The Consortium's Communications Strategy sets out a framework for all Consortium communications. It gives direction to all media, online, internal, marketing, publications and public relations communications activity undertaken by the Central South Consortium.
We will use the most appropriate channels of communication to reach our wide variety of stakeholders including schools, learners, governors, local authorities, elected members, Consortium staff, Welsh Government, other Welsh education consortia, press, businesses and the local community.
Communication works best when messages are clear and easy to understand, and when it is a two-way process. It’s not enough to talk – we also have to be able to listen.
This is no easy task for an organisation which provides challenge and support to just under 400 schools, works in partnership with 5 local authorities, has a core staff of over 60 people and an extensive catalogue of external providers.
The question is: How can the Consortium communicate clearly and simply, when it operates in such a complex and constantly changing environment?
This is the challenge for Consortium communications, and the Communications Strategy seeks to show how we will address it.
Communications Strategy - Executive Summary
Aims for Consortium Communications
The core aim of our communications is that all schools, Consortium staff, local authority officers, governors and everyone who deals with the Consortium will have a clear understanding and an accurate perception of our vision, aims, values, services and achievements, leading to higher levels of satisfaction, engagement and ultimately contribute to improved pupil outcomes.
To realise this vision, the Consortium must be able to communicate with and influence a wide range of stakeholders in a cohesive and co-ordinated way.
We therefore need to . . .
- Ensure that the Consortium is easy to understand and talk to
- Co-ordinate and direct communications so that all parts of the Consortium are working towards shared objectives, in support of the Consortium’s values
- Ensure that all stakeholders understand what we’re working towards, and what the outcomes will be – showing people what success looks like
- Ensure staff and partners understand their contribution through clear objectives
- Ensure all stakeholders know who is accountable for the work of the Consortium
- Enable schools to feel better informed and proud to be part of the Central South region
- Make staff feel proud to work for the Consortium and stakeholders proud to work with it
What do we want our communications to achieve?
Our communications objectives are:
- To secure and strengthen the reputation of the Consortium as a service that works alongside schools to enable headteachers to lead improvement within and across schools, and to achieve high quality outcomes that are focused upon our values and priorities
- To promote stakeholder understanding of the roles and responsibilities of the Consortium
- To build and maintain a professional corporate brand for consistent and co-ordinated use throughout the organisation
- To promote the image of the Consortium as an effective, efficient and proactive organisation focused on its schools and their needs
- To ensure that communications are consistent and co-ordinated across all channels to give maximum support to the Consortium’s strategic priorities
- To ensure all staff understand the priorities of the Consortium and feel valued and able to contribute to the service
- To ensure that our communications activities reflect the full diversity of the Central South region, there is equity of access to our services and that all public communications are provided bilingually
What channels do we use to share our messages?
- Media and PR
- School bulletin
- Member briefings
- Social media (Twitter, Facebook, Instagram and LinkedIn)
- Video content
- Corporate website
- Case studies website
- Internal communications
- Key publications (e.g. Business Plan, Challenge and Support Framework etc)
- Design and print
Research, Development and Listening
The Central South Consortium is a reflective organisation that needs to adapt to the ever-changing educational landscape; communications play a key role in supporting this aim. We are not here to just share messages and raise awareness, it is vital that we listen to our stakeholders and that we are seen to be responding to their comments.
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