Influence for Impact – the new research report launched by the Chartered Institute for Public Relations (CIPR) Local Public Services (LPS) Group – identifies that ‘influencing’ is a key skill as communicators let go of the reins of tactical communication.
The report explores the new challenges for public service communications in the age of austerity.
Wendy Moran, Chair of the LPS Group 2015-2016, said: “The CIPR Local Public Services Group launched this research project in recognition that public services have been challenged and reshaped like never before.
She added: “In times of adversity, the challenge for communicators is to embrace the severity of the situation and to develop a new model of communication. This shift within local public services is moving away from prescriptive narrative towards a new paradigm of influencing.
“We wanted to find out how communications professionals were coping, adapting and reinventing themselves in a context of budget cuts and heightened expectations.”
The report is the result of the group’s national research project launched in June 2015 in partnership with Manchester Metropolitan University. Nine focus groups across the country and a series of interviews with communicators, Chief Executives and other key players, took place to identify current issues and the training and development needs of public service communicators.
The CIPR LPS has pledged to work with CIPR regional groups to deliver training and development addressing each of the key areas in the year ahead.
Podcast on public service communications
Russell Goldsmith, Founder of Audere Communications, discusses digital and social media’s role in public services communications following the launch of the CIPR’s LPS ‘Influence for Impact’ report.
The guests for the CIPR Social Media Panel show 14 were: Bridget Aherne, Head of Communications and Administration at Nottinghamshire Fire and Rescue Service; Wendy Moran, Senior Lecturer in Public Relations at Manchester Metropolitan University Business School and Amanda Coleman, Head of Corporate Communications at Greater Manchester Police.
Listen to the podcast. Please share and comment using @ciprsm and #ciprcsuite.