How to Best Communicate with the Public

In the first blog post, six aspects of public engagement were introduced.  These aspects draw from examples from the William D. Ruckelshaus Center (a collaborative policy and research center that facilitates the resolution of complex public policy challenges in Washington State and beyond) and the author’s two decades of research, training, and practice in public engagement and collaboration. The first aspect of public engagement is “The Mindset of Collaborative Engagement,” the second aspect is “Developing the Purpose of Engagement,” the third is “Identifying and Engaging Stakeholders,” and the fourth is Designing Effective Engagement Processes. Today, we will discuss the fifth aspect, “Communicating with the Public.”

Clear and transparent communication is the cornerstone of any successful public engagement process. Without it, even the most thoughtfully designed processes risk losing the trust and interest of participants. Effective communication ensures that the public understands not only the purpose of the engagement but also how their input will shape decisions and outcomes. In turn, this fosters a sense of partnership and accountability between public leaders and the communities they serve.

Whether it’s a small-town dialogue or a statewide initiative, clear communication helps build trust and sustain engagement over time.

1. Communicating Purpose and Role

Before engaging the public, it’s critical to articulate the purpose of the engagement clearly. People need to know why their participation matters and what role they play in the process. Are they being consulted for their opinions, actively involved in shaping decisions, or empowered to co-create solutions? Setting clear expectations not only enhances participation but also builds credibility and trust.

For example, a recent event began by explicitly communicating the purpose: to co-create actionable solutions. Participants were informed upfront about how their input would be used, which encouraged them to fully invest in the process.

2. Ensuring Accessibility and Inclusion

Effective communication must also be inclusive and accessible. This means considering the diverse needs of your audience, including language barriers, literacy levels, and access to digital tools. Use plain language to explain complex topics and ensure materials are available in multiple formats, such as print, online, and audiovisual content.

Use a combination of methods to ensure accessibility. This may include creating a website dedicated to a project, offering printed materials for in-person meetings, user friendly online platforms like Mural for virtual meetings, and sharing updates via email and social media. These efforts will ensure that a wide range of participants can access and understand the information, regardless of their preferred communication method.

3. Building Two-Way Communication Channels

Public engagement is not just about sharing information; it’s about listening. Leaders should create opportunities for two-way communication where participants can ask questions, share concerns, and provide feedback. By doing so, you create a sense of partnership and demonstrate that their voices truly matter.

Use interactive methods like facilitated discussions and feedback forms to capture participant input in real-time. Additionally, encourage participants to reach out to project leaders directly through email or phone to ensure ongoing dialogue even after the event concludes.

4. Using Multiple Platforms

People consume information in different ways, so it’s essential to use multiple platforms to communicate effectively. Social media, newsletters, public meetings, and websites can all play a role in keeping the public informed and engaged. Tailor your messaging to fit the platform—social media posts should be concise and visual, while newsletters can provide more in-depth updates.

Use social media to share quick updates and photos from events, while more detailed reports and resources can be housed on a project’s website. This multi-platform approach will ensure that stakeholders can stay informed in a way that works best for them.

5. Transparency and Accountability

Transparency is key to building trust. Share updates regularly and be clear about how public input is being used. If certain suggestions cannot be implemented, explain why. Demonstrating accountability helps participants feel that their time and effort are valued.

Create a standalone website to house reports, newsletters, and other materials that document the project’s progress. This transparency allows participants to see how their input is shaping the project and ensures accountability of all stakeholders.

6. Avoiding Common Pitfalls

Communication can fail when it becomes one-sided, overly technical, or sporadic. Ghosting participants—failing to follow up after an event or engagement process—is particularly damaging. To avoid this, public leaders should commit to regular updates and responsive communication, even if there’s no major progress to report.

7. Examples of Effective Communication

• During the development of an elected leadership institute, the project leader kept participants informed at every stage, from recruitment to post-program feedback. Emails, in-person meetings, newsletters, and virtual forums were used to communicate the program’s goals, schedule, and outcomes.
• At another event, a combination of pre-event materials, live updates, and post-event reports ensured that participants were informed before, during, and after the event. This approach reinforced the project’s commitment to transparency and kept participants engaged.

 Practical Tips for Leaders 

• Start Early: Begin communicating the purpose and details of the engagement process as early as possible to build anticipation and understanding.
• Be Clear: Use plain language and avoid jargon to ensure your message is easily understood.
• Stay Consistent: Provide regular updates throughout the engagement process, even if there’s little new information to share.
• Invite Feedback: Encourage participants to ask questions and share their thoughts, and make sure to respond in a timely manner.
• Follow Through: After the engagement process, share the outcomes and explain how public input was used.

By prioritizing clear, inclusive, and transparent communication, public leaders can create more effective engagement processes that foster trust and collaboration. Communication is not just a tool for engagement—it is the foundation for building lasting relationships between governments and communities.