EFEC | Communications Governance Framework 2025
Excellence First Enterprise Consultancy (EFEC)
EFEC Global Communications Governance Suite 2025
Establishing Integrity, Coherence, and Trust Across All Communication Channels
Cambridge ■ Shanghai ■ Global
Version 1.0 | January 2025
© Excellence First Enterprise Consultancy (EFEC)
All rights reserved. For internal and partner use only.
EFEC | Branding & PR Governance Preface
These EFEC Branding & PR Governance documents operationalize EFEC’s commitment to integrity, neutrality, and trust-building in its UK–China and global communications.
They complement the EFEC PR & Communications Strategy Guidelines and collectively form the EFEC Communications Governance Framework 2025.
© Excellence First Enterprise Consultancy (EFEC) 2025
EFEC | Global Communications Governance Suite 2025
Executive Summary
The EFEC Global Communications Governance Suite 2025 establishes a unified framework to protect and enhance EFEC’s reputation as a trusted bridge between the UK and China for the global good.
It ensures disciplined communication standards across all internal, external, and cross-border interactions — embedding integrity, professionalism, and cultural coherence.
Framework Overview
| Document | Core Objective | Key Function |
|---|---|---|
| PR & Communications Strategy Guidelines | Define EFEC’s public voice and credibility standards. | Establish tone, positioning, and editorial style for UK-facing audiences; ensure neutrality and factual precision. |
| Global Brand Identity & Usage Manual | Protect EFEC’s visual and symbolic identity. | Set governance rules for logo, tone, and co-branding practices across platforms. |
| External Relations & Crisis Communication Policy | Ensure consistency under scrutiny. | Define crisis response chain, data verification, and cross-cultural messaging discipline. |
| Internal Communication & Alignment Protocol | Align internal communication culture. | Codify 7C principles, knowledge-sharing cadence, and confidentiality standards. |
Strategic Outcomes
- Institutional Trust – Unified standards ensure factual, respectful communication.
- Cross-Cultural Coherence – Shared ethos across Shanghai and Cambridge.
- Brand Protection – Consistent identity and editorial discipline.
- Crisis Resilience – Rapid, transparent, coordinated response.
- Professional Culture – Disciplined internal dialogue builds credibility.
Implementation Notes
- Applies to all EFEC staff and partners.
- Reviewed annually by the Communications Lead for relevance to UK–China contexts.
- Training and compliance monitoring are mandatory for all teams.
Closing Reflection:
EFEC’s communication is an expression of integrity, respect, and shared purpose.
The Governance Suite ensures every word, image, and gesture reflects EFEC’s role as a trusted bridge for responsible, collaborative innovation.
EFEC | PR & Communications Strategy Guidelines
(UK–China, Global Good, and Ecosystem Trust Edition)
1. Strategic Purpose
EFEC uses communication not for promotion, but for trust-building and ecosystem stewardship.
Each message should demonstrate professionalism, balance, and the brand’s bridge-building ethos.
2. Guiding Principles
- Neutrality & Balance: Speak as an observer, not an advocate.
- Integrity & Verification: Base every statement on verifiable evidence.
- Cultural Sensitivity: Respect UK–China communication differences.
- Bridge Orientation: Promote shared learning and mutual benefit.
- Professional Discipline: Maintain analytical, humble tone.
- Forward-Looking Optimism: Inspire confidence through global framing.
3. Tone & Voice Standards
EFEC’s tone should be analytical, calm, and factual — avoid hype or self-promotion.
Example:
“Through its long-standing UK–China engagement, EFEC observes an emerging wave of cross-border innovation that offers mutual opportunity.”
4. Content Typology
- Knowledge Reports
- Policy Briefs
- Case Studies
- Thought Leadership Pieces
5. Language Framework
Preferred: mutual learning, shared standards, trust-building
Avoid: political generalisations, “lessons from,” “leading/lagging”
6. PR Channel Strategy
| Channel | Use |
|---|---|
| Cambridge Network | Knowledge briefs |
| Bilingual summaries | |
| Humanised, concise insights | |
| Events | Evidence-based discussions only |
7. Crisis & Pushback Handling
Acknowledge respectfully, reaffirm shared goals, cite evidence, and avoid defensiveness.
8. Editorial & Approval Process
Draft → Peer Review → Leadership Review → Compliance Check
Include disclaimer:
“EFEC reflections are independent and do not represent institutional positions.”
9. Success Metrics
Measured through credibility indicators: invitations, publication acceptance, and mentions.
10. Brand Essence Summary
EFEC is a voice of stewardship, not advocacy.
Credibility is capital; neutrality is strength.
EFEC | Global Brand Identity & Usage Manual
Version 1.0 — 2025
1. Purpose
To protect EFEC’s brand integrity across all formats, languages, and geographies.
2. Core Brand Identity
- Full Name: Excellence First Enterprise Consultancy (EFEC)
- Chinese Name: [■■■■■■■■■■■■■■]
- Logo: Maintain clear space equal to the height of “E” in EFEC.
- Colour Palette:
| Name | Hex | Use |
|---|---|---|
| Bridge Blue | #1B365D | Primary headers |
| Innovation Silver | #C0C4C7 | Neutral secondary |
| Global White | #FFFFFF | Background |
| Accent Grey | #666666 | Subheaders |
Typography:
English: Calibri / Helvetica Neue
Chinese: Source Han Sans CN / [■■■■]
3. Usage Protocols
External use of EFEC logo or name requires written approval.
No visual modifications permitted.
4. Co-Branding Guidelines
Logos must appear proportionally and neutrally.
Approved for joint research, events, or collaborations.
5. Tone and Imagery
Use visuals that convey calm authority and analytical trustworthiness.
Avoid promotional or nationalistic imagery.
6. Brand Misuse Examples
❌ Changing logo colours
❌ Using outdated logos
❌ Adding taglines
❌ Co-branding with unverified partners
7. Digital & Social Media
Maintain EFEC tone: measured, factual, bridge-oriented.
No emojis or informal expressions.
8. Review and Compliance
Quarterly brand adherence reviews; annual manual update.
EFEC | External Relations & Crisis Communication Policy
Version 1.0 — 2025
Purpose: Ensure consistent institutional response under scrutiny or crisis.
1. Policy Scope
Applies to all EFEC staff and partners; aims to protect credibility and neutrality.
2. Crisis Response Framework
| Phase | Action | Responsibility |
|---|---|---|
| Identification | Flag issue within 1 hour | Any EFEC staff |
| Assessment | Evaluate risk | Comms Lead + Director |
| Activation | Convene Crisis Team | Director |
| Response | Draft & issue statement | Comms Lead |
| Review & Closure | Record lessons learned | Comms Lead + Director |
3. Approval Chain
All statements require Director approval.
Partner or media responses need joint validation.
4. Cross-Cultural Standards
Avoid geopolitical framing.
Maintain bilingual semantic accuracy.
5. Data Verification
Use two credible sources minimum.
Include EFEC disclaimer.
6. Media Protocol
Designated spokespersons:
- Director (main)
- Communications Lead (routine inquiries)
EFEC | Internal Communication & Alignment Protocol
Version 1.0 — 2025
1. Core Principles – The 7Cs
Clear | Concise | Concrete | Correct | Coherent | Complete | Courteous
2. Communication Ethos
Balance British precision and Chinese relational awareness.
Use calm, factual tone and inclusive language.
3. Knowledge-Sharing Standards
- Project Updates: Biweekly
- Cross-Team Briefs: Monthly
- Research Insights: Quarterly
All documents use version-controlled folders.
4. Ethical Filters
All internal communication is confidential unless approved for release.
5. Channels
| Channel | Purpose | Tone |
|---|---|---|
| Official documentation | Formal | |
| Teams / WeCom | Daily coordination | Concise |
| Shared Drive | Storage | Structured |
| Newsletter | Updates | Analytical |
6. Meetings
Start with context, end with next steps.
Minutes within 48 hours.
7. Crisis Coordination
Suspend speculation. Await official guidance.
8. Alignment Frequency
| Activity | Frequency | Owner |
|---|---|---|
| All-Hands | Quarterly | Director |
| Shanghai–Cambridge Dialogue | Biannual | Regional Directors |
| Weekly Sync | Weekly | Department Leads |
| Crisis Simulation | Annual | Comms Lead + Director |
EFEC | Brand Asset & Messaging Guide
(Creative Reference Manual – Version 1.0, 2025)
1. Brand Essence
| Theme | Meaning | Application |
|---|---|---|
| Trust & Discipline | Verified, neutral | Precise design |
| Bridge-Building | Shared learning | Collaborative imagery |
| Global Good | Ethical progress | Sustainable purpose |
2. Visual Templates
Minimalist layouts, Bridge Blue headers, wide margins, ≤60 words per slide.
3. Messaging Vocabulary
Approved: mutual learning, co-development, responsible innovation
Avoid: “leading,” “world-class,” “winning,” “state-led success”
4. Bilingual Lexicon
Maintain semantic consistency across UK–China materials.
5. Co-Branding Practice
Logos balanced; shared fonts and layout.
Example attribution:
“Jointly facilitated by EFEC and [Partner Name] to support UK–China innovation exchange.”
EFEC | Brand & Reputation Integrity Policy
(Compliance Addendum – Version 1.0, 2025)
Defines compliance governance for EFEC’s brand use, ethics, and external representation.
Includes trademark protection, co-branding due diligence, misuse procedures, and data protection per OPM and ACT Alliance standards.