The New Regionalism: Why public relations must follow power

The launch of No 10 North and the growth of combined authorities signal a shift in where power sits in England. As decision-making moves beyond Westminster, communications professionals will need local knowledge, regional credibility and a new model of influence.

When Andy Burnham launched No 10 North, he described it as the “nerve centre for a rewired Britain” and a means of moving decision-making away from Westminster. The intention is clear: devolved government is moving from constitutional debate to a practical model for governing England.

For politicians, this is about power. For communications professionals, it is about influence.

For decades, public affairs and public relations have largely mirrored the structure of British government. Influence flowed through Whitehall, Westminster, national media and a relatively small number of decision-makers concentrated in London. Ditto budgets.

That model has never served the regions well. Now it is beginning to change.

Power is moving

The Coalition Government abolished Government Offices and Regional Development Agencies, removing the regional tier that had connected Whitehall with England’s regions. Regional funding was increasingly distributed through piecemeal, competitive pots, limiting the pace and scale of change beyond London and major urban centres such as Manchester, Birmingham and Leeds.

The growth of combined authorities and elected mayors is restoring a meaningful bridge between local councils and Westminster. This time, it comes with a direct democratic mandate.

These new bodies have growing influence over transport, housing, skills, planning, economic growth and regeneration. They are shaping investment decisions that affect millions of people and giving English regions a stronger voice and identity.

If power is moving, communications strategies must move too. The old question was: “Who do we need to speak to in Whitehall?” The new question is: “Who understands this place?”

A challenge for agencies

For the communications industry, regionalism presents both risk and opportunity. Many agencies have built successful businesses around access to Whitehall, national media and central government frameworks. Those capabilities remain valuable, but they are no longer enough.

Clients increasingly need advice that reflects the reality of devolved England. Understanding regional political dynamics, combined authorities, local growth plans, civic institutions and regional media ecosystems is becoming essential. England has never been a one-size-fits-all country.

The agencies that succeed will combine national reach with local credibility.

A challenge for Labour

For Labour, devolution has to do more than relocate power and budgets. It must produce better policy and improve delivery.

The promise of combined authorities lies in their ability to turn decisions into action, shape better policy and effect real change.

Government needs to use communications to inform policy from the outset. Its role cannot be confined to explaining decisions after they have been made. Listening has to come before announcing.

The next decade

England is entering a period in which local, regional and national democratic mandates will increasingly coexist. For communicators, the implications are profound.

The future will belong to those who can connect Westminster to Wigan, Whitehall to Worksop and No 10 North to the communities it exists to serve.

The communications profession has spent decades following power. As England’s devolved settlement matures, power is moving. Public relations will need to move with it.

About Stuart Baird

Stuart Baird was director of government communications for the East Midlands from 2006 to 2012 and lead director for MHCLG regional campaigns. He was seconded to No 10’s strategic communications unit three times in six years.

During a 16-year civil service career, he worked with the King, secretaries of state and ministers, and led national campaigns for several government departments. He co-founded BakerBaird Communications in 2016. The agency has since delivered a dozen award-winning campaigns.

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Image: Mayor Claire Ward (East Midlands) attached - Courtesy of Alex Wilkinson.