Changes in ‘the localism agenda' mean councils need to be smarter in how they try and influence government, Westminster Council head of marcoms Julia Corkey told the CIPR Local Government Group annual conference in Belfast last week.
This autumn's White Paper will give extra powers to local government to shape local economies, tourism and other services.
‘PROs should pressure their chief executives to identify meaningful goals. You should arm yourselves with reams of research,' Corkey said. He cited situations such as applying for ‘beacon status' or additional grants as occasions that required sharper lobbying.