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Health and Wellbeing in Schools 2008-2010 COMMUNICATION STRATEGY

September 2008-August 2010

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Introduction This Communication Strategy has been developed to support the increase of healthcare capacity that will address the health and wellbeing of children and young people within the curriculum for excellence cohort, recommended by Better Health, Better Care and Equally Well. The project will commence in communities that have the highest number of vulnerable children and young people. The delivery of care will be developed in an integrated way using a partnership approach between services involved and more importantly involving children and young people and their families and the local communities in which they live. Four demonstration sites have been identified to test the integrated model to ensure it is sufficiently flexible to adapt to meet the health and well being needs of school age children and young people. A communication strategy is required to deliver and receive information and ideas during the development of the new integrated models of delivering healthcare in schools. A key success factor of the strategy will be building confidence in the new models through effective and open communication with school nurses, health staff, education staff, children and young people and other key stakeholders. 1. Aim and Objectives The aim of this strategy is to ensure all stakeholders are fully aware of the project and have a clear understanding why and how we propose to communicate. Objectives To develop systems and processes, supported by a range of methods, which supports effective and efficient communication to all stakeholders. To ensure that systems are in place to support communication at all levels with each of the organisation involved in the project and promote and encourage the involvement of children and young people and their families in decisions that may affect their health and wellbeing. To ensure that staff within each demonstration site are kept informed, motivated and involved in decision making processes To facilitate partnership working and meaningful engagement with key partners at local, regional and national level. To support transparent and open communication processes in terms of local and national media enquiries by the media communication departments within the Scottish Government and Local Demonstration Sites.
To enable the learning outcomes from each of the Demonstration Sites to

inform the shape and nature of future healthcare capacity within schools To demonstrate a culture of openness, fairness and adherence to guidelines and policies in terms of freedom of information, disability and equity.

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2. Role of the Project Officers within each Demonstration site. It is essential that staff within Health, Education and other stakeholders within each demonstration site are involved throughout the project In order to achieve this the Project Workers within each site will have a key role in supporting the communication strategy both nationally and locally by:
Working collaboratively with all local partners to ensure effective co-ordination

of information to and from each Demonstration Site. Ensure that staff within each Demonstration Site are well informed and are involved in decision, which affect them. Supporting the production of a local communication plan (based on the national action plan), which will be an integral part of the Demonstration Sites. Ensuring local communication action plans reflect the local and national agenda.
Reporting on progress of local plans to the Development Officer and the

Steering Group.
Providing support and advice on communications issues to the Steering

Group. Support the Development Officer in maintaining and updating web-based communication at a national and local level.
Ensure key information and discussions which effect Demonstration Sites is

progressed and communicated rapidly and effectively. Promote awareness of sources of information to NHS staff and the public. The Project Officers will work collectively with the Development Officer to ensure consistency of communication through the national and local communication plans.

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3. Methods of Communication The project is overseen by the National Steering Group which has broad representation from partners in health, education, Nurse Directors from Demonstration Sites, Scottish Government, Senior Managers, Project Officers and voluntary organisations 3.1 Staff and Public Engagement This strategy aims to make communicating with all key partners, children and young people and their families part of our everyday work, in order for us to achieve this we must communicate effectively. There are a number of forums in which staff and other stakeholders will be encouraged to contribute ideas opinions and give and receive feedback. 3.2 Communication Events The Project Team will develop effective ways of communicating with Stakeholder Groups to share the progress of the project. A variety of methods will be used to ensure that we will directly communicate with staff and partners through workshops, Focus Groups, seminars, newsletters and other current communication mediums. 3.3 Web Site The development of a national website to enable all partners and other stakeholders the opportunity to share ideas and opinions and give and receive feedback. The web site will include the following information: The papers from the Steering Groups will be published on the website following the meetings. A detailed newsletter informing progress. Links to established forums. Information on local and national events. Email and postal addresses for correspondence. The web site will be modified and updated to reflect stages of the Project. 3.4 Newsletters A quarterly National and Local Newsletters will be published, and widely distributed by soft and hard copy. It will also be available on the web site. The newsletters will: Enable Stakeholders to be informed of progress of the National implementation and local implementation in each of the Demonstration Sites. Assist staff in other NHS Boards of the progress of the work of the Demonstration Sites and be kept aware of developments. Inform those who are not directly involved in school health but who have an interest in developments to be informed of what is happening. Alert readers of both local and national events that they might want to attend. Information for the newsletter will be co-ordinated by the Development Officer and the Project Officers within each of the Demonstration Sites.

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3.5 Managing Risks Communicating to a wide and diverse stakeholder group at national, regional and local level presents some risk if we consider the challenges of delivering effective and efficient communication in terms of geographic spread, location and other variables such as staff working patterns and timescales for communicating with staff and other stakeholders. These risks require to be managed and should be linked to the risk management framework of the project plans that identifies the risk and roles and responsibilities for risk management. Assessment of communication process should be an integral part of project plans risk assessment frameworks. 4. Monitoring and review of the Communication Strategy The Steering Group, and the Development Officer will monitor and review the Communication Strategy and plans in terms of effectiveness. This can be supported by: Feedback on positive and negative comments about communication through communication systems. Feedback from focus groups, local meetings and seminars. Staff feeling well informed and confident in the new model Positive and negative media coverage. The Communication Strategy will be reviewed at the end of March 2009.

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Task 1. National Communication Strategy 2. Demonstration sites communication plans to be developed 3. Initial Project Engagement processes

COMMUNICATION STRATEGY ACTION PLAN September 2008 August 2011 Action required By whom To be approved Steering Group

By When January 2008

To be approved by local steering groups.

Project Officers Nurse Directors

March 2009

Meet with Nurse Directors and Senior Nurses within each Demonstration Site. Meet with other Key Stakeholders Meet with Education staff within each Demonstration Site Recruit Project Officer for each Demonstration Site

Development Officer

December 2008

4. Focus Groups with children and young people and their families 5. Web site

Arrange local Focus Groups

Development Officer/ Project Officers

Ongoing

Develop Website

Development Officer / Project Officers/Website Editor

January 2008

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6. Media engagement

Engage proactively with the media. Response to press enquiries.

All Ongoing

7. Newsletter Development 8. Managing risks

Develop quarterly National and Local Newsletters. Communication integral part of Risk Assessment framework of Project Plans. Communication risks assessed and action accordingly. Communication plans will be reviewed and changes will be made in response to feedback and developments. Communication progress updates to National Steering Group and local Steering Groups.

Development Officer/ Project Officers Development Officer /Project Officers/ National /Steering Group

Ongoing

Ongoing

9. Monitoring and review

All

Ongoing

Evaluation Sub Group Integrated Impact Assessment Working Group Development Officer/ Project Officers Progress Reports 10. Ministerial and CNO briefings

Written and oral briefings as required

All

Ongoing

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