More PROs mean improved profile for local councils

The number of press officers in local government communications

bears a direct relation to the public profile of the borough, according

to findings released by research firm MORI.

The research, which was conducted across 30 district councils, shows

that profile increases among the public with the addition of each PRO up

to a critical mass of five.

MORI compared two councils which scored the same for their services on

the Government’s performance index. While one council, with two PR

staff, scored a satisfaction rating of minus 13 from its residents, the

other, with eight PR staff, scored plus 43.

MORI’s government research head, Ben Page, said: ’District councils with

just one person in the communications office need to increase this to

two. This leads to the biggest increase in profile.’

Moving away from soft, ribbon-cutting media opportunities and towards

hard issues which residents can understand is also vital, Page said.