Engaging the public: English local government organisations' social media communications during the COVID-19 pandemic.

Communication has played a critical role during the initial response to the COVID-19 pandemic, and communicators have had a particularly difficult task in persuading different types of audience to comply with ever-changing regulations. Local government organisations play a crucial role in recontextualising the national messaging for a local audience and encouraging the public to comply with regulations. This paper investigates local government organisations' (henceforth LGOs) engagement strategies in COVID-related posts on social media.