NALC event showcases the art of communication and builds confidence amongst parish and town councils
Parish and town councils from across England came together for an inspiring event focusing on the art of communication and navigating tough decisions. The event explored practical strategies for parish and town councils to communicate clearly and consistently. It highlighted how effective communication can strengthen trust, improve engagement, and help parish and town councils manage challenging situations with confidence.
Attendees heard from Daniel Purchese from Breakthrough Communications, who shared expert insights on developing communication strategies that go beyond reactive messaging. He urged councils to think strategically, stating, "Move your communication outputs from being transactional to building a relationship with the community you serve". Daniel Purchese outlined three key principles for success: clarity, confidence, and consistency. Encouraging councils to prepare for difficult decisions and communicate the why behind them.
Sharon Groth, chief executive officer, and Polly Inness, communications officer, at Whitney Town Council, brought the theory to life with real-world examples. Polly Inness explained how honesty and humanity guided their approach to sensitive issues, commenting, "Councils can deliver even bad news with honesty, integrity, and humanity […] even when the stories are complicated, emotive, or heartbreaking". From managing the removal of a much-loved cedar tree to responding to a tragic incident, their stories demonstrated the power of empathy and transparency in building trust.
The event features a Q&A segment which covered practical topics such as social media use, engaging younger residents and protecting councillors from online abuse. Speakers agreed that a mix of digital and traditional channels is essential, with Facebook and Instagram highlighted as effective tools for reaching diverse audiences.
The event concluded with a clear message: communication is not just about sharing information, it's about creating relationships and trust. As Daniel Purchese summed up: "If we can move from reactive to strategic communication, we're likely to reduce the risk of negative engagement and build stronger communities".
