Message Matters: Making a Change? Make Sure Effective Communication is Part of the Plan
By Don Reeder
The work of city government frequently involves policies and projects with potential for changes that impact residents. Some of these changes could affect the entire community.
Change can take a variety of forms. For some cities, change could mean receiving public safety or other emergency services from another city’s police department, or perhaps even from the county sheriff. For others, a new city community center or recreational center could change the types and volume of services provided for a city’s senior or youth population.
Change could involve the hiring of a new person in a city leadership role. Or it could mean the opening or closing of a new city enterprise operation, like a municipal golf course or liquor store.
These potential frustrations can be minimized through better communication. City officials should make sure that residents understand how public meetings are managed. Be clear about when residents are permitted to speak, and when city councilmembers are allowed to verbally respond.
City officials should clearly communicate to their residents the difference between a routine council meeting and a work session. For example, the latter allows no forum for feedback and response. Additionally, in any type of meeting, the city should communicate to residents and other attendees what next steps are for continued discussion and decision-making about any specific change.
Effective communication of changes—small or large—is critical to helping your residents understand any new program, project, or initiative. Residents facing change need to have confidence that the city’s decision-making process is transparent, thoughtful, and competent.
Communication to residents could come from many sources, including a city newsletter or the city’s social media sites like Facebook, Twitter, or YouTube. Personal communication via venues such as one-on-one meetings with residents, speeches to neighborhood groups, and cityorganized events—council meetings, committee gatherings, town halls meetings—are also effective for communicating change.
When considering the tips that follow for your individual communication efforts, first take some time to think about your city’s policies regarding appropriate spokespeople and messaging when talking about city business. Be clear about intent: are you speaking on behalf of the city, or stating your own views as an elected official? Establishing such clarity will help to avoid confusion among audiences. Sources of frustration for residents
During the process of public debate and dialogue about changing policies or initiatives, there are at least three identifiable root causes of resident frustration: • A misunderstanding about city government processes, and feeling alienated because of that. • Not being listened to, or feeling like voices are not heard. • The appearance of inactivity or indifference among city officials on an issue of importance. 28
Be personally prepared
Regardless of where you stand on a particular issue related to change, it benefits you as a city leader to understand and be prepared to discuss both sides and all options related to a proposal or policy decision. At a minimum, be prepared to discuss: SOUTH DAKOTA MUNICIPALITIES
