Keeping it Cymru.

Devolved politics first began when powers over the NHS were transferred from Westminster to what is now the Senedd. Further powers have since been devolved to Cardiff Bay to make new laws, create its own taxation and control its electoral arrangements. The new Infrastructure Bill is one of the latest examples of policy and a key pillar of delivering Welsh Government’s green priorities.

Devolution is a journey and not event and it’s likely that further powers will be extended to Cardiff over the coming years. The Senedd's recent vote to increase its members from 60 to 96 in time for the 2026 election is a significant move and highlights the need for specialist political expertise in Wales.

Talking the talk

What sets Wales apart is its distinct language and culture. Since the Welsh Language Act of 1993, public organisations are required to treat both English and Welsh languages equally. Beyond legal requirements, using Welsh in communications demonstrates respect and enhances engagement with the public.

For many people, Welsh is their preferred language, particularly in the north and west of the country. In these areas Welsh speakers make up around half the population, further enhancing how traditional culture and community cohesion are still intertwined. These areas are rich in resources, but respecting the history and heritage is paramount before developing any opportunities in them.

However, being a bilingual nation can present communication challenges. Directly translating English into Welsh often falls short. Crafting creative communications with a Welsh-speaking audience in mind can lead to more engaging and effective information.

Socio-economic sensitivity

Wales, a nation of just over three million people, consists of diverse communities spread across its 22 county councils. A number of characteristics and challenges influence successful engagement within these communities. One significant issue is the increasing north-south divide, largely due to inadequate transport infrastructure. There's a common perception that investment is predominantly concentrated within the M4 corridor, raising concerns about whether communities in the rest of Wales are left to fend for themselves in terms of ensuring their prosperity. This could explain why nearly 40 per cent of total employment is in the foundational economy - food, housing, health services and transport - and why social enterprises are thriving in north-west Wales, prioritising their communities.

Awareness of the socio-economic issues facing Wales is essential for clear and effective communications programmes. Some regions in Wales remain among some of the poorest in Western Europe, let alone the UK. Compared to the rest of the UK, Wales faces broad economic disadvantages, including higher electricity costs and a greater proportion of inadequate housing. For instance, the former slate community of Blaenau Ffestiniog pays the highest rates for electricity, despite having a 360 MW hydroelectric power station and a decommissioned nuclear power station nearby. Understanding these issues can ensure that messaging is sensitive and relevant to the Welsh context.

The media challenge

Reaching targeted audiences is increasingly challenging in Wales due to a lack of dedicated media. Competing with UK-wide media outlets is tough in the digital age. There have been calls for broadcasting to become devolved to increase Wales-specific coverage. Despite these challenges, some media thrive, such as hyper-local newspapers in many rural communities and new upcoming online platforms.

Communications in Wales call for an approach specially designed for the communities it targets. Taking language, culture, and socio-economic issues into account all contribute to an effective engagement plan. But above all speaking and approaching communities with empathy ensure that words land with meaning and clarity.