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