Local government communicators will need to develop a ‘new narrative' with the public, Local Government Association chairman Sir Merrick Cockell has said.

Speaking at the LG Communications conference in Cardiff this morning, Sir Merrick told delegates they faced the ‘biggest challenges for decades', with a £16bn cash shortfall.

‘For many councils, the current financial position is not sustainable. Councils are going to have to stop supplying some of the services – not the ones that are nice to have but the ones our residents have come to rely on,' he said.

Councils are also going to have to work hard at demand management and behaviour change, the LGA chairman added.