Being proactive the key to better local government PR, says expert

Councils can learn a lot about the effectiveness of their communication with local audiences and stakeholders during a crisis like Covid-19.

Communications expert Neryl East points to increased levels
of public trust in local government during the pandemic as proof that councils
have largely been reliable sources of information in 2020.

“The health measures imposed during Covid-19 required a
local focus,” Dr East said this week.

“Councils have had to take information from federal and
state governments and tailor it for their own communities and local context –
and many have done this well.

“However, cracks are evident in other areas of local
government communication,” she said.

Dr East, who will discuss “Engaging your Community Through
Times of Crisis” at ALGA’s Special Local Roads and Transport Congress next
month, said many councils tend to communicate reactively, responding only when
an issue arises or when a community group becomes angry.

“Councils really need to focus on communicating
deliberately, proactively, strategically and consistently with their
communities – about all the areas that concern their communities,” she said.

As part of her work with local government, Dr East
encourages councils to have a communication strategy that links closely with
their strategic plan.

“Obviously, issues will arise and some communication will
need to be reactive. But there is so much more that councils can be doing on
the front foot to get their message across.

“Best-practice councils have communication at the core of
what they do. And it is linked with all their major decisions and projects
rather than being an afterthought.”

Smaller, less well-resourced councils can still communicate
effectively if they ensure their senior communication person has “a seat at the
table and is not buried down the organisational structure”.

“I think a lot of councils are very good at jumping on to
new technology, and exploring what’s available, even with limited resources,”
Dr East said.

“But in terms of effective communication, I’d always advise
them to go back to basics, make sure they’re really clear on who they’re
talking to, what channel will best reach that audience, and what their key
messages are.

To find out more about how councils can engage with their communities on the issues that concern them, register for Roads, Regions, Resilience, ALGA’s Special Local Roads and Transport Congress on 16-17 November.