Why PR professionals should consider local government comms

Trust in national politics is in a particularly low place. The choice between the two major parties is considered by an increasing chunk of the electorate to be no choice at all. Against this backdrop, and perhaps more so now than in a generation, good governance is urgent. 

An effective government needs to be active in addressing a creaking economy, widening inequality, impossible pressure on the health service and adult social care, worsening mental wellbeing, rampant criminal exploitation of children and an alarming increase in the number of families working long hours and still finding themselves on the poverty line.

In this context, local authorities represent an overlooked, under recognised mechanism for delivering real social change at the local level. They are close to the issues, placed based, and have the potential to create power partnerships and coalitions for change around today’s ‘wicked issues’. 

It’s all about the people

Having generally stuck to a desire to make a difference with my hours at work – through a career in global PR, central government and the charity sector – local government communication has been a revelation. 

As with any organisation, it is the people who make it work. I’ve encountered real, unbridled passion to make a difference amongst colleagues I’ve encountered in my own local authority and well beyond. Comms colleagues have been no exception, and where their voices are heard around the top tables they are an integral part of efforts to deliver better outcomes for local people. 

So here’s three reasons why I think skilled, experienced comms pros should seriously consider going local.. 

Democracy in action

Democracy isn’t a media trained, polished accent in a pristine suit in local politics. It is a diverse mix of ‘real’ folk, elected by people far less remote to them than is the case in general elections. This makes for a fascinating and regularly inspiring energy and creativity from the top team (especially when the council is truly ‘member led’). These are people who care about their local places and communities, and know they will be regularly held to account. It makes a difference – and if you’re a credible comms leader who cares too - you will be at the heart of the action. 

Unleashing creativity

Local government isn’t flush. Budgets can be there for the big campaigns, but low to no cost is a real thing. If the council’s culture and set up is right you can really show off your experience and creativity in reaching seldom engaged audiences through insight led content, off the beaten path hyperlocal channel mapping, and coalitions with credible partners to create exemplar campaigns. The necessity and freedom to innovate is the key here and in local government comms you have a real opportunity to do so. 

You can see your impact

In local government you can design a campaign and watch it unfold, see uptake, footfall, sign-ups and impact in familiar local places. You can feel moved by what you do day in day out in a way that is difficult to do in organisations with a wide geographical scope. You can work from frontline locations, shop and lunch locally, and celebrate successes with community partners when you’ve done a job well. And if like me you are doing it in an area you have a connection with, or an area where the issues resonate with you personally, you’ll find your motivation runs deep. 

So if you’re looking for a new challenge, want to ‘give back’, and especially if you’re someone with lived experience of effective interventions – do consider local government communications. It’s mad fun. 

Sagar Sharma is the head of communications at Hounslow Council.