Download - Getting your message across Ben Page Chairman Ipsos MORI Social Research Institute [email protected]
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Getting your message across
Ben Page
Chairman
Ipsos MORI Social Research Institute
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Our reputation as institutions is lowerthan that of many of the services we deliver
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Describing local government
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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”
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Only one in twenty know much about you …
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Massive confusion over your responsibilities …
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Fewer than half know which party is in charge
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Only one in fourteen know who the leader of their council is
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Most important drivers of reputation among local residents
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Value for money?
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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)
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Perceived VFM really matters
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But not actual council tax
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Be obsessed about liveability
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Get your message across?
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Clarity about what you provide matters
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To be good at CPA, make sure comms are effective …
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No top performing councils are poor communicators
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And do you agree on what your message is?
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Think about what your relationship is with the media ...
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They’re often out to get local government ...
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But we often help them
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But we often help them
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But we often help them
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Need a strong brand
What do you want to be famous for?
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Local schools are very good - in fact it’s why we
moved here ...
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The sign says …
Cromer Road JMI School
Headteacher: Mrs P Jones
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Off to the library. It has won award for being a good
service, but …
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Where is the logo to link this with the council??
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Next I go to the park
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At last!! A council logo
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At last!! A council logo
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On my way home, I see an abandoned car
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June
Notice from the police
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One month later …
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One month later …
Progress!!
A notice from
the council
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What on earth is in here??
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Is this yours?
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We assume these are nothing to do with you
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A great service but why aren’t you getting the credit?
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Despite challenges over visibility, they do like you …
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Over two in five think that councillors do a good job ...
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Politicians’ motives
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What about councillors’motives?
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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
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Discussion and questions
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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
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