As part of its commitment to improve and enhance the effectiveness of its communications, Pembrokeshire County Council has undertaken a communications peer challenge.

The Authority approached the Local Government Association (LGA) to explore the possibilities in relation to strategic communications, involving ascertaining what is already working well, and what the authority could do better.

Originally planned for April 2020 but deferred until last December due to Covid-19, the LGA report highlights areas of improvement – and praise for the innovative communications provided by the Authority in its response to the pandemic.

It also highlights areas for improvement, including becoming more accessible, personalised, listening and responsive; using County Councillors more comprehensively as a valuable resource as community leaders; our relationship with various stakeholders; and the council’s growing use of digital communication.

The report and its findings, will be analysed to further develop the actions and recommendations, and it will be put to the Policy and Pre-decision Overview and Scrutiny Committee on 16 March 2021, to consider it in further detail.

Richard Brown, Interim Chief Executive said: “Back in December we undertook the Communication Peer Challenge and I am now pleased to be able to share the final report.

“I want to take this opportunity to thank everyone involved with this process; your input helped shape the assessment and the feedback you all gave was captured by the challenge team.

“I want to assure you all that this report and the recommendations are being considered by the senior leadership team and Cabinet and we are working through the actions.

“In terms of the next steps and transparency, this report has been circulated to all the officers involved, county councillor members, and media.

“This peer challenge is testimony to the organisation, and reflects the way in which it is increasingly valuing communications. Undertaking this piece of work at this point in time, during a pandemic, demonstrates our commitment to effective communication with stakeholders, our staff and our communities.”

Clr. Neil Prior, Cabinet Member for Transformation and IT, said: “This important piece of work is all about improvement, and something that I have personally campaigned for us to do.

“Communication is critical to any organisation, but especially so to one that serves 125,000 people, as Pembrokeshire County Council does.

“I therefore welcome the report’s findings, both the positive elements of where we have got it right, especially during the pandemic, and also the areas for us to focus on in the future.”