Effective communication and community engagement helps build trust, supports transparency, ensures the community is informed about and involved in Council’s decisions, as well as City of Clarence services and activities.
As a Councillor, it is likely you will regularly engage with community members, stakeholders and the media. Understanding your role when communicating publicly is important to maintaining clarity, consistency and good governance.
Speaking publicly
Councillors play an important role in engaging with the community and discussing matters relating to Council. However, it is important to distinguish between speaking as an individual Councillor and speaking on behalf of the City of Clarence.
The Mayor is the official spokesperson for City of Clarence and the Council. They are responsible for representing Council’s adopted positions to the media and broader community. As the leader of the elected body, the Mayor communicates Council decisions, priorities and official viewpoints on behalf of the organisation. Unless specifically authorised, you should not speak on behalf of the Council or City of Clarence, or act as the official position in any capacity.
As a Councillor, you are entitled to express your personal views and perspectives. However, if you are expressing your personal views and perspectives that is different from the position of the Council, you must always make it understood it is your personal opinion.
Where a matter has been formally resolved by Council, Councillors are expected to respect and support the collective decision-making process, even where they may have held a different view during debate.
When speaking publicly, you should:
- be clear whether you are expressing a personal view or supporting a Council position
- respect the confidentiality of information where appropriate
- ensure all information is factual and accurate
- avoid comments that may undermine Council decisions, staff or fellow Councillors
- consider your obligations under the Local Government Code of Conduct.
Media engagement basics
Media enquiries relating to Council and City of Clarence business are typically coordinated through the Communications and Engagement team in consultation with the Mayor and Chief Executive Officer.
If approached by a journalist, you may choose, and are free to provide comment in your capacity as a Councillor. However, it is expected that when an enquiry relates to an official Council position, operational matter or sensitive issue, you should liaise with CEO’s office before responding.
Some helpful principles for engaging with the media include:
- be respectful, professional and courteous
- stick to facts and avoid speculation
- speak only to matters you are confident discussing
- avoid commenting on confidential, contractual or legally sensitive matters
- remember that comments made to journalists may be published or broadcast in full or in part
- seek advice if you are unsure whether information can be disclosed.
Social media guidance
Social media provides valuable opportunities to connect with the community, share information and encourage engagement. However, the same standards of conduct expected in meetings and public settings also apply online.
As a Councillor, your social media activity may be viewed as reflecting on both you, the Council and City of Clarence. Even when using personal accounts, comments and interactions can attract significant public attention.
When using social media, you should:
- use an approved disclaimer to clearly differentiate personal views from Council positions
- communicate respectfully and professionally
- consider the accuracy of information before posting or sharing content
- respect confidentiality obligations
- avoid personal attacks, inflammatory comments or inappropriate language
- treat community members, staff and fellow Councillors respectfully
- be mindful that online comments can be permanent and widely shared
- consider whether your comments could be perceived as prejudging a matter that may come before Council.
Councillors are encouraged to share and repost content from the official City of Clarence accounts.
See also: Social Media
Please see our Social Media Policy and Social Media Procedures.
Communications during an election caretaker period
A caretaker period is the time before a local government election when the Council avoids making major decisions or undertaking activities that could affect the election outcome or limit the choices of the incoming Council.
During a caretaker period, it is important that all council communication is apolitical and unbiased to avoid any advantage or disadvantage for sitting, or prospective councillors and to ensure City of Clarence’s political neutrality. While routine services, statutory obligations as well as business-as-usual communication continue during a caretaker period, council’s communication will avoid partisan content or promoting the achievements of Councillors.
Councillors have a role in preserving public trust in Council during local government elections. What is permissible and not permissible activity by Councillors during the caretake period is outlined in the Election Caretaker Policy and supported by communication guidelines.
During a caretaker period:
- the Mayor will continue to act as the spokesperson for Council in accordance with section 27 of the Local Government Act, however operational media statements will be issued by the Chief Executive Officer
- Councillors may campaign on personal channels, but must not repurpose any council content nor imply council endorsement
- Councillors will not be able to use council channels or employees to produce or place opinion pieces or letters to the editor
- City of Clarence will continue essential community events but will not platform Councillors for keynote roles or promotional speaking slots that could offer one an individual an advantage
- Councillors must not, using council channels, publish campaign messages, endorsements or publicise themselves in a way likely to influence voting (for example: “vote for me because…” or comparative claims)
- City of Clarence’s Manager Communication, Media and Engagement will review content for neutrality.
The key policies and procedures during caretaker period are:
Use of the City of Clarence logo and branding
The City of Clarence logo and visual identity are important corporate assets that help ensure our communications are professional, consistent and easily recognised by the community.
As a Councillor, you may be provided with approved templates, branding materials and communication resources for use when undertaking official City of Clarence business. The City of Clarence logo should only be used in accordance with our branding requirements and relevant policies.
You should not use the City of Clarence logo or branding in a way that could imply endorsement of a personal opinion, political campaign, election material, external organisation or activity that has not been formally approved.
If you require access to approved branding materials or are unsure whether a proposed use of the logo is appropriate, please contact the CEO’s office for advice before publication or distribution.
Consistent use of our branding helps protect our reputation and the City of Clarence brand, and ensures the community can clearly identify official communications.
City of Clarence has a logo policy which details the appropriate use of the City of Clarence logo and Council Shield. This policy is currently being reviewed following the registrations of City of Clarence as Clarence City Council’s business name.
See Use of Logo policy.
