Agenda item

To consider a report of the Strategic Commissioning Manager.

Liz Austin, Strategic Commissioning Manager, attended to inform the Committee of the future plan of work being developed for Adults on the Information and Communication Programme. She explained that the programme was a developing plan that would use new and existing media to form a comprehensive range of information for Cheshire East residents.

Liz Austin continued to report that it was proposed to set up an Information and Communication steering group who would be tasked to set out a clear framework of communication activities after considering a number of key questions such as:

-       What were the communications objectives

-       Who were the main target groups

-       What was the main message

-       Did the information need to be in an accessible format

-       Did the programme do the job.

She explained that the service were already aware of a number of challenges. Indeed, it had been recognised that as Cheshire East had an aging population the service needed to be highly sensitive to the needs of different demographic groups and therefore bespoke the message and medium accordingly. With this in mind, Liz Austin reassured the Committee that whilst communication methods such as letters and face-to-face contact were comparatively expensive, they would continue to make these available as it was known some residents preferred this type of interaction.

A number of comments were made that agreed with this sentiment. A concern was expressed that if Cheshire East relied on solely cost effective and technology based methods such as the internet and digital TV, a number of residents would be left isolated. Jill Greenwood, Commissioning Manager, agreed and drew attention to the Knowledge Transfer Partnership which was a project working to train local shopkeepers and hairdressers who often had close contact with older residents, to signpost to services and offer advice. Attention was drawn to the experience in one ward where it had be found the most effective methods for engaging with older residents had been through faith groups, leaflets and the Citizen’s Advice Bureau.

The point was made that one effective way of communicating with residents was through the Councillors themselves. It was suggested therefore that a training session could be provided for Councillors so that they could effectively communicate messages regarding adult services to residents in their respective wards. It was also suggested that it might be appropriate to have some Member input into the steering group process. On this latter point, Councillor Domleo noted that Councillor Hunter would be informally involved in the steering group. This was acknowledged but it was added that scrutiny representation would also be germane.

Jill Greenwood suggested that a demonstration of the Information Gateway, Digital TV and Demenshare be brought back to the next meeting for information.

RESOLVED –

a)    That the proposal to form a steering group to oversee work required to develop the Adults Information and Communication Programme be supported and that informal Member input to this group be sought from the Cabinet Support Member and Scrutiny Committee.

b)    That the work streams of the Information and Communication Steering Group be supported.

c)    That a training session for Members on effective communication to adult service users be provided in the near future.

d)    That a demonstration of the Information Gateway, Digital TV and Demenshare be brought to the next meeting scheduled 21 December 2011.