NHS Grampian Communication Strategy 2010 - 2013

Introduction

The NHS Grampian Communication Strategy was originally endorsed by the Board in 2004. The strategy has been revised and updated. The draft Communication Strategy for 2010 – 2013 was the subject of internal and external consultation from 2 December 2009 to 22 January 2010.

Aim

The Communication Strategy 2010 – 2013 is now presented to the Board for approval.

Discussion

The NHS Grampian Communication Strategy has being revised and updated to reflect the vision and values of NHS Grampian and current communication practice and techniques. The revised strategy was produced following feedback from Face2Face meetings, staff and public consultation events, Information Exchanges and evaluation of a number of current communication tools. The strategy sets out the organisation’s communication objectives for the next three years and also includes values and principles for internal and external communication. In addition, it lists the key groups and individuals with whom NHS Grampian communicates such as patients, carers, public partnership forums, MPs/MSPs and staff.

Consultation

A consultation process was undertaken during December 2009 and January 2010, as agreed by the Board on 2 December 2009. A number of comments were received from staff, voluntary organisations and members of the public. The draft Communication Strategy was revised in the light of these comments. In summary the main themes emerging during the consultation were:

  • the importance of linking the communication strategy to NHS Grampian’s strategic themes
  • the importance of recognising the needs of carers
  • further clarification of the principles, objectives and aims of the strategy
  • the importance of robust evaluation processes around all aspects of communication
  • minor changes to improve readability and clarify terminology
  • a request for an accessible/pictorial version of the final strategy to be produced

The draft Communication Strategy was impact assessed and all aspects of the impact assessment were incorporated prior to consultation.

Risk

Failure to adopt and endorse an up-to-date Communication Strategy exposes the organisation to challenge both internally and externally. The Communication Strategy sets the standards and principles against which communication practices can be assessed. The absence of an overarching strategic document puts that assessment and monitoring framework at risk.

Conclusion

The NHS Grampian Communication Strategy 2010 – 2013 has been drafted, consulted on and revised.

Effective communication is the responsibility of every member of staff in NHS Grampian. Responsibility is therefore shared and success depends on the creation of a culture where communication is valued, and effective communication is seen as a priority – in practice as well as in principle. The effectiveness of this strategy will depend on using all possible methods appropriately and seeking to find new and innovative ones to deliver a coherent set of messages about NHS Grampian.

Recommendation

Board members are asked to approve the NHS Grampian Communication Strategy 2010 - 2013

Laura Gray

Director of Corporate Communications

January 2010

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