COUNCIL COMMUNICATIONS MATT NICHOLS LOCAL GOVERNMENT ASSOCIATION CLLR

COUNCIL COMMUNICATIONS MATT NICHOLS (LOCAL GOVERNMENT ASSOCIATION) CLLR KEN EASTWOOD

Current issues for local government communications Matt Nicholls, Head of Communications Support and Improvement @mattypn

Current issues and challenges for public sector communicators • • • Brexit Spending Review Re-connecting with our residents Communications as a strategic function Demonstrating ‘added value’

Key drivers of reputation in local government • • Trust and confidence Value for money Satisfaction with key services A focus on changing lives Well informed residents Engaging and involving Know what matters to your residents Strong internal advocacy

Overall satisfaction with councils Overall, how satisfied or dissatisfied are you with the way your local council runs things? Very or fairly satisfied 100% Neither satisfied nor dissatisfied 90% 80% Very or fairly dissatisfied 70% 60% июн-18 61% 50% 40% 30% июн-18 20% 10% 0% июн-18 19% я о и и се ян ап ию ок и ф ф а о фе ию се фе ию ок т- нв пр юл ктн-1 в-1 рл в-1 н-1 т-1 ев-1 юн-1 кт-1 ев-1 юн-1 6 7 2 5 3 13 -14 -14 14 5 6 7 8 5

Satisfaction with services 100% 90% 80% 77% 70% 67% 60% 50% 44% 40% 43% 32% 30% Sport and leisure services Library services Pavement maintenance Services and support for children and young people Services and support for older people Road maintenance июн-18 Street cleaning фев-18 окт-17 июн-17 фев-17 окт-16 июн-16 фев-16 сен-15 июн-15 фев-15 окт-14 июл-14 апр-14 янв-14 окт-13 июл-13 апр-13 янв-13 сен-12 Waste collection

Agree council provides Vf. M Proportion who tend to or strongly agree that their council provides value for money 100% 90% 80% 70% 60% 50% 40% 30% июн-18 45% 20% 10% 0% ию фе ок о о се ию с фе фе фе ок и и я ян а ап т т н-1 нв-1 прв-1 юн-1 ен-1 в-1 юн-1 кт-1 в-1 юн-1 13 л-13 в-14 р-14 л-14 6 7 2 5 3 5 6 7 8

Feel well informed Proportion who think that their local council keeps residents very or fairly well informed about the services and benefits it provides 100% 90% 80% 70% 60% 50% 40% июн-18 53% 30% 20% 10% 0% фе ян и и ию о я а ап се ию с фе фе фе и и ок ок о т т н-1 нв-1 прв-1 юн-1 ен-1 в-1 юн-1 кт-1 в-0 юн-1 13 л-13 в-14 р-14 л-14 6 7 2 5 3 5 7 6 8 5 6 7 8

What is the media saying? Proportion who think that the media has viewed the following positively in the last few months 50% 45% 40% 35% 30% 24% 25% 20% 16% 15% 14% 10% 5% Your local council Local councils across the country ок т16 ф ев -1 7 ию н 17 ок т17 ф ев -1 8 ию н 18 ап р13 ию л 13 ок т13 ян в 14 ап р14 ию л 14 ок т14 ф ев -1 5 ию н 15 се н 15 ф ев -1 6 ию н 16 в 13 ян се н- 12 0% The Government

Public trust in local government Who do you trust most to make decisions about how services are provided in your local area? 80% Jun-18 72% 70% 60% 50% Your local council(s) Neither 40% The government Don't know 30% 20% Jun-18 17% 10% 0% Jun-18 9% Jun-18 2% Ju l-1 3 O O S A J J O J F F J J J v-1 an-1 pr-1 ul-14 ct-1 eb-1 un-1 ep-1 eb-1 un-1 ct-1 eb-1 un-1 7 6 4 4 5 4 6 7 8 5 3 No

Public trust in politicians Which individuals do you trust most to make decisions about how services are provided in your local area? 80% 70% июн-18 68% 60% Local councillors 50% Members of parliament Government ministers 40% None of the above Don't know 30% июн-18 13% 20% июн-18 8% 10% 0% июн-18 7% июн-18 3% ян в-1 4 ап р-1 4 ию ок л-1 4 т-1 4 фе в-1 ию 5 н-1 се 5 н-1 5 фе в -16 ию н-1 6 ок т-1 6 фе в -17 ию н-1 7 ок т-1 7 фе в -18 ию н-1 8

A strategic focus Leadership not just management Corporate narrative what do you want to be famous for? Understand the politics but don't be party political Be honest don’t just say what people want to hear Horizon scanning what next? - not day-to-day issues Strategy not channels (press releases!) Branding not logos Campaigns not leaflets Strategic e-media not new media obsession Staff engagement not just internal communications Customer service delivery matters Evaluation track performance Be the trusted advisor not ‘computer says no’ Partnerships not silos

Current context • The LGA has carried out more than 50 communications peer reviews since 2016 – making more than 500 recommendations • Common themes have emerged – comms not sufficiently plugged into the council’s leadership, lack of a corporate narrative, underdeveloped place brand • Only 35% of heads of comms have a seat at the top table • Desire from leaders and chief execs to know what ‘good’ looks like www. local. gov. uk

www. local. gov. uk/future-comms Developed in partnership with LGComms, Solace, and the PRCA 18 sections, 18 leading thinkers, more than 40 case studies More than 7, 000 views so far Will be a living resource – regularly updated with fresh ideas and best practice • Ongoing work to raise profile with chief execs and members • •

www. digitalnomads. co @keneastwood

Introduction • Digital innovation lead at Barnsley MBC before leaving in 2011 to set up Digital Nomads • Advisor to the Parish Council on websites and social media since 2010 • Joined Parish Council 2015, Chair since 2016 • Population of 2, 626 • 7 members & 1 Clerk • Annual budget £ 31, 864

The Place • What do we have in common with residents? • Oxenhope the place! • Parish Council’s aren’t that sexy (sorry) • Initially, developed a community & Parish Council website at oxenhope. org. uk • Issues with. gov. uk registry terms of use

Community Website • We found that the website groups and social functions weren’t widely used • The Facebook page, however, very quickly grew both in Likes and people sharing content • Ease of use and familiarity a factor • Key takeaway – make use of existing tools and don’t reinvent the wheel

Facebook • 3, 569 Likes

Facebook

Quick Story

Twitter • Less popular • 756 followers • Much less interaction (more in early days) • Occasionally delivers results though …

Tour de Yorkshire

Observations • ‘Place not Parish Council’ concept proven • 21 st Century noticeboard successful with some great examples of lost & founds, connecting groups & individuals and promoting local activities and volunteering • Go to resource for news on snow! • Some minor issues with racism and privacy • Over tendency to post about crime

Online Surveys & Polls • Made good use of survey tools at Oxenhope • Used Polldaddy as we can embed surveys into our Word. Press website • Surveys on options for restoration of a Rose Garden, Neighbourhood Planning (including housing needs, travel, draft plan) etc. • Response levels typically 150 to 250

News by Email

Example Email

Website Statistics

To End – A Cautionary Tale

www. digitalnomads. co @keneastwood