Communications Review
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Communications Review 2017 Quarter 2 July - September Executive Summary Q2 Communications overview The new Police and Crime Plan priorities provide a framework for communications activity in 2017. Media summary Website, news and features • This quarter we focused on quality rather than quantity work, because we have carried four vacancies in the team and gap whilst we recruited a fifth team member • We ran a 5 week burglary campaign over the summer to support operational policing; we managed all the ticketing for the Open Day, ran a high profile sexual assault campaign and have invested heavily in planning for Hate Crime Awareness Week • Having a reduced team has impacted on the number of articles on the website and therefore the number of views and referrals (- 10 articles from Q1) • Due to time pressures and an increase in demand for appeals, the Press Team has often put CCTV/picture-led appeals directly onto social media rather than the website (-33 news stories) Social media • Our reduced capacity as a team can also be seen in the decrease in Facebook posts issued. Although we issued 16% fewer posts, our engagement only fell by 14% and our link clicks by only 11%. This shows that our average engagement and link clicks per post is actually increasing • Our Facebook audience continues to increase (+5%) despite our slower output, showing that our content continues to be relevant and engaging • The Press Team are increasingly issuing appeals directly on Twitter rather than hosting them on the website as a news story. So despite the vacancies, the number of Tweets issued remains steady • We’ve also seen an increase in link clicks from Twitter, indicating that when a story is hosted on our website, Tweeting a link is more efficient than sending a press release • Our Instagram account is run by a team off officers from the Ops Training, Mounted, and Dog sections. One of these officers has been working in Sierra Leone and another is in the British Virgin Islands, with limited access to the internet. This may explain why they have posted less on Instagram this quarter Website Newsroom & Features 280 9 572k News stories Features page views -10 -29% -33 Social Media Referrals = 34% -15% Website overview • This quarter we have focused on quality rather than quantity because we have carried four vacancies in the team and gap Facebook referrals whilst we recruited a fifth team 189k sessions (-53%) member, due to HR timescales • Due to time pressures and an Twitter referrals increase in demand for appeals, 34k sessions (-8%) the Press Team has often put CCTV/picture-led appeals directly onto social media rather than the website • Having a reduced team has Top ten news stories Page Views impacted on the number of articles on the website and therefore the number of views and referrals • Seven out of ten of our highest- performing stories all related to the Portbury Hundred incident. This suggests we could explore hosting live feeds on our website which would make it easier to link to updates from social media and reduce the loss of traffic to online media Facebook 421 86,558 1,383,563 150,149 -16% +5% -14% -11% Posts Fans Engaged users Link clicks Top Posts Facebook overview • Our reduced capacity as a team this quarter can also be seen in the decrease in Facebook posts issued • However, although we issued 16% fewer posts, our engagement only fell by 14% and our link clicks by only 11%. This shows that our average engagement and link clicks per post is actually increasing • Our Facebook audience continues to increase, despite our slower output, showing that our content continues to be relevant and engaging • The top ten Facebook posts are all appeals or news updates. This reflects the fact that people are more trusting of news which has come directly from the Constabulary, rather than second-hand via the media Twitter 912 143,601 201,232 25k +1% +2% -9% +4% Posts Followers Engagement Link clicks Top tweets: Twitter overview • Twitter is the quickest channel available to issue news to key influencers including the media and sometimes eliminates the need to send out a press release • The Press Team are increasingly issuing appeals directly on social media rather than hosting them on the website as a news story • This explains why, despite the vacancies, the number of Tweets issued remains steady • We’ve also seen an increase in link clicks from Twitter, indicating that when a story is hosted on our website, Tweeting a link is more efficient than sending a press release • Continuing a trend, our top Tweets are mostly misper appeals and updates on major road traffic incidents, apart from one high engagement Tweet which showed a picture of a man driving with a parrot on his shoulder Snapchat c575 5 9 Average story views Average story Average messages screenshots following a story + 0% +0% +0% Instagram 6,287 followers +162 29 total posts -21 4,305 total likes -39% 59 total comments -44% You Tube 4 1 1,023 Video views Campaign/internal videos Appeal/update Videos Down Down Down 1 6 -95% Snapchat/Instagram/YouTube • Snapchat is our only youth-facing channel which we haven’t used this quarter because we haven’t had any campaigns targeting younger people • Our Instagram account is run by a team off officers from the Ops Training, Mounted, and Dog sections. One of these officers has been working in Sierra Leone and another is in the British Virgin Islands, with limited access to the internet. This may explain why they have posted less on Instagram this quarter • We continue to upload fewer videos to YouTube as video becomes more desirable on Facebook and Twitter Major Cases & Activity Major incidents on the M5 • Two major incidents declared on M5 between J15-14 northbound in the space of three days. The multiple fatal collision was the Most Read story on BBC online for • Press officer based in Silver throughout the single two days running. It was also one fatality collision on Thurs 14 Sept and throughout the of the lead stories on BBC News emergency response to the multiple fatal collision on 24 & national BBC One news on Sat 16 Sept. both days. It was covered online by every national newspaper. • We attended six Silver meetings out-of-hours on 16/17 Sept and issued a total of seven press releases over the weekend on our website and social media channels. We led the multi-agency response on behalf of four organisations. • 11 press releases were issued on the multiple fatal collision to date. Six were issued for the single fatality collision. Over the weekend of 16/17 Sept, our press releases were viewed more than 57,000 times on our website. One Facebook post resulted in 20,500 people clicking through to our website for information – and another reached more than 430,000 people. Binding • In the multiple fatal collision, we facilitated and organised officer interviews over two days. We challenged insensitive coverage – resulting in changes to stories online. • In both major incidents we worked with FLOs to release details of victims and provide tributes. Op Bream – the murder of Asiyah Harris • National and local media coverage of the murder of Asiyah Harris in St Paul’s, Bristol – with quotes from the SIO and details of our reassurance patrols appearing in the Daily Mirror, Daily Mail and The Sun. • We worked directly with the IPCC press office and liaised directly with key community leaders via a dedicated officer, to ensure they were kept fully updated on what we were releasing. • Our communications approach helped to reduce community tension and kept the public informed on the progress of our investigation, right up to the charging of Adan Dahir and his first appearance in court. Clifton robbery caught on camera Members of the public filmed the incident • TV, online and newspaper coverage of a robbery in Clifton Village in which more than £1m of jewellery was taken. • Our first press release was issued on website/social media within an hour of the incident happening. • We worked with Bristol Investigations through out on our media approach – releasing images of the stolen jewellery (out of hours) and key details of the vehicles used in this offence, to generate further witnesses. Op Bamboo – tragic death of Kyle Clark Full media plan prepared for trial • A full tactical media communications plan produced for the trial of Shakrul Islam who was charged with the manslaughter of Kyle Clark – due to the likelihood of Kyle’s mother Helen Stockford being critical of the police investigation. • Decision taken with SIO and D/Supt Ash Davenport to do embargoed interviews in advance at KSH – these were offered to select media – BBC Points West, Bristol Post and ITV W/Country – and a full Q&A briefing document was prepared in advance. • During the trial we released an edited version of CCTV showing the incident at the patrol forecourt in Hartcliffe leading up to Kyle’s death. This was shown to Kyle’s family in advance. Binding • Following the conviction, a pre-approved joint press release with the CPS was issued on our website and to the media, along with a custody image of Islam. • Kyle’s mum issued a statement to media critical of the police investigation and stating her belief that Islam should have been cleared as she didn’t feel he was responsible for killing her son. • In full liaison with the SIO and PSD, we issued responses to BBC, ITV and Bristol Post confirming we were aware of concerns from Kyle’s family.