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Getting the basics right is a phrase that perhaps most often pops up on training courses, in interviews, or during pitches.
A worsening financial crisis, growing distrust of politicians, concern over a scarcity of natural resources and the rapidly evolving nature of technology are just some factors reshaping society at all levels.
It may not have carried the huge headlines of benefit caps and the price of beer or cider, but after a string of Government changes and announcements in recent weeks, local authorities across England and Wales are now facing up to one of their biggest challenges in decades.
A small, yet fundamental, change in the fag-end days of the last Parliament altered the way select committees are chosen and is having a profound effect on the way that they do business.
So the new NHS is finally here, bringing the much discussed, often controversial, new NHS operating model - and a whole heap of new challenges for public communicators.
Former government comms adviser Siobhan Kenny remembers being behind the scenes for Margaret Thatcher's resignation in 1990.
As well as the annual PR wheeze of April Fools' Day (Google's treasure maps being a particular winner in my book), the beginning of the month also kicks off the new financial year for many businesses.
From the 1st April this year, changes to welfare benefits will start to affect the incomes and lives of people all across the UK.
George Osborne increasingly looks like a man in search of a clear narrative.
There is hardly a council in the land that now does not proclaim itself an evangelist of digital channels as a crucial way to talk to residents.
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