Middlesbrough Welfare Reform Communications Plan

Introduction

Welfare Reform brings about many changes to the current welfare system that will have varying degrees of impact on people who are either currently in receipt of benefits or looking to obtain such support. The changes will also be felt by a number of organisations whether they be direct providers of services such as the Council and Registered Social Landlords (RSLs) and/or those who provide support and advisory services.

As a number of these changes are both wide ranging and complex, it is paramount to have a simple, yet effective communications strategy in place. As such it must ensure effective co-ordination between the relevant agencies whilst at the same time being responsive in meeting both the level of demand and the range of issues that are of interest and concern to those residents concerned.

Principles of Communication

In light of the scale of the changes and the anticipated impact on both communities and partner organisations in Middlesbrough, a multi-agency communications plan has been developed.

This will be delivered via a partnership approach that avoids duplication, encourages multi-agency working and shares best practice. The engagement networks and mechanisms of both the Council and other partner organisations will be utilised to best effect to ensure maximum impact and delivery of messages.

The most appropriate methods of communication will be determined within the communications plan. This plan will ensure:

· Information is timely and when necessary, produced at the earliest opportunity;

· The content and format of messages will be geared towards the needs of the audience concerned;

· Clear, simple messages are delivered to those affected which will be sustained/repeated if necessary;

· Clarity is given as to when and how things will affect the individual;

· The respective responsibilities of claimants and support services are made clear and understood;

· Claimants have appropriate access and tools to obtaining support and advice and a recognition that they are being encouraged to use on line facilities; and

· The identification of any gaps/duplication in service provision and the ability to take remedial measures.

Delivery of the Communications Plan

Middlesbrough Council’s Corporate Welfare Reform Group and Middlesbrough Partnership’s Financial Inclusion Group will work jointly to deliver the Communications Plan.

The communications plan is detailed overleaf.

Middlesbrough Welfare Reform Communications Plan

Strategic Level

By Whom / Timescale / Completed
Joint coordination of strategic actions and delivery of a Welfare Reform Action Plan and Communications Plan (via Middlesbrough Council’s Corporate Welfare Reform Group and Middlesbrough Partnership’s Financial Inclusion Group). / Paul Slocombe /
Nigel Sayer /
John Daniels / Ongoing
Provide welfare reform briefing reports as and when necessary for Middlesbrough Council’s Corporate Management Team, Corporate Welfare Reform Group, Middlesbrough Partnership’s Financial Inclusion Group and other strategic groups. / Paul Slocombe /
Nigel Sayer /
Martin Barker / Ongoing
Communication with Elected Members / Paul Slocombe / Martin Barker / Delivered
Communication with MPs’ lobbying groups and trade unions / Nigel Sayer / Ongoing

Partnership Working / Sharing Best Practice

By Whom / Timescale / Completed
Develop a multi-agency communications network.
Review current LSP engagement contacts and establish an up-to-date multi-agency network that can be used to share best practice, develop publicity materials, agree methods of delivery (both internal and external), work jointly on consultation and agree a communications timetable /delivery methods.
This group will meet as and when necessary and exchange information via email. / Susan Borrow / October 2012 / Group set up
Seek funding opportunities and joined-up bidding approaches that could assist with the delivery of the Welfare Reform Action Plan and Communications Plan. / Nigel Sayer / Susan Borrow / John Daniels / Ongoing
Establish time-limited Task and Finish Groups (as deemed necessary) to look at specific issues associated to Welfare Reform. / Nigel Sayer / As and when required
Communication to Communities / By Whom / Timescale Completed
Carry out consultation exercise on localised Council Tax scheme / Paul Slcombe/Martin Barker / October/November
2012
Carry out consultation on Social Fund scheme / Paul Slcombe/Martin Barker / November 2012
Development of communication materials (and an appropriate timetable for circulation) that can be used 2012 by all partners within Middlesbrough Partnership and can be displayed in community settings. / Susan Borrow/ Debbie Robinson/
Helen Sturdy / December 2012 / Comms material being drafted up
Deliver a series of Benefit /Welfare Reform Advice Days in Community Settings (identified by the impact assessment analysis) / Susan Borrow / John Daniels / March 2013 / One delivered so far
Develop an information display that can be rotated around community venues / Susan Borrow / December 2012
Deliver consistent messages to residents via Middlesbrough Council’s Engagement Mechanisms / Martin Harvey / Debbie Robinson / On going
Develop a training plan to meet the needs of communities and prepare them for change. To include budget management, welfare changes and digital awareness etc / Susan Borrow / November 2012
Ensure partnership working, sharing of best practice and delivery of consistent and timely messages to tenants of Registered Social Landlords via a joined up RSL approach. / Helen Sturdy / Sarah Brannen / December 2012
Communication to Partner Organisations / By Whom / Timescale / Completed
Deliver a Middlesbrough Partnership Stakeholder Event in August 2012 to raise awareness of the reforms, impact and discuss joint working opportunities / Middlesbrough Partnership / 15 August 2012 / Ö
Host a second stakeholder Welfare Reform event in early 2013 / Susan Borrow / Nigel Sayer / February 2013
Agreement of a timetable to deliver welfare reform associated messages. Ensure existing communication and engagement methods of the Council, Middlesbrough Partnership, Fabrick and other partners are utilised. / Debbie Robinson
Susan Borrow
Nigel Sayer
Helen Sturdy / November 2012
Develop an internal staff gearing up exercise for MBC staff / Debbie Robinson / November 2012
Development of a central welfare reform online resource hub via the Middlesbrough Council and LSP websites – utilising best practice examples from partner agencies. This should include specific information and downloadable resources. / Debbie Robinson / November 2012
Development of a training plan for frontline staff from partner organisations to enable them to support/advise communities accordingly. / Susan Borrow / November 2012
Establishment of monthly email alert to partners / Susan Borrow / November 2012
Encourage partner agency sign-up to the Nellbookers Referral System to ensure ease of client referrals to advice agencies. / Susan Borrow / Malcolm Bateman / On going
Develop the Middlesbrough Money Advice pilot in Thorntree / Nigel Sayer / John Daniels / January 2013
Ensure links with the Know Your Money Keep the Change and Communities Living Sustainably Projects / Chris Smith / Nigel Sayer / On going