Council Publicity and the Media
Introduction
In 2001, the national Code of Recommended
Practice on Local Authority Publicity was amended to include
changes in council constitutions introduced by the Local Government
Act 2000. These amendments were approved by Parliament and a new
Code was issued. Local authorities are required to 'have regard to
the provisions' of this Code in the way they approach
communication.
Principles and Protocols - The Cabinet
The Council undertakes to maintain a full and
steady flow of information to the media so as to ensure:
- continued public awareness of the services provided by the
authority and the functions it performs;
- advance and ongoing publicity on matters of public
interest;
- those affected by the Council's decisions, policies and
priorities are given the information to understand them and to have
a real and informed say about them.
The principle of executive decision-making and accountability will
be reflected in the Council's media liaison arrangements. In
particular:
- media statements on Cabinet decisions will be made by an
appropriate Cabinet member or issued on behalf of the entire
Cabinet;
- interviews on Cabinet decisions will only be given by the
appropriate member of the Cabinet;
- relevant support, advice and training will be made available to
the Cabinet to enable them to play a proactive role in presenting
issues to the media, explaining their work and managing
controversial issues covered by the media
- where the press office is asked to draft press releases or
letters on behalf of the Cabinet, such releases/letters will be of
a factual nature and will contain nothing that could be construed
as politically-motivated or biased;
- all official Cabinet press releases will be issued by the
Communications Team in the appropriate format.
Principles and Protocols - Policy and Scrutiny Panels
The work of the Policy and Scrutiny Panels is
an important and integral part of the new political arrangements
for the purposes of media liaison. In particular:
- media statements and interviews on Policy and Scrutiny matters
will be made by the Chair of the relevant panel subject to the
formal agreement of the Panel members;
- Chairs of Policy and Scrutiny Panels will be offered relevant
support, advice and training to enable them to play a proactive
role in presenting issues to the media and explaining their
work;
- where the Communications Team is asked to draft press
releases/statements on behalf of a Policy and Scrutiny Panel, such
releases/statements will be of a factual nature and will contain
nothing that could be construed as politically-motivated or
biased;
- all official Policy and Scrutiny Panel press releases will be
issued by the Communications Team in the appropriate format.
Principles and Protocols - Ward Councillors
The work of local councillors will be
recognised as an important contributor to the Council's community
leadership role. In particular:
- advice will be available to local councillors in promoting
local issues through the media - with training made available;
- whilst it is legitimate for the Council to publicise local
issues, the Council will not involve itself in any publicity which
'personalises' such issues and thereby appears to be designed to
affect public support for a political party.
Principles and Protocols - Council
The continuing role of Council will also be
recognised in the Council's communication with the Media. In
particular:
- media statements on policy and other matters which are the
remit of Council (other than the simple reporting of decisions
taken) will be made by the group leaders
- media enquiries on such matters will be referred to the group
leaders
- relevant and appropriate support, advice and training will be
made available to group leaders to enable them to deal effectively
with the media.
- the Chairman of the Council will be supported in making best
use of the media to promote his or her special role as ambassador
for the Council.
Principles and Protocols - Regulatory Committees
The work of regulatory committees (planning,
licensing etc) is acknowledged as a vital element of council
business, and key decisions and issues for decision will be
publicised in consultation with the relevant Chair and
Director.
Principles and Protocols - Officers
The general policy of the Council will continue to be one of
openness and accessibility towards the media. Although officers
will not be allowed to comment to the media on Cabinet decisions,
nominated officers may speak to the media within clearly defined
parameters on operational and other matters. These parameters
are:
- where they have been specifically delegated to speak to the
media by the relevant Cabinet Member or Chair of the relevant
Policy and Scrutiny Panel;
- to clarify specific points with reference to officer reports
submitted for consideration to Cabinet, Policy and Scrutiny Panels,
Full Council or regulatory committees;
- to explain the operational detail of decisions and policies
they are implementing;
- to explain issues pertaining to the exercise of professional
judgement;
- only nominated officers will speak to the media.
The Council's Communication Team
Media liaison will normally be carried out via
the Council's Communications team or nominated officers with
specific media liaison responsibilities.
- All the Council's media contact will be professionally managed
to meet the communication needs of the Council and of the
media.
- Support, advice and training will be available with the aim of
making continuous improvement in the quality of the Council's media
output and response.
- Media releases will be issued by the Communications Team in the
appropriate format.
- Incoming enquiries from the media will be fielded either by the
Communications Team or directed to the nominated divisional
spokesperson who will respond on behalf of the Council where
appropriate.
Code of Recommended Practice on Local Authority Publicity - Key
Points
Underpinning all aspects of this protocol is
the general principal, enshrined in Government legislation that the
Council will not involve itself in any publicity which appears to
be designed to affect public support for a political party.
Individual Councillors
“Publicity about individual councillors may
include the contact details, the position they hold in the Council
(for example, member of the Executive or Chair of Overview and
Scrutiny Committee), and their responsibilities. Publicity may also
include information about individual councillors' proposals,
decisions and recommendations only where this is relevant to their
position and responsibilities within the Council. All such
publicity should be objective and explanatory, and whilst it may
acknowledge the part played by individual councillors as holders of
particular positions in the Council, personalisation of issues or
personal image making should be avoided."
Elections
“Publicity should not be, or liable to
misrepresentation as being, party political. Whilst it may be
appropriate to describe policies put forward by an individual
councillor which are relevant to her/his position and
responsibilities within the Council, and to put forward her/his
justification in defence of them, this should not be done in party
political terms, using political slogans, expressly advocating
policies of a particular political party or directly attacking
policies and opinions of other parties, groups or
individuals.”
“The period between the notice of an election
and the election itself should preclude proactive publicity in all
its forms of candidates and other politicians involved directly in
the election. Publicity should not deal with controversial issues
or report views, proposals or recommendations in such a way that
identifies them with individual members or groups of members.
However, it is acceptable for the authority to respond in
appropriate circumstances to events and legitimate service
enquiries provided that their answers are factual and not party
political. Members holding key political positions should be able
to comment in an emergency or where there is a genuine need for a
member level response to an important event outside the authority's
control. Proactive events arranged in this period should not
involve members likely to be standing for election.”
