At this year’s LGcomms Academy it was decided for the first time in the event’s history to introduce a day focused on the work of new think tank LGinsight - launched as a sister organisation to LGcommunications – which included a series of partnership master classes on internal communications and evaluation.Chaired by Neil Wholey, Head of Research and Consultation at Westminster City Council, the audience was told that ‘their heads would hurt with new ideas’ but was quickly brought up-to-speed on the full ‘wonders’ of research.It was during these sessions that LGcomms National Chair, David Holdstock, stressed to delegates from across the UK that “if it doesn't make a difference, don't do it”. That key message was echoed throughout the day. Delegates learned the value of ‘proving their worth’ and heard that research also gives us early warnings, helps us manage customer expectations and prioritise service delivery needs. In an illuminating presentation from Keith Butterick, Director of the Centre for Communication Research at the University of Huddersfield, we learnt half of public sector communication teams have no formal evaluation methods and of those who do most simply collect press clippings and record how many press releases they send out. He rightly questioned how communicators we were proving the value of their work to the taxpayer when so many seem not to have woken up to importance of evaluation.Over the last decade the golden rule for communicators has been that the more informed people are the more satisfied they will be. The LGinsight Academy marked the day when this was challenged. Discussions were held about causality – is it that more satisfied people seek out information and are better informed rather than vice versa? Emphasising this point, Ian Mills from SMSR (Social and Market Strategic Research) said: “I can be satisfied with a cup of tea on a train but it doesn’t mean it’s any good”. He said while it’s not easy, communicators would be better trying to understand public expectations.The day generated a wide range of debate, with some clearly aware of the need to do more and others still finding it difficult to accept they needed to develop their skills, but overall it was a good introduction to research and positive step towards fully embedding it in the way public sector communications operates.
