As public expectations for accessible and responsive government communication grow, Public Information Officers (PIOs) face the critical task of ensuring residents feel informed, involved, and valued. One key factor for achieving this? Engaging with residents through the channels they prefer.

Resident-preferred channel engagement refers to the practice of communicating with residents using the platforms and channels they already favor and use regularly. Examples include email for regular updates, text messaging for urgent notifications, and postal mail for those without reliable internet access. According to recent survey findings in the PublicInput 2024 State of Community Engagement Report, engaging through familiar and trusted channels is increasingly seen as a standard expectation among residents. Using these trusted channels allows PIOs to bridge communication gaps, reduce information silos, and promote inclusivity in community engagement efforts.

For PIOs, aligning outreach with these preferences is essential to delivering information effectively, especially in emergencies or high-impact decision-making. This alignment is also a powerful way to show residents that their communication preferences matter—something that can lead to better response rates and stronger community relationships.

Next Step: Effectively reach residents via preferred channels, here’s how.

1. Analyze Audience Data to Identify Top Channels

Understanding which channels resonate most with your community is the first step. This may vary depending on demographics or regional factors, so analyzing past engagement metrics (like open rates, response rates, and participation data) can reveal where residents are already engaged.

As residents continue to raise their expectations for community engagement, we are seeing trends that demand effective, efficient, and accessible engagement options.  Findings from our report confirm that residents want to hear from government agencies and have their say. They are also setting higher standards for what constitutes effective engagement, including:

• Engaging through preferred channels such as email, postal mail, and text
• Prioritizing the protection of their personal information
• Receiving information in their language without having to ask for it
• Having open access to the information needed to provide input
• Connecting through trusted community groups and affiliations

2. Use Email for Regular Updates and Critical Communications

Email is a highly effective way to keep residents informed, especially for regular updates like newsletters, event invites, and policy alerts. Many residents check their email daily, making it a reliable way to reach people with consistent, timely information no matter where they are.

According to our survey, email remains the top choice for communication among residents, with 66% of English-speaking and 51% of Spanish-speaking participants preferring it for receiving important information. Its widespread use and ability to deliver detailed, well-structured messages make email an indispensable tool for government agencies.

PIO Engagement Tips

• Tailor messages to specific audiences: Personalizing emails helps messages resonate with residents, making them feel more relevant and engaging.
• Make emails easy to access on all devices: With residents checking email on various devices, this ensures they stay connected and informed wherever they are.
• Design visually appealing and concise content: Keep emails clean, brief, and easy to navigate, with prominent links to additional information.
• Use segmentation for targeted communications: Send tailored emails based on resident preferences and engagement history to increase relevance and impact.

For PIOs, incorporating email as a key part of their outreach strategy is crucial to maintaining consistent and effective communication with their communities.

3. Leverage Postal Mail for Inclusivity and Reach

Postal mail is a valuable tool for reaching residents, especially those without reliable internet access, ensuring everyone receives important updates and information. A physical letter or notice in the mailbox provides a tangible reminder that’s hard to miss, making it particularly effective for delivering time-sensitive information to all residents.

Despite the rise of digital communication, postal mail remains a trusted and reliable method for delivering important information, according to the report. This is reflected in the preferences of 56% of English-speaking and 46% of Spanish-speaking residents, who continue to favor traditional mail.

PIO Engagement Tips:

• Expand reach to underserved populations: Postal mail is a vital tool for PIOs to connect with residents who lack reliable internet access, ensuring your messages reach everyone, including those in digital gaps.
• Build trust with a personal, tangible approach: Sending physical letters or notices provides a direct, tangible connection that many residents trust, especially for important updates and sensitive information.
• Use postal mail for time-sensitive or high-impact information: For messages that need guaranteed visibility, like public notices, printed mail can be more effective than digital channels, making sure key information doesn’t get lost in the shuffle.
• Increase accessibility with multilingual mailings: Providing materials in multiple languages helps ensure your entire community feels included and informed.

While digital channels are essential, using postal mail strategically alongside online communication can help PIOs reinforce key messages, reaching residents where they’re most likely to engage.

4. Incorporate Text Messaging for Urgent and Real-Time Updates

Text messaging is becoming an increasingly popular choice for urgent updates and real-time notifications. Many residents already rely on SMS for weather alerts, traffic updates, and local emergency notices, making it a natural fit for sharing important information quickly—such as deadline reminders or other time-sensitive announcements.

Survey results from the report show that text messaging is increasingly favored for quick and direct communication, with 53% of English-speaking residents citing it as their go-to method. Similarly, 39% of Spanish-speaking residents also prefer text messages.

PIO Engagement Tips:

• Use SMS for emergency alerts, voting reminders, event notifications, and survey links: Texting is an ideal way to deliver time-sensitive information. Keep messages short, relevant, and provide clear instructions for any actions, like RSVPing or completing a survey.
• Keep messages clear and to-the-point: A short, direct message is easy to read and can cut through the noise, especially when residents are receiving texts alongside other digital communications.
• Segment audiences for targeted outreach: Customize messages based on resident preferences or previous interactions, such as sending reminders for events or updates to those who have expressed interest in specific topics.
• Make it easy to respond: For interactive messages, include simple instructions on how residents can reply or engage further, whether it’s a quick “yes/no” response or a link to more details.
• Balance text with other channels: While text messaging is highly effective, it works best as part of a broader strategy. Use it to reinforce critical updates you’ve already sent through email or postal mail, ensuring consistent messaging across platforms.

By integrating text messaging thoughtfully, PIOs can enhance their reach and responsiveness, helping residents stay informed and engaged in real time.

5. Track Engagement and Adjust Strategy Based on Feedback

Regular monitoring and feedback are key to keeping strategies effective. Use analytics to track engagement across channels and gather annual feedback on resident preferences to stay aligned with changing needs. A mixed-mode approach—combining email, SMS, and postal mail—ensures residents receive critical updates in the most effective way, building trust and engagement.

Residents expect government communication to be both accessible and responsive, and they are more likely to engage when their preferences are respected. By regularly reviewing data and making adjustments, PIOs can continuously improve engagement strategies and ensure they meet evolving community needs.

PIO Engagement Tips:

• Maintain Message Consistency: Ensure your messaging aligns across all channels for clarity and professionalism.
• Easy Opt-In/Opt-Out: Respect resident preferences by making it simple for them to opt in or out of communications.
• Protect Data Privacy: Reassure residents by prioritizing data security, especially with email and SMS communication.

Meeting residents on their preferred channels is one of the most impactful ways PIOs can increase public trust and drive engagement. By investing in multi-channel communication strategies, state and local governments can ensure their messages are heard, understood, and valued.

Get the Full Report: Discover the Latest Trends Shaping Community Engagement in 2024

Explore more insights from PublicInput’s 2024 State of Community Engagement Report to learn about residents’ rising expectations in community engagement, including new standards for privacy, language access and transparency. Discover how prioritizing resident preferences can improve your agency’s outreach and build stronger, more inclusive engagement strategies.

See the full report.

Return to Communicator