INTRODUCTION
If there’s ever been a new development, road project or utility project near your home or office, chances are you’ve received some sort of invitation to attend a neighborhood/town hall/open house meeting to learn more about the project and possibly provide your input. That’s one form of what’s known as public engagement or public involvement.
Public engagement and involvement fall under the broad umbrella of public relations. Like everything else in the category of PR, public engagement and involvement tactics have evolved over the years. Let’s discuss what they look like in 2022.
TO PRINT OR NOT TO PRINT?
Do you still need to send a postcard or letter to all the residents and businesses in a certain geographic radius from the project? The answer is yes, mainly because you need to cover all your bases in terms of stakeholder outreach. In other words, don’t assume you can reach every resident or business owner through, say, email.
The good news is that direct mail is not a waste of money. The U.S. Postal Service says that 42 percent of recipients read or scan their mail pieces. All you need is for someone to glance at the direct mail piece before they throw it away. In that time, they become aware of your project, and those that care will read in further detail. Consider adding a QR code that recipients can scan to access your website.
CREATE A PROJECT WEBSITE
Speaking of websites … you need a repository where information is stored and can be accessed at any time, and that is the main purpose of your project website. On it, you should include your project announcement, project updates (e.g., in a blog section) meeting dates, milestone dates, fact sheets, diagrams, exhibits, maps, 3-D renderings, videos from your drone and newsletters.
The thinking is, a stakeholder can get involved in the public information process at any point in the timeline and still be up-to-date. If your project is a residential or commercial development, then after the project gets approved, you can convert the website into a marketing tool.
HOST HYBRID MEETINGS
As much as we complain about virtual meetings, the public has gotten used to them. In terms of public involvement, virtual meetings can be more convenient for your stakeholders to attend. Make sure to use a presentation mode with your software so that you don’t awkwardly have everyone’s face show up. For example, you should use Zoom Webinar, not the regular Zoom.
In addition, you should be prepared to use online meeting software that is better suited for public engagement, such as Remo or Airmeet. In these cases, your attendees can move around to different tables, each of which hosts a discussion on one particular topic (e.g., land use, traffic, environment, etc.).
If your local ordinances allow it, then you should still have an in-person component of your public engagement meeting (that means you’ll be online and in-person simultaneously). There are still stakeholders who prefer to see printed displays and ask questions in person. In smaller towns, the meetings also typically serve a secondary purpose of a social gathering for residents.
USE ORGANIC AND PAID SOCIAL MEDIA
Facebook is the primary platform you’ll need. You can add your events to the page and provide timely updates. However, it is important to note that you should expect stakeholders to use Facebook to ask you questions. Thus, you’ll need to monitor the page regularly and be ready to address negative comments.
Facebook ads are a cost-effective way of reaching stakeholders, especially ones contained in a geographic region. You’ll likely match or surpass the reach and impressions that you could with other push marketing tactics. Use Facebook ads to make the public aware of your project and how they can provide their input.
PERFORM MEDIA OUTREACH
Having a media relations strategy has not changed in 2022. You’ll still want to use earned media coverage to reach stakeholders with your key messages, especially if your project is considered controversial. In addition, be prepared to meet with editorial boards and/or address negative letters-to-the editor.