By Simon Jones, Director of Communications, Westco
The Government’s new White Paper sets out a transformative vision for local government, aiming to rebalance power from Westminster to local leaders and communities. At its heart is an enhanced Devolution Framework—a roadmap to ensure every part of England benefits from devolved powers.
The ambition to improve efficiency, reduce costs, and streamline decision-making is truly transformative. Yet, this reform presents a major communication and engagement challenge. At its core, we risk removing the “local” from local government, potentially impacting local identity and civic pride.
To resonate with local communities, local government has to be the champion of ‘place’ and ‘people’. It should be the chief cheerleader of our towns and cities. Start to take that away and the connection between citizen and state at a local level weakens.
That is because local councils play a unique role in connecting communities. District councils, in particular, are close to where people live. They understand the nuances of place, identity, and community pride. People identify with their town, village, or borough—not with a sprawling administrative area that feels distant and impersonal. By creating much larger unitary authorities, we risk losing that vital connection to local communities, thereby undermining the sense of belonging and shared identity that smaller councils can foster.
At a time when trust in local government is declining, this change poses a significant communication and engagement challenge. People are already sceptical about public bodies’ ability to understand their needs, and larger authorities risk reinforcing the perception that decision-makers are far removed from everyday life. For residents, a large council representing half a million people may feel more like a remote bureaucracy than a trusted, familiar partner in delivering services.
This shift will require local authorities to rethink how they engage with their communities. The challenge is twofold: first, to reassure residents that their voices will not be lost within larger organisations; and second, to create new ways of fostering community pride, identity, and connection.
Responding to the Challenge
- Invest in Hyperlocal Engagement: Even within large unitary authorities, it is essential to engage at a neighbourhood level. Platforms like Nextdoor.com can help ensure that engagement and content are targeted to individual towns.
- Strengthen Partnership Working: Engaging smaller, hyperlocal bodies like parish and town councils can help retain a sense of place and identity. These organisations can act as a bridge between communities and unitary authorities, ensuring local voices continue to be heard.
- Clear, Transparent Communication: Local authorities must clearly communicate the benefits of reorganisation while being honest about its challenges. Building trust requires listening, responding, and showing communities that they remain a priority.
- Celebrate Local Identity: Councils should champion the unique character and history of towns and villages within their boundaries. Supporting cultural events, local heritage projects, and place-based initiatives can help reinforce pride and connection.
- Personalise Content in Email Marketing: The shift to larger councils makes it more important than ever to adopt a personalised approach to email marketing. Content should be tailored to where people live and aligned with their preferences.