The role of public relations in non‐electoral participative democracy: a case study examining the effectiveness of district assemblies within Tameside Metropolitan Borough Council

This paper is concerned with how local councils might bring about the renewal of local democracy, and in particular, to the extent to which public relations might contribute to the process of renewal. To begin, the public policy literature is reviewed to investigate the concept of participatory democracy and its application in the UK. The role of local government public relations is then discussed and to the extent to which the concepts of public relations and local public participation are linked. The paper then goes on to describe and critically evaluate one particular case where a public relations strategy was used to effect participatory democracy through local forums or ‘district assemblies’. In the case of Tameside Metropolitan Borough Council, district assemblies were found to be successful examples of deliberative forums in achieving participatory democracy. They were well publicised and encouraged participation, and people thought that they made a difference to their community. However, the research raised questions surrounding the extent of community representation at district assemblies (including the publics targeted); and inclusivity in the structure and organisation of the meetings. The case raised the issue of power inequalities which public relations efforts alone cannot resolve in the democratic renewal project. Copyright © 2003 Henry Stewart Publications