INTRODUCTION
For newly elected officials of municipalities, effective communication is one of the most powerful tools at your disposal. It can help you build trust, demonstrate leadership and gain community support for your initiatives. Strong communication strategies can lead to smoother policy implementation, increased public participation and higher resident satisfaction.
Here is a communications guide for newly elected officials of municipalities.
USE MULTIPLE CHANNELS TO COMMUNICATE WITH CONSTITUENTS
Make sure to follow your municipality’s policies and procedures in all outreach efforts. Familiarize yourself with existing guidelines, approval processes and legal requirements before engaging with the public. Also, respect established chains of communication within your municipality and consult with your municipal administrator when uncertain about proper procedures.
Here are potential communications channels you can use, depending on your municipality’s guidelines:
- Maintain an official webpage (e.g., through your municipality’s website) with up-to-date information, typically in the form of a blog. Also, include a sign-up form for your e-newsletter or the municipality’s official e-newsletter on your webpage.
- Send email newsletters regularly–usually 1-2 times per month–to keep constituents informed about important announcements and events. The newsletter doesn’t have to be long, perhaps 3-4 articles, many of which can link to announcements published on the municipality’s website.
- Use social media for two-way communications with your constituents. For example, ask questions and set up opportunities for residents to provide you with feedback. Also, do not repost everything from the municipality’s social media account; rather, use your best judgment for the information you really need to call out.
- Traditional media channels also can be effective. That may mean accepting or seeking opportunities to do interviews with your local media or writing op-eds to communicate your policy positions.
- Supplement digital and media outreach with direct constituent interaction. This could range from hosting regular town hall meetings where residents can ask you questions to establishing “office hours” in different parts of your neighborhood. Another example is to attend community events to maintain visibility and personal connections.
In election season, make sure that you are not using the municipality’s official channels (e.g., their e-newsletter account or website) for campaigning purposes.
USE APPROVED KEY MESSAGES OR TALKING POINTS
Generally, your municipality should be developing key messages for every initiative. Make sure to use them in your communications so that there is consistency in the messages that residents receive. For example, these messages should be included in social media posts, media interviews and e-newsletter articles.
If no key messages are available, you should create them. Make sure they relate to your municipality’s strategic objectives and use plain language instead of government jargon.
KEEP STAFF IN THE LOOP
Keep municipal staff informed regularly of your communications efforts to ensure that the right messages are delivered in the right way to the public. You want to make sure that you don’t inadvertently say the wrong thing or release information too early.
At the same time, notify the staff about what you’re hearing from your constituents, since you are a conduit between the municipality and its residents. Let residents know that their feedback is being heard.