The way in which local councils communicate with the public has changed significantly in recent years. Residents not only expect to receive timely information about building works, events or new services; they also seek communication that is accessible, transparent and consistent. For this reason, having a municipal communication strategy is vital for strengthening the relationship between the local authority and the public.
What exactly is a local authority communication strategy?
A local authority communication strategy is a plan that sets out how a local council communicates its activities, projects and decisions to the public. Its aim is to ensure that all information is conveyed clearly and tailored to different audiences and channels.
It is not simply a matter of managing social media or issuing press releases whenever there is news. A good strategy must plan communication for the medium and long term, define what messages you want to convey, who they are aimed at, and the best way to do so.
What steps should be taken?
The first step is to analyse the municipality’s current situation: how it communicates, which channels it uses and which areas could be improved. Based on this assessment, objectives are set, such as increasing transparency, bringing the local authority closer to residents or raising the profile of municipal projects.
Next comes the planning stage. A schedule of activities and content is drawn up, covering media relations, social media management, website updates and information campaigns on public services, culture, the environment and citizen participation, amongst other areas.
Measuring results is just as important as communicating. Analysing the reach of publications, media coverage and public response enables us to adapt and improve our strategy.
How can a communications agency help?
Although many local councils have staff specialising in communications, they do not always have the time or resources required to carry out strategic planning. For this reason, a specialist agency provides an outside perspective and expertise in managing this type of communication.
As well as developing the strategy, an agency can take charge of creating content, managing media relations, planning social media campaigns and content, or providing advice in crisis situations.
Having specialist professionals on board also makes it possible to tailor the message to each channel and ensure that all communications maintain a consistent tone and are aligned with the objectives.
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