Find the right council
"We imagine, though, that the diffusion of responsibility kicks in here, with the net result being that motorists think someone else will already have reported the gaping chasm in the road, thus it doesn't actually get reported."
The main problem I've found is getting a report to the right council, if you report to borough and it's county they tell you to report it to county and vice versa. Each road and path can be either (or even parish), so it gets exhausting trying to report. Even using something like Love Clean Streets to make things quicker results in lots of "not us mate" replies from councils.
That is if the council will even entertain fixing or sorting the issue, I have a rather lengthy "get lost" email from county stating they don't care enough to deal with a problem because residents won't let them and that would mean they'd have to put in effort.