Communications
The RAF Families Federation Comms team of one full-time and one part-time member deliver communications in the widest sense, including marketing, advertising, public and media relations. They also deliver the Federation’s website, the quarterly magazine, Envoy, and all publicity material.
Since our launch in 2007, the Federation’s communications efforts have gathered momentum and the Comms team is confident that the majority of RAF serving personnel and their family members have now heard of the RAF Families Federation. Communication lines continue to develop with more detailed and targeted messaging on what the Federation does, how it does it, and how the audience can participate in the debate.
Magazine Envoy is a primary communications tool and, as it can be read easily online via the website, it provides a strong pull to the site. The value of the magazine in print is still considered important and feedback suggests that leafing through the pages of a magazine still has its place as an enjoyable, informative and worthwhile activity, even for some very senior staff!
Press and Media Relations Relations with the press, media and other organisations continue to improve as the three Service Families Federations become more and more well known. The media are never turned away and we are building relationships with the big players who regularly approach us for comment on issues affecting RAF personnel or their families. The Federation is also invited to contribute to other publications, and the Chairman has written several forewords to Service-related books and research.
Website One indicator of how the Federation is faring as an organisation is its website. The beauty of any website is that it is not constrained by time nor place and the Comms team works hard to ensure it provides the audience with an effective communications link. The Federation website continues to gain momentum and the hit-rate is climbing year-
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www.raf-ff.org.uk
on-year and month-on-month. With nearly four years data available, the pattern is an impressive one.
Trends Within the trend pattern there appear peaks and troughs. There is a sharp upturn in March, which occurs annually as visitors search for information on the pay announcement. This was the case this year, too, despite the pay freeze, as allowances and charges were announced at the same time. In August, there is a traditional lull as individuals take their Summer leave but the trend recovers, and there is then a further
gradual fall-off as Christmas approaches. Overlying these events are distinctive peaks which can be accounted for as they coincide with major announcements, or are at times when the Federation makes specific appeals for information or evidence and the audience is encouraged to engage.
Self-perpetuating The popularity of the Federation website is now in part self-perpetuating. The Comms team has worked hard to reach out to sub-audiences of the serving RAF family, for example, wives and
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