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Communications strategy 2011

This document, published on 13 January 2011, is under review. An updated strategy for 2012 will be published in due course.

(Period: 1 January 2011 to 31 December 2011)

Introduction and scope

The SRA has approved a Strategic Plan for 2010-2013 that sets out the organisation's high-level aims. Together with the annual Business Plans, this sets out what we intend to deliver and how. This Communications Strategy focuses on supporting the corporate strategy by ensuring our key stakeholders are aware of, understand and support our intentions.

The Communications Strategy will be reviewed annually and will be delivered through the annual Corporate Communications Action Plans, together with:

All SRA communications, whether centrally co-ordinated or not, will be guided by this corporate Communications Strategy.

Our communication principles

Our style of communication will be:

Targeted – We have identified five key audiences: staff; the profession and its representative bodies; training providers, students and trainees; the public, consumers of legal services and consumer groups; the political community, plus other stakeholders such as the Legal Services Board and other regulators.

Communication to each of these audiences will be targeted to suit their individual needs. In particular, we will communicate with consumers in readily understandable language and avoid the use of unnecessary terminology.

Timely – Staff will be informed of developments prior to information being made public, whenever possible.

Responsive – We will listen to what our audiences tell us about how they would like to receive information, and act on this, where possible.

Accessible – We will make our communications accessible to all groups and individuals, in line with their needs, where this is reasonable.

Open and honest – We will be open in our communications, explaining the reasons behind our actions where we can. Legal or operational considerations may require us to limit the information we are able to provide.

Proactive – We will communicate in a proactive fashion, using appropriate communication channels to provide a regular flow of information about our activities, performance and achievements.

Our strategy

The Communications Strategy for 2011 supports the SRA Delivery Plan. Our communication objectives are listed below each organisational objective. Achievement of these objectives will be underpinned by an action plan detailing tasks and milestones.

Objective 1: Regulatory reform through the introduction of outcomes-focused regulation

  • We will proactively seek the profession's views and take these into account when finalising the new Handbook and Code of Conduct.
  • We will raise awareness and understanding across the profession of the changes in our regulatory activities.
  • We will work with the profession to explain to consumers what the likely impact will be on the way solicitors deliver their services.
  • We will aim to make the transition as smooth as possible by providing material outlining and explaining outcomes-focused regulation via a range of communication channels.
  • Where sectors of the profession require more information and/or discussion about the changing regulatory requirements, we will provide a forum in which to deliver this.
  • We will work with the profession and other stakeholders to encourage their support in positioning ourselves as a responsible regulator for alternative business structures (ABSs).
  • We will articulate and evidence clearly the reasons why the SRA should become the lead regulator for alternative business structures.

Objective 2: Organisational reform

  • We will keep staff engaged, informed and updated about developments through a comprehensive internal communications programme.
  • We will always endeavour to inform staff of key developments in the programme before these are made public.
  • We will raise awareness and understanding across the organisation of the potential benefits of the programme.
  • Staff will be given regular opportunities to question senior staff about the developments taking place and what it will mean for them.
  • We will make information updates and opportunities for discussion available to all staff at the SRA, taking into account their working location and any individual needs.
  • We will ensure that our external audiences are kept up-to-date with changes within the organisation and will explain the benefits, in terms of service delivery.

Objective 3: A respected and recognised regulator

  • We will strengthen relationships with stakeholders through delivery of a comprehensive stakeholder engagement programme.
  • We will develop strong working relationships with key media, to enhance understanding and informed reporting of our activities.
  • We will respond swiftly and appropriately to requests for information about our work.
  • We will raise the SRA's external profile through implementation of a targeted external communications programme.
  • We will promote ourselves as a model regulator by delivering a consistent approach to messaging and branding.
  • We will be open in explaining the reasons behind our activities and decisions, to enhance understanding of the way in which we work.
  • We will be proactive in promoting positive results, both through the media and as part of our external communication programme.

Objective 4: Enhanced client/consumer protection

  • We will publish regular performance updates.
  • We will increase confidence in our activities by promoting details of successful investigative, disciplinary and intervention activity.
  • We will develop a proactive approach to our media relations, providing background material and interviews to encourage publication of our successes and informed reporting of the outcomes of our work.
  • We will educate consumers about the level of service they should expect from solicitors and firms using appropriate communication channels.
  • We will ensure consumers are informed of arrangements made to provide financial protection and compensation.
  • We will work closely with organisations such as the FSA, banks and other financial institutions to ensure we are delivering consistent messages about fraud and fraudulent activity which may involve solicitors and solicitors firms.