By Zhen Yang, LGcomms Future Leader, Greater Manchester Combined Authority
There’s something about stepping into the Houses of Parliament that makes you reflect on the bigger picture. As communications professionals in local government, we’re constantly navigating a world that’s shifting beneath our feet, whether it’s political changes, public expectations, or the ever-evolving digital landscape. The first session of the LGcomms Future Leaders Programme 2025 set the tone for what’s to come, immersing us in the realities of government communications at both local and national levels.
The day kicked off at the Local Government Association (LGA) offices, where we had the chance to network, share our experiences, and brace ourselves for what promised to be an insightful (and slightly intense) day.
We heard from Alastair Campbell, Interim Director of Communications at the LGA, and Matt Nicholls, Head of LG Communications Improvement. They covered best practices, campaign priorities, and the key challenges we all face. One message stood out: local government communicators are on the frontline, balancing clear, impactful messaging with the complexity of politics and service delivery. When you’re struggling with priorities, ask yourself why you are doing all this and how it connects to the bigger picture, understanding that link can help refocus your efforts.
A highlight of the morning was Cllr Clyde Loakes’ session on what senior members need from their comms teams. We all know that strong relationships with elected members are crucial, but hearing directly from a senior leader reinforced how important trust, strategic thinking, and translating political priorities into public messaging really are. One thing that Cllr Loakes said stuck with me—we need to communicate both the ‘good’ stuff and the ‘bad’ stuff. Transparency and honesty in messaging are just as critical as celebrating successes.
After a networking lunch we moved on to the Ministry of Housing, Communities and Local Government (MHCLG). Nick Coligan, Interim Director of Communications, took us behind the scenes of government comms, sharing insights on working with politicians, handling the media, and staying ahead in a fast-paced environment. It was a useful reminder that while we focus on local issues, national government communicators face similar pressures—just on a bigger scale.
The final stop of the day was the Houses of Parliament, where we met Sasha Fuller, Deputy Director of Communications at the House of Commons. In a conversation that could have gone on for hours, we explored the realities of working in a political environment, the skills our profession will need in the future, and how we, as future leaders, can shape the next phase of local government communications.
The visit ended with a guided tour of Parliament, offering a moment to take in the grandeur of a place that has seen centuries of political debate, change, and decision-making. Walking through those halls, it was impossible not to feel inspired, and, perhaps, a little in awe of the responsibility we hold as communicators in the public sector.
If this first session was anything to go by, the LGcomms Future Leaders Programme 2025 will be packed with invaluable insights, challenging discussions, and plenty of opportunities to grow. And if there’s one key takeaway? Visibility matters. Whether it’s making our voices heard at senior levels, ensuring our comms strategies align with political and public priorities, or simply showing up in spaces where decisions are made, we have a critical role to play.
After all, we’re not just communicators. We’re strategic advisors, crisis managers, relationship builders, and, in many ways, the storytellers of local government. Here’s to the journey ahead!