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The Secret to Successful Public Consultations


The Secret to Successful Public Consultations

Public consultations can be tricky. The message you want to send might not be the message your audience cares about. It’s not just about the content – it’s about the style, format, timing, and channel that resonates with them.

Take the incorporation of Ports of Jersey as an example. While the overarching benefits of incorporation (like moving from political to commercial management while staying government-owned) made sense to us, that wasn’t what stakeholders wanted to hear. Boat owners, the Aero Club, and tenants didn’t care about the big picture—they wanted to know one thing: “How will this affect *me*?”

Another challenge is the sheer volume of information. You might have pages of research, reviews, and reports explaining every detail. But let’s face it—most people won’t read it. The general public consumes information through short news pieces, social media snippets, or headlines. Lengthy, dense documents won’t engage them.

If you want your message to land, take inspiration from political campaigns: clear, concise sound bites, delivered to the right audience at the right time, through the right channel, and in language they understand.

Here’s the truth: If your communication is too heavy, hard to find, or difficult to understand, people will fill in the gaps themselves—with speculation. And speculation is rarely positive. The absence of clear information fuels rumors and distrust. Even with bad news, it’s better to address it head-on and control the narrative than to let others write the story for you.

The secret to effective consultation? Targeted, relevant messaging. Speak directly to your stakeholders’ concerns, in their language, and on platforms they trust. Fill the information void, or risk losing control of the conversation

Top Tips for Public Engagement

1. Message Size
Keep it short and punchy. A clear, concise message is more likely to stick. Avoid jargon and lengthy explanations. Aim for headlines, not essays.

2. Content
Focus on what matters to the audience. Answer their key question: *“What’s in it for me?”*
Break complex ideas into relatable, easy-to-understand points. Use visuals like infographics or videos to simplify dense information.

3. Timing
Deliver your message at the right moment. Tie communication to relevant events or milestones. Don’t overload your audience too early or too late—they’ll lose interest.

4. Channel
Go where your audience is. Use social media, newsletters, community forums, or press releases based on where your stakeholders are most active. Don’t rely solely on one platform.

5. Understanding Customer Groups
Segment your audience into groups (e.g., business owners, employees, tenants) and tailor your messaging for each.
Use surveys or feedback loops to understand their specific concerns and interests.

6. Hot Topics
Stay ahead of the conversation. Identify the issues people care most about and address those directly. Avoid letting them speculate or drive the narrative without your input.

7. Categorization
Prioritize messages based on urgency and impact. What needs to be addressed immediately? What can wait?
Use tiered communication: quick updates for broad audiences and detailed information for those who need it.

8. Engage, Don’t Just Broadcast
Open the door for feedback. Use Q&A sessions, polls, or town halls to involve stakeholders. When people feel heard, they’re more likely to engage positively.

9. Be Transparent, But Not Overwhelming
Share the information people need without flooding them with irrelevant details. A summary is often more impactful than a full report.

10. Monitor and Adapt
Track engagement metrics (e.g., social media responses, event attendance) to see what works and refine your approach. Communication is an ongoing process, not a one-off event.

Effective public engagement isn’t just about speaking—it’s about listening, understanding, and connecting with your audience in a way that resonates. Get the basics right, and you’ll earn trust and buy-in.