CIPR

In defence of public sector communications: the CIPR calls for balanced and informed debate and end to 'spin' rhetoric.

With central and local government PR spending under scrutiny, the CIPR is robustly defending the professionalism and value of public sector communicators and their work following recent criticism of PR 'spin'. It is also calling for a balanced and informed debate and an end to the rhetoric and generalisations that are both unhelpful and misleading.

There are a number of issues affecting public sector communications:

• A Central Government freeze on advertising, marketing and PR spend
• Criticism of local authority newsletters and use of lobbying and PR agencies
• Staff reductions that all public sector organisations will be expected to make
• The Central Office of Information (COI) this week reported that Government PR spend had reduced from £23m to £19m last year, so there is already evidence that Government spend on PR is reducing.

The CIPR recognises that financial pressures are forcing organisations to review the most appropriate and cost effective activities, including communication activities. It also recognises that any investment in communications spend must be linked to clear objectives so that the value of the activity is clear.

CIPR local and national Government communicators will play their part in reducing expenditure and its internal communicators will have a key role to play in keeping public sector staff and the public informed of and engaged in efficiency programmes. Public information programmes will also require support.

Responding to the criticisms of using PR agencies and lobbying Central Government, Ashley Wilcox, chair of the CIPR's Local Public Services sectoral group, says: "Individual councils often need to approach government departments to help input into policy for the benefit of their local area, and sometimes they need expert advice on how to do this. However, in the current climate there will be fewer resources to employ agencies and Councils will need to develop in-house expertise in their communications teams, or seek advice from other authorities."

The CIPR board, council and its sector groups with strong public sector and government experience (Local Public Services and the Government Affairs Group) are also considering further measures to make the case for effective communications in the age of austerity. They will also defend the professionalism of CIPR members and make the case for the intelligent use of PR in policy-making, public engagement and education.

CIPR President Jay O'Connor comments: "We know that public relations can be incredibly cost effective at reaching target audiences and we also know there are real public information and engagement requirements that must be supported, for example in health. The CIPR wants to make the case for smart use of communications in the public sector to achieve Government policy. Public relations can be part of the solution, not the problem, as it can deliver new ways to engage and communicate. The way forward is not sweeping generalisations but considered discussions about how to best support policy objectives, based on a real understanding of what public relations can deliver."