When councils reorganise, much of the focus — understandably — is on the internal machinery. Governance structures. HR. Legal frameworks. Finance. Harmonisation. It’s a logistical marathon, and getting it wrong can have serious operational consequences.
But amidst the spreadsheets and risk logs, one thing risks getting lost: this is a rare, golden opportunity to reset your relationship with your residents.
Local Government Reorganisation (LGR) doesn’t just create new councils. It creates a gap between the old and the new where expectations are being quietly reformed, and where residents are open to change in a way they usually aren’t.
Handled well, that moment can be used to rebuild trust, reshape how people think about local government, and lay the foundation for a more connected, transparent, and collaborative future.
Handled badly, and it quickly becomes "new name, same nonsense”.
This is your chance to show up differently.
At its core, local government is a relationship. And like any relationship, it needs time, effort, and communication to work. Most councils are already working under the weight of long-term public disillusionment — the cumulative effect of cuts, bureaucracy, political churn and strained service delivery. Residents are used to feeling ignored, confused or unimportant.
But LGR changes the script. It gives councils a rare chance to say: “We’re new. We’re listening. And we want to get this right with you.”
So the question is: what do you want your new relationship with your communities to feel like?
The first impression will stick - from the very first moment the new council launches — the name, the tone of voice, the website, the welcome message...you’re communicating something about what kind of institution this is going to be.
And you don’t get long. 12 months in, “we’re still bedding in” will sound like an excuse. The early window is where trust is either seeded or lost. This isn’t about flashy comms strategies or huge marketing spends. It’s about being intentional:
- About the voice you use.
- About the stories you tell.
- About the questions you ask.
- About how — and whether — you make space for people to answer.
So how do you reset a public relationship? Here are five principles we’ve learned from years of public-facing engagement, particularly in moments of change:
- 1. Tell the truth about change.
People can handle the fact that change is happening — but they can’t stand feeling like things are happening to them instead of with them. Be upfront about what’s changing and why. Don’t bury the detail. Make transparency your new default. - 2. Ask what people want from their new council.
Not just services — tone, priorities, personality. What do they want this new institution to stand for? What values do they want to see reflected? You’ll be surprised how rich the answers are if you make space to hear them. - 3. Design the council’s new public voice with residents, not just for them.
This could be a new tone guide, a branding process, or even a naming exercise. But the key is: don’t impose it. Let communities shape it. It’s their council too. - 4. Use local pride to your advantage.
Place identity matters. A lot. One of the fastest ways to alienate communities is to ignore what they call themselves, what they value about where they live, or what they see as their unique character. Listen to the language of place — and honour it in your comms. - 5. Invest in long-term connection, not just launch activity.
Don’t treat the go-live moment as the end of the comms campaign — it’s the beginning. Keep the conversation going. Keep asking questions. Keep showing up in public spaces. And keep closing the feedback loop.
How can we help?
At Trueman Change, we work with councils to:
- Design external communications strategies that reflect community values
- Run public engagement around identity, voice and expectations
- Facilitate co-design sessions to develop new tone, branding and public language
- Map out a first-100-days public engagement strategy
- Support councils to use LGR as a reputational opportunity — not just an administrative headache
Remember, in the end, people won’t remember your committee structure. They’ll remember how you made them feel. This is a rare moment to make people feel seen. Heard. Respected. And connected to their new council. Don’t let it go to waste.
Want to know more about Comms during LGR? We're holding a Change Chat on Friday 30 May, 12:00-13:00. Register for your place today.
And if you'd like to speak to one of our expert team about your own LGR challenges, get in touch with us today!
