3.27.1 It is essential that the NHSScotland body's Communications Team is involved in drawing up the PR/ communications strategy and advise on the best way of generating publicity through the media to ensure maximum coverage, and therefore communication to the public of progress on the scheme and the programme for opening services in the new facility. Individual NHSScotland bodies should also liaise with the Scottish Government Health Directorates Communications Team regarding their proposals.
3.27.2 It is important to capitalise on the interesting features of the new facility, such as the establishment of a new service, the original design of the facility or the art installations.
3.27.3 Public relations is a high priority on the Commissioning Manager's work plan to ensure that patients and service users know where to go, particularly for A & E services ensuring the public always know where to get emergency help. A Communications Strategy should be developed to address this issue using media, advertising, promotions.
3.27.4 It is essential that some training is given to staff involved in commissioning the new facility. Media interest in NHS capital schemes is extremely keen. Refer to your own organisations' Communication Policy and Structure.
3.27.5 Often, it is possible to undertake several 'media events'. These could include:
• comments from the First Minister, Cabinet Secretary or Minister for Public Health when approval is given, including the background to the scheme and the proposed date for its completion;
• comments from the Chief Executive or Chairman, when approval is given, including the background to the scheme and the proposed date for its completion;
• a photo-opportunity for the Chairman of the provider and the contractor as they sign the contract;
• start on site of the scheme;
• key milestones during the life of the scheme: completing the foundations, laying the first brick, laying the last brick or completing the external structure (or 'topping out');
• completion and handover of the scheme to the client;
• the first out-patient day;
• the first in-patient day;
• the first patient to use a 'high-tech' piece of equipment, for example the first CT or MRI scan etc;
• the official opening.
3.27.6 By ensuring steady coverage of the scheme, there is an opportunity to inform the general public of what is going on and keep them in touch with developments throughout the life of the scheme. As they will be the ultimate users of the scheme, this is only proper.
3.27.7 There should be other opportunities to make contact with the public apart from media coverage. Depending on the size of scheme this can be very resource intensive and could include:
• 'Open days' for the new facility;
• Leaflets in GPs' surgeries or distributed generally to the local community explaining the development process and programme;
• 'Roadshows' or exhibitions in local shopping centres: these would involve staff associated with the scheme taking a stall, with information literature and photographs, out to town centres, etc;
• Presentations to local statutory and voluntary groups;
• Targeting groups with information relevant to them: for example, GPs will need to know details of referral arrangements and service standards, whereas members of the public need to know where and when the department they attend is moving, arrangements for car parking etc. Separate leaflets may be appropriate. Different articles suitable for different sorts of journals and publications should be prepared.
3.27.8 All members of staff who will have contact with the media or who will be undertaking presentations should have some training in how to answer questions and put across the key messages.