Developing and implementing a narrative was not a new concept for Basildon Borough Council. It had already started a project called ‘Our Place’ initiated by the previous administration. Research was undertaken (with residents, businesses, employees of the council and councillors) designed to inform the consultants producing the narrative. In addition to this research, the consultants planned their own focus groups and obtained additional qualitive data. Then two things happened:
- The first was the global pandemic, which set the project back significantly. COVID-19 stopped the important engagement process that is critical to the development of a narrative. While a narrative must ring true for those in the organisation; it is also meaningless if it does not ring true for those around the organisation.
- The second was a change in political administration; following the pandemic, the council held the delayed elections and political control of the council changed once again. This meant a complete change in the dynamics of the council and a different philosophy around narrative.
Following Basildon Council’s peer review in September 2021, the LGA’s first recommendation was to:
Develop a compelling narrative for the future of Basildon. Something that is simple and memorable for staff, members, residents and stakeholders.
With funding to assist with the development of the narrative, the LGA appointed two experienced associates to help with this.
The LGA took a very different approach to previous consultants. Rather than put Basildon into an established narrative, the associates took the time to really understand the borough. This meant visiting the place that they were writing about. Their aim was to establish a narrative for the place and the people who live and work in the borough. For me, as Head of Communications, this was critical. I can give lots of statistics, on the skills gap in the borough and the health inequalities, but actually seeing our estates, as well as the physical parameters of the New Town, provides real context.
Basildon is known nationally for its strong manufacturing industries. It forms a key part of our narrative. But it is also a very green borough as highlighted in the introduction and this causes several local political issues, which included leading to the withdrawal of the local plan. It is difficult to conceptualise these geographical areas.
With this fresh insight, the associates produced a draft of a narrative that was 80 per cent of how we perceive Basildon Council. With helpful feedback from the chief executive the associates came back with a narrative that fitted with the vision of the senior leadership team.