1. Communications Strategy
June 2017-May 2019

2. 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

3. 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.

4. 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.

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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