HOUSES OF THE OIREACHTAS COMMISSION

COMMUNICATION PLAN 2010 – 2012

APPENDIXES

1. Communication Strategy 2007/2009 – Outcomes

2. Communication Strategy 20190/2012 – Deliverables

3. Summary of observations arising from consultation with Members

4. Comparison of Parliamentary Communications Budget (incl. staff costs)

16
The Houses of the Oireachtas Communications Strategy 2007–2010 had a
number of key outcomes. They were as follows:

Education/Outreach-
The Education Outreach Programme will by the end of May 2010 have been
delivered to over 18,800 students in 564 classes in over 350 schools. Despite not
starting until early 2008 the programme is now on target to be delivered to
30,000 students by the next election.

 The feedback received regarding the programme has been

overwhelmingly positive from teachers and students alike.

 Evaluation sheets are given to teachers at the conclusion of each

workshop and the general evaluation has been that the workshop and its
delivery is “very good”, being the highest category.

 The programme has also been delivered to a number of community and

voluntary groups including Rehab, Travellers groups and post graduate
(Dip. In Education) students. Again the feedback from these groups has
been overwhelmingly positive.

Generally Member’s feedback indicates that the programme is worthwhile

and successful. There have been ongoing suggestions from Members
which in all cases have been investigated and acted upon where possible
and in general proven beneficial.

Administration
 It is now the case that Members receive, by automated email, 4 weeks
notice of each workshop with a reminder issuing 7 days in advance.

Delivery
 We have also advised our Outreach Officers that the Members question
and answer session requires better structure and organisation and this will
ensure consistency of the delivery of the programme. In all cases these
matters have been addressed.

17
Media Relations
Media coverage of the Houses of the Oireachtas Joint Committees has been
transformed through a concerted strategy led by two Committee Press Liaison
Officers that has led to increased media coverage of Oireachtas Committee
proceedings. The press officers continue to work closely with Committee
Chairpersons and Clerks to develop among the media and the public a clearer
understanding of the work of the Committees and their members, and they
highlight the main issues under active consideration in each Committee.

 Media attendance at committee Report launches, off-site events and

photo-calls are promoted on an ongoing basis
 14 local newspapers have published a total of 750 individual articles
highlighting the parliamentary work of Members.
 Local radio stations are broadcasting regularly from Leinster House.

Leinster House Visitor programme:

The visitor programme has been enhanced by the addition of a new range of
modern brochures and leaflets that are freely available to those visiting. In 2009,
up to 100,000 people visited Leinster House and a large percentage of these
undertook tours. The vast majority of those partaking of tours are school children
and particular emphasis has been put on linking their visit with the Outreach
Programme by providing educational material. Significant research has also
been undertaken during such visits.

Public Events:
The Office has been involved in a number of public events in 2008 and 2009.
These include:

Family Day:
Initially anticipated as a 1 day event in 2008. The demand was such that a 2 nd
day was required.

 8,000 tickets for admission to Family Day issued in a 24 hour period in

both 2008 and 2009 – not close to meeting demand
 Unprecedented access to Leinster House and its grounds was provided in
cooperation with the Office of the Superintendent
 Tours, entertainment, food stalls and information by way of historical
workshops/lectures provided.
 Top of the range facilities provided for the purpose of the visiting public

The comment, media coverage and post event written and oral feedback was
unanimously positive.
The event was such a success that it was agreed that it should be run again in
2009 which proved to be equally if not more successful.

18
90th Anniversary:
The 90th Anniversary of the First sitting of the Dáil was commemorated in
January, 2009. The event was hosted in the Mansion House and covered live by
RTÉ television.

 The event and the anniversary were reflected greatly in the 2009 Family
Day and throughout the year through the Outreach Programme. This
included a unique commemorative booklet which issued to all members
attending past and present.

 The event took place in cooperation with a large number of sections in the
Houses of the Oireachtas Service.

 Positive feedback about the commemoration was received in written and

oral feedback

Culture Nights
Each year in September a growing number of institutions of cultural importance
open their doors to the public. In 2008 Leinster House was invited to be included
in this event. Most institutions can open their doors on a first come walk-up
basis, however due to security reasons the event in Leinster Houses is ticketed.
The event has now run in 2008 and 2009:

 Over 1,500 members of the public have availed each year of the event –
demand has been higher.

 The visit includes a tour of Leinster House, entertainment and

refreshments.

Open House
This is an architectural event held in Dublin for the public to explore the
architectural highlights of the city and county. In 2008 and 2009 the Houses of
the Oireachtas (Leinster House) has been included in this event. In both years
both architectural and historical tours have been arranged for those visiting.

19
National Ploughing Championships
Although seen by most in Dublin as a rural event the NPC is the largest annual
attended event in Ireland. In 2008 and 2009 the Houses of the Oireachtas were
represented.

Some of the attractions included:

 Speakers Corner: An opportunity for Oireachtas Members to speak on

issues of the day and engage with the public through Question and
Answer sessions on subjects of national importance.

 Oireachtas Outreach: Interactive lectures specifically held with the

teenage student group attending regarding the work of our Parliament and
how it operates.

 An opportunity to meet members of the public and engage in promoting

the work of Members and Parliament.

 Live link-up to Leinster House where members of the public could watch in
“real time” the happenings in the Dáil and Seanad Chamber and the
Committees.

This event has ensured that the Houses of the Oireachtas are seen as a National
Parliament representing all of its citizens.

Information and Marketing

Booklets/leaflets/merchandise/

A re-branding of the Houses of the Oireachtas was undertaken in 2007/2008. As

part of this ongoing process the need to update the material promoting and
providing information was evident. In this regard the Houses of the Oireachtas
Service:

 Produced a number of information leaflets highlighting the various

elements of the composition of the Houses of the Oireachtas. These were
produced with best design practice in mind and aimed at informing a
number of targeted categories determined by age groups

 Re designed information booklets were provided with a view to ensuring

that the information is up to date and properly reflects the changing face of
the National Parliament.

 Information booklets were produced in a bi-lingual plain English format to

encourage maximum audience reach.

20
 Produced a series of short films describing, explaining and informing the
general public of the role of the Houses of the Oireachtas and its
Members. This has been designed with a view to reaching all age groups
and has been produced to take account of new social media.

 Merchandise with Houses of the Oireachtas branding has been produced

for distribution through the Outreach Programme and for sale in “An
Siopa”.

21
Website Development

A new look to the website oireachtas.ie has been developed. The benefits of this
are:

 Easier access to all areas of website

 Ability to develop multi and social media applications

 Improved streamlined management of material allowing access to the

non-expert user

 Provision of vital resources to all users of the estimated 800,000 pages of

material on the website (which makes it 1 on the biggest in Ireland)

The project was delivered on time and within budget

22
1. Media
 ‘This Week in the Oireachtas’ local newspaper service: 14 articles per
week over 30 weeks. Annual target: 420 articles per annum

 ‘This Week in the Oireachtas’ local radio service: 6 reports per week over
30 weeks. 180 local radio reports per annum

 Spokespersons Service: A weekly statement/interview/rebuttal should be

the minimum level of pro-activity achieved, with scope for higher
engagement as demanded

 Houses of the Oireachtas Service Press Releases (Dáil, Seanad, Joint

Committees): 550 per annum

 Joint Committee Events ( Report launches, media briefings, photo calls):

20 per annum

 Member focussed promotional events ( non-core business e.g.

charity/other public events): 6 per annum

 Completion of Leinster House Media Centre Feasibility Study: June 2011

 Completion and implementation of Leinster House New Media Protocol

and Policy: December 2010

2. Information
 Plain Language Audit and Guidelines: June 2011

 Monthly on-line Publishing of Members Expenses: October 2010

 Automatic on-line Publication of all FOI Releases: October 2010

3. Outreach, Access and Public Events

 Outreach Service: 6,000 participants per annum

 New Leinster House Visitor Programme Plan: December 2010

 Completion of implementation of new Visitor Experience: June 2011

 Public Events: 4 events engaging a minimum of 10,000 per annum

23
4. Using Technology for Communications

 Integrate Facebook, Twitter, Diggit, YouTube and Delicious and other

social media sites into Oireachtas Media and information service to
achieve a dedicated instantaneous on-line presence: June 2011

 Audit of Parliamentary on-line presence and delivery of 3-Year Web

Strategy: December 2010

24
 Appendix 1

Summary of observations arising from consultation with Members

General:

 Improving public confidence in and understanding of the Oireachtas is

dependent on Dáil Reform
 Members need to be informed on an ongoing basis about the work of the
Communications Unit
 The communications plan needs to be efficient and value for money

Media Service:

 The Communications Unit needs to be increasingly proactive and robust in

challenging unfair and inaccurate media commentary
 We need a spokesperson to defend the Oireachtas against one-sided
media criticism
 A spokesperson would be limited in what they can say if they are to avoid
appearing political or subjective
 Members are best suited to be the Oireachtas spokesperson, Members
need to establish a degree of solidarity so as to defend their profession
 The Head of Communications should be the spokesperson
 We need more flexibility in the Leinster House media relations
 Efforts at improving public understanding of the Oireachtas will always be
subject to wider political events
 The targeting of local media is welcomed and should be prioritised
 The improvements in coverage of committees is noticeable

Information:

 The Houses of the Oireachtas should publish details of Members

expenses on a monthly basis supported by context that explains the
purpose of the expenses system
 FOI releases should be made available on the website so as to avoid
repetitive requests for virtually the same information that can represent a
waste of resources from the office
 FOI releases should be available to the public to demonstrate greater
transparency

25
Leinster House Visitor Experience:

 Visitors to Leinster House should be received in an appropriate visitor

space
 School groups visiting Leinster House should receive an educational talk
at the end of their tour rather than concluding their visit in the bar
 The outreach programme should be joined up and linked in with the visitor
experience
 A database/intranet should be established that shows Members the
groups visiting Leinster House
 Schools groups should be able to access the Dáil and Seanad chambers
on non-sitting days as part of an educational tour

Public Events:

 The Family Day created a positive image of the Oireachtas

 Only a small number of Members attended the Family Day
 The Culture Night event was a good public relations exercise
 Events need to be centred on the Oireachtas and its Members

New Media and Using Technology:

 We must use the web to engage younger people about the Oireachtas
 The revamp of the website is welcomed
 All Oireachtas business needs to be webcast
 Social media and an on-line presence must be prioritised

Evaluation and Reporting:

 The communications plan needs to be measured and monitored

 Members need to be communicated with about the communications
programme

26
 Appendix 2

Please see below a comparative table, outlining communications expenditure,

with other parliaments and assemblies.

Comparison of Parliamentary Communications Budget (incl. staff costs) 2009

Area of UK Holland Scotland Ireland
Expenditure
€ € € €
Public 1.97m 450k 713k 300k
Relations
Outreach 1.68m 150k 763k 220k
Website 2.8m 280k n/a 430k*
Events 530k 110k 731k 270k
Total 6.98m 990k 2.20m 1.22m

Staff 113 19 52 8.3**

*Website costs were higher as a major development was undertaken by the

Houses of the Oireachtas Service to upgrade the look of oireachtas.ie

** 2010 budget reduced to €850k.

27