St Agnes Parish Council – Communications Strategy
A practical framework for clear, consistent and community-focused communication
Introduction
SWOT Analysis – St Agnes Parish Council Communications
Strengths
Strong community identity across St Agnes, Mithian, Mount Hawke, Blackwater and Porthtowan, with high local pride and engagement.
Active Facebook presence with good organic reach and fast resident interaction.
St Agnes Library as a community hub, offering events, information access, and footfall for offline communication.
Willingness of the Council to improve transparency through clearer updates, newsletters and accessible posting of minutes/notices.
Professional in-house communications capacity, enabling consistent tone, branding and planning.
Good relationships with local groups (Helping Hands, Notice Board groups, Porthtowan Matters, etc.) which amplify Council messages.
Weaknesses
Website navigation and structure can feel dated, making information harder for residents to find quickly.
Limited presence beyond Facebook – no Instagram, no X/Twitter, no TikTok (restricts younger audiences).
Inconsistent posting frequency before the new Communications Officer role began, some channels underused.
Low visibility of Council achievements – decisions and project progress often remain only in minutes.
Digital exclusion for some older or offline residents, meaning printed communications require more structure.
Lack of a unified branding/style approach, leading to mixed visual identity across posters and notices.
Opportunities
Build a strong, recognisable Council brand through templates, tone of voice, consistent graphics.
Introduce a monthly e-newsletter to summarise decisions and community updates.
Develop Instagram (and possibly Threads) for visual storytelling, tourism, library content, environment projects.
Use consultations and surveys to gather resident views and build trust (“You Said – We Did”).
Produce short-form explainer content (e.g., “How the Parish Council works”, “What your precept funds”, “Who is your councillor”).
Strengthen ties with local media through regular press releases and community features.
Threats / Challenges
Misinformation spreading quickly on community Facebook groups before official information reaches residents.
High expectations for rapid responses, especially during emergencies or contentious topics (planning, parking, toilets, dogs on beaches).
Limited staffing capacity – communications must balance daily operational needs, statutory tasks and creative work.
Digital saturation: residents may feel overwhelmed by local information unless communications stay concise and useful.
Seasonal visitor population creates fluctuating demand for updates and services.
Changes in local government funding may affect resources for print materials or new digital tools.
Geographical spread of the parish means varying needs and priorities across the five villages.
- Purpose of this Strategy
This strategy provides a coherent approach to how St Agnes Parish Council communicates with residents, partners, visitors and stakeholders. It ensures all communication is:
Accurate and timely
Accessible and inclusive
Consistent in tone and branding
Compliant with legislation
Supportive of the Council’s objectives and community priorities
The strategy supports the Parish Council’s commitment to transparency, engagement and strong community relationships across St Agnes, Mithian, Mount Hawke, Blackwater and Porthtowan.
- Communication Objectives
Inform – Provide clear information about decisions, services, events, consultations and local developments.
Engage – Encourage two-way communication and increase community involvement in parish life.
Promote – Showcase local facilities, the library offer, tourism and wellbeing activities.
Reassure – Build trust by demonstrating responsible stewardship and transparent governance.
Include – Reach people of all ages, backgrounds and digital abilities.
- Target Audiences
Residents (all five wards; homeowners, renters, families, older residents, young adults)
Visitors & seasonal population
Local businesses and community groups
Volunteers and partner organisations
Cornwall Council and statutory stakeholders
Hard-to-reach groups (digitally excluded, elderly, non-digital users)
- Key Messages
Core messages will underpin all communication:
About the Council
St Agnes Parish Council works for the wellbeing of all five villages.
Decisions are transparent and based on community needs.
The Parish Council is accessible and welcomes feedback.
About the Library
The library is a vibrant community hub: books, learning, events, family activities, digital help.
It supports the Universal Library Offers (Culture, Reading, Information, Digital & Learning, Health & Wellbeing).
About Community Life
St Agnes Parish is a strong, connected, environmentally conscious community.
Volunteers, groups and residents play a vital role in shaping local services.
- Channels & Tools
Digital Channels
Website
The new Parish Council website will become our most comprehensive and accessible hub for information, offering residents a clear, reliable and easy-to-navigate place to find everything they need. As the site develops, our aim is to ensure it reflects modern standards of transparency and usability, with well-organised content, practical menus and up-to-date information on meetings, services, events and community resources.
The website should feel welcoming and straightforward, supporting residents who prefer a central source of information and reinforcing the Parish Council’s commitment to openness and service.
In addition to statutory information and Council updates, the website will be used as a platform to celebrate the parish’s identity, culture and heritage, helping residents and visitors better understand the character of the area and the work of the Council.
Where appropriate, the site may feature locally researched stories, historical context and educational content, developed in collaboration with partners such as the Library, Museum and other community organisations. This approach supports civic pride, strengthens local identity and adds long-term value beyond transactional information.
Key strengths:
A single, dependable home for all key Parish information
Improved accessibility and clarity for all audiences
Supports transparency by hosting documents, updates and decisions
Enhances trust through consistent, accurate and timely content
Provides a stable platform that complements social media channels
Facebook remains our most active and wide-reaching community platform, and our approach focuses on clear, friendly and timely communication. Posts should provide practical information, highlight local activities, and celebrate community achievements in a tone that feels genuinely rooted in parish life.
We aim to respond to comments where appropriate, encourage constructive dialogue, and ensure our content is reliable, up-to-date and easy to share.
By maintaining consistency in style, clarity and frequency, Facebook continues to serve as a trusted day-to-day touchpoint and news-source for residents.
Key strengths:
Strong reach and established community engagement
Suitable for quick updates and timely information
Enables two-way conversation and local involvement
Easily shareable content that broadens visibility
Ideal for highlighting Council activity and community successes
Instagram offers us a visual space to showcase the character, heritage and everyday life of St Agnes Parish. Our goal is to use high-quality photographs, simple captions and short videos to highlight local events, initiatives, environmental projects and the beauty of the parish. The tone should remain warm, community-focused and optimistic, inviting residents and visitors alike to engage with what makes our area special.
Instagram content works best when it inspires, informs and strengthens local identity through strong, authentic visuals.
Key strengths:
Visually led content that celebrates the parish’s natural beauty
Highly engaging platform for storytelling and behind-the-scenes glimpses
Appeals to younger and visually-driven audiences
Ideal for showcasing events, activities and initiatives
Reinforces a positive, aspirational identity for the parish
Newsletter
The parish newsletter provides an opportunity for more in-depth, curated communication, bringing together key updates, council decisions, upcoming events and community stories in one accessible format.
Our aim is to produce a newsletter that is clear, concise and genuinely useful, offering residents a dependable round-up of what matters in their area.
By maintaining a regular schedule, adopting a friendly editorial style and ensuring the content reflects the breadth of parish life, the newsletter becomes both a practical resource and a positive reflection of the Council’s commitment to transparency and community engagement.
The day-to-day delivery, monitoring and evaluation of the parish newsletter sits within the Council’s communications function, ensuring consistency, editorial quality and timely reporting.
The Newsletter Working Group provides a light-touch advisory and oversight role, supporting the Communications Officer by reviewing resident feedback, suggesting topics of community interest and considering high-level trends in readership and distribution. The group meets on a quarterly basis, offering a structured opportunity to reflect on performance, share insights and help shape the newsletter’s ongoing development.
Key strengths:
Offers space for deeper context and explanation
Supports transparency by summarising Council decisions clearly
Builds routine and trust with a predictable schedule
Reaches audiences who prefer longer-form updates
Strengthens community cohesion by including varied, local stories
Press Releases
Press releases are important tool for sharing clear, authoritative information with local and regional media, as well as providing ready-made content that can be adapted for the website and social channels.
St Agnes Parish Council can use press releases for significant decisions, projects, events and partnership work where wider coverage is desirable. Releases should be written in plain, accessible English, with a clear headline, a concise summary in the opening paragraph, and a short quote from an appropriate spokesperson (usually the Parish Clerk or Chair) to add context and a human voice. Wherever possible, they should highlight the local benefit, be factually accurate, and include any practical information residents may need.
Draft press releases will normally be prepared by the communications officer and agreed with the Clerk, the Chair or the relevant councillor(s) before issue. Final sign-off rests with the Clerk, or with the Chair where the topic is particularly sensitive or high-profile. Once approved, press releases should be sent promptly to an up-to-date list of local media contacts and uploaded to the Council’s own channels, ensuring consistent messaging across all platforms.
Key strengths:
Provides a clear, authoritative record of key news and decisions
Helps secure wider coverage in trusted local and regional media
Reinforces transparency and accountability on major issues
Offers reusable content for the website and social media
Ensures consistent, well-prepared messaging on behalf of the Council
Printed & Offline Channels
Quarterly printed parish newsletter (double-sided A4 distribution in key locations: library, shops, noticeboards).
Village noticeboards (for statutory notices and key announcements).
Posters and flyers (events, consultations, library activities).
- Content Standards & Editorial Guidelines
Tone of Voice
Clear, friendly, helpful, and neutral.
Professional but not bureaucratic.
Avoid jargon; use plain English.
Branding
Consistent use of Parish Council logo and font.
Harmonised colour palette and layout for posters and templates.
Accessibility: large print options; strong contrast; alt-text on images.
Publication Standards
Check accuracy, dates, spelling, and statutory wording.
Ensure GDPR compliance.
Avoid political bias; maintain Council neutrality.
- Engagement & Consultation Approach
The Council will:
Use simple surveys (online and paper versions in the library).
Hold occasional drop-in sessions in St Agnes Library or community venues.
Publish ‘You Said – We Did’ summaries following consultations.
Engage targeted groups (youth, older residents, Porthtowan beach users, etc.) through tailored channels.
- Measuring Success
KPIs will be tracked quarterly:
Digital Metrics
Facebook reach, engagement, follower growth
Website traffic (top pages, search terms)
E-newsletter open and click-through rates
Offline Metrics
Event attendance
Library footfall
Feedback forms
Recognition of Council activities in resident conversations / groups
Qualitative Measures
Positive resident feedback
Clearer public understanding of Council work
Fewer misinformation issues on local groups
- Annual Review
The Communications Officer will produce a brief annual report evaluating the strategy, including:
What worked well
What needs improvement
Emerging trends (digital inclusion, new platforms, community interests)
Planned updates for the next year
- Rules for Official Statements
Official statements on behalf of St Agnes Parish Council must be issued only by the Clerk or an authorised spokesperson appointed by the Clerk or Chair, depending on the subject matter. Statements should be factual, neutral, and rooted in agreed Council positions or formally adopted decisions; personal views must never be represented as Council policy. All statements should undergo a brief internal check for accuracy, clarity, and potential reputational impact before release. When time-sensitive issues arise, the Clerk coordinates rapid sign-off to ensure information is both timely and reliable. - Crisis & Emergency Communications Framework
This framework outlines how the Parish Council will communicate rapidly, clearly and responsibly during emergencies or nationally significant events. The aim is to protect public safety, reduce confusion and ensure information is trusted, coordinated and compliant with national protocols.
12.1. Principles
All crisis communications will be:
Timely – information issued as soon as credible details are available.
Accurate – based strictly on official sources (Cornwall Council, Environment Agency, Met Office, Devon & Cornwall Police, Cabinet Office).
Calm and factual – avoiding speculation and sensational wording.
Consistent – one clear message across all channels.
Inclusive – using plain English and ensuring offline users are considered.
12.2. Types of Emergencies & Communication Approach
- Weather & Environmental Hazards
Examples: flooding, coastal erosion, storms, high winds, heatwaves, wildfire risk.
Actions
Monitor official alerts
Met Office Weather Warnings
Environment Agency Flood Alerts
Cornwall Council Emergency Planning updates
Issue rapid public updates on:
Facebook (Council + local groups)
Council website banner (“Important Update”)
Noticeboards for prolonged events
Library front desk for offline residents
Content of updates
Nature of the hazard (e.g., “Yellow weather warning for high winds”).
Expected timing and affected areas.
Clear safety advice (“Avoid coastal paths”, “Secure outdoor items”).
Links to official agencies providing real-time updates.
Contact numbers for emergency services or Cornwall Council.
During severe events
Provide operational updates ONLY when confirmed by authorities.
Avoid sharing rumours circulating on Facebook groups.
After the event
Publish a short reassurance update and any recovery information.
- Local Incidents & Emergencies
Examples: road closures, major accidents, utility failures, pollution events (sea, beach), large fires, missing person reports (upon police issue).
Actions
Confirm details with the appropriate agency
Police
Cornwall Fire & Rescue
Highways / CORMAC
South West Water
Issue updates only when authorised
The Council shares official messages — not unverified community reports.
Communication channels
Facebook (fastest reach)
Website (for sustained incidents)
Noticeboards / Offline
Content of updates
What has happened, in simple terms
Agency-led advice (e.g., “Avoid the area”, “Boil water notice”)
Expected duration where known
Contacts for further information
Follow-up
Post closure/resolution updates to reassure residents.
- National Emergencies
Examples: national security incidents, civil emergencies declared by the government, pandemic-level events.
Actions
Wait for central guidance (Cabinet Office, UK Gov, Cornwall Council).
Share official statements only — do not paraphrase sensitive content.
Maintain a calm, neutral tone.
Use all channels to amplify authoritative messages.
Library role:
Provide a point of information for residents without digital access.
12.3 Crisis Spokesperson Protocol
During any significant incident — whether a severe weather event, major service disruption, community emergency or a nationally sensitive moment — the Parish Council must communicate in a way that is swift, accurate and reassuring. To achieve this, a simple and reliable spokesperson structure is essential.
Who speaks in a crisis
In all crisis situations, the Parish Clerk is the designated primary spokesperson and central point for coordinating all outgoing communication. The Clerk will manage the flow of information, liaise with partner agencies, and decide when and how statements should be issued. If the Clerk is unavailable, they will have previously nominated a suitable deputy (typically the Chair or another trained councillor or officer), who will act as spokesperson until the Clerk is able to resume responsibility. No other councillor or officer should speak publicly unless specifically authorised by the Clerk.
How statements should be managed
Crisis communication should prioritise confirmed, factual information, delivered calmly and without speculation. Messages must be short, clear and relevant to residents’ immediate needs — for example, safety advice, service updates, or contact details for support. Any media enquiries should be routed directly to the Clerk to ensure the messaging remains coordinated and consistent. The Council should avoid commenting on matters outside its remit and should signpost to the official lead agency (such as Cornwall Council, emergency services or government departments) where appropriate.
Basic principles during a crisis
Act quickly but carefully: share only verified facts and avoid unconfirmed details.
Keep messages simple: prioritise clarity, reassurance and practical advice.
Stay consistent: all updates should come through the designated spokesperson.
Collaborate: align messaging with lead agencies and local partners.
Remain calm and compassionate: tone matters just as much as content.
Key strengths of this approach:
Ensures a single, authoritative voice during fast-moving situations
Reduces confusion and prevents contradictory or speculative messaging
Builds trust by providing timely, factual and reassuring information
Supports good coordination with emergency services and partner agencies
Reinforces the Council’s role as a stable, responsible community leader
12.4. Approval Workflow (Rapid Mode)
Level 1: Urgent public safety (weather, police-led, flooding)
→ Communications Officer drafts
→ Clerk approves verbally/in writing
→ Immediate publication
Level 2: Sensitive or national-scale issues
→ Draft prepared
→ Clerk + Chair approval
→ Publish using exact official wording
12.5. Post-Incident Review
After any major event, the Communications Officer will produce a short internal summary:
What went well
Resident feedback collected
What could improve next time
Any updates needed for this framework
This Communications Strategy sets out a clear and confident direction for how St Agnes Parish Council engages with its community — grounded in openness, strengthened by consistent practice, and driven by a genuine commitment to serving local people. By developing our channels, refining our messages, and ensuring that every interaction is timely, respectful and well-informed, we aim to build a culture of communication that supports trust, encourages participation and reflects the unique character of our parish. This vision is not static but evolving, shaped by partnership, learning and the everyday conversations that connect us. Together, these principles will help us communicate with clarity and purpose, ensuring the Council remains accessible, accountable and positively present in the life of our community.