Debates about the meaning of the Government’s Big Society plan highlight some fundamental communication challenges for its supporters.

The most pressing obstacle can be seen in recent survey results, which suggest that most people do not understand the what the Big Society stands for. This has led some critics to suggest that it is being used to shield big cuts, rather than represent a policy shift that puts local communities in control of their destinies. The CIPR is currently debating this issue with its members. The dilemma has led the Government-supporting Sun to acknowledge that David Cameron ‘still has a mountain to climb to sell the Big Society to baffled Brits.’

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