Ten tips for connecting with the public

When communities get on the same page about infra­struc­ture improve­ments, we can build a bright future together. Here are ten tips from CDM Smith’s commu­ni­ca­tions experts—spanning the water, trans­porta­tion and environment fields—to help you achieve meaningful community engagement on your next project.

1. Facil­i­ta­tors help everyone find common ground

Facil­i­ta­tors at public meetings can help the community work through challenges, then guide them to a solution. That starts with an open and honest dialogue. “Facil­i­ta­tion means boosting trans­parency so we can target a challenge directly,” says Irie Price, trans­porta­tion commu­ni­ca­tions specialist. Even before public meetings start, facil­i­ta­tors help get key partic­i­pants on the same page about the message to convey in the meeting.

Facil­i­ta­tors create in-person or virtual spaces to share thoughts and ideas. This helps the community express themselves freely. Facil­i­ta­tors can also serve as conductors to guide focused discussions.

2. Capture your audience’s attention with creativity

Creativity means more than making things pretty—it's a powerful tool to hook your audience.  Educational games for children, colorfully wrapped buses or clever text message campaigns are examples of engagement with a creative twist. Competing for public attention is tricky, and a simple black and white flyer won’t do the trick.

“It’s surprising how many different attempts you have to make to get a response. That can mean anything from physical postcards to QR codes, but you have to customize it to meet your audience where they are and get their attention,” says Autumn McNeill, water commu­ni­ca­tions specialist.

It’s surprising how many different attempts you have to make to get a response... you have to customize it to meet your audience where they are and get their attention."

Autumn McNeill, water communications specialist

3. Translate expertise for the community 

If you need input from your community, they first need to understand what you’re trying to tell them. Technical teams can benefit from a “translator” that interprets complicated terms into easy-to-understand language. “You can't expect your audience to respond to something that is not written to them. Information should be tailored to what they need, what they understand, and what they care about,” said Rose Hanson, water and envi­ron­men­tal commu­ni­ca­tions specialist.

A commu­ni­ca­tions expert serving as the bridge between technical experts and the public brings everyone together. “Technical meetings give me a better under­stand­ing of a project’s goals and what it takes to get there. Then on the flip side, public meetings give me an under­stand­ing for what the community wants. When you put those together, that’s where the magic happens,” McNeill says.

4. Use data to guide and improve your commu­ni­ca­tion  

Metrics are a useful tool, but they won’t help anyone if they’re stuck at the end of a report. Data can be a “pulse check” for the success of outreach efforts. “I've learned a lot from our engineers and planners. Tracking detailed outreach information and finding new ways to visualize it transforms how data and commu­ni­ca­tions can really talk to each other,” says Price. When water commu­ni­ca­tors reach out to the public about lead service line removal programs, they export data from leadCAST to create rich and informative graphics.

After gathering the data, ask, “How does this influence what we say to our audience, and how we say it? How can we apply the feedback we receive to influence not only our commu­ni­ca­tion materials, but the ongoing research our technical teams are doing?” Price says. For example, A/B testing is a useful tool to evaluate how different message styles resonate with your community.

Tracking detailed outreach information and finding new ways to visualize it transforms how data and commu­ni­ca­tions can really talk to each other.

Irie Price, trans­porta­tion commu­ni­ca­tions specialist

5. Invest in UX to build engagement and gather information

Simulations and pilot programs raise project awareness and motivate public partic­i­pa­tion. These hands-on trials help gather information on community priorities.

“User experience is that process of determining how the end user will actually go through this process, and what information they will take away. We want to find how we can make it easier for them,” says Price. Researching community demo­graph­ics helps improve UX by tailoring project design and commu­ni­ca­tion.

6. Be a champion for inclusion

When decision-makers ensure diverse voices are heard, the needs and perspec­tives of the community are more properly represented. This repre­sen­ta­tion means even more for those that haven’t been a part of the conver­sa­tion before. “We want to be equal, but we also want to be fair across the board,” says McNeill.

Creating an inclusive space for all backgrounds leads to better decisions on infra­struc­ture projects. “I think about customiza­tion and inclusivity, and they work hand in hand,” says Amy Livingston, trans­porta­tion commu­ni­ca­tion specialist. “We must better understand the communities, so we understand their oppor­tu­ni­ties and their barriers to engaging with us. Then we know how to create a resource that works for them.”