Transcript Media Training Amy Leonard (Director, Denford Associates) and
Media Training
Amy Leonard (Director, Denford Associates) and Ceri Evans (Director, Gelert Associates)
First Principles
•
High Level Narrative
Your story; who you are, what you are trying to achieve • • •
Core and Key Messages
Core Messages: stand the test of time, touchstones to return to Key Messages: topic specific Develop a Core Script for all key personnel •
Spokesperson
One consistent voice: the go-to person • •
Advocates
Local supporters Helps balance “you would say that, wouldn’t you...?”
Golden Rules
1. Be available - always take the call 2. Never say “no comment” 3. Respond quickly – no hanging charges 4. Don’t lie, exaggerate or get drawn into a subject you don’t know 5. Don’t believe those who say it doesn’t matter – press coverage is not just tomorrow’s chip paper (JGI!)
Communication and Engagement Paul Allen
Communication and Engagement
Community Engagement Tools Communication Common Errors Sharing
5
What is a Community?
What or who makes up your community?
Know it, measure it, map it and mark it RSA Connected Communities
6
Horses for Courses
Make no assumptions “You can’t handle the truth!” Buddy up Focus and impact
7
Feedback and Challenge
A vacuum will be filled Timely and accurate
8
Where did it all go wrong?
What common errors do we make?
9
Real Life Examples
What are your current challenges?
10
Effective messaging
Fiona Bulmer
Developing effective messages
• Targeting • Timing • Tone
Who is your audience?
• Parents • Students • Local authority
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Officers
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Councillors • Media • Residents • The opposition
Getting the content right
• Decide what you want to say • Tailor to the audience • Tell them what you want them to do
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Register
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Support
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Respond to a consultation • Keep it simple • Repetition, repetition, repetition • Proofread
Delivering messages
• Adapt the message to the channel • Always have material to give people • Old fashioned communications still work ▫ Letters ▫ Leaflets • And remember nobody watches videos
Effective messaging?
Effective messaging?
Effective messaging?
Welcome to partnering with AstraZeneca
Improving health is one of the toughest challenges facing society today. As a global pure-play biopharmaceutical company, AstraZeneca has a key contribution to make by providing innovative medicines for some of the world’s most serious diseases.
Why partnering is important to us
We cannot meet all the challenges alone. Driven by our philosophy that health connects us all, we believe that by forming synergistic partnerships, we will be more successful in delivering the medicines that people really need and value.
What we offer partners
We bring a broad range of skills and resources to every partnership including: leading discovery, development, and commercialisation capabilities that are global in nature and coupled with local experience and knowledge.
Our partnering process
We are committed to working with our collaborators to create tailored partnerships that are structured to best achieve our mutual goals.
Talk to us
If you would like to begin a discussion about partnering, we look forward to talking and starting the process
Effective Messaging?
We secured a new supplier for the Highways Agency saving £84 million
Effective procurement, better services
The UK’s National Traffic Information Service (NTIS) provides travel information to over 10 million road users and helps the Highways Agency reduce congestion. In 2010, the ten-year contract for the provision of this information was nearing expiry and the Highways Agency wanted to secure a better service and reduce costs. [
The context
] They asked [ ] to help them procure the new service. We started by developing a tailored procurement strategy, including benchmarking and evaluation of suppliers. We facilitated their engagement with the full range of potential suppliers and then helped them to restructure the contract to accommodate budget reductions. We also ensured they gained the skills to run future procurements themselves. [
What you offer]
As a result of our work, the new contract delivered savings of 50% amounting to £84 million over its seven-year life. In addition, the new service is providing improved information that is helping to reduce congestion. [
The result
] To find out more about how we can improve your procurement process, contact……. [
What we want you to do ]
William Simmonds FRSA HonFCoT Freeman Company of Educators
What is NASBM?
The National Association of School Business Management is the UK’s leading association working exclusively on behalf of the school business management profession.
The Association was established to support the training, qualification and professional regulation of the role of school business managers.
The Association offers the profession an influential voice in national educational policy and continually strives to raise the profile of school business management.
What our members say:
‘The NASBM provide a good base for supporting school specific support that would deliver better value for
programme possibilities.’ which in turn provides The News networking
‘I find NASBM extremely useful already. Their courses are good and give SBM’s across the country the chance to meet and share issues. Their News Bulletins are very informative.’
Online Support – NASBM Website
Latest news Discussion Forum Training Information Calendar of Events Approved Partners Helpful Links Document Library National Awards NASBM Conferences http://www.nasbm.co.uk
NASBM Benefits
Provide immediate advice on changes in national policy Fortnightly newsletters - keeping up to date with latest issues Consultation on national initiatives Sharing of best practice Advice on CPD, training & development initiatives Extensive support on individual school issues Excellent online resources Provide links to approved partners/companies Access to SBM’s across the country for advise and networking Provide Free legal advice to members
National Support Staff Awards
Nationally acclaimed awards Raising the profile of support staff in schools 10 Award categories Judged by a National Panel Awards Ceremony in London on 6 th October 2012 For further information please email [email protected]
Membership Costs
The cost of standard membership per annum is:
£105 for Primary/Special
£155 for Secondary/Local Authority In most cases the membership is paid for by the school.
If you join within 7 days of this meeting and Quote NASBM1210 on your membership form
Primary/Special £87.50
Secondary/Local Authority £129.20
Ensuring financial oversight
Accountability
Accountability Public Accounts Committee Report Securing value for money Local Authority and EFA responsibility for financial oversight Is there weakness in the system?
Local Authorities cutting back National Audit Office survey – reduced internal audit coverage of schools
Whose responsibility is it?
It is not mine!
The School Business Manager will become paramount as budgets reduce. The SBM should be an integral part of the Leadership Team, as budgets reduce Governors should expect the SBM to raise more money through sponsorship and available grants Governors should encourage collaboration in purchasing with other schools
The New Competency Framework
There are six separate sections of the competency framework – particular order and of equal weighting in no
Managing Self Providing Direction Facilitating Change Working with people Effective Use of resources Achieving results
Manage own resources Maintain CPD Provide leadership Plan school improvement Plan, lead & implement organisational change Allocate & monitor the progress of work Manage finance Manage technology Manage projects Manage school processes Develop personal networks Ensure compliance Develop innovation Develop productive relationships Manage health & safety Implement school service improvements Maintain professional values & ethics Manage risk Foster school culture Build capacity for organisational change Recruit & support workforce planning Manage staff performance Manage physical resources Manage environmental impact Develop & strengthen community services Improve school performance Build, develop & lead teams
Maintain CPD
SA
Keeps self up to date with pertinent information &
SBM
Identifies own development needs & moves forward by local initiatives Responds to feedback gaining professional qualifications Reviews objectives & plans in light of performance feedback & development activities
ASBM
Proactively identifies own needs in response to national initiatives ensuring met through professional qualifications Actively seeks feedback and acts on it, setting own PDP
ESBM
Uses research methods to inform & extend professional development & qualifications at a higher degree level Engages in dialogue with other professionals to reflect on own personal & professional development
Fraud in Schools
Does it occur?
Why and how does this happen?
Governing Bodies lack of financial expertise?
25% of Local Authorities thought so, more so in the Primary sector Lack of an accountability framework?
Lack of spontaneous checks?
Leasing
Recent leasing difficulties of some schools Mainly supplier scams Finance or Operating lease NASBM lease checker – www.nasbm.co.uk
Lack of understanding of lease documentation Deal or no deal?
Confused@
School Financial Value Standard Governors responsibilities Finance competencies matrix, Governors and school staff What are the strengths and weaknesses of the Governing Body?
Submission annually to Local Authority Auditors to confirm agreement to the content of the SFVS
Types of Lease
From an accounting point of view there are only 2 forms of lease: • Finance Lease
Form of borrowing – 100% of capital repaid +interest
Usually funded over the equipment’s whole life • Operating Lease
Less than 100% of capital repaid, usually between 85% & 89.9% +interest
Must be funded over a maximum of the equipment’s prime life (not whole)
Operating Lease
Rentals paid by the school = less than all the cost of the equipment Capital received by lessor under lease Less than cost of equipment paid Year 1 Year 2 Year 3 Residual Value Return the equipment or continue to use For a lease to qualify as an Operating Lease the term of the lease cannot be for longer than the PRIME life of the equipment.
If a lease term is for the WHOLE life of the asset it will be a finance lease.
Buying ICT Goods and Services
ICT Services Framework – specifically designed to help schools, single Academies, school consortia, Academy Trusts and Free schools to purchase ICT equipment and services
Information Management & Learning Services Framework – a new framework. It is owned and managed by GPS, but has been developed using key educational input from DfE including NASBM Member School Business Managers
Benefits of using the DfE Frameworks
Suppliers with existing knowledge and experience of delivering educational solutions Evaluated suppliers via an EU compliant competition process Suppliers are quality assured Limited risk exposure to customers Suppliers have signed up to pre-determined contractual terms and conditions Suppliers are subject to contract and management and reporting via DfE
NASBM/CIPFA
training
Structures, Governance and standards Education Funding streams Financial Reporting for Schools and Academies Risk Management Economic appraisal and the business case Budget Management and Control Communication and presentation of figures Fraud awareness
Success
Success is not a destination – it is a journey Zig Ziglar