UNISON SCOTTISH COMMUNICATIONS AWARDS 2006
BEST CAMPAIGN BRANCH: Aberdeenshire LG
CAMPAIGN: Equal Pay
These are the comments of the three judges,
Chris Bartter, Scottish Communications Officer, John Stevenson,
Chair of the Communications and Campaigns Committee and Jane Carolan,
Scottish NEC Member
General
Strategy and Planning
Materials and Contents
Relevance and Objectives
General:
Every entry in this year's competition reflected hard work, imagination
and a real commitment to the lifeblood of UNISON organisation -
communicating with members. The marking took into account the resources
available to branches and the frequency of publications. Even after
all that, the competition was very close with often very few marks
separating the entries. There have to be winners but all entrants
should be proud of the work produced.
This was a hugely difficult award to judge with the top three separated
by only seven points. What the judges wanted to see was planning,
co-ordination and involvement - along with actual achievement.
The judges' comments have been merged to avoid duplication and
reflect the major issues taken into account when marking.
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Strategy and Planning
Campaigns on complex service conditions issues like this need a
clear strategy, detailed planning and training for activists. All
of these are present in this entry. Decisions about the campaign
are taken alongside negotiating and organising decisions which is
a key issue that the Strategic Campaigning Course highlights.
Communication with members, briefings for activists and a media
strategy went hand in hand with negotiation and consultation. The
campaign relied on engaging active involvement of all the key players
in the branch. There were exceptional geographical issues which
were addressed at an early stage. The process of briefing activists
to give them the tools to respond to members was key to the process.
There was a strategy for communication at each stage of the process
and this was regularly reviewed.
Competent and workman like campaign Well thought out and properly
planned shows that this sort of campaigning can have results - even
on difficult issues. Targeting, aims etc all identified and a debrief
identified the way way forward - next stop - single status.
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Materials and Content
Briefings from the negotiators were refreshingly in plain English
and managed to put complex issues in understandable terms not only
for members but also for activists to cascade to members. The material
for activists' briefings was excellent, giving them 'scripts' and
Q&As to answer members' queries. National material was well adapted
for local use.
Use of the magazine was good although stories could have been given
more prominence with bigger headlines. Nevertheless, the use of
different officers and a full-time officer to cover Single Status
issues gives a good impression of everyone pulling together and
highlights the importance of the issue.
The use of the media was excellent in putting UNISON's position
and getting information to members. Equal Pay is a minefield in
terms of what should or should not be said (re litigation) and the
complex was put into easily understood quotes. The use of the website
is not specifically referred to in the entry but links are made
via the magazine and the website reflects the bulletins.
Good use of meetings/handouts/F&Qs/Magazine and Press. No info
on website use, was it considered? Handouts might have been more
attractive, but I bet they were read! Contact /Recruitment details
should have been more prominent.
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Relevance and Objectives
A 10% membership increase is a very significant success as is six
new contacts in previously unrepresented areas in a branch this
size. Couldn't be more relevant or topical. Would have liked to
have seen recruitment more clearly targeted - but successful anyway
despite this!
The objective of involving and informing members is reflected in
the number of claims and approaches at roadshows. There must have
been spin offs in presenting the union as active and relevant through
this, the bulletins, press coverage and website. This was a good
example of the nuts and bolts organisation, planning, objectives
and communication that is essential to effective union activity.
This was delivered through thought being given to the process, a
clear focus and hard work and involvement of activists in partnership
with employed staff.
TOTAL: 71/72
PLACE 1st
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