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How can we improve the image of local government? It's a question I have been asked repeatedly. It is a hugely important issue because, despite all the evidence of real improvements in local authority performance over recent years – witness the evidence of the CPA – too many negative perceptions still linger among substantial sections of the public, the media and central government. In responding to the question, I usually stress two key factors. The first and obvious requirement is that local government must deliver to the highest-possible standard in all its relationships with the outside world. The authority's services should be well run and its interface with the public and media must be courteous and efficient. This is all obvious, but needs repeating, if only because a great of good work that has gone on over a long period to improve performance can be squandered by just one highly-publicised instance of incompetence, waste or bad judgement. Having said that, in today's world, performance isn't necessarily recognised unless the message is communicated effectively to all who need to know. So the second requirement is good and proactive public relations. This is not just an optional extra, it is vital if an authority is to convince a sceptical world that it really is delivering effective leadership and high-quality services to its community. The importance of getting the public relations right was brought home to me forcibly when, opening my mail one day shortly before Christmas, one of the envelopes was addressed to: Lord Nick Raynsford MP Minister for local government Office of the Deputy Prime Minister 26 Whitehall London SW1A 2WH The envelope contained a Christmas card from a local authority – which will remain nameless. Like most politicians, I was gratified to have been remembered – it is now more than 18 months since I ceased to be local government minister. But any warm feelings the card might have engendered were sadly swamped by incredulity at the errors: I am not and never have been a peer, and in any case, one cannot simultaneously sit in both Houses of Parliament lPhil Woolas has been in office long enough to have got on to every authority's mailing list as local government minister lthe Office of the Deputy Prime Minister ceased to exist eight months ago responsibility for local government now lies with the DCLG. Indeed, the ‘LG' in its title specifically refers to this its offices are based at Eland House – not 26 Whitehall. The one thing the sender did manage to get right was the postcode. Given the high turnover in staff, titles and addresses in government, any one of these errors could be forgiven. But to get virtually every detail wrong looks, like carelessness. Indeed, there could be no better illustration of the way in which what was supposed to be a contribution towards building a positive image has rebounded badly. At least in this case, the damage will go no further. I have no intention of ‘shopping' the responsible authority, whose intentions were well meant. But the moral is obvious. Attention to detail is never wasted. My only concern, which for a moment, almost led me not to write this article, is that it will set alarm bells ringing in chief executive's and head of public relations' offices across the country, and lead to a ruthless cull of Christmas card lists. Almost certainly, I will get fewer cards next year, but I can console myself with the thought that this will hopefully have contributed both to efficiency savings and better targeted public relations. Happy New Year! Nick Raynsford is former local government minister

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WHITEHALL

At least get my title correct...

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