communication | ASPA Greater Cincinnati

This column was initially published in the PA Times on January 27, 2025

Back in September, I wrote a column titled “Ensuring Effective Internal Communication in Local Government,” which highlighted several reasons why internal communication is vital for effective service delivery in local governments. Now, let’s explore the equally critical subject of external or public communication.

Local governments play a crucial role in shaping the lives of their communities. How they communicate—both in crisis and during routine operations—can significantly impact public trust, engagement, and decision-making. This was never more evident than during the COVID-19 pandemic when clear, timely, and accessible communication became a lifeline for communities. As a Public Information Officer during that time, I witnessed firsthand how communication could either build bridges or widen gaps between governments and the people they serve.

The pandemic forced everyone, including governments, to rethink how we communicate—both personally and professionally. Digital platforms became indispensable as social media, websites and virtual meetings emerged as the primary tools for sharing critical updates. This rapid shift demonstrated the importance of governments communicating frequently, transparently and in accessible ways—not just during emergencies but as a standard practice for routine service delivery as well.

Understanding the Audience

Effective communication starts with understanding the audience. Local governments must identify the various audience groups within a community. Each group has different priorities, needs and expectations that require tailored approaches. Failing to understand the audience can result in messages that are ignored, misunderstood or even counterproductive.

Surveys, demographic data, and community feedback can be invaluable tools for creating detailed audience profiles. These profiles inform how, when, and where information should be shared. Tailoring communication strategies to meet these diverse preferences ensures that messages reach their intended audiences effectively.

Understanding the audience also involves ensuring cultural and language inclusivity. Translating materials into multiple languages based on community demographics is critical to reaching non-English-speaking populations. Moreover, using culturally sensitive messaging fosters inclusivity and trust. Accessibility considerations are equally important: providing information in formats suitable for residents with disabilities—such as audio updates for the visually impaired or simplified language for those with limited literacy—is essential for equitable communication.

By regularly assessing community needs and preferences, governments can refine their messaging to ensure it remains inclusive, accessible and impactful. This proactive approach builds trust and strengthens the relationship between local governments and their communities.

Leveraging Multiple Channels

To truly serve their citizens, local governments must embrace a multi-channel approach, leveraging traditional and digital communication platforms to reach diverse audiences.

Traditional methods like press releases, public meetings, bulletin boards and email newsletters remain valuable for certain population segments. At the same time, digital tools, especially social media, have proven to be powerful for rapid and broad outreach.

Websites are perhaps the most critical tool in a local government’s communication arsenal. They serve as the digital face of the organization and must be regularly updated, easy to navigate and accessible. A well-organized website should include key information about services, public meetings, local regulations and online services such as permit applications or tax payments. Citizens should be able to find what they need quickly and without navigating through an overwhelming maze of subpages or dense technical documents.

For maximum reach and effectiveness, local governments should invest in user-friendly technologies and analytics tools to track and improve their online engagement. By combining traditional and digital communication methods, governments can ensure that no segment of their community is left out.

Building Trust Through Consistency

Trust is the foundation of any successful relationship, and communication is no exception. Consistency is a key driver of public trust. Regular updates, even during times when there are no major developments, demonstrate commitment and reliability. When challenges or crises arise, governments must address public concerns honestly and promptly, acknowledging mistakes and outlining corrective actions. This transparency fosters credibility and strengthens the public’s confidence in their local government.

Consistency also involves maintaining a unified voice and tone across all communication channels. This ensures that messages are not only clear but also recognizable as coming from a trusted and authoritative source. Training communication teams to adhere to these standards is crucial for maintaining coherence and professionalism in external communication.

Measuring and Adapting

Communication strategies should never remain static. They must evolve based on feedback, results, and changing community dynamics. Analytics from social media, websites and surveys provide valuable insights into what works and what doesn’t. These data-driven approaches allow governments to refine their efforts and better meet the needs of their communities.

For example, if social media analytics reveal that posts with visuals receive higher engagement, governments can incorporate more infographics, videos and images into their messaging. Regularly reviewing and adapting communication strategies ensures local governments remain responsive and effective in their outreach efforts.

Fostering an Informed and Cohesive Community

Ensuring effective external communication in local government is no small task. Local governments can strengthen their relationship with the community and enhance public trust by understanding the audience, leveraging multiple channels, building trust through consistency and fostering inclusivity. In doing so, they create a foundation for more engaged, informed and cohesive communities.

This column was initially published in the PA Times on September 23rd, 2024

Internal communication is a topic that often comes up in my work with local governments nationwide. Why? Internal communication is the backbone of effective service delivery. Clear and effective communication enables collaboration and ensures staff work towards department or organizational goals. It also clarifies key policies, processes and responsibilities, empowering employees to perform their duties more efficiently.

The Importance of Being Well-Informed

Well-informed local government employees are better equipped to serve the public. Having reliable and useful information enables them to perform their duties more effectively and accurately. However, internal communication does more than streamline operations. It also can impact employee morale. Staff members who understand an organization’s mission and how their work contributes to it are often more engaged and motivated. Conversely, when communication breaks down, it leads to inefficiencies, delays and even mistakes.

One challenge that frequently arises is the tendency for individual departments to develop their own identities, isolating them from the rest of the organization. When this occurs, the flow of information between departments slows, causing ripple effects across the organization. This can result in fragmented or inefficient service delivery. Breaking down these silos requires deliberate efforts from leadership and staff alike.

The Role of Leadership in Communication

Fostering effective communication requires leadership. Local government leaders set the tone for open and inclusive communication and are responsible for creating a culture within their staff that encourages open dialogue. This culture cannot just be about sending emails and holding meetings. It should be about establishing a practice of proactive engagement. This can include everything from regular check-ins to creating opportunities for staff to voice their concerns and offer feedback.

One of the most effective ways to foster engagement is for leadership to engage with employees in their work environments. When leaders take the time to visit staff members where they are, whether in the field or their offices, it sends a powerful message: that every employee’s work matters and that their input is valued and appreciated. Face-to-face engagement can create opportunities for leaders to solicit real-time feedback, address concerns and incorporate front-line insights into decision-making.

Proactive Engagement Practices

Local government leaders can foster proactive communication and engagement in several practical ways. These include:

Process Improvement Teams: Form cross-departmental teams reviewing existing policies, procedures, and processes. These teams can recommend improvements, enhance communication channels and create opportunities for collaboration.
Regular Staff Meetings: Hold regular meetings that bring together all staff to introduce new ideas, provide updates and solicit feedback. These meetings create a unified voice within the organization and ensure employees are on the same page.
Lunch and Learns: These informal events can be used to share knowledge, train staff on new processes or discuss important topics. The relaxed setting fosters open dialogue and allows employees to ask questions and contribute to decision-making.
Staff Committees: Create committees composed of staff members from various departments to vet new ideas, discuss potential changes and make recommendations to leadership. This ensures that staff are actively involved in decision-making processes.
Open Office Hours: Encourage managers and department heads to hold regular office hours where staff can discuss issues, ask questions or offer suggestions. This provides a direct line of communication between leadership and employees.

Staff must also be made aware of how their feedback is being used. When employees provide input, managers and other leaders should close the communication loop by explaining how that input was considered and incorporated (or why it wasn’t feasible). This transparency fosters a collaborative environment where employees feel comfortable sharing their ideas and challenges.

Cross-Departmental Collaboration

Effective internal communication becomes even more critical in processes requiring multiple departments’ collaboration. For example, commercial and residential plan reviews often require input from planning, zoning, engineering, public works or other departments. Without clear communication between these groups, plans can get delayed, creating frustration for staff and the public.

To enhance cross-departmental communication, local governments can adopt practices such as:

Regular Cross-Departmental Meetings: Schedule regular meetings to discuss ongoing projects, challenges and opportunities. These meetings can help departments stay aligned and address potential roadblocks before they escalate.
Service Level Agreements (SLAs): Establish formal agreements between departments that outline communication and service delivery expectations. These agreements ensure everyone is on the same page and aware of their responsibilities.
Internal Newsletters or Bulletins: Develop a regular internal newsletter that updates department activities, upcoming projects and other important information. This will help keep everyone informed and reduce the likelihood of miscommunication.
Cross-Departmental Events: Host social or team-building events that bring together staff from different departments. These events can help break down silos and foster a greater sense of camaraderie.

By implementing these strategies, local governments can ensure effective internal communication that fosters collaboration, boosts morale and enhances overall service delivery. Effective communication isn’t just about sending messages—it’s about creating a culture where dialogue is encouraged, feedback is valued and everyone is working towards a common goal.