Communications Strategy June 2017-May 2019

Table of contents Introduction Page 3 Guide people to credible information Page 12 Success Page 4 Protect and enhance reputation Page 13 Communications principles Page 5 Strategic themes Page 6 Build trust with priority stakeholders Page 7 Strengthen relationships with agencies Page 8 Upskill the Ministry Page 9 Staff first communication Page 10 Help our audiences navigate Page 11

Introduction The Communications function plays an important role in supporting the Executive Leadership Team (ELT) to drive delivery of the New Zealand Health Strategy and the Ministry of Health’s strategic priorities internally and externally. This strategy outlines the communications activities that will ensure the Ministry has the best possible communications outcomes and most effective channels. It takes a proactive approach to communications, while balancing the continuing need for strategic communications advice. Communications will develop key messaging around a people-centred health and disability system, explain where health is heading and why and demonstrate the progress being made. This messaging can be tailored specifically to target audiences.

Success depends on collaboration The strategy’s successful delivery will require effort, attention and leadership across the Ministry. The more Ministry business units collaborate with Communications the greater the opportunity to be proactive and for our audiences to understand our work and direction.

Communications principles Respect our audiences Be candid Know our purpose Demonstrate progress Think ahead Try new things Do what’s effective Multiple channels - digital first

Strategic themes Build trust with priority stakeholders Strengthen relationships with other agencies to support better health outcomes Upskill the Ministry to anticipate and manage communications risks Staff first communication Help our audiences navigate the health and disability system Guide people to credible health and wellbeing information Protect and enhance the Ministry of Health’s reputation

Build trust with priority stakeholders Communications objectives A stakeholder communication plan that prioritises our stakeholders and focuses on building trust and confidence We work actively with our stakeholders to ensure there are many voices speaking about important health issues Key messaging developed around: where health is heading and why; the Ministry’s commitment to joining with others to develop a high-performing system creating an environment where it’s easy for people from across the sector to share issues and see things from others’ perspectives highlighting achievements and demonstrating progress

Strengthen relationships with other agencies to support better health outcomes Communications objectives Our communications effort makes a positive difference to cross agency work We use our channels to actively promote cross-agency programmes We are joined up with communications across government agencies

Upskill the Ministry to anticipate and manage communications issues and risks Communications objectives Ministry leaders are better informed to anticipate and proactively manage communications issues and risks An emergency communications response and resourcing plan is in place The Ministry uses media/social media analysis to monitor how issues are playing out in the public domain

Staff first communication Communication objectives Staff are prioritised as an essential audience for all proactive and reactive communication planning Managers are supported to become better internal communicators and more opportunities are created for dialogue between leaders and staff Multi-channel and collaborative communication tools are developed Messaging that is authentic and engaging for staff and promotes Ministry behaviours

Help our audiences navigate the health and disability system Communications objectives A consistent Ministry narrative that tells the health system story in a clear and cohesive way Communications messaging and channels provide information that meets people’s needs regardless of age, health, language ability or location Inform people about what they can expect from publicly funded health services

Guide people to credible health and wellbeing information Communications objectives Sector-wide communication with the public is coordinated and aligned Information about health and wellbeing is easy to find and understand Our information builds trust in the health and disability system

Protect and enhance the Ministry’s reputation Communication objectives We measure our media effectiveness and use what we learn to be more proactive Our media responses demonstrate progress whenever possible We use our channels to highlight achievements in the health sector