Download 9. Communications Directorate RTF

Subject: Appointments to the Communications
Directorate
Report Number: 9
Report to: Appointments Committee March 1, 2001
Report of: Executive Director of Communications
1. Summary
This report seeks approval for a number of appointments to the Communications Directorate, the
posts are:
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Deputy Head of Media Relations
Campaigns and Events Assistant
Two web development staff (a Web Developer and an Editor)
Business Support Officer
Three Personal Assistants
Apart from the post of Deputy Head of Media Relations, which is a role which already exists but
was omitted from the business plan, these are all new posts.
2. Deputy Head of Media Relations
On the departure of the Interim Head of Press and Marketing in December, the Interim Deputy
Head of Press and Marketing took on the position of Head of Press and Marketing in an acting role
and a Senior Press Officer took the role as the Acting Deputy Head. In the business planning
process, however, no provision was made for the appointment of a permanent Deputy Head of
Media Relations, so the press team has effectively been reduced by one person.
With the arrival of the new four Group press officers, some line management for them and the Core
Assembly press team of three is required to maintain a ‘chinese wall’ between the Mayoral and
Assembly press functions. It is proposed that instead of appointing a new Press Officer to a current
vacant position on one of the specialist desks, to bring the number back up to 13, that the post of
Deputy Head of Media Relations be ratified as a permanent post in its place.
3. Web Development Staff
The GLA web site is currently limited in its scope. The GLA web site was developed by the Web
Manager, with some support from the Interim Head of Public and Internal Communications but
with very little additional financial or human resource. Since Christmas, the Web Manager has
been supported by one Web Developer plus a temporary Web Developer on a short term contract,
and some progress has been made on the development of the London Channel. However, the web
site is still far from acceptable in terms of design, content, scope, functionality and information
quality.
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Romney House, Marsham Street, London SW1P 3PY
Enquiries: 020 7983 4100 minicom: 020 7983 4458 www.london.gov.uk
I propose to move the management of the web into the new marketing team once the Head of
Marketing is in post, hopefully in April. This will result in all marketing tools – advertising,
publicity, events, publications, design and new media being in one discrete resource centre.
A major review of the web is about to take place and will be completed by mid summer. It is crucial
that this project is managed carefully and that any recommendations are implemented speedily by
the web team. To achieve this, two additional staff members are urgently needed. One additional
Web Developer is needed to ensure that the GLA web site becomes a credible source of information
about the GLA and a recognised means of consulting and engaging with Londoners. One area, in
particular which has not been exploited as yet, for example, is the development of links and
partnerships with other London stakeholders.
The second appointment is of an Editor who will have the responsibility of providing support to the
web team in writing and editing the narrative and editorial content on the web (currently virtually
non-existent). The Editor will also work closely with the rest of the publicity and publications
team on non-electronic copy.
Should these appointments be approved the web team will consist of a Web Manager, two Web
Developers and an Editor.
4. Campaigns and Events Assistant
Currently the GLA marketing function is somewhat fragmented and uncohesive, with few
permanent staff in post and work being handled on a needs basis. The Acting Head of Press and
Marketing is not in a position to devote the necessary time to developing the GLA’s marketing and
promotional strategy and a number of approved positions are not yet in place.
The Mayor’s communications advisor concentrates on the development of cross-Authority
publicity initiatives and the implementation of paid publicity and branding initiatives. Much of his
time will be working with the Director of Communications on the roll-out of the London Brand
across the Functional Bodies.
A permanent Head of Marketing (a new post, already approved) is being recruited at the moment
and it is hoped that someone will be in post by the end of April. The search for a Publicity Manager
(also approved) who will report to the Head of Marketing is about to begin. In addition, the
Directorate has one permanent full time, designer, supported by another designer who has been on
long term sick leave, but is now able to provide some support. Currently, she is also supported by a
designer on temporary assignment.
There is one Events Coordinator who is supported by a temporary database inputer (the database
role will move into central administration function – see later). The Events Coordinator is
responsible for all GLA events such as People’s Question Time, London Day etc and for the
exhibitions in the Visitor Centre. No support for the Events Coordinator is currently available
when large scale events take place.
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As described earlier in this report, the web development team will move into the marketing team
once the new Head of Marketing is in place. Within the new web team plan there is provision to
bring in badly needed editorial support for the marketing team overall.
Support for the publicity, publications and events team is badly needed and I propose to appoint a
Campaigns and Events Assistant to support this small team. It is hoped that this will remove or at
least reduce the need for a constant stream of temporary staff and provide the GLA with a more
cohesive marketing and publicity function.
5. Business Support Officer
The Communications Directorate currently has an Administration Manager supported by two
temps. The team’s role is ensure that the Directorate’s administrative tasks are effectively handled
including budget maintenance and control, systems, contracts and equipment control and sourcing,
media monitoring and other general support tasks.
Currently an additional temp currently supports the Events Coordinator in the role of inputting
and maintaining the growing contacts database for the GLA.
I propose to move the database management role into the central administration function. To
enable this, a full time Admin Officer is currently being recruited and in addition, I propose to
appoint a more senior Business Support Officer who will provide more substantial support for the
Admin Manager. This core admin team of three people will be complemented by additional
support from the Directorate’s three PAs (see below).
This will result in an administrative team of three people, which will also have additional
responsibility for the database management. The overall benefits will be to reduce the requirement
for temporary support in the Directorate and to give a more cohesive approach to admin support.
6. Personal Assistants
Currently the Communications Directorate has two PAs on temporary assignment. Originally
three PAs were planned, for the Director and the two Heads of Service, but through an oversight,
approval was not given at a meeting of the Appointments Committee last July. Since then,
approval was given to split the marketing and press functions and the Directorate is currently
seeking a Head of Media Relations, a Head of Marketing and a Head of Public Liaison and
Consultation.
It has been decided that the Communications Directorate administration function will be adjusted
to better reflect current and future needs. Therefore, despite there being one director and three
heads of service, only three PAs will be required for the four managers in the Directorate they will
be required to work with some flexibility across the Directorate.
The Director of Communications and Head of Media Relations will have a PA each, principally
dedicated to working for them, while the Head of Marketing and Head of Public Liaison and
Consultation will share one PA. On a needs basis, their PA will be able to seek additional help from
other administration officers.
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7.
Strategy Implications
The recruitment of a Deputy Head of Media Relations will assure an improved press service for the
Assembly and better overall management of the 7 days, 24 hour press office function.
The appointment of additional web development staff will result in an improved web site for the
GLA and better resources for clarifying the role of the Mayor, the Assembly and for promoting
engagement with Londoners.
The appointment of a Campaigns and Events Assistant who will provide much improved
marketing, publicity and events provision for the GLA.
The change to the structure of the administration team will ensure better control of the
Directorate’s budget, more flexibility across the teams to meet changing needs and more support
for the database management function for the GLA as a whole.
8.
Financial Implications
There will be a salary differential between the Press Officer post which lies vacant and the Deputy
Head of Media Relations post which replaces it. The post of Deputy Head of Media Relations has
yet to be evaluated but it is likely that the difference will be in the region of £15-£18,000. This
will be met from savings in the overall salary budget caused by vacancies.
Both the web development posts would carry a salary of £24,500 and there is provision in the
2001/02 budget.
The post of Campaigns and Events Assistant would carry a salary of £22,200 and there is
provision in the 2001/02 budget.
The Business Support Officer post carries a salary £24,500 for which there is provision in the
2001/02 budget.
These three PA posts carry a salary of £22,200 for which there is provision in the budget.
9.
Recommendations
It is recommended that these appointments are approved with immediate effect so that recruitment
can begin and the new staff can be in place by the end of May.
Deputy Head of Media Relations
Campaigns and Events Assistant
Web Developers x2
Business Support Officer
Personal Assistants x3
£40,000-£42,000
£22,200
£24,500
£24,500
£22,200
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Background Documents:
The following documents were used in the preparation of this report:
Contact Officer: Charlotte Rowe
Tel: 0207 983 4225
Attached: Organogram showing proposed establishment, as included in the business plan.
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