Paper 5 PHR Communications and Engagement Update May 2018 Public Health Reform Programme Board 23 rd May 2018

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1 Purpose 1. To update the programme board on progress in implementing the public health reform communications and engagement strategy and for the programme board to note planned communications and engagement activity to support the reform programme, in particular the launch of Scotland s public health priorities in spring. Background 1. To support delivery of the reform programme objectives, the programme team developed a detailed draft communications and engagement strategy to deliver the following objectives: - Communicate a compelling vision for public health reform building awareness, commitment and support - Demonstrate the positive impact of reform, presenting a viable vision of where we have the potential to improve current delivery and innovate to achieve our reform programme objectives and improve health outcomes - Engage effectively with our stakeholders, encouraging and facilitating two way communication to influence reform and support for the programme objectives; and - Support those who have a role to play in achieving the reform programme objectives to communicate and engage effectively with partners, stakeholders, staff and the public. 2. The communications and engagement strategy established an indicative timeline of activity to support the objectives outlined above. This paper provides the programme board with an update on progress in implementing our strategy. Progress 3. Since the programme board meeting in April, the programme team has made good progress against the key activities set out in the communication and engagement strategy Website 4. The reform website went live in on the 20 th April. The website ( will provide an important mechanism for stakeholders to engage with the reform programme and will include updates on the work of the oversight board and programme board, including access to papers. 1

2 5. The website sets out the programme vision for reform overall and key elements of the reform programme. The website content will be reviewed every six weeks to ensure the needs of the programme are met consistent with the communications and engagement strategy objectives outlined above. 6. The next iteration will include expanded content on Public Health Scotland and Scotland s public health priorities in support of the priorities launch in June, including functionality to enable partners to publically support and endorse the priorities and downloadable assets to support engagement. This will be the main focus of website development over the coming weeks. Social Media 7. At the programme board meeting in April, members were advised of work commissioned from National Education Scotland (NES) to develop a series of digital assets to support communication and engagement around our vision and supporting narrative. This included digital animation covering our vision for reform and key aspects of our reform programme whole system working, data and intelligence, community empowerment and sustainable public services. 8. The first of these assets, focusing on the reform programme vision will be delivered in mid- June with accompanying infographics. Along with assets developed to support the priorities and planned events in June, this will provide the main focus for the reform programmes social media activity. 9 Assets developed for social media will be incorporated into presentations, digital platforms and communication materials to support stakeholders proactively engage with partners Staff Engagement 10. The programme team has established a monthly communications and engagement meetings with communication leads from NHS Health Scotland and National Services Scotland to support internal communication with staff and ensure consistency of messages to both organisations. Both organisations are proactively engaging staff regularly. Since the programme board meeting in April a detailed programme of planned activity across both organisations has been developed to support engagement. 11. The second bi-monthly staff briefing was delivered in May focussing on the work of the programme and related commissions along with confirming the new body will be known as Public Health Scotland. 2

3 12. Staff communication and engagement is an integral part of the programme delivery and has been incorporated as a requirement in the reform programme commissions. Commission submissions will be reviewed over the coming weeks to determine programme support for engagement consistent with the communication strategy objectives and individual commission requirements. Stakeholder Engagement 13. The programme team issued a stakeholder briefing in May on the reform programme through partners established networks and online. A further briefing will be issued in July. As part of the programmes communications and engagement strategy, a detailed stakeholder map was developed. The programme team, through the co-directors, has made good progress in engaging with identified stakeholders. 14. This has included strengthening engagement across local government with one to one meetings scheduled with local government chief executives and events specifically focused on senior local government leaders and elected members. 15. Further work is being taken forward with the improvement service to develop the knowledge hub as a resource to support collaboration and develop practice across community planning partnerships. 16. The most significant engagement continues to be supporting the development of Scotland s public health priorities, to build support and endorsement and maintain momentum. Attached is a list of endorsements (Appendix A) confirmed as of the 16 th May. 17. This engagement will continue prior to and following publication to build consensus and momentum across a range of stakeholders and build a digital profile of stakeholders publicly endorsing Scotland s public health priorities for utilisation online and social media. 18. Stakeholder communication and engagement is an integral part of the programme delivery and has been incorporated as a requirement in the reform programme commissions. Commission submissions will be reviewed over the coming weeks to determine programme support for engagement consistent with the communication strategy objectives and individual commission requirements. Events 19. A key element of our engagement strategy will be raising awareness of the reform programme with stakeholders through planned engagement events. As the reform programme builds momentum, this will increasingly be a focus of our engagement activity moving forward. 3

4 20. At the reform programme board meeting in April, the communications and engagement updated noted that engagement with partners as part of our whole system approach, in particular local government was an area for development. 21. Since the April programme board meeting, the reform team has confirmed a programme of events in May and June with partners from across the whole system, these include: - Chartered Institute of Housing Scotland Conference - Health and Social Care Alliance Annual Event - Place Standard Alliance - Local Government and Reform Event (in partnership with SOLACE, COSLA and Improvement Service) - West of Scotland Reginal Planning Event - British Society of Lifestyle Medicine Conference - West of Scotland Elected members development 22. The reform teams input to the above events will provide a focus for our social media activity and is in addition to ongoing engagement with stakeholders and professional groups identified as part of our stakeholder mapping. The programme board is asked to note progress in implementing our communications and engagement strategy and provide further advice and comment on progress. Future Activity Public Health Priorities 23. The focus of communications and engagement over the coming weeks and months will be continuing to implement the communications strategy and supporting activities, in particular in co-ordinating activity to support the publication of Scotland s public health priorities. 24. As noted above, this will be the priority for the programme over the coming weeks and months. A detailed communications plan for the priorities has been developed in partnership with communication leads in Scottish Government to co-ordinate and plan proactive media and digital content in support of the priorities, in particular with those organisations committed to support the priorities. 25. Our approach to communications and engagement on the public health priorities will focus on the collaborative approach and include a launch in June, with a strong community focus to raise awareness of the priorities and support our ambitions to build support and momentum for the priorities across the whole system. 4

5 Communications and Engagement Advisory Group 26. We continue to build strategic partnerships to support our ongoing communications and engagement activity in relation to the reform programme. The programme has developed a suite of communication channels, however, as the programme develops it will increasingly be important to develop communications and engagement resources and assets to support wider engagement across the whole system, in particular in relation to communities. 27. To support this activity, it is proposed to establish a communications and engagement advisory group, drawing on expertise and insight form across the system to inform and support the development of communications and engagement material and activity to support the reform programme objectives, specifically in supporting local engagement. Note the planned next steps in implementing our communications and engagement strategy, in particular, the focus of our activity being in support of Scotland s public health priorities. Note the proposal to establish a communications and engagement advisory group from across the whole system and provide advice and comment on potential contributors and focus of activity 5

6 Appendix A Please note that this list includes organisations which are content to endorse in principle, but who want to see the final document text before formally committing to endorsement. As of 16th May, 16 organisations have given outright endorsement and 18 organisations are content to give their endorsement in principle, pending sight of the final agreed text. Endorsed outright Endorsed in principle 1. NHS Ayrshire and Arran 1. NHS Orkney 2. NHS Lanarkshire 2. NHS Shetland 3. NHS Forth Valley 3. NHS Borders 4. The State Hospitals Board for 4. NHS Grampian Scotland 5. Healthcare Improvement Scotland 5. The Scottish Ambulance Service 6. The Scottish Association of 6. NHS National Services Scotland Medical Directors 7. The Scottish Executive Nurse Directors Group 7. The Scottish Health Promotion Managers 8. The Scottish Directors of Public 8. Skills Development Scotland Health 9. Glasgow Centre for Population Health 9. Loch Lomond and the Trossachs National Park 10. sportscotland 10. Historic Environment Scotland 11. Cairngorms National Park 11. Community Justice Scotland 12. Central Scotland Green Network 12. Scottish Canals 13. VisitScotland 13. Scottish Land Commission 14. Scottish Funding Council 14. Food Standards Scotland 15. Royal College of Physicians of 15. Royal Environmental Health Edinburgh 16. Scottish Community Development Centre Institute Scotland 16. Scottish Council for Voluntary Organisations 17. Voluntary Health Scotland 18. Health and Social Care Alliance 6