BACKGROUND
Key Communication Channels with Untapped Potential Among Residents
Over the past three years, we’ve asked residents their preferred channels for receiving information from their local government. While email and postal mail still show up as the top two choices, this year was the first year we saw a top three preference for text messaging (SMS).
5 in 10 English Speaking Residents Prefer Text Outreach
EMAIL REIGNS SUPREME
The most widely-preferred outreach method? Meet them in their inbox.
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. Emails can be tailored to specific audiences, allowing for personalized communication that resonates more effectively. Additionally, the convenience of accessing email on various devices ensures residents stay informed, no matter where they are.
For agencies, incorporating email as a key part of their outreach strategy is crucial to maintaining consistent and effective communication with their communities.
POSTAL MAIL IS STILL RELEVANT
Next best method to get the word out? Deliver it to their doorstep.
Despite the rise of digital communication, postal mail remains a trusted and reliable method for delivering important information. This is evident from the preferences of 56% of English-speaking and 46% of Spanish-speaking residents, who continue to favor traditional mail. The physical presence of a letter or notice in a mailbox offers a tangible reminder that’s hard to overlook, making it an effective way to ensure that time-sensitive information reaches residents.
For government agencies, this means that postal mail should remain a key part of any comprehensive outreach strategy, especially for communications that need to be seen by everyone.
THE IMPACT OF TEXT MESSAGING
The easiest way to cut through the noise? Send a quick text.
Text messaging is increasingly favored for quick and direct communication among English-speaking residents, with 53% citing it as their go-to method. Similarly, 39% of Spanish-speaking residents also favor text messages. This rising preference for text messaging likely stems from its immediacy and convenience in a mobile-first world.
As text messaging increases in popularity, it presents a valuable opportunity for governments to connect quickly and directly with residents. By integrating text messaging into their communication strategies, governments can complement traditional methods while ensuring they meet residents' evolving communication needs and preferences.
ACTIONABLE INSIGHTS
Mixed-Mode: Combine different communication channels to reach residents effectively.
While some channels are better suited for specific types of information, text messaging is particularly effective for delivering important updates quickly and reliably. By selecting the right channels for different purposes, governments can ensure that residents receive information in the most effective manner. This approach fosters stronger relationships and builds a more informed and engaged community.
Offering powerful engagement tools, PublicInput helps government agencies raise awareness and engage effectively across multiple channels. This multichannel approach ensures that critical information reaches all stakeholders, enhancing outreach efforts and promoting long-term community engagement.
Targeted Email Outreach and Newsletters: Create and manage effective email campaigns with centralized tools, ensuring targeted outreach and automated follow-ups.
Text/SMS: Text reminders, updates, or even simple survey questions using our text/SMS campaign builder.
Social Media: Integrate social media accounts, track comments, and create geo-targeted Facebook campaigns.
QR Codes: Place codes on postcards, mailings, and signs to track performance and identify which efforts generate the most interest and engagement.
Meetings: Provide flexible engagement options for public meetings, hearings, councils, boards, and commissions. Schedule and host meetings in-person, online, or hybrid.
Voicemail Hotlines: Add a hotline number to your project, and anyone who calls in will have their voicemail comments recorded and transcribed in the system.
By addressing residents' distinct needs and preferences, agencies can build lasting relationships through equitable engagement, ultimately strengthening public trust and ensuring that every voice is heard.
CUSTOMER SPOTLIGHT
North Carolina Department of Transportation enhances community engagement with a multichannel approach.
The North Carolina Department of Transportation (NCDOT), responsible for managing the state’s extensive transportation network, sought to engage with residents through a more personalized, multichannel strategy. Using PublicInput, NCDOT implemented a range of communication options to effectively reach and inform North Carolinians across various platforms.
PublicInput’s tools help NCDOT send tailored updates via texts, email, and surveys to keep residents informed about projects and traffic conditions. By leveraging multiple changes like local news, phone hotlines, and even print ads, NCDOT ensures timely communication and broad outreach across the state.
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Take action on the 2024 resident engagement trends.
Perspectives of 1,000 voting-aged residents across the United States.
