Straight Talk

The Public Does Listen

Konni Flynn

Citizens expect a lot. The public has expectations beyond efficient transportation systems, environmentally sensitive waste treatment, clean water and community facilities of which they can be proud. They want to be aware of, and part of, city projects that have an impact on their lives.

People inherently need to be assured their tax dollars are being used effectively and prudently. The want to know if projects will inconvenience them, limit access to their business or require changes to their property.

Too many times city officials have found themselves on the receiving end of hostile questions, complaints or even lawsuits. An effective way to keep the public informed and involved is through a well-planned and executed public information campaign.
Keeping the public better informed minimizes complaints and proactively addresses questions before they become contentious. And experience has shown the public does listen, and responds favorably.

Effective campaigns go beyond public meetings. The best communicate on multiple levels, from door hangers to statement stuffers, from media stories to project web sites.

Of course, it is essential to keep city administration up to date on project progress and issues. They are accountable to the public and understandably hate to be blind-sided. Any communications plan must take a proactive approach to make sure officials are well-informed and able to field questions from their constituents.

Public meetings are, of course, a tried-and-true way to keep citizens informed and involved. But today cities are doing so much more. Many recognize delivering an effective, positive message to the public is important to enhance the city’s image in the public’s eyes. The public will develop its own image of the city based on both performance and communication. The goal is to be proactive in making that image positive, progressive, responsive and citizen-friendly.

Cities are using a variety of tools to achieve that goal:

Public opinion research to identify issues and concerns.

Clearly articulated, consistent messages.

Public meetings.

Frequently asked questions included in water bills.

Door-hangers.

Project information pages included on the city web site.

Consistent project signage.

Billboards.

One-on-one meetings with affected businesses.

Press releases with project updates provided to local media.
Some campaigns have taken a page from marketing and media relations professionals by creating their own brand. The goal is to keep the public informed, stay on message and avoid misunderstandings.

One municipality faced with an extensive water line improvement program developed a comprehensive public education/public relations plan. Elements of their branded “Water for Growth” program included development of a logo, creation of a frequently asked questions list, distribution of a bill stuffer mailed to all water users, development of a project web site, creation of consistent project signage with the program’s “Water for Growth” logo, extensive communication with stakeholders and, of course, public meetings.

Cities with comprehensive public communication campaigns enjoy a variety of benefits, including happily well-informed elected officials, reduced public confusion and misunderstanding and an enhanced, positive image of the city in the public’s eyes.