Interested in learning how to build better relationships with citizens through effective citizen communications? Elspeth Bond, Marketing Executive at Synertec Ltd, guides us through this process
Local councils are crucial in strengthening trust and relationships with their citizens through effective citizen communications. By combining digital and physical channels, councils can engage with all residents, gather valuable feedback, and enhance transparency. From sharing updates on waste services to unveiling development projects and financial changes, local government communications span a broad spectrum of topics.
In alignment with sustainability goals, many councils are transitioning to digital and paperless communication methods. As stated in the Local Government Association (LGA) delivering local net zero webpage, ‘nearly two-thirds of councils in England aim to be carbon neutral 20 years before the national target in 2050.’ This involves the reduction of paper and embracing online platforms for newsletters, alerts, and notifications. By doing so, councils are not only minimising their environmental impact and consequently saving money but also streamlining their citizen communications processes.
However, not all citizens have access to or prefer to use technology to receive their correspondence, so paper and other accessible communication formats are needed to avoid digital exclusion. Failure to reach all residents can lead to decreased engagement, misinformation, and diminished accountability of a segment of citizens.
Citizen communications preferences
Understanding citizen communications preferences is key to creating impactful engagement strategies. By collating data on how citizens and businesses prefer to receive information, councils can tailor their communications effectively. Giving residents more control over how they are contacted will improve relationships and resident involvement.
According to Localgov, individuals tend to favour receiving pertinent information directly rather than actively seeking out online services. ‘People don’t interact with online services in this way; in fact, they prefer that the information they need comes directly to them. For example, receiving an email alert about changes to bin collection days.’
Multichannel citizen communications
Multichannel citizen communications have become extremely important due to the varying demographics of any local authority’s area. A recent report by the LGA showed that 37% of participants found out new information on their local council via social media channels, and 58% found this information through printed materials such as leaflets and public notices. 52% found that they received further information through local media, such as newspapers and the radio, showing the breadth of effective communication methods.
In fact, 2% of participants stated that they did not find out any information from or about their council, which would suggest that they have not yet found the most effective channel to reach them, or perhaps their own specific individual needs are not being catered for in their communications. However, this 2% has stayed consistent from 2023 to 2024, while there has been a 4% increase in people digesting physical printed materials and a 3% increase in those engaging with social media.
This would suggest that the multichannel approach can work, but it will also rely on how frequently local councils choose to interact with their citizens and whether this is having a meaningful effect on building a trusted relationship between the sender and the recipient. The most important focus here is not to be reactive and miss key methods of communication but to step back and focus on the council’s long-term objectives.
Taking a more strategic approach to communications involves increasing the frequency and consistency of citizen interactions. Councils are now implementing more regular touchpoints, such as monthly newsletters, community workshops, and feedback sessions, to keep residents informed and engaged.
By having a clear communication plan, councils will enhance visibility and accessibility, build a stronger presence within the community, and increase awareness of their roles and responsibilities. This strategic approach fosters a sense of connection and understanding, enabling citizens to better grasp the council’s initiatives and priorities.
Leverage digital and physical communications
In conclusion, local councils actively leverage digital and physical communications to build trust and relationships with their citizens. By adapting to citizens’ preferences, meeting sustainability goals through digital transformation, and adopting a strategic approach to engagement, councils enhance transparency, foster community involvement, and strengthen the bond between local government and residents.
This work is licensed under Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International.
