The independent review could result in the body, which represents more than 400 councils in England and Wales, radically altering its comms strategy. It could also the mean the LGA hands out a plum brief to a PA agency.
At present, all lobbying activity is handled in-house by the LGA's five-strong PA team, led by head of public affairs Saffron Cordery. She reports to director for corporate strategy and public affairs Jenny Crighton.
In a statement, Crighton said: ‘As part of ensuring that the LGA delivers an ever better deal for its members, and continues to effectively communicate with key stakeholders in Whitehall and beyond... we have decided to ask for an independent review of where we can do even better.'
Crighton, who was appointed to the role last year, added that the review had been triggered by the fact that the councils' trade body recently celebrated its 10th anniversary. She said: ‘This seemed the appropriate time to look at where the LGA needs to position itself in the coming decade.'
Crighton reports to CEO Paul Cohen. Meanwhile, the LGA's media and campaigns programme director Edward Welsh oversees its news operation along with chief media officer Richard Stokoe.
In 2005, the LGA launched its Reputation project to overhaul the image of local government and help the LGA to lobby for greater power.