At the Local Government Association conference in Harrogate, Page said: 'The pressures have trebled in the past decade - you need to demonstrate value for money.'
Page cited the London Borough of Hammersmith and Fulham, which has reinforced a strong value for money message to its residents, leading to the council's reputation being significantly boosted.
He added that many people would be calling for comms budgets to be slashed as the culture of public spending austerity continues. However, highlighting the value for money message could help fight the falling reputation of local government.
Other speakers included permanent secretary for government communications Matt Tee, who called for councils to cast their net more widely than local newspapers. He also suggested that councils should engage better with their staff, who act as the council's 'brand ambassadors'.