Digital-First Communications: Reaching People Where They Are

Above all, government’s mission is to serve and safeguard the public — with its different needs, preferences and resources — and agencies try hard to engage constituents in new and more effective ways. At one time, for instance, town criers shouted the news in village squares; eventually, agencies sent paper notices in the mail; and today, even small departments communicate via SMS message.

But effective outreach is about more than using modern technology. It requires a strategy — a “digital-first” approach that allows an agency to collect better constituent data and then tailor the agency’s messages to the right people at the right times. Digital-first outreach motivates people to act without drowning them in useless communication. And digital-first ultimately improves the customer experience (CX) while making agency operations more efficient and cost-effective.

“For years now, government has really approached digital as something additive, like adding websites as a digital front door… But digital-first communication is not just additive. It’s much more transformative,” said Angy Peterson, Vice President for Experience Services at Granicus. “It’s how government meets people where they are.”

In this video interview, Peterson explores the opportunities that a digital-first strategy offers. Topics include:  

• The connection between digital-first communications and CX
• Best practices for implementing a digital-first approach
• How digital-first outreach improves efficiency and cost savings