Less than half of senior PR and communication staff are being used to advise senior management on policy or influencing council decisions, according to research published this week.
The agency's director Melanie Smallman said: 'Authorities with communicators operating strategically are usually led by enlightened leadership teams. Those authorities who have not appreciated the benefits of more strategic communications are missing a trick.'
The study also found while some councils are beginning to use new media such as podcasts and text messaging to communicate with the public, the majority stick to traditional methods like magazines.
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