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PR STAFF AND MODERN MEDIA UNDER-USED BY COUNCILS

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Councils are undervaluing the role communications and new technology can play in its day-to-day work and decision m...
Councils are undervaluing the role communications and new technology can play in its day-to-day work and decision making, according to research.

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.

In the survey of 300 senior council communicators, carried out by public sector communications agency Karian & Box, most said their job remit only stretched to dealing with press inquiries and manage council publications, such as residents' magazines.

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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