In this new series, we highlight impactful articles from our past. Every day, we’ll rewind to content contributed by our friends and members. Our website received more than one millions views in 2017 because of the unique insightful provided in these articles.
By Gary Conkling – LinkedIn and Twitter
Local government, unlike other levels of government, touches people where they live everyday. This may seem like a curse at times. It actually is an opportunity.
Proximity means local government officials don’t have to rely on polls and satisfaction surveys to know what their constituents think. They can walk around neighborhoods and shopping areas and ask people directly.
These don’t have to be idle conversations. Ask what’s on people’s minds. What about local government puzzles them? What questions would like answered? What information would they find valuable and how would like to receive it?
This real-life research can animate a strategic communications plan that centers on what citizens want and need to know. It also will highlight significant disparities in a community that require different information and different communications tools.
Designing communications that answer citizen and ratepayer questions fits the description of “Youtility,” the term coined by social media marketing Jay Baer. “Youtility is massively useful information, provided for free, that creates long-term trust and kinship.” It is a local government official’s wildest dream.
Unlike other forms of marketing or information distribution that pushes the “what” and “how much,” Youtility shows you “why” and “how,” according to Baer.
Youtility is the essence of citizen-centric communications, which in turn can be the foundation for a local government branding strategy based on citizen engagement.
Useful information extends beyond meeting agendas, local official bios, community bulletin boards and policy highlights. It also can include visually interesting and shareable communications such as short how-to videos, special topic websites, engaging blogs and infographs that explain complicated topics.
Newsletters and main websites still have important roles, but they can be enhanced, especially when behavioral change is involved, by more dynamic channels like social media or twists on the familiar such as clever signage.
There should be room for citizen-generated content. In fact, integrating citizen-generated content into a website could become a popular feature that attracts repeat clicks.
Effective communications – in this case, communications that are useful – are more important than ever as a way to rebuild trust. Local government has a built-in advantage in the trust game. It is close by, not far away. But local government has to act like a good neighbor to be regarded as a good neighbor.
All this sounds fine, except many local governments are strapped for resources. Many don’t have staff positions designated for communications. Most don’t have the money to pay for outside consultants.
This is shortsighted thinking. Communications shouldn’t be viewed as a staff position or just another department. Communications should be seen as part of everyone’s job – from elected officials to people who greet the public at a permit desk, from supervisors to line staff.
Local governments must shift attitudes. You aren’t in the local government business; you are in the service business. You may have captive customers, but you should treat them as people with choices.
Citizen-centric communications conform nicely with a service-first mentality. Everyone is part of the communications team. Communications becomes part of everyone’s jobs.
The recent success in California of creating civic pride in “golden” lawns as a sign of water conservation shows the power of communications-led strategies. Warnings and fines were less successful than finding a way to celebrate success stories by citizens. Communities conveyed their important message through citizen selfies on Instagram.
Communications tools continue to evolve. Websites and social media are relatively news tools and channels. Technology, especially the ability to shoot and edit videos, has turned a laptop into production board. It can seem daunting, but it also can be fun. Most important, it can be a collective activity.
Local governments already have direct contact with their constituents. They can have a rich interaction with their constituents by focusing on information with Youtility, communications with a personality and a voice that is authentic and inclusive.