Internal Communications Handbook
OUR MISSION
Good internal communication makes a real difference. Clear, considered and well planned internal communication helps our staff feel valued, informed, and better prepared to serve our communities well.
Internal communication is also everyone's business, and this handbook aims to help you get the best results from the internal communication channels available to everyone in Heddlu Dyfed-Powys Police; helping to ensure your message reaches the right people at the right time, and supporting you to achieve your business or operational goals.
To help manage demand in to the team and prioritise requests for support, the Corporate Communications team has implemented a work request form.
Requests will be reviewed every Friday.
The team will work to understand the problem you are trying to solve, or the change you need to communicate, and make an assessment on the scale of support we can provide.
We will assess requests for work against the force priorities:
- The elimination of Domestic Abuse, Stalking and Harassment
- Making the Dyfed-Powys Police area hostile to those that deal drugs
- A compassionate response to victims of rape and serious sexual assualt, and the relentless pursuit of offenders
Many requests for work can now also be self-served, and this handbook will help you most if self-service is recommended by the Corporate Communications team, or you have determined independently that you don't need support.
The internal communications support matrix outlines the level of support you can reasonably expect for your project, and this can be found in Appendix 1.
Considerations when self-serving Internal Communication
Planning
The foundation of good internal communications is planning. This can be as simple or as detailed as the problem you are trying to solve. These are the things you need to consider before you begin drafting your message:
AIM - What do I want to achieve from sending this message, or what objective
does this message support?
AUDIENCE - Who is my message for? In this guide, we give information about who we know uses each channel, but this doesn't mean others won't also see it.
ACTION - What do I want the audience to do as a result of seeing this message ?
TIMINGS - When does the audience need to see my message/receive this information?
CHANNELS - Where should the message live?
Communication channels are all of the ways information flows through an organisation. When we talk about corporate internal communication, there are channels we have put in place to support this flow to happen more easily and more equitably.
All of our channels are for everybody, however, we know that certain groups are more likely to use certain channels. We have outlined who these people are in the 'what you need to know' section for each channel to help you decide which to use.
Thinking about the planning you've started, next consider which of the following channels will work best for what you are trying to achieve. If you are trying to reach more than one audience, it may be appropriate to put your message in more than one place. Bear in mind that people don't like being spammed - not everyone needs everything. When internal communication is planned properly, you won't need to take a scatter-gun approach.
1. The Newsfeed
The Newsfeed is a one-stop-shop for the latest information on what's happening here in Heddlu Dyfed-Powys Police. The Newsfeed can be found on DPPi2, and also easily accessed through a tab in the briefing system, and on mobile data terminals (MDTs).
The Newsfeed is broken down in to three categories, separating information by priority to help everyone stay informed.
We know that those on the frontline have fewer opportunities to check the newsfeed, somanagers and supervisors need to be checking regularly and briefing their team. This doesn't take away the responsibility of individuals to keep themselves informed.
Need to Know
A 'Need to know' article will be submitted to the Corporate Communications team for approval before it is published. Once live, it will appear in both the Newsfeed and in the briefing system. A 'need to know' item must meet one of the following criteria before it will be published:
- New guidance
- New or updated policies
- New or updated procedures
- New or updated ways of working
- Relating to Chief Officer Priorities
- Legislative changes
- A call to action (e.g. mandatory training or campaigns)
- Updates from the Security Review Group
Good to Know
'Good to know' articles can be self-served and will be automatically published to the newsfeed. These articles may cover:
- Changes to Senior Leaders
- Events
- Outcome reviews
- Expressions of Interest
- Awareness weeks/Campaigns
- Lessons Learned or Shared Good Practice
Be Proud
'Be Proud' articles cover the things that make us proud to work here in Heddlu Dyfed-Powys Police, or in policing in general. They are stories about things that make your heart swell and your tummy warm, and also about the great work happening on the frontline. Submit your suggestions to Corporate Communications either by email or via the Newsfeed.
What you need to know about this channel
AUDIENCE - Growing numbers of frontline officers are regularly viewing the newsfeed, however the audience is primarily those who are desk-based, and managers.
CONTENT - A mixture of live-time news and updates - both operational and corporate.
USING IT - Submit your own content in the Newsfeed. 'Need to Know' messages will be automatically submitted for approval to ensure they meet the criteria before being published.
AVAILABILITY - Live-time, though useful to plan 'Need to Know' updates ahead.
2. Chief Officer Blog
Chief Officer Blog is exactly that - the chief officers' blog. It's a place for them to share their thoughts on and reasoning behind the big things happening both in our organisation and nationally in policing. Usually this is to give context to widescale changes or new practices being introduced.
What you need to know about this channel
AUDIENCE - Mostly police staff and middle and senior level leaders
CONTENT - Thought leadership or other high level information which gives context to decisions and issues and applies broadly across the organisation.
USING IT - Usually this content is driven by Chief Officers themselves, but you can pitch your idea to the relevant Chief Officer.
AVAILABILITY - Lead-in time of at least one week for copywriting, editing and sign-off.
3. Core Brief
Core Brief has been introduced to encourage a more consistent approach to briefing across the whole organisation, helping to improve internal communication in the process. The Deputy Chief Constable will send out their Core Brief every few months, covering a handful of topics they feel are important to everyone working in the force. The expectation is that this will be cascaded by line managers until everyone has been briefed.
4. All User Email
All user emails do what they say on the tin - send an email to the whole organisation. These should only be used in an emergency, or when something is truly operationally urgent. On occasion, Chief Officers will use them to send messages they feel are important to the whole organisation.
What you need to know about this channel
AUDIENCE - Whole organisation (except those on parental leave, long term sickness or other absence).
CONTENT - Security advice, information about major incidents, fast time messages from Chief Officers.
USING IT - Request through Corporate Communications.
AVAILABILITY - Useful to plan ahead due to demands on the Corporate Communications team, but can be live-time in a genuine emergency.
5. Film Friday
Film Friday is a video blog issued by chief officers each Friday. It reflects on the past week and updates on key things coming up in the next one. It mainly addresses things relevant to the whole workforce.
Film Friday is now hosted in Microsoft Stream, and has closed captions.
What you need to know about this channel
AUDIENCE - Mostly police staff and middle and senior level leaders.
CONTENT - High level information which applies broadly across the organisation; is already on the radar of Chief Officers and Corporate Communications; and usually pertains to performance or change.
USING IT - Submit suggestions to Corporate Communications by 10am each
Thursday.
AVAILABILITY - Weekly.
6. Email
Email is a well established but under appreciated method of communication - they are useful for signposting elsewhere, sending brief updates, or sharing longer, technical information. It allows you to speak directly with the group of people you need to, as long as you know who they are. Ensure you include a clear, straightforward subject line, and that you are clear about the action you need people to take.
TIP - People managers are a key link to frontline staff.
7. The Bulletin
The Bulletin is a weekly newsletter that drops directly into every single person's email inbox, every single Friday (unless it's a bank holiday, when it will arrive earlier). It is the first place you will find this week's Film Friday, and also includes a round-up of the best bits from the newsfeed from across the week. It also occasionally includes breaking news, so if there's only one place you have time to catch-up on internal news, it should be The Bulletin.
What you need to know about this channel
AUDIENCE - Tends to be police staff, though it is relevant to everyone.
CONTENT - Information about changes, new services or calls to action. Generally applies to a wide group of our people.
USING IT - The Bulletin mops up content already on the newsfeed. To be included,submit your news item to the newsfeed by 10am each Friday.
AVAILABILITY - Self-service by visiting https://dppi2/en/news/
8. Posters (print)
Evidence tells us that despite their popularity, posters aren't always the most impactful way to communicate a message. They tend to work best when advertising local events, and signposting people to more information on a topic. Posters must be reviewed regularly and a system put in place to ensure they are removed as soon as they are no longer relevant.
Tip: If the public can see a poster, it needs to be available in both Welsh and English.
What you need to know about this channel
AUDIENCE - Tends to be people in the immediate vicinity, and those passing by the poster.
CONTENT - Information about events or signposting.
USING IT - The print room might be able to help you design a poster. If you need one as part of a campaign idea, speak to Corporate Communications
first.
AVAILABILITY - Self-service, but a lead-in time for design/print/postage needs to be considered.
9. Reaching the Front Line
Briefings
The internal communication audit told us that those working on the front line, for example, on response, in the force communication centre (FCC), in custody, and in neighbourhood teams, prefer to receive information face-to-face. Face-to-face and virtual briefings are therefore a great way to reach this group.
Tip: People/line managers are a key link.
10. Writing your Message
When drafting your message, try to -
- Be clear - Jargon free, avoid technical language, be relevant
- Be concise - can you deliver these messages in just a few seconds?
- Be consistent - messages must be repeated if they are to sink in. remember your call to action - what do you want people to do?
See Appendix 2 and 3 for further guidance on how to structure and write an effective news article.
11. Reviewing your Progress
Have you achieved what you set out to do, i.e. are people doing what you need them to?
If yes - great!
If no, re-visit step one and adjust your plan.
Remember, communications alone won't always encourage action. You may need to consider other action, e.g. gathering more data to understand the problem, a change of policy, or management action.
Speak to the Corporate Communications Team if you need more advice.
Appendix 1
Internal Communications Support Matrix
Triage Criteria
Bronze
A change that impacts a limited number of people working in a specific place or role.
Celebrating an event or success (if learning can be applied more widely, more
to 'silver' support).
An update for all, but with no call for action.
Silver
A change in the way we do business that is likely to impact a large proportion of the workforce.
A change that has the potential to have a measurable impact on the service we deliver to our communities.
Gold
Significant change to the way we do business, impacting more than 75% of the
organisation.
Significant behavioural change required, impacting more than 75% of the organisation.
A major event or operation likely to have a significant impact on business as usual.
Support Options
Bronze
Customer-generated content posted to Corporate Communications' owned channels.
Self service on other appropriate channels, as outlined in this handbook.
Silver
A supportive conversation with a member of Corporate Communications, to include advice on objectives, messaging, channels and evaluation.
Co-created content for useacross appropriate channels.
Brand development (if necessary).
Gold
Named Communications Officer to support activity and develop key content.
Full, measurable communications strategy developed, with opportunities for coverage across the whole mix of channels.
Brand development.
Campaign evaluation.
Appendix 2
How to Structure and Write an Effective Article
Structure
The structure of an article for a newspaper, magazine or website, is usually in three parts:
- introduction - engaging the reader, or outlining the main point of the article to follow
- middle - making clear and interesting points about the topic
- end - a concluding paragraph that draws the points together
If the aim of an article is to persuade the reader, then the opening and closing paragraph will outline the writer’s viewpoint and make it most memorable.
Subheadings are sometimes used to signpost the content of each.
Language
The language of an article depends upon the purpose and audience; usually, the vocabulary of the article will fit the topic content, and who it is targeted at. For example, you would expect an article about a recent film release to include the vocabulary of actors, scripts and performance.
A catchy, memorable headline is essential to grab your readers’ attention and entice them to read the whole article.
Articles are usually written in Standard English, but colloquial sayings or phrases might be used to emphasise a point. Persuasive devices, such as rule of three, rhetorical questions and alliteration can be used to encourage the reader to agree with your point of view.
Appendix 3
Things readers always need to know:
Who?
Examples: Who does this affect? Who is involved? Who is making the decision?
What?
What is happening?
When?
When was the decision made? When did the incident/event happen (if in the past), or when will it happen (if in the future)?
Why?
Why is this happening? Why are we telling you about it? Why does an audience need to know?
Sometimes you might also want to include:
How?
How can people get involved?
Example - Police officers (who) are invited to attend a drop-in session about pensions (what) at Carmarthen HQ (where) on December 17 (when). The session has been set up based on feedback from Federation (why). Anyone who can’t make the in-person event can dial into a Teams meeting (another where) or email questions to [email protected] (how).
Ends.