Communication efficiency and openness are critical in our interconnected, fast-changing digital age, particularly between organisations and the media.

These communication channels are critical to ensure that information is disseminated to the public promptly and correctly. When this transmission fails, the entire community suffers.

Consider my recent interaction with Causeway Coast & Glens Council.

On September 19th 2023, I contacted the council to enquire about potentially relocating the forthcoming Coleraine fireworks display from Rugby Avenue to the Ulster University.

It was a simple request for information about the reasons for the change. While I had hoped for a response by the end of the work day, I received a response within 30 minutes, stating that they "would endeavour to meet my response timescale". in which was 5pm that day.

However, hope quickly gave way to frustration. Two days went by with no follow-up information. As a result of the delay, I sent another email outlining how this council's approach to public relations issues looks to be unlike any I've encountered.

The second response stated that my inquiry was being handled by their 'Information Governance Team' and that I would be contacted "in due course." A team I looked for but couldn't find on the council's website. I was referred to a specific email address when I asked for more information on this team and their main contact.

Despite promises from the council that they always aim to meet deadlines and that they had recognised my request, my initial inquiry remains unanswered. An email sent to the provided contact, Andrea Hegarty, (Information Governance) also remains unanswered.

The crux of the issue is that in today's digital economy, timely and honest communication is not a luxury but a need. While organisations such as Causeway Coast & Glens Council may get many inquiries, timeliness is critical to sustaining trust.

Ignoring or postponing responses undermines the cornerstone of good public relations and community participation.

Being heard and understood is half the battle to serve the public interest. The second half of the equation is listening and responding.

As of Saturday 23rd September - No response.