Last updated:
18th March 2026
Media protocol
How we respond to media enquiries
The protocol is designed to provide Wokingham Borough Council with a framework for consistent interaction with the media. It also provides the media with guidance as to the level of service it should expect.
Media calls are managed by the council’s Communication, Engagement and Marketing team (CEM.) They are also responsible for the council’s social media accounts, newsletters, website, internal communications, news releases as well as the council’s consultations and engagement.
Our priorities
While the CEM team will respond to reasonable enquiries from the media, it is primarily focused on directly informing and engaging with residents, the workforce and stakeholders. This is done in line with the council’s priorities, with a focus on getting accurate information to residents as directly as possible.
To do this, we use the communication channels that will give us the greatest impact and bring the greatest benefit. This can mean either prioritising the channel that allows us to reach the most people, or it can mean focusing our attention on channels that may have smaller but very specific audiences, e.g. age groups or specific service users.
Responding to the media
The Communication, Engagement and Marketing team (CEM) will respond to media enquiries when there is a corporate (non-political) issue raised of public interest that is within the responsibility of the council, and when the information requested is not available from any other means.
| Type of enquiry | How we will respond |
| Issues that are the responsibility of other organisations or authorities | CEM will direct enquirers to the most appropriate organisation |
| Issues when information is already publicly available | CEM will direct enquirers to available information |
| Issues that are not within the council’s power to influence | CEM will explain why it is not appropriate to comment but will not give quotes |
| Issues that are purely political | CEM will refer enquirer to political leadership |
| Decisions made at public meetings when the reason for decision is set out in publicly available discussion and /or in minutes | Except in exceptional circumstances, CEM will not comment on decisions or discussions at public meetings but may comment on issue of conduct or protocol and to confirm factual issues |
| Planning applications by third parties when the council is not the landowner | Except in exceptional circumstances, CEM will not comment ahead of planning decisions and will only comment after decisions if the application is linked to a council strategy or priority |
| Updates on ongoing projects when information is being regularly provided | CEM will provide regular updates to the media on some projects and, when doing so, will generally not respond to ad hoc enquiries relating to them |
| Enquiries relating to issues raised by a single resident | CEM will only respond in exceptional circumstances such as when it has been subject to an independent enquiry. A media enquiry based on a single resident complaining about services will not generally receive a response |
| Repeat issues where we have recently responded to the same media outlet on the same issue | CEM will direct enquirer to previous statements in most incidents unless, in exceptional circumstances when new information is available |
Response times
In cases when we do respond, we will endeavour to meet reasonable deadlines (at least 24 hours notice.)
Media Office opening hours
The media office opening hours are:
• 9am to 4pm Monday to Friday
To contact the media office during these hours please email: cem@wokingham.gov.uk
