Promoting Advice
Who’s doing it?
The workstream is co-ordinated by Citizens Advice, but also involves Age Concern and Help the Aged and Law Centres Federation as funded service providers. The Advice Services Alliance, AdviceUK and Youth Access are participating as non-funded service providers.
Why was this workstream developed?
Recent research by the Legal Services Research Centre highlights a lack of awareness of advice services, particularly among disadvantaged groups – those who are actually most in need of advice. One third of the population experiences a problem that requires advice yet 65% of those people fail to seek it out, which can perpetuate or lead to social exclusion and ill health. In order for the sector to be able to address this in a way that’s sustainable, stakeholders and funders must also be aware of and buy into the idea that the advice sector contributes to their economic, social and policy objectives.
What is its aim?
The aim of the workstream is to promote the benefits of advice services to those who need advice and to decision makers.
What are the expected outcomes of the workstream?
- Increased awareness of advice services amongst those who have the greatest need
- Increased awareness amongst stakeholders of the value of advice
- Improved capacity among advice agencies to use media and marketing to promote advice services to clients and stakeholders
- 1700 frontline advice agencies empowered to reach further into disadvantaged communities ensuring that 10% more people get the advice they need to turn their lives around
What has it achieved so far?
As of November 2009 the workstream has:
- Researched awareness and perceptions of advice, of both the public and stakeholders
- Researched the media and marketing capacity of frontline advice agencies to inform the development of appropriate support
- Delivered Advice Week 2008
- Delivered Advice Week 2009 that included a photo call opportunity with MPs in the House of Commons
- Developed, piloted and delivered face to face training on strategic communications planning
- Published written guidance notes on core communication skills, including how to engage with people for whom English is a second language
What more will be achieved before the end of the project?
- Planning, preparation and delivery of Advice Week 2010
- Creation and dissemination of a stakeholder engagement pack for frontline agencies to include sections on: Planning stakeholder communications; Building and maintaining relationships with different audiences; Examples of best practice in stakeholder communications; Multi-media content.
Resources
The promoting advice workstream have created short, practical guidance notes on specific areas of communications. They have been divided into five sections and can be down loaded below:
Campaigning and influencing
Planning a local campaign
Producing a local social policy report
Finding and working with campaign partners
Convincing Campaigns: using hard evidence
Convincing Campaigns: placing service users centre stage
Working with the media
Writing a press release that stands out
Ensuring your story gets picked-up: how to pitch to journalists
Bringing your message to life - working with clients as case studies
Giving successful media interviews
Coping with bad press
Producing promotional materials
How to commission a short film, briefs contracts and logistics
How to create a Newsletter
Making the most of your Annual Report
Professional publications: introducing the design and print production process
Writing copy that gets results
Engaging clients - English as second language
Events and Presentations
Presentations without the zzzz factor
Top tips for smooth running stress-free events
For further information Michelle Watkins
Promoting Advice Officer
0207 833 7148
