With cuts cutting deeper it's time to ask some deep questions of how to communicate them.
by Dan Slee
Are we better off saying the glass is half full? Or empty? Or pretending it's full?
That was the iconoclastic view of London Fire Brigade's head of comms Richard Stokoe.
Back at the annual LGComms Academy earlier in the year he spoke eloquently about the challenges the public sector is facing and his take on what it should do. We shouldn't pretend that things are fine when they're not, he says. Neither should it try and bea cheerleader for business as usual because business as usual is over.