Ensuring Effective External Communication in Local Government

The views expressed are those of the author and do not necessarily reflect the views of ASPA as an organization.

By James Flick
January 27, 2025

Back in September, I wrote a column titled “Ensuring Effective Internal Communication in Local Government,” which highlighted several reasons why internal communication is vital for effective service delivery in local governments. Now, let’s explore the equally critical subject of external or public communication.

Local governments play a crucial role in shaping the lives of their communities. How they communicate—both in crisis and during routine operations—can significantly impact public trust, engagement, and decision-making. This was never more evident than during the COVID-19 pandemic when clear, timely and accessible communication became a lifeline for communities. As a Public Information Officer during that time, I witnessed firsthand how communication could either build bridges or widen gaps between governments and the people they serve.

The pandemic forced everyone, including governments, to rethink how we communicate—both personally and professionally. Digital platforms became indispensable as social media, websites and virtual meetings emerged as the primary tools for sharing critical updates. This rapid shift demonstrated the importance of governments communicating frequently, transparently and in accessible ways—not just during emergencies but as a standard practice for routine service delivery as well.

Understanding the Audience

Effective communication starts with understanding the audience. Local governments must identify the various audience groups within a community. Each group has different priorities, needs and expectations that require tailored approaches. Failing to understand the audience can result in messages that are ignored, misunderstood or even counterproductive.

Surveys, demographic data, and community feedback can be invaluable tools for creating detailed audience profiles. These profiles inform how, when, and where information should be shared. Tailoring communication strategies to meet these diverse preferences ensures that messages reach their intended audiences effectively.

Understanding the audience also involves ensuring cultural and language inclusivity. Translating materials into multiple languages based on community demographics is critical to reaching non-English-speaking populations. Moreover, using culturally sensitive messaging fosters inclusivity and trust. Accessibility considerations are equally important: providing information in formats suitable for residents with disabilities—such as audio updates for the visually impaired or simplified language for those with limited literacy—is essential for equitable communication.

By regularly assessing community needs and preferences, governments can refine their messaging to ensure it remains inclusive, accessible and impactful. This proactive approach builds trust and strengthens the relationship between local governments and their communities.

Leveraging Multiple Channels

To truly serve their citizens, local governments must embrace a multi-channel approach, leveraging traditional and digital communication platforms to reach diverse audiences.

Traditional methods like press releases, public meetings, bulletin boards and email newsletters remain valuable for certain population segments. At the same time, digital tools, especially social media, have proven to be powerful for rapid and broad outreach.

Websites are perhaps the most critical tool in a local government’s communication arsenal. They serve as the digital face of the organization and must be regularly updated, easy to navigate and accessible. A well-organized website should include key information about services, public meetings, local regulations and online services such as permit applications or tax payments. Citizens should be able to find what they need quickly and without navigating through an overwhelming maze of subpages or dense technical documents.

For maximum reach and effectiveness, local governments should invest in user-friendly technologies and analytics tools to track and improve their online engagement. By combining traditional and digital communication methods, governments can ensure that no segment of their community is left out.

Building Trust Through Consistency

Trust is the foundation of any successful relationship, and communication is no exception. Consistency is a key driver of public trust. Regular updates, even during times when there are no major developments, demonstrate commitment and reliability. When challenges or crises arise, governments must address public concerns honestly and promptly, acknowledging mistakes and outlining corrective actions. This transparency fosters credibility and strengthens the public’s confidence in their local government.

Consistency also involves maintaining a unified voice and tone across all communication channels. This ensures that messages are not only clear but also recognizable as coming from a trusted and authoritative source. Training communication teams to adhere to these standards is crucial for maintaining coherence and professionalism in external communication.

Measuring and Adapting

Communication strategies should never remain static. They must evolve based on feedback, results, and changing community dynamics. Analytics from social media, websites and surveys provide valuable insights into what works and what doesn’t. These data-driven approaches allow governments to refine their efforts and better meet the needs of their communities.

For example, if social media analytics reveal that posts with visuals receive higher engagement, governments can incorporate more infographics, videos and images into their messaging. Regularly reviewing and adapting communication strategies ensures local governments remain responsive and effective in their outreach efforts.

Fostering an Informed and Cohesive Community

Ensuring effective external communication in local government is no small task. Local governments can strengthen their relationship with the community and enhance public trust by understanding the audience, leveraging multiple channels, building trust through consistency and fostering inclusivity. In doing so, they create a foundation for more engaged, informed and cohesive communities.

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Author: James Flick received his Master of Public Administration from Northern Kentucky University, where he also serves as an Adjunct Instructor. He is currently a Senior Consultant with Raftelis, a local government and utility management consulting firm, and serves as the President of ASPA’s Greater Cincinnati Chapter.

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