Reflections from my first LGcomms Academy: the power of trust & engagement

Having heard so much about LGcomms Academy from colleagues, customers and partners, I arrived in Nottingham with a real sense of anticipation. As it was my first time attending, I was keen to understand what makes this annual gathering of local government communications professionals such an important fixture in the sector’s calendar. 

What is LGcomms Academy?

LGcomms Academy brings together practitioners, sector leaders and partners to share insights, discuss challenges and explore best practice in public sector communications. 

Over two days, I quickly discovered that Academy, as it is simply known, is far more than a conference. It is a space for sharing ideas, exploring common challenges and learning from one another, all with the goal of helping councils build stronger relationships with the communities they serve. 

Trust was the thread running through every conversation 

The programme offered an opportunity to step back from the day-to-day and reflect on some of the biggest challenges facing public sector communications. Topics ranged from navigating the evolving political landscape and Local Government Reorganisation (LGR) to exploring opportunities and risks presented by AI, alongside examples of campaigns that have delivered tangible and, in some cases, potentially lifesaving impacts. 

Despite the breadth of subjects, one theme emerged consistently: trust. 

Whether discussing organisational change, tackling misinformation or supporting communities through difficult circumstances, speakers highlighted that effective communications are not about broadcasting information. They are about building trusting relationships. 

From storytelling and amplifying resident voices, to working with faith leaders, local businesses and community influencers, session after session demonstrated the value of listening as much as speaking, engaging in a way that is authentic and using a wide range of communications tools and tactics to reach diverse audiences. One particularly compelling example showed how long-term investment in community engagement enabled residents to actively support their council during a series of terror attacks. It was a powerful reminder that trusted relationships are built long before they are needed. 

What struck me most was the openness and candidness of participants. Presenters were willing to share not only successes but also difficulties faced and lessons learned. There was a genuine desire to exchange ideas and good practice, recognising that by learning from one another the sector as a whole can better support diverse communities across the country. 

A familiar name in the room 

Throughout Academy, I met people who were either already using the e-shot platform, or familiar with it; they were all keen to share their experiences. What stood out wasn't simply awareness of the e-shot brand, but the positive conversations around how organisations are using email and digital engagement to reach residents, change behaviours and support their communication objectives. 

For me, it really reinforced the importance of email within the marketing mix in an increasingly crowded communications landscape. Technologies and communications channels continue to evolve at pace whilst audiences are becoming increasingly fragmented. Yet the ability to deliver timely, relevant information directly to the inbox of engaged audiences remains one of the most effective ways to build trust and cut through the noise. 

Final thoughts 

LGcomms Academy was an opportunity for me to listen and learn. 

I came away with a deeper understanding of the challenges and pressures facing communications teams across local government, but also with a sense of optimism. The challenges are significant, yet so too is the creativity, expertise and commitment of the people working to address them. 

Most of all, I was reminded that successful communications helps create trust. The organisations that build genuine relationships with their communities are better placed to engage residents, navigate change and respond effectively when challenges arise. 

For a first LGcomms Academy, it certainly won't be my last.