Leaders in local government understand the importance of public awareness and buy-in to achieve their objectives, from expanding services and building infrastructure to passing bond referendums. At the same time, residents want information about these initiatives, and they expect to find it as easily and quickly as they do when engaging with any other online organization.
If they can’t, even the most well-planned municipal projects can fall to miscommunication or misinformation. I’ve seen it happen firsthand as a city council member in Washington state when a group I call the “Facebook 40” — a highly vocal collection of community members — successfully used social platforms to derail one of our community parks’ projects. Miscommunication and lack of operational transparency between local leaders and residents led to the project, which was desperately needed, falling through. Clearer guidance, overcommunication, and a better understanding of resident concerns before putting the measure on the ballot could have helped avert the entire situation and garner the supermajority of votes it needed to pass.
This serves as a valuable reminder that I often share with other leaders. To accurately represent your initiatives in the public sphere, local governments need to win over the “Facebook 40” — and everyone else — by meeting residents’ high bar for clear answers online and immediate engagement from their local government.
Become the Trusted, Go-to Source for Accurate Information
Local governments should adopt a strong, digital-first communications strategy that shares information in an organized way and makes it easy for residents to find the answers they need, from meeting minutes to project documents and forms. An accessible, user-friendly municipal website is key.
In fact, according to the latest Resident Satisfaction and Trust survey, 88% of residents who rate their municipal website as extremely or very easy to navigate report significantly higher levels of trust in their local government. Meanwhile, only 43% of residents report higher levels of trust when websites are difficult to use. Consider investing in a tool that audits your website and mobile apps to ensure they are accessible to individuals with disabilities. By prioritizing an accessible, user-friendly site, all residents can engage with local government, regardless of age, income or ability.
Identify Communications Gaps and Opportunities
Additional survey findings show that nearly three-quarters of residents engage with their local government online, and more than 80% prefer digital communication channels.
Still, no two communities are the same. I don’t recommend a one-size-fits-all approach. It’s important to survey or even talk to residents and find out what they’d like to hear more about, and where they struggle to find information or access services. Hold forums, canvas neighborhoods and HOAs, and ask for feedback on both digital and non-digital communication tools, from your website to your road signs.
Assess Which Other Tools Might Be a Good Fit
Once you’ve identified any gaps in your communications approach, consider proactive, multi-channel outreach tools. For example, mass notification systems through city apps allow governments to deliver both routine and emergency information, local news, construction and maintenance alerts, and routine updates on city services or utilities. 311 request management platforms give residents an easy way to report issues — through text, email or phone — with everything logged in one system. The non-emergency 311 system makes it easy for residents to inquire about trash pickup, report a pothole or utility issues, and address other challenges to everyday life while providing you with yet another engagement method. This centralized palm-of-the-hand approach can more easily promote operational transparency through visible and accountable issue tracking.
Win the Narrative With Clarity and Transparency
Whether through websites, mobile apps or text alerts, proactive communication from local governments helps demonstrate that leaders are serious about transparency and providing clear information to the public.
Local governments that invest in clear, accessible digital communication don’t just share information — they build trust, defuse misinformation, and set the stage for more satisfied residents and thriving communities.
Brenden Elwood is Vice President of Market Research at CivicPlus. He oversees the company’s resident and local government research and focuses on providing actionable insights and data to enhance resident and community engagement using accessible digital solutions. In addition, Brenden serves on the City Council of North Bend, Washington.
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