Using community communicators to build trust and understanding between local councils and residents in the United Kingdom

This article is a development of research published by the authors (Wood and Fowlie, 2010) and explores the role of relationships and social networks within a social marketing approach to community communications in the UK. An understanding of their importance and value in deliver- ing cost-effective customer-oriented services has grown significantly in the current political cli- mate of cost cutting and ‘Big Society’. Specifically, it evaluates the effectiveness of using innovative communications channels – with community communicators playing a central role – to increase trust and positive perceptions of local government amongst resident networks in the London Boroughs of Sutton, Havering and Bexley. The article aims to provide practitioners with practical suggestions to address these issues.