Council's PR machine generates record number of positive news stories amid local frustrations

What's happening: Ipswich Borough Council's latest Strategy & Transformation Portfolio - Performance Indicators & Targets report reveals a significant increase in positive media coverage. This surge in favourable publicity comes when many residents are expressing frustrations about various local issues, raising questions about the balance and depth of local news reporting in our town.

The big picture: A recent council performance report shows the number of positive news stories and website articles has consistently exceeded targets. However, this raises questions about whether local media sufficiently scrutinise council activities.

By the numbers:

• 183 positive stories were published in the fourth quarter of 2023/24, considerably exceeding the council's target of 70

• 174 website news stories were published, surpassing the goal of 60

• Positive story numbers have increased year-on-year since 2021/22

Why it matters: Councils are well-oiled PR machines, often employing ex-journalists in media and comms roles. While positive coverage can inform residents about council initiatives, it may not reflect the full spectrum of local concerns or hold the council accountable for areas needing improvement.

Between the lines: The high number of council-generated news stories could potentially overshadow independent reporting on local issues.

What they're saying: The report states, "Most of the Council's stories that are promoted are positive. Approximately four stories are issued in a week. We continue to see positive coverage in key publications".

Opinion

This personally makes me uncomfortable. While I fully appreciate that a lot of good work happens behind council doors, my experience talking to people in the community suggests that the sentiment of the council's press coverage isn't necessarily reflected by residents or businesses.

I think all local media in the area—ourselves included—could do a lot more to challenge certain aspects of the council's PR activity and provide sufficient balance in coverage.

The other side: The council might argue that its media strategy simply reflects successful initiatives and positive developments in Ipswich. And that may well be true. However, this perspective should be balanced against ongoing challenges in the area.

What's next: Local media organisations may need to reassess their approach to council coverage, ensuring a balance between reporting on achievements and investigating areas of concern for residents.

Have your say: Please send all thoughts to editor@ipswich.co.uk.