Communication Strategy underscores Council's customer focus
Council's commitment to open and responsive government and a more customer-centric culture are reflected in the Scenic Rim Regional Council Communication Strategy 2020-2023.
Tabled at today's Ordinary Meeting, the progress report on Council's first-ever communications strategy, which was introduced in November 2020, detailed the achievements in improving its flow of information for both internal and external stakeholders.
Scenic Rim Mayor Greg Christensen said the three-year strategy was developed following extensive feedback from the community, as well as input from across the organisation and Councillors, to enhance communication with current and potential residents, ratepayers, business owners, investors, other levels of government, community groups and Council employees.
"A survey in August 2020 to gain a deeper understanding of the information important to Council's audiences, and how this is sourced, was key to the development of the communications strategy," he said.
"While more than 63 per cent of survey respondents reported that they choose to communicate with Council by telephone, the website remains the predominant platform for accessing information about Council's business and services.
"Social media and local newspapers are also major channels of information for members of the Scenic Rim community."
The strategy has seven key elements, each with specific initiatives, by refreshing internal operations, working with the media, improving external communications, informing employees and the community, supporting elected members, building trust and reputation and developing a community engagement framework.
Council's communication with its target audience has been enhanced by the launch in February 2022 of the online community engagement platform Let's Talk Scenic Rim which, at 31 October, had 621 registered community members and has had 8,622 site visits.
Mayor Christensen encourages all residents to register on the Let's Talk Scenic Rim platform.
“It is a really great way for our community to engage with Council and have their say regarding important matters across the region,” he said.
Another facet of the Communications Strategy, Council adopted a refreshed brand in April 2021 that has been progressively rolled out on digital and print assets, at low cost or no cost.
Council recently implemented a video content strategy that aims to deliver at least two to three videos across social channels each week, an initiative that has seen unprecedented results, with engagement of more than 20,000 impressions for video content alone.
With an annual target of 120 advertisements in local publications for the 2022-2023 financial year, Council has already placed 69 advertisements to the end of October to keep the community informed of Council projects and programs.
"Council is currently investigating advertising opportunities with all media outlets across the region - print, radio, digital and other - to ensure that ratepayers' funds are being utilised as effectively and efficiently as possible to achieve maximum impact and return on investment," Mayor Christensen said.
As Council's recently refreshed website is a key source of information, the creation of a ‘Get The Facts’ page has provided greater transparency to help the community understand issues of regional significance such as Council's ongoing flood restoration program, the Tamborine Mountain plebiscite, road repairs and, more recently, misleading information circulating in a community petition.
"The strategy progress report details the successful delivery of an action plan by a small but dedicated team with an extensive program of 'business as usual' work, against a backdrop of pressures from natural disasters and significant resourcing constraints," Mayor Christensen said.
"However, there is also still work to be done to ensure the responsibility for communication across the organisation does not rest solely on one team, as excellence in communication is a responsibility of everyone across Council."