April 30, 2025
Tomorrow we will know the outcome of the Mayoral elections for the West of England. One of the biggest criticisms from the regional business community has been the region’s lack of profile nationally, so what does the incoming mayor need to do to turn this perception around? We look at why strong communications and stakeholder relations are two boxes that the successful candidate must tick.
The introduction of metro mayors and Combined Authorities (CAs) has transformed the landscape of regional governance in England. Established through successive devolution deals since 2010, these institutions were intended to rebalance the UK economy, foster locally driven growth, and bring decisions closer to communities. The present government has also put devolution at the forefront of its plans for national renewal, therefore the new West of England Mayor will have an even greater role in the fortunes of the region.
Whilst statutory powers matter, the success of mayors often relies on less tangible qualities: narrative-building, media influence, stakeholder connectivity, political weight and personal branding.
Some metro mayors have become well known national figures, effectively leveraging their status to highlight regional needs and secure significant investment from central government.
So, what will make a Good Mayor for the West of England? How can they make the best case for their region?
Stand out and consistent regional branding and narrative
Firstly, there is a need for a stand-out and consistent regional narrative to establish a strong brand positioning for the West of England. A compelling story is required – one that not only speaks to regional capabilities, achievements and aspirations but fits within the national policy context. By creating such a narrative and consistently reinforcing it in the media and in all stakeholder engagement activities, the successful mayor will ensure the West of England is seen as essential to national growth, not peripheral to it.
High media visibility
High media visibility is hugely important to raise the profile of the new West of England Mayor and the region. Our business community always brings up the absence of coverage in tier one national media as a weakness of the region.
Strong media visibility is essential for the Weston of England Mayor and the area they represent, because it amplifies the region’s voice at local, national, and international levels.
For the mayor, a consistent and strategic media presence enhances political influence, increases accountability, and allows them to communicate priorities, successes, and progress directly to the public, business community, inward investors and government. It plays a key role of putting the region on the national and international map, attracting investment, talent, and tourism by showcasing economic developments and opportunities, innovation, and cultural assets.
Top of the “to do list” for the new Mayor is the need to develop and execute a proactive communications strategy which sets out clear strategic objectives related to the ambitions of the region, the target stakeholders that hold the most influence and decision making powers, and ways in which we will tell and bring to life the West of England story and its USPs.
There is without doubt an untapped opportunity for the West of England to leverage national political priorities by drawing on relevant exemplar developments, achievements and initiatives in the region, as well as for the Mayor to have a strong share of voice on policy development which aligns to the needs of West of England.
Clear political strategy
A regional mayor must have a clear political strategy to effectively boost their region’s fortunes, drive long-term growth, and deliver meaningful change. A well-defined strategy provides direction, sets priorities, and aligns stakeholders around a shared vision. It enables the mayor to focus on key economic drivers – such as skills, transport, housing, and innovation – while tackling inequality and improving quality of life.
Clear political strategic leadership also helps secure investment by demonstrating ambition, stability, and a roadmap for delivery. It enhances credibility with central government, investors, and international partners, strengthening the case for funding.
In the absence of a coherent political plan, mayors risk fragmentation, missed opportunities, and a lack of public confidence in regional governance.
Strong stakeholder relations and collaboration
Engaging stakeholders – such as local authorities, businesses, trade bodies, community groups, and residents – ensures policies reflect the priorities of those directly affected. Such engagement and collaboration fosters trust and demonstrates openness, helping mayors build coalitions for change and to secure regional investment.
It’s crucial that a mayor works closely with key partners (academia, innovation hubs, business groups) to leverage expertise, unlock innovation, and drive forward strategies that have broad support.
Nationally, collaboration with other regional leaders, public bodies, and sectors will enable mayors to align priorities, share best practices, and build unified positions on national issues like transport, housing, and climate change. This collective and unified voice can influence central government decisions.
From an international standpoint, engagement is key to attracting foreign investment, building global partnerships, and promoting the region’s economic and cultural profile. A regional mayor has a global role by acting as the region’s ambassador on a worldwide stage to boost trade, tourism, academic partnerships and innovation opportunities.
Having a strong voice in the corridors of power in Westminster means regional needs are understood and therefore borne out in national policy. Political connectivity and collaborative relationships with ministers and departments supports smooth policy implementation and funding delivery.
Establishing a strong and authentic personal brand
As a regional figurehead and ambassador, a strong personal brand is vital for a metro mayor because it builds trust, authority, and recognition – within their region, nationally as well as internationally.
A strong and stand out personal brand can help build confidence, bring regional development-critical stakeholders together, and strengthen influence in Westminster and beyond. It also helps a mayor to cut through all the political and media noise and engender support for key regional developments. Being visible across media platforms – digital and traditional is essential to a strong personal brand, including conveying one’s own values.
The attribute of authenticity in political leadership is vital to effective stakeholder relations as it supports honest dialogue and therefore builds trust, credibility and emotional connection.
Learning from the best
So, who should the Mayoral candidates for the West of England be looking up to regardless of political allegiance. Whilst they will have their own ways of doing things, they could also learn a lot from those who have been there and done it, and still doing it.
Andy Burnham, the Mayor of Greater Manchester has made the region a symbol of effective devolution. Leveraging his experience as a former Cabinet minister and a skilled communicator, Burnham regularly uses the national media to articulate Greater Manchester’s ambitions.
His high-profile run in with Westminster during the COVID-19 pandemic heightened his national stature and put regional inequality on the public agenda. His media attributes, and his ability to set out a clear regional identity have resulted in policy wins and funding.
Ben Houchen, Tees Valley Combined Authority Mayor, has built his success on political alignment and regeneration storytelling. He has closely tied the Tees Valley’s narrative to successive national government ambitions, particularly the former’s focus on levelling up as well as green energy, and post-industrial revival.
His strength lies in his ability to package big, symbolic projects into media-friendly, government-aligned messages.
The focus of Andy Street, who served as the Mayor of the West Midlands between 2017-24, was on building private sector partnerships and creating a business-led case for investment. The strategy of the former John Lewis Managing Director was very much about building confidence in the region’s delivery capability and economic potential, an approach that resonates in Whitehall.
So, when casting your votes for the new Mayor of the West of England, think about who is best placed when it comes to communications and stakeholder relations to ensure that the region gets the profile it deserves to support its future ambitions. Good luck to all the candidates and may the best person win.