The clearance process
One of the most important aspects of dealing with and managing the media is being able to provide a prompt response to a query, question or interview request. The sooner we can respond and involve ourselves in the story, the greater the chance we have to influence it. This is especially important where the Council’s reputation might be affected.
We also wish to influence the news agenda proactively by offering people for interview or providing case studies to illustrate topical issues.
We'll use our forward planning process to identify opportunities in advance, but may still want/have to exploit on-the-day stories particularly when there is breaking news or developing stories. Many news organisations will have made most of their routine editorial decisions by mid-morning. It is therefore important we make prompt decisions in terms of our own proactive communications or when we're dealing with a reactive query; especially when we're working to tight deadlines.
A streamlined and simple clearance process is essential to the Council’s ability to influence or exploit the news agenda.
- The Communications Team will work with Heads of Service, Assistant Directors and Directors to identify the most appropriate officer to provide the information required to respond to a query. A timely and efficient response to requests for information or comment is vital.
- For proactive media statements – we'll aim to provide executive members with a two-day turnaround.
- For reactive media statements – we'll respond to media deadlines, in consultation with the relevant Executive Member (usually within a couple of hours).
This protocol applies to office hours (8.30am to 5.30pm, Monday to Friday). Outside of office hours, or in the case of an emergency incident, it may be necessary to depart from this agreed approach.
The Communications Team will have responsibility for the Council’s policies and practices which reflect the style, tone and language to be used in written communications (described in the style guide). Any communications material that does not reflect the Council’s policies may be amended.
The Political Assistant will share information, where appropriate, relating to interviews (print or broadcast) involving portfolio holders that have been arranged directly.
Responses, statements or comments which have been cleared previously may be re-used if appropriate.
The Chief Operating Officer (until April 2026) or Chief Executive (after April 2026) may speak on behalf of, and/or clear communication materials relating to the corporate business of, the Council. A copy of any communication will be sent to The Political Assistant.
Proactive media activity should be planned as far in advance as possible to allow all enough time for officers and councillors to respond and clearance to be approved.
Clearing materials
Reactive queries from the media relating to matters of fact or information concerning the Council’s routine business may be answered by a member of the communications team without automatic referral to a portfolio holder or relevant political assistants.
Information may be provided to the journalist verbally, or, if requested, in a written statement. If requested in a written statement, the portfolio holder and/or political assistant will always be invited to clear.
Time restrictions will be shared at the time and should the time pass, the relevant Director or Assistant Director will be invited to clear. However, the communications team will contact the portfolio holder/political assistant regarding an enquiry, and ensure a quote is provided at the earliest opportunity (if appropriate).
The relevant Executive Member (including the Leader as appropriate) will always be involved in the response to reactive queries relating to policy, political issues, priority areas detailed in the Council plan or matters of controversy, even if it is decided an officer-only response is appropriate.
In these cases, the communications team will:
- work with the most appropriate officers to establish the facts and source the information required for the response
- draft a proposed response and share this with the relevant officers, the relevant Executive Member or Leader, and the political assistant at the earliest opportunity for feedback - any deadlines should be made clear at this stage
- liaise with the relevant Executive Member or Leader and the political assistant and make any amends as necessary and once clearance has been agreed by both offices, the response will be published
- forward a copy of the final response to officers and/or portfolio holders as appropriate
- if there is any doubt to the correct approach to a response, advice will be sought from the Head of Communications and/or the political assistant. The Executive Members and their areas of responsibility are listed on the Council website