Reputation: not a goal but a measure
I am not Dave Briggs*.
I’ve been following the #lgcomms12 hashtag this week. This is the label for tweets from the LGComms Academy event in Birmingham. It is much more lively than in previous years I must say and it sounds like they’ve been having a really interesting time.
Richard Stokoe from London Fire Brigade has caused quite a stir. He seems to have been arguing that Councils should not care about their reputation. I’ve put a flavour of the tweets in a Storify. Richard refuses to tweet himself.
It is pretty strong stuff for corporate comms professionals. Managing reputations is what PR professionals do. Already under threat from digital comms, from people “just doing it” within their own organisations they now face one of their own turning on them.
Which is all to the good.
I’m pretty sure that Richard Stokoe does care about the reputation of local government. He ran the LGA news team after all.
But he cares more about looking after people. When I interviewed him about how London Fire Brigade approaches social media he was very clear that it is all about stopping fires.
I agree with that approach, communications activity should be about changing people’s lives. It should be about making sure that the vulnerable know what services they can access, it should be about making sure that everybody makes use of the recycling service, it should be about transforming the way services are delivered.
Though I have concerns about where that narrative takes us. If local authorities cease to care about their reputation locally that could take them into some very dark areas.
Local authorities are important. They intervene very heavily in the lives of the most vulnerable in society and they shape the environment and economy for us all. They regulate things, they balance competing needs and wishes, they hold the ring in communities.
If we don’t trust or respect our local authority it will find it hard to deliver services. It may make people’s lives worse. It will become dragged into conflict and a cycle of failed projects and angry customers.
Local authorities should earn and re-earn trust. They should care about their reputation: not as a goal in itself but as a measure of how well they serve their community.
PR in local government should be a tool by which citizens can drive improvements in the council. It should not be a tool by which citizens can be persuaded their services are better than they are.
*This is my first blog on Kind of Digital’s site. I have my own blog where I write about digital comms and emergencies. The plan is that, as I often help Dave deliver projects and training, I may post on this site from time to time about non-emergency comms stuff. But I guess that depends on how many complaints the Kind of Digital team receives.