Salford City Council's new Communications Strategy has recently been rubber stamped to "effectively manage relationships with the press, broadcast and digital media to enhance perceptions of the council and the city"...
The purpose, however, goes well beyond that, jumping over the head of the media "to become content publishers", with "Digital News Instead of Media Relations"...
Measures to push its own propaganda include "Tailoring communications for and targeting to specific audiences", "Effectively using behavioural science for reinforcing or changing behaviour" and using social media "as a source of intelligence, feeding into communications strategy".
'Behavioural science' is the latest buzz approach in advertising and public health circles, using 'nudge' tactics to make people act in a certain way. It's based on original theories of psychology made popular by BF Skinner, who trained pigeons to be re-conditioned, although it's been developed and streamlined into a science in itself that even has a Behaviour Wheel of Change that includes communications and marketing.
The report adds that "All communications will be targeted at audience segments as effectively as possible using direct communications"..."Each campaign will be based on an intelligence led approach using existing data, with clearly targeted activities".
The Council report states a lot about "protecting and enhancing the reputation of the council", "improved perceptions" and how it will "Increase positive media coverage in articles - measured in column inches – online and print."
It also has much to say about "Being transparent and open" and "Delivering clear, consistent, transparent, honest and timely information...", which, in the experience of the Salford Star, leaves a lot to be desired...
At the moment the Council has not responded to Freedom of Information requests within legal timeframes. There is a complete lack of detailed financial information within its reports, many of which are hidden under Part 2 sections of committee meetings (ie secret). Even its own Scrutiny Panel overruled the Council on a recent Part 2 report, and allowed the public into a meeting...
...And there's absolutely nothing in the Communications Strategy about how Salford Council will allow itself to be held to account by the media. Which is kind of vital in a democracy...
There is a small section on 'Who we speak to...Local media, including BBC Manchester, MEN and community media'...except that Salford City Council hasn't spoken to the only 'community media' in the city - ie the Salford Star - for over six years!
This Communications Strategy is about ramping up Salford Council's own one way self-glorifying propaganda.
And it's not disclosing how much it is costing, beyond stating that "Activities outlined are within existing budgets" and that "any procurement activity will be completed in line with Salford City Council's contractual standing orders".
For a background see previous Salford Star articles…
Council Mags Slammed by House of Commons Committee - click here
Salford Council Mad Mag Costs - click here
Salford Council Slammed By Government For Damaging Democracy - click here
The Pravda Factor - The Battle For Democracy - click here
China On The Irwell - Salford Star report for the Electoral Reform Society - click here
Salford Star On Strike Against Salford Council Illegal Denial of Information - click here
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