Preventative road maintenance plays a vital role in keeping communities safe and connected. It is also more cost-effective than simply relying on a reactive maintenance strategy. However, explaining its value to residents isn’t always straightforward. When a road appears to be in good condition, it can be puzzling to see it undergoing treatment, and without industry knowledge, many residents may question the need for early intervention.
To support local councillors in bridging this gap, the Road Emulsion Association (REA) has released a free communications guide. The resource is designed to help councillors clearly and confidently explain why preventative maintenance matters, highlighting how timely treatments extend the life of roads, reduce long-term costs, and minimise disruption for everyone.
Whether at a public meeting, online, or in direct conversations with residents, the guide provides practical tools and messaging strategies to make the case for proactive road care.
Cllr Tom Hunt, Chair of the LGA’s Inclusive Growth Committee, said:
“While many people across the country understand the urgent need for pothole filling, they are less likely to understand the vital role that preventative road maintenance plays as a cost-effective and more environmentally friendly way of preventing potholes from forming in the first place.
“This guide will help residents and all road-users to understand how short-term disruption from preventative measures can deliver long term benefits for their communities. It complements the LGA’s own recently published guide aimed at helping councillors drive productivity in their council’s approach to highways maintenance.”
The communications guide is available to download now from the REA website: https://rea.org.uk/rea-releases-communications-guide-to-help-local-councillors-explain-preventative-road-maintenance-to-residents/
Kevin Maw, Consultant and Secretary of the Road Emulsion Association, said:
“Preventative road maintenance is one of the smartest investments councils can make.
“By treating roads at the right time, we extend their life, save money, and keep communities moving safely and efficiently. This guide is about giving councillors the confidence and language to explain that value clearly to residents.”
Notes to editors
The Road Emulsion Association represents all UK bitumen emulsion manufacturers. Established in 1928, the REA aims to influence policy, share best practice and keep members updated with recent academic research.
Futureproofing our local roads, is our campaign advocating for preventative highways maintenance methods such as surface dressing. You can find out more on the campaign web-page.
For press enquiries, contact Natalie Geraghty of Purple Tree Communications: natalie.geraghty@purpletreecomms.co.uk or 07563247887.
