Communicating at a local level:EU showcases, trends and tools

Communicating the messages of political administrations to citizens

-Evolution of UK best practice over last decade

Cormac SmithChairman of LGcommunications

Director of Westco

The Research

Spring 2005 research by MORI finds:

Despite improved services councils perceived as remote, bureaucratic & inefficient

Just 1% of people would talk highly

Only 5% know a great deal

LGA reputation campaign – (2005)(Tactical)

The environmental core actions

1. adopt a highly visible, strongly branded council cleaning operation

2. set up one phone number for the public to report local environmental problems

3. know your grot spots – and deal with them

4. aim to remove abandoned cars and fly-tipping within 24 hours

5. win a Green Flag award for at least one park

6. ensure no gaps or overlap in council cleaning and maintenance contracts

7. educate and enforce to protect the environment

LGA reputation campaign – (2005)

LGA reputation campaign – (2005)

The communications core actions:

1. manage the media effectively to promote and defend the council

2. provide an A-Z guide to council services

3. publish a regular council magazine or newspaper to inform residents

4. ensure the council brand is consistently linked to services

5. good internal communications – make sure staff and members are informed

New Reputation Guide (2010) (Strategic)

Three big issues that are crucial: your Leadership; your Brand and yourCommunications Strategy

The five rules of reputation:1. prove you provide value for money2. always inform and engage residents & staff3. build trust and confidence in what you do4. improve key services and show you are doing

so5. focus on changing lives for the better

The Building Trust campaign is a joint project for the first time bringing together the LGA,

SOLACE and LGcommunications

For local areas to survive and thrive we need to change the relationship between local

government and the public

Building Trust (2013)(Engaging)

Some thoughts about the ‘T’ Word (Trust)

• Communication cannot build trust, behaviour builds trust – good communication helps

• You cannot make anyone trust you, all you can do is behave in a trustworthy fashion

Barry Quirk, Chief Executive LB Lewisham

• Trust is not a message, its an outcome

Robert Philips, Ex CEO Edelman & Author of: ‘Trust me, PR is dead’

The truth about trust, honesty and integrity at work

“Trust underpins effective working relationships.The more someone trusts a colleague, manageror team member, the greater the likelihood theywill co-operate, share information and workeffectively together.”

Institute of Leadership and Management (ILM), September 2014

http://www.localgov.co.uk/Local-and-central-government-least-trusted-by-staff-report-finds/37276

The truth about trust, honesty and integrity at work

• Local and central government least trusted by staff, Institute of Leadership & Management report finds – September 2014

• Only 10% of LG employees including police and fire service had high trust in organisations compared to 32% in education & 34% in banks

• Only 29% of public sector managers have high levels of trust compared with 45% in the private sector

The truth about trust, honesty and integrity at work

Those we trust the most are those closest to us – line managers

• Trust in managers increases with seniority – it is first /front line managers who are least trusted and these are the managers who have greatest impact on public / customers

• Trusting managers are the most trusted and vice versa – ‘to win trust you must give trust’

Key drivers to establish trust

Institute of Leadership and Management

(Internal)Communication IntegrityCompetence OpennessDecision making

Edelman Trust Barometerhttp://www.edelman.com/insights/intellectual-property/2015-edelman-trust-barometer/

(external)Engaging (communication)IntegrityCompetence Purpose for greater goodProviding quality services

Building public trust through our communication

Communications will be about science not art

Communications must keep pace with technology change

https://gcn.civilservice.gov.uk/wp-content/uploads/2015/07/6.1048_Cabinet-Office_comms-future-document_v2_print_web.pdf

And finally - STRATEGY

Who is this?

ROSIE

Research

Implementation Strategy

ObjectiveEvaluation

STRATEGYCommunications is more science than art

@CormacS63