Communication Strategy

HOPS considers that an effective Communications Strategy is essential to keep the wider membership informed of HOPS workloads and to ensure that within its wider stakeholder community that its strategic objectives are widely known about and are implemented in full.

This is particularly critical at this moment in time as the new Planning Bill passes through its parliamentary processes on its way to receiving Royal Assent in the summer of 2019. HOPS is determined to ensure that the 3 main strategic objectives of the Business Plan – repositioning planning, properly resourcing planning, streamlining planning are all properly addressed in the Planning Bill and the wider Planning Review.

The ultimate goal of this Communication Strategy is to demonstrate to all audiences via a number of platforms that HOPS strategy objectives are critical to the delivery of the Scottish Government’s Planning reforms and that planning is key to the delivery of strategic outcomes around making Scotland a successful, sustainable and well connected place to contribute to the quality of life for its people

This Communication Strategy will have been a success if HOPS strategic vision for the planning reforms are fully embedded in the new Planning Bill and if we are able to demonstrate/measure that HOPS profile has been raised within our wider Stakeholder Community to show that Planning supports sustainable economic growth, protects natural and built environment assets and delivers quality places that are well connected. Broadly speaking the objective of this strategy is the appropriate increase in positive out-takes (what stakeholders learn as a result of the campaign) and positive outcomes (changes to behaviour or perception – what stakeholders actually do as a result of the campaign)

In order to achieve the objectives set out above we need to consider who the audiences are for this Communication Strategy, how we communicate with them currently, how we could communicate with them in the future and what we know about them.

AudienceHow we currently communicateLeads
HOPS membersKnowledge Hub
E-mail
Formal notes of meetings
Briefing notes
HOPS research papers/surveys
Trevor Moffat
Improvement Service
HOPS Members
HOPS Executive
Scottish Government
MSP’s/MP’s
E-mail
Briefing notes.
Presentation – Parliamentary Inquiry
Face to Face meetings
Response to consultations
HOPS Chair
HOPS Executive
Planning StaffScottish PlannerHOPS Executive
HOPS Members
Media OutletsPress Release
Responses to direct enquiries
HOPS Executive
Professional organisations :
RTPI
SOLACE
COSLA
SCOTS
SLAED
LABS etc.
E-mail
Briefing notes.
Face to Face meetings
Response to consultations
Presentations
HOPS Executive
HOPS Members
Other StakeholdersHOPS Website
HOPS Twitter Account
Trevor Moffat
Improvement Service
HOPS Executive

It can be seen from the above that there are already a number of methods in place for engaging with a wide range of audiences. Generally, it is considered that much of the foundation for a better, more integrated communications approach is already there; it is a case of building on what is already in place in terms of focusing on the key high-level messages and increasing the volume of HOPS output.

Creating detailed, audience – specific messaging is part of the creative process of delivering this Communication Strategy. What are the most important points we wish to get across and how do these messages relate to and support each other.


In terms of HOPS Strategic Objectives and outcomes our top line messages are:

  • Planning needs to be repositioned as a strategic enabler.
  • A high-level priority is the urgent need for proper and proportionate investment in the planning system to properly resource a high performing system capable of delivering national and local outcomes.
  • A more streamlined planning system is required which is more efficient and effective.
  • Planning is key to delivering sustainable economic growth.
  • Planning delivers quality places that are well connected.
  • Planning protects natural and physical assets.
AudienceMethod of CommunicationLeadsComments
HOPS MembershipKnowledge Hub – e-mail, formal notes of meetings,briefing notes.
HOPS website
HOPS – Twitter Account
Publications- Annual Business Plan
Trevor Moffat
HOPS Members
HOPS Executive
Pam Ewen
Routine
Monthly blogs
Regular tweets
Living business plan
Scottish Government:
Planning Division
MSP’s/MP’s
E-mail
Briefing notes
Presentations
Face to face meetings
Response to consultations
Publications – Annual Business Plan
HOPS Executive
Chair, Vice Chairs
Routine: as and when required
Living business plan
All StakeholdersHOPS website
HOPS – Twitter Account
Publications- Annual Business Plan
HOPS Executive
Monthly blogs
Monthly blogs – links to these
Living business plan – promotion on a yearly basis
Planners/Other Professional Scottish Planner
HOPS website
HOPS twitter
HOPS Executive
HOPS Members
Trevor Moffat/Pam Ewen
Quarterly submissions/articles
Monthly blogs
Regular tweets
Media outlets – nationalPress releases
Press responses to direct enquiries
TV/Radio – presentation/Q&A sessions
HOPS ExecutiveMonthly press release to nationals
Routine
Prior to Stage 3 – Jan –March 2019
Other professional
organisations
RTPI
SOLACE
COSLA
SCOTS
SLAED
LABS etc.
E-mail
Briefing notes
Face to face meetings
Response to consultations.
Presentations
Bi-annual meeting with other local government groups
HOPS Executive
HOPS Members
Routine

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Updated 17/4/19

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