South Yorkshire’s mayor has come under fire after revealing plans to spend nearly £4m on public relations as part of a £16m regional investment pot.
Oliver Coppard’s “Mayoral Delivery Fund” includes £2m to promote South Yorkshire to “visitors, investors and government”, and a further £1.98m for a project called “Telling Our Story”, aimed at “showcasing our assets, opportunities, rich history and communities.”
But the PR-heavy spending has sparked criticism, with some questioning whether it’s the best use of public funds. Writing on LinkedIn, John Yates said: “Great list. But nearly £4m on marketing? Spend it better on opportunities and equality.”
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Andy Jewell also raised concerns about accountability, asking: “What are the targets and the goals? What constitutes a successful investment of money and time?”
Karl Sample was more direct, asking: “Who thought spending 25 per cent of the ‘delivery’ fund on PR was a good idea?”
The communications budget sits alongside funding for several other initiatives, including £735,000 to tackle climate breakdown, £2.55m to boost literacy in pre-school children, £2m for transport shelter improvements and £1.44m to tackle health inequalities.
But not everyone was critical. Katie Ellis, director at Sheffield-based Thomas Flinn & Co Ltd, welcomed the focus on the region’s heritage.
“We’re 102 years old this year. Standing proud as the UK’s only traditional saw manufacturer. Sheffield is the reason we exist. This needs to be remembered.”
Lucy Nickson also supported the idea: “So many great assets that the region should shout loudly about!”
Responding to The Star, which broke the story, Mr Coppard defended the fund, saying it was designed to “invest where there is little or no funding but real potential to make a difference.”
He said: “We’re in a race with every other region in the UK and beyond and we want to do more to attract investment and tourism. The fund is a down payment on a wealthier South Yorkshire.”
Addressing concerns about climate funding, he said the £750,000 earmarked was part of a “bigger picture”, pointing to tens of millions already committed to buses, trams and clean energy. He also highlighted a pledge to plant 1.4 million trees and act on the findings of South Yorkshire’s Citizens’ Assembly on Climate.
The Star has asked the mayor to clarify the goals and staffing levels behind the PR campaign.
