Building an Effective Community Engagement Communication Strategy

Communication is the foundation of successful community engagement. Without clear, accessible, and consistent communication, even the best-designed engagement processes will fail to reach their intended audiences or achieve meaningful participation.

This guide will help you develop a comprehensive communication strategy that builds trust, reaches diverse stakeholders, and supports your engagement objectives.

Why Communication Strategy Matters

A well-designed communication strategy ensures that stakeholders know about engagement opportunities, understand how to participate, receive regular updates, and see how their input influences decisions.

Poor communication leads to low participation, mistrust, and stakeholder frustration. Good communication builds credibility, increases participation, and demonstrates transparency.

Key Elements of an Effective Communication Strategy

1. Clear, Jargon-Free Messaging

Your messages should be accessible to all stakeholders, regardless of their technical knowledge or education level. Use plain language, avoid acronyms, and explain complex concepts in simple terms.

• Write at a grade 8 reading level or below

• Use active voice and short sentences

• Define technical terms when they must be used

• Test messages with diverse audiences

2. Multiple Communication Channels

Different stakeholders prefer different communication channels. A multi-channel approach ensures you reach the widest possible audience.

Traditional channels include newspapers, radio, TV, direct mail, and public notices. Digital channels include websites, social media, email newsletters, and mobile apps. Face-to-face channels include community meetings, doorknocking, and information stalls.

3. Accessible Formats and Languages

Ensure your communications are accessible to people with disabilities and those who speak languages other than English.

• Provide translations in community languages

• Use large fonts and high contrast colors

• Provide audio versions of written materials

• Ensure websites are screen reader compatible

4. Regular Updates and Feedback Loops

Communication should be ongoing, not just at the start of engagement. Regular updates keep stakeholders informed and engaged throughout the process.

Establish clear timelines for updates, share progress reports, acknowledge feedback received, and explain how input is being used.

Developing Your Communication Plan

Step 1: Define Your Communication Objectives

What do you want to achieve through communication? Common objectives include raising awareness, encouraging participation, building trust, providing information, and reporting back on outcomes.

Step 2: Identify Your Audiences

Different stakeholder groups have different communication needs and preferences. Segment your audiences and tailor your approach accordingly.

Consider demographics, interests, communication preferences, influence levels, and barriers to participation.

Step 3: Choose Your Channels

Select communication channels based on your audience preferences, budget, timeline, and message complexity.

For broad awareness, use mass media and social media. For detailed information, use websites and newsletters. For personal connection, use face-to-face meetings and phone calls.

Step 4: Develop Key Messages

Create clear, consistent messages that can be adapted for different channels and audiences while maintaining core information.

Include project background, engagement opportunities, how to participate, timelines, and contact information.

Step 5: Create a Timeline

Plan when and how often you'll communicate throughout the engagement process. Include launch announcements, reminders, progress updates, and outcomes reporting.

Best Practices for Implementation

Build Relationships Before You Need Them

Engage with community leaders, media, and stakeholder groups before you need their help. Building relationships early makes communication more effective when engagement begins.

Be Transparent About Constraints

Clearly communicate what can and cannot be influenced through engagement. This manages expectations and builds trust.

Monitor and Adjust

Track your communication effectiveness through participation rates, feedback quality, and stakeholder satisfaction. Adjust your strategy based on what's working.

Common Communication Mistakes to Avoid

• Communicating too late or too infrequently

• Using jargon or technical language

• Relying on single communication channels

• Failing to provide regular updates

• Not acknowledging feedback received

• Ignoring accessibility requirements

Measuring Success

Track your communication effectiveness through reach metrics (how many people saw your messages), engagement metrics (how many people responded), and outcome metrics (did communication support your engagement objectives).

Use surveys, focus groups, and participation data to evaluate how well your communication strategy is working.

Strategy First

Effective communication is essential for successful community engagement. By developing a comprehensive strategy that considers your audiences, channels, messages, and timelines, you'll build trust, increase participation, and achieve better engagement outcomes.

Remember that communication is a two-way process. Listen to your stakeholders, respond to their feedback, and adapt your approach based on what you learn.

What’s Next

Once you've developed your communication strategy you should focus on the timing of your delivery.

Read the next guide: Planning a Community Engagement Timeline
Or return to the full overview: How to Write a Community Engagement Plan