Getting your message across Ben Page Chairman Ipsos MORI Social Research Institute...

Getting your message across

Ben Page

Chairman

Ipsos MORI Social Research Institute

ben.page@ipsos-mori.com

Our reputation as institutions is lowerthan that of many of the services we deliver

Describing local government

If local government was an animal – even now

“By the way they shovetheir head in the sand”

“I thought of a sloth. It’s just that they go about things very slowly”

Only one in twenty know much about you …

Massive confusion over your responsibilities …

Fewer than half know which party is in charge

Only one in fourteen know who the leader of their council is

Most important drivers of reputation among local residents

Value for money?

Council tax

Seasonal media reporting of levels of rises has an

effect (council tax to soar 300% in

‘nice areas’)

Convince me I’m getting value for money (58% of

Londoners disagree their LA provides VFM)

Perceived VFM really matters

But not actual council tax

Be obsessed about liveability

Get your message across?

Clarity about what you provide matters

To be good at CPA, make sure comms are effective …

No top performing councils are poor communicators

And do you agree on what your message is?

Think about what your relationship is with the media ...

They’re often out to get local government ...

But we often help them

But we often help them

But we often help them

Need a strong brand

What do you want to be famous for?

Local schools are very good - in fact it’s why we

moved here ...

The sign says …

Cromer Road JMI School

Headteacher: Mrs P Jones

Off to the library. It has won award for being a good

service, but …

Where is the logo to link this with the council??

Next I go to the park

At last!! A council logo

At last!! A council logo

On my way home, I see an abandoned car

June

Notice from the police

One month later …

One month later …

Progress!!

A notice from

the council

What on earth is in here??

Is this yours?

We assume these are nothing to do with you

A great service but why aren’t you getting the credit?

Despite challenges over visibility, they do like you …

Over two in five think that councillors do a good job ...

Politicians’ motives

What about councillors’motives?

Conclusions Despite the rise of managerialism, politicians matter as much

as ever

But huge efforts and new style needed if you want change

Style of politics - try fighting in private if possible!

Drawing attention to complaints/allegations does not help

No sign that public are happier with local government

Look at visibility of services and branding

Agree what you want to be famous for – and stick with it

Thanksben.page@ipsos-mori.com

Discussion and questions

Making an impact?Chair: Glenys Stacey

Chief Executive

The Standards Board for England

Speakers: Dr Richard Cowell

University of Cardiff

Sir Christopher Kelly

Committee on Standards in Public Life

Ben Page

Ipsos MORI