London Communications Agency has revealed research showing that London councils face overall cuts of £500m spread across the boroughs, with the most severe expected in Tower Hamlets, Newham, Hackney, Lambeth and Southwark.
In his PRWeek column, LCA director Luke Blair advises: 'Constantly keep in mind what your objectives are - what is the actual aim here? To stand by the decisions, however tough, and explain why they had to be made? To protect the reputation of the council and its leaders and decision-makers, and what they have collectively chosen to do?'
This will be more challenging than anything else, 'since it implies a level of non-politicisation that most people will simply never have experienced before'.
Blair adds that comms heads will need to acknowledge success by understanding that small victories by yesterday's standards may be huge in the current context.