As government communicators are poised to meet in Coventry next week, Cormac Smith outlines the challenges ahead for public service communicators in the coming months

Next week between 300 and 400 communicators from local and central government as well as other parts of the public service will gather over three days in Coventry for the second Public Service Communications Academy.

 The event originally hosted annually by LGcommunications was joined last year by the Government Communications Service (GCS) underlining its status as the largest and most influential gathering of public service communicators to take place in the UK each year.

The challenges for government communications, both local and central, are forged by the times we live in. We are emerging from the deepest and longest recession in a generation. The priority is to rebuild economic growth, while at the same time completely restructuring our organisations and services.

Effective communication that helps us all connect better with citizens, regain trust and build social capital in our communities must work at the very heart of that challenge.

Last year I singled out three imperatives, which I said we needed to address as local government communicators.

I said that we needed to begin by helping our organisations engage better with their own staff. This is still a massive challenge and one we address on day one.

I also said that we needed to focus on our own professional development so we could win greater parity alongside other professions we work with. I still see this as work in progress but essential if we are to do our job effectively. We should raise our skill levels and become more professional.

My third point was a drum I have been beating for a number of years: we must communicate in a way that helps to build trust. Now I am painfully aware that this ‘t' word is over used. Communication alone cannot build trust. Actions build trust, but good coherent and honest communication has a vital part to play.

Up until recently, reputation was our holy grail. In the ‘noughties' we had two reputation campaigns: one delivered by the Local Government Association (LGA) and one delivered by LGcommunications with support from the LGA. These were good pieces of work and much of what they set out still holds. But the reputation principle of communications is no longer enough.

We need to have a different relationship with our staff and residents. And we need to measure that relationship by how much we are engaged with and trusted. If we get that right then our reputations will look after themselves.

The theme of this year's academy is: ‘challenge and response, the future of public service communications'. In the recent GCS publication of the same name, the challenges faced are summarised in the final chapter as follows:

1. We need to build public trust through our communications

2. Communication will be about science not art

3. Public service communications must keep pace with technology change.

The final point is imperative. As Google told us recently, the pace of technological change will never be as slow as it is today. We lag behind in our use of digital channels and the exploitation of big data – we must catch up and get ahead. Key sessions on day two and day three will address these issues.

I used to say that communication was a science not an art – as the report suggests – but I have modulated my position. Communications is more science than art, we must be disciplined, structured and keep up with technology but we also must focus on creativity. I think the old maxim of 95% perspiration and 5% inspiration probably holds. Aneil Bedi, a senior partner with advertising giant M & C Saatchi, talking about ‘the art and science of great campaigns' will address this point on day one.

Finally I also used to say that communications must build trust. The truth is that communications alone cannot build trust. Behaviour builds trust – good communication helps. I am looking forward to hearing what Robert Philips, ex CEO of Edelman – (the largest PR company in the world) – and recent author of Trust me, PR is dead has to say on the subject when he addresses the issue on day one. In his book Robert pointedly says: ‘Trust is an outcome, not a message'. As Barry Quirk, chief executive of Lewisham LBC, says: You can't make anyone trust you, all you can do is act in a trustworthy fashion'.

So I would frame our challenge slightly differently if we are to solve the truly wicked challenges we face. We must be more logical, disciplined and scientific in everything we do. We must also put integrity and the aim of winning trust at the heart of our work. Get these two right and we are free to be creative.

We have a fantastic agenda over the three days combining some of the best practitioners from local and central government as well as the private sector. We will also hear from some of our most influential leaders, including minister for local government, Marcus Jones, Louise Casey and a number of influential council chief executives, directors and leaders.

I hope to see as many colleagues, not just communicators but senior leaders as well, in Coventry between 10 and 12 November. This promises to be our most significant event to date and one that I hope will help us all to meet the massive challenges we face.

Cormac Smith is chairman of LGcommunications

Public Sector Communications Academy 2015 will be held on 10-12 November at the Welcome Centre in Coventry

To book your place go to www.lgcomms.org.uk/the-academy/2015