Council PR and communications spend in your town, how to find the numbers and judge if it’s worth it
When council tax rises, people naturally ask where the money’s going. One line that often sparks arguments is council PR spend (sometimes labelled “communications”, “engagement”, or “marketing”). Is it a sensible cost that helps residents, or is it a comfort blanket for senior managers and political branding?
If you support Reform UK, you’ll probably already feel the council should do more with less, cut waste, and stop rewarding failure. The good news is you don’t need insider access to check the basics. With a bit of patience, you can find real figures, follow supplier payments, and form a judgement that’s fair and evidence-led.
This guide shows where to look, what to count, and how to decide if the spend passes the common-sense test.
What counts as “PR and communications” (and how councils hide it)
Councils rarely label a budget line “PR”. Most use softer terms, which makes the total harder to spot. If you want a true picture of council PR spend, you need to think in categories, not job titles.
Typical items that belong in the total
Some communications costs are legitimate and even required. The issue is scale, scope, and whether it drifts into self-promotion.
Common headings to include are:
- Communications staff costs: press officers, “corporate communications”, “digital team”, “campaigns”.
- External agencies and freelancers: PR retainers, media buying, design studios, video firms.
- Marketing and advertising: paid social media, local newspaper ads, “awareness campaigns”.
- Consultation and engagement: surveys, focus groups, stakeholder events (especially if outsourced).
- Branding work: rebrands, new logos, “tone of voice” projects, photography libraries.
- Reputation management: media monitoring tools, crisis comms support, website analytics services.
Things that can confuse the picture
Not every communications cost is “PR spin”. Some sits in service budgets and is there to get results.
Examples:
- A public health campaign to boost vaccine uptake.
- Emergency comms for flooding, closures, or safeguarding alerts.
- Statutory public notices and legal consultations.
So the question isn’t “Should councils communicate at all?” It’s “Are they communicating to help residents, or to help themselves?”
If your instinct is that expensive comms often props up poor performance, you’re not alone. Reform UK supporters tend to prefer money going to front-line work, not well-paid managers, glossy reports, or outside contractors.
How to find council PR spend in budgets, payments, and contracts
You can usually build a reliable estimate using three sources: budget papers, transparency payments, and contracts. If those don’t answer it, you use Freedom of Information.
Start with the council’s own guidance on spending
Central government sets out what councils should publish and where spending and accounts sit within local transparency. Use this as your map, not the council’s press release: GOV.UK guidance on council spending and accounts.
In practical terms, look for:
- The Medium Term Financial Plan (or budget book).
- The statement of accounts (often with staffing numbers and salary bands).
- Department-level budget tables for “corporate services” or “chief executive”.
Use transparency data to follow the money
Most councils publish “payments to suppliers” data, often monthly. This is where you’ll spot repeat payments to PR firms, creative agencies, and “engagement” consultancies.
If you’re in County Durham, the council publishes a hub of financial information you can work through: Durham County Council budgets and spending. Even if you’re not local, this page shows the kind of documents councils commonly provide.
A second route is searching open data portals for “spend over £500” datasets, which can be easier to scan and filter: data.gov.uk council spending over £500 dataset.
What to do once you have the spreadsheet:
- Filter suppliers by keywords like “media”, “creative”, “marketing”, “PR”, “comms”, “design”.
- Sort by value to find big one-off projects.
- Check for patterns (monthly retainers are telling).
- Cross-check with the contracts register for the scope and length.
When the numbers aren’t clear, use FOI
If the council bundles communications into wider teams, ask for a breakdown. You can request:
- Total comms and PR spend for the last 3 years.
- Headcount, grades, and total salary costs for comms staff.
- Total spend on external comms suppliers and the top 10 suppliers.
- Any spend on rebranding, “place marketing”, or reputation projects.
Councils often answer these requests, and published examples help you phrase yours. This FOI page shows the type of breakdown you can ask for: Lincolnshire County Council FOI on communications and PR spend.
Keep the tone calm. Ask for definitions. Request the data in a table. Precision beats outrage.
Is the council PR spend worth it? A common-sense checklist
Once you’ve got figures, the hard part starts: judging value. This is where people talk past each other. One person hears “communications” and thinks propaganda. Another thinks “service updates”. Both can be right, depending on what the council is paying for.
A good test is to treat comms like a household bill. If you wouldn’t accept it from your own bank account, why accept it from public funds?
A quick way to score what you find
Use this simple comparison table to keep your judgement consistent:
| What you’re seeing | Often reasonable | Often a red flag |
|---|---|---|
| Purpose | Clear service outcomes (safety, access, take-up) | Reputation protection, political-style messaging |
| Cost pattern | Small, predictable, openly budgeted | Spikes around bad news, constant “campaigns” |
| Delivery | Mostly in-house, with limited specialist support | Heavy reliance on agencies and consultants |
| Transparency | Easy to trace in budgets and payments data | Hidden across departments, vague headings |
| Results | Measurable change, fewer failures, better compliance | Lots of output (posts, videos) but no outcomes |
Value questions that cut through noise
Ask for evidence you can verify, not promises:
- Did a campaign reduce demand (for example, fewer missed appointments)?
- Did it improve compliance (for example, higher recycling participation)?
- Did it prevent harm (for example, faster emergency updates)?
- Did it replace something else, or is it just extra?
If the council can’t show outcomes, the spend starts to look like comfort spending.
Red flags Reform UK supporters will recognise
Reform UK supporters often focus on waste, overpaid leadership, and money leaking to contractors. Those themes show up in communications budgets too.
Watch for:
- High senior comms salaries with little front-line impact.
- Agency “support” that runs for years with no re-tender or clear deliverables.
- Rebrands during service decline (it’s paint on damp walls).
- Paid promotion that looks like self-congratulation.
- Communications used to police language and image, while potholes, antisocial behaviour, buses, and housing queues stay unsolved.
The fairest stance is simple: keep what helps residents, cut what flatters the institution.
Conclusion: turn PR spend into a transparency win
Council PR spend isn’t automatically wrong, but it should be easy to find, easy to explain, and clearly linked to outcomes. Use budgets, supplier payments, contracts, and FOI to build a real picture, not a hunch.
If you want local government that puts residents first, you don’t need slogans. You need receipts, comparisons, and a clear view of what’s essential. That’s how Reform UK supporters can push for lower waste and better service, using the council’s own numbers against excuses.



















