Vital Role Of Trusted Local Media In Government Communications Recognised

The enormous trust that the public have in local news media and the important role the sector plays in government communications campaigns was recognised by the government in Parliament today.

The ‘All In, All Together’ campaign harnessed the power of local media and was “particularly effective” in reaching specific audiences to spread vital information, Parliamentary Secretary for the Cabinet Office Alex Burghart MP told MPs.

In a Parliamentary Question this morning, former Culture Secretary Sir John Whittingdale asked the Minister what recent assessment he had made of the effectiveness of government information campaigns in local media.

Mr Burghart responded: “The Government monitor the effectiveness of our communication campaigns. We recognise the enormous trust that the public have in local media and the important role that local media therefore play in spreading our messages.

“As just one example, a recent press partnership on access to NHS services used local media to inform the public about where to seek medical advice. Some 67 per cent of readers said that they trusted the articles, highlighting local print’s importance to communities.

He added: “I completely agree with my right honourable friend, who knows a great deal about the subject. ‘All In, All Together’ harnessed the power of local media and was particularly effective in reaching specific audiences to spread vital information.”