correspondance sent to partners or GPS

Unknown spike in website traffic dated September 6th registered %500> new visitors compared to same day in

previous month. Data was inconclusive

Jobs/Contact Us/Services/A to Z/About Us - all consistently proving to be our most popular sections

status:

RED


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