Getting closer to citizens

Adrian Britten and Alan Braithwaite

Relationships between governing bodies and the people are fundamental, but have often been taken for granted.

Getting Closer to Citizens

Alan BranthwaiteIgnition Marketing Research Consultancy, United Kingdom

Adrian BrittenLancashire County Council, United Kingdom

INTRODUCTION

Relationships between governing bodies and the people who elect them are fundamental, but have often been taken for granted. In recent years, the world of local and regional government has been struggling to find ways of relating to and engaging with its publics.

On the one hand local bodies are striving to create awareness for themselves amongst the people they serve and within a modern and noisy communications environment. Second, they strive to listen to what local people say about...

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