FAQs

"Digital accessibility" is the inclusive practice of removing barriers that prevent people (including those with disabilities) from doing what they need to do online”.

However, readability and legibility are key considerations for all those we want to take part in our consultation, engagement and research projects.  From a consultation perspective, everyone deserves to have equal access to their local and national government decision-making processes where those decisions impact upon them.

Making our consultation, engagement and research projects accessible is important because:

• New regulations mean public sector organisations have a legal duty to make sure websites and apps meet accessibility requirements. 
• Making our projects accessible enables us to comply with the Equality Act (2010) and the Disability Discrimination Act (1995).
• Breaking these laws may result in fines and reputational damage.
• People matter and we want them to be able to participate fully in both the democratic process and in our other projects.
• Inclusivity allows all voices to be heard and facilitates a full understanding of what is working well, what needs to be improved and how we can make those improvements for all our community members.
• Diverse voices can offer new perspectives, information and ideas.
• Are we wasting our time if we produce information others can't access or understand?

 1) Get to know and understand your audience:

• Who are your audience?
• What are their needs and expectations?
• What is their literacy level?
• Is English a first language?
• Are there cognitive, visual, hearing or other physical disabilities?
• Create personas for your target audience.
• Design your content to match your audience needs.
• Use inclusive language.
• Make sure you use alternative text, captions, transcripts, summaries, headings.

2) Learn and follow accessibility standards:

There are a range of sources which provide guidance on writing accessible online content and documentation. We have listed some standards to be aware of below, but it is best to follow the standards and guidelines that apply to your industry, region, and audience. 

• Understanding accessibility requirements for public sector bodies (Guidance)
•  UK Government digital accessibility website
•  Web Content Accessibility Guidelines (WCAG) 2.1

3) Use accessibility tools to check your work:

Some tools are available to help you test the accessibility of the content you have created and also provide guidance on how to improve it.  Some of the tools which can help you evaluate web accessibility are listed below: 

• AChecker can be used to check single HTML pages for accessibility. There is a video which explains how to use AChecker (opens in new window)
• Hemingway Editor App is a like a spellchecker for style and can help to grade readability levels of your content. Hemingway Editor guidance (opens in new window) is available.
• WAVE helps to identify WCAG errors in Word and PDFs alongside human evaluation. A “How to use the WAVE evaluation tool” video (opens in new window) is available.

4) Review and seek stakeholder feedback on content:

Involve your stakeholders and members of your target audience to help test and evaluate the accessibility and inclusivity of your content. You can also monitor your project and make any necessary changes over time depending on additional feedback you may receive. 

5) Keep learning to improve:

Accessibility is not a once and done task but requires us to undergo continuous learning to make improvements.  Take time out to check on the most up to date standards, tools, best practice, and training. 

There are a range of “Accessibility training videos (opens in new window)” on The Point which cover:

1. Introduction to digital accessibility
2. Writing for the web
3. Accessibility basics in MS Word
4. Making your website robust and operable – part 1
5. Making your website robust and operable – part 2

You can also contact the OSD Team for further information or advice.

Feedback any lessons learnt at forums like this so that others can also learn from your experiences.

6) Reap the benefits of being inclusive:

By making your online project content and documentation accessible, you are making it easier for your users to access, to read, and to understand.  Other benefits include:

• improving the reputation of the Council as caring about accessibility 
• increasing our reach, credibility amongst content users
• facilitating a more inclusive, diverse, and ethical culture that values and respects all users. 
• Increasing the level of accessible information available for everyone

1) Digital inclusion involves taking account of access and communication needs, respecting difference and ensuring an equal opportunity to participate and/or contribute.

Source: Wheels for Wellbeing (undated) TOP 10 TIPS FOR AN INCLUSIVE CONSULTATION

2) "Digital inclusion involves the activities necessary to ensure equitable access to and use of information and communication technologies for participation in social and economic life including for education, social services, health, social and community participation."

Source: Wikipedia (2023) Digital Inclusion (opens in new window)

3) Diversity being invited to the party and going. Inclusion is getting involved in choosing the music, dancing but also being part of the party planning. 

Source: Daniel Juday, M.Ed. C.D.P. Inclusion isn't "being asked to dance", Linked In (opens in new window)

Digital accessibility is about making sure that our systems are designed to ensure everyone (including those with disabilities) can fully participate in public or professional consultation, engagement or research projects.  It is also about identifying and removing  any specific barriers or problems which may be preventing people from taking part so that everyone has the same access and equal experience. 

Inclusion is about proactively empathising with the audience, and going a step further to create content which is mindful of a broad range of users, and their different abilities, environments, situations and contexts. This helps the audience to relate to the project.

Inclusion is about making sure everyone has the tools, resources and opportunities they need to be included as valuable members in our projects and all aspects of society. It is about removing barriers to ensure those who have been traditionally been marginalised or excluded are included and represented.

Taking accessibiliy and inclusion together

The terms ‘accessibility’ and ‘inclusivity’ are often used interchangeably and can become blurred. Accessible design ensures everyone can experience our project content by making sure we use  the right font sizes, colour contrasts and alternative text. 

Inclusivity demands we take a more emotional and subjective approach to our content to ensure representation and relevance, so everyone can benefit from our consultation, engagement and research projects by using imagery and language relevant for diverse populations and abilities.

It is important to understand and use the two different concepts together in a complementary way to create a relevant and meaningful experience for your target audience.

Best practice projects are both accessible and inclusive are the most effective in increasing engagement and in helping to avoid legal and reputational risks.

 

Barriers to digital inclusion

The literature suggests the following are barriers to digital inclusion:

• lack of physical access to digital technologies and the internet,
• user level of digital ability,
• user attitude towards using digital platforms,
• lack of accessibility and readability,
• lack of representativeness, 
• lack of project planning,
• inconvenience, and
• homelessness or temporary residence.

Representativeness

Representation is key because it can influence ideas, attitudes and levels of participation. 

Representation is about being able to see people like yourself in a project, being able to identify them, and are able to feel they belong. It can help show that a project relevant to them.

Representation is about creating the right VIBE (valuing inclusion, belonging and equity). Valuing inclusion is about:

• raising visibility, using positive images and avoiding stereotypes,
• audience identity data insights,
• creating a sense of belonging (welcome, known, included supported, connected, feel invited to contribute), and
• embracing difference, and asking whose voice is missing.

Groups which are most often experience barriers to to inclusion or are underrepresented in our consultation and engagement projects include:

• Children and young people who may need age appropriate methods and support.
• Older people who may not have access to the internet, or the necessary skills.
• People with disabilities who may require additional support, a screen reader, sign language, or easy read documents etc., to participate.
• Minority ethnic groups may feel excluded through lack of inclusion in images, use of stereotyped imagery, not having English as a first language, and  cultural needs (e.g. around catering or need for separate male and female meetings).  
• Faith groups who may already be engaged in religious festivals or worship.
• The Lesbian, Gay, Bisexual, Transgender, Queer /Questioning, Intersex, Asexual and more (LGBTQA+) community may be put off engaging through negative images, labels and inappropriate language use.
• Migrant workers, Gypsy Travellers and the homeless may not have a permanent address and may fear or distrust interaction with local authorities

Key strategies identified for improving digital inclusion for consultation, engagement and research projects are to:

• check for unconscious biases
• understand your stakeholders and audience
• develop a communications and engagement plan based on your stakeholder mapping to ensure access and communication needs (language, literacy levels) are understood and will be met
• try to anticipate potential barriers and how you can overcome them (e.g., caring responsibilities, cultural or transport issues)
• provide a range of accessible approaches (large print, easy read)
• provide online and offline (e.g., paper or focus group) access
• make sure information is accessible
• consider use of advocacy services
• provide a safe, age-appropriate space for children and young people
• reach out to contact under-represented groups directly to seek their engagement
• providing social support (libraries offer digital access training and support)
• encourage direct user experience
• proactively check information has been received and understood and been responded to
• carry out a mid-point project review and adapt as necessary
• working with wider networks and excluded groups to facilitate collaborative learning and inclusive project design
• be creative and flexible to meet local need (e.g., use visualisations, graphics and 3D modelling, maps, dashboards, videos , walkthroughs, participatory methodology)
• consider and address any related ethical issues (e.g. consent) as this helps to build trust and transparent inclusivity
• Evaluate project success and lessons learnt
• celebrate the social value or our communities, their participation, and share outcomes

A stakeholder is literally describes any individual or group who has a 'direct or indirect stake' in what is being proposed in your project. In other words, anyone who is interested in, or will be impacted by, benefit or carry a risk as a result of your proposals, new way of working, policy or strategy, 

Stakeholder mapping (or stakeholder analysis) techniques help to guide appropriate and proportionate involvement in consultation and engagement projects. It can also help guide the creation of your communications and engagement plan.

Stakeholder mapping can help to:

• ensure that everyone that needs to be included is included
• ensure inclusive, divers and representative stakeholder engagement
• identify stakeholder levels of interest
• identify stakeholder levels of power or influence
• allocate resources, time and effort more effectively
• identify stakeholder communication channel and key message needs
• gain access to additional resources
• understand stakeholder attitudes, values, goals and concerns to plan your hook for engagement and to plan for anticipated reactions to help win support

The three key steps for effective stakeholder mapping include the following three steps.

1. identify your stakeholders

Seek support from colleagues, partners etc, to 'brainstorm' your project stakeholders.  Remember to include contact details for the various stakeholder levels, including internal and external stakeholders, individuals, interest, social and 'equalities' groups, public, private and voluntary and community sector organisations.

2. Prioritise your stakeholders

We don't have the resources to engage equally with all of our stakeholders all of the time, so we need to prioritise them.  Stakeholders can be prioritised according to statutory requirements or by using tools such as a power/interest grid (also know as the Mendelow Matrix). Stakeholders are added to the grid along the power/interest axes depending on their power to block or advance your project and the level of their interest in your project. Those with high interest in your project and who have a great deal of power to influence it should be where you concentrate most of your efforts as shown in the image below.

Stakeholder power/interest grid

How to plot your stakeholders along the power/interest grid

• High power and high interest stakeholders are often key directors, partners or funders.  They are key players on whom we need to focus most of our efforts to keep fully engaged and satisfied. Inform, consult and collaborate with  key players, and involve them in project governance and decision-making.
• High power and low interest stakeholders such as district and borough councils need to be informed and consulted. They need to be kept in the loop but may not need full engagement.  Information overload can lead to boredom or disengagement.
• Low power and high interest stakeholders such as internal staff need to be shown consideration, be kept informed and consulted on areas of interest.  They can often provide useful information, ideas and feedback, or provide support in low risk areas. Supporters in this group can become goodwill ambassadors, but if they become disgruntled they can quickly influence others negatively, especially through the press.
• Lower power and low interest groups need the least effort although should be kept adequately informed.  They need monitoring to ensure no new issues develop.

You can also prioritise your stakeholders using other criteria, such as their contribution to proposed outcomes, or the level of project proposal impact. Decide the purpose of your stakeholder mapping and then choose the criteria most useful to prioritise your stakeholders.

3. Increase your understanding of your stakeholders

Increase your understanding of your stakeholders by asking yourself some key questions about them, including:

• What motivates their interest?
• How will they be impacted by your project?
• Is their opinion positive or negative? Is it based on fact?
• Who or what influences their opinion?  Can you change it?
• How will you manage opposition?
• What is the best way to communicate and engage with them?
• How do they need to receive information (on or off line)? 
• What method of engagement is needed (inform, consult, co-design)?
• What barriers to engagement need to be overcome (language, culture, disability)?

Mapping stakeholders this way can help to identify blockers, critics, advocates, and supporters. It can also help to identify negative views based on poor information which can be corrected.  Stakeholder mapping can also help you to choose which digital channels might best be used to engage them as well as to consider how to tailor messages which will resonate with your target audience.

If your stakeholder mapping includes groups which are generally underrepresented or marginalized (e.g. children and young people, minority ethnic groups, people with disabilities), then it is important to take some time to find appropriate ways of building relationships and engaging with them.

Using stakeholder mapping for digital communication planning

• High power and high interest stakeholders may wish to use wikis, document co-authoring, shared risk registers and Gantt charts, team diaries, secure file sharing platforms. 
• High power and low interest stakeholders may benefit from targeted alerts, issue registers, project blogs, links to consultation documents and articles. 
• Low power and high interest stakeholders need can be kept informed using Facebook, Twitter, RSS Feeds e-newsletters, emails, webpages. 
• Lower power and low interest groups can be informed and consulted using quick polls, online surveys, ideation, discussion forums, Your Voice Engagement Hub, webpage information. 

 Always review your stakeholder map regularly as the status of stakeholders can change.