By: Kimberley Henderson, Contributing Author
If you work in government communications, your job is to communicate some sort of change to your citizens to help advance either policy or project objectives. Examples could include the construction of a homeless shelter, parking restrictions or recycling limitations. Change is not always easy, and it’s even harder if your citizens don’t agree with the change your government is implementing.
Understand how this change affects your citizens
Before you start creating your content, talk to the people in your communities who will be affected by your policy or project. Listen for how it will affect their lives and what their issues are with it in the context of public health, the economy, and their family. As a civil servant who may live in a different neighbourhood – even just a few streets over – you may have a different perspective that is very different from those who are affected by your government’s decisions.
During these conversations, consider what partnerships you may want to build and also find out how your citizens get their news and information on a regular basis. This information will help you determine your communications channels and tactics when completing your communications planning.
Help them become experts
Many people recognize that today’s world is not static, and that they stay relevant and valuable by seeking wisdom and knowledge. Help your citizens become experts on your topic so they can easily understand it and share with others. You can do this by developing content that “teaches” your audience about the topic using a friendly narrative.
Explain your information using clear language, as opposed to using technical jargon or an academic style that many won’t connect with. Keep in mind that some of your citizens may have a low level of education, a cognitive disability or still be learning your country’s language. Be sure to provide contact information in case anyone has questions.
Provide the information in a bite-sized format
Even though we are still in a pandemic with many staying close to home, people still have a limited amount of time and attention span. Don’t try to share everything at once as people won’t be able to take it all in. Consider sharing the information in three parts, using the communication channels preferred by your audience. Here’s an example:
- Part 1: A brief definition of the topic in three to five points
- Part 2: A real life story of an individual or family similar to your target audience to make your topic relatable to their own lives, and also so they can see the benefits of the change
- Part 3: A demonstration of how the community associates with the topic and what is critical
Empower them as citizens
Throughout your series of messages, be sure to tell citizens what action they can take. Not only does this information empower your citizens, but it helps direct them to what they can do to create real, meaningful change in their own communities. In turn, their actions support your initiative and help move it forward.
Communicating government changes to citizens is not always easy, but taking the extra effort to listen to your citizens and teach them to become experts will help you implement your new policy or project more efficiently.