Connecting with Communities: Improving communications in local government

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Connecting with Communities Improving
communications in local government

• Carol Grant, Grant Riches
• Marina Pirotta, MPC

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Communications is taken more seriously

• Raft of new powers to stimulate community
  engagement
• Research shows a strong link between residents
  satisfaction with their council and how well it
  keeps them informed
• LGA survey shows encouraging signs of
  communications being taken more seriously as a
  strategic issue

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.but there is still a long way to go

• 48 councils have no communications function (LGA
  survey)
• 78 of PROs want the role of communications
  addressed in their council (LGA survey)
• IDeA peer review finds only 4 of councils have
  achieved the top benchmark while 22 are still
  grappling with lowest level

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The Publics View of Best and Worst Communicators
Best
Worst
British Telecom Local Primary Schools British
Gas Post Office Local Hospital BBC Nearest
Leisure Centre Electricity Company Local
Council Local Secondary Schools Inland
Revenue Water Company National Savings
Bank DSS Local Social Services Dept DVLA Benefits
Agency
Base c2000
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The Partnership

• Partnership between the DTLR, LGA, IDeA and Audit
  Commission
• In depth study to gather and share best practice
  to encourage a top level commitment to
  communications from Leaders/Chief Executives
• Communications professionals to be involved
  throughout

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The Consortium

• Ben Page and Ashley Ames at MORI Government
  Research (lead organisation)
• Professor Steve Martin, Cardiff University
  Business School and academics from INLOGOV,
  Birmingham
• Carol Grant and Marina Pirotta, Grant Riches
  MPC communication consultancies

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The Project

• Research on the communication features that
  influence residents perceptions
• In-depth study of communications in 14 councils
• gather demographic performance data
• identify examples of best practice
• identify barriers to good communications
• Consultancy support offered to six weak
  performers who are committed to improvement
• tracking research to assess the impact of better
  communications

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Outcomes

• Report of findings by Spring 2002
• highlighting key actions what works
• Best practice toolkit for communication
  professionals - possibly web-based and located in
  IDeA Knowledge
• Printed guidelines for chief executives and
  leaders
• Launch of toolkit at LGA Conference in July 2002
• Updated regularly afterwards

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The Toolkit potential subject areas

• Strategies and corporate working
• Branding and identity
• Internal communications
• Communicating with residents
• Working with the media
• Communicating with partners

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The Toolkit potential subject areas

• Communicating with opinion formers
• Promoting the authority and its services
• Electronic communications
• Accessibility issues
• Management of people, resources and performance

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Format?

• Web-based
• Interactive/ e-learning tools
• CD Rom
• Print
• Mixture?
• Updates and future developments

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How you can get involved

• Influence the content of the toolkit in todays
  workshop
• Advise us on the best format
• Join a working group to help collate and sift
  through examples of best practice which could be
  added to the toolkit

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Where we go from here

• Collate the collective wisdom from today
• Finalise the brief with DTLR and the project
  steering group
• Use your needs to inform the research phase of
  the project
• Work with the IPR, SCUPRO and others to collect
  and sift examples of good practice
• Begin drafting the toolkit early in the new year
• Road test sections of the toolkit with expert
  readers
• Gain endorsements from key players such as
  leaders and chief executives

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Questions?
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Carol Grant, Grant Richescgrant_at_netcomuk.co.uk
Marina Pirotta, MPCmarina_at_mpcltd.com