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Community Cohesion in the London Borough of Barking and Dagenham

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  • Matthew Wood
  • Julie Fowlie

Abstract

This paper discusses how the critical elements of ‘developing relationships’ and ‘understanding emotions’ within a social marketing framework can be used to influence local government strategy and communications aimed at improving community cohesion and addressing negative myths. Under New Labour, community cohesion became a national and local priority. This is a case study of how one local authority — The London Borough of Barking and Dagenham (LBBD) — has addressed this issue by taking a social marketing approach. The paper also briefly discusses the ‘tone of voice’ adopted by LBBD in response to extensive insight work before outlining an innovative staff training programme. Most frontline staff have now participated in this programme, and the authors are currently evaluating its effectiveness in improving communications and cohesion within the community.

Suggested Citation

  • Matthew Wood & Julie Fowlie, 2010. "Community Cohesion in the London Borough of Barking and Dagenham," Local Economy, London South Bank University, vol. 25(4), pages 293-304, June.
    • Handle: RePEc:sae:loceco:v:25:y:2010:i:4:p:293-304
    DOI: 10.1080/02690942.2010.498949
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    References listed on IDEAS

    as
    1. Ian Lings & Amanda Beatson & Siegfried Gudergan, 2008. "The impact of implicit and explicit communications on frontline service delivery staff," The Service Industries Journal, Taylor & Francis Journals, vol. 28(10), pages 1431-1443, December.
    2. Sung-Joon Yoon & Dong-Choon Choi & Jong-Won Park, 2007. "Service Orientation: Its Impact on Business Performance in the Medical Service Industry," The Service Industries Journal, Taylor & Francis Journals, vol. 27(4), pages 371-388, June.
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