By Don Reeder

The work of city government frequently involves policies and projects that can impact residents. Often these changes affect the entire community.

Change can take many forms. For some cities, it may mean receiving public safety or other emergency services from another city’s police department or the county sheriff. For others, a new community center or recreational center could alter the type and volume of services available for a city’s seniors or youth.

Change might also involve hiring a new person in a city leadership role. Or it could mean the opening or closing of a municipal enterprise, like a city golf course or liquor store.

Effectively communicating changes — small or large — is critical to helping your residents understand new programs, projects, or initiatives. Residents facing change need to have confidence that the city’s decision-making process is transparent, thoughtful, and competent. They also need to know the change will lead to positive outcomes for the city.

Cities can effectively communicate with residents through many sources, including newsletters, social media sites like Facebook, X, or YouTube, and personal interactions, like one-on-one meetings, speeches to neighborhood groups, and city-organized events like council meetings, committee gatherings, or town halls.

Be aware that if you don’t fill the information gap, someone else will do it for you. Rumors and misinformation can spread quickly and furiously. Work with your city’s administrative staff to share plans and procedures early, and to make it clear that the city is the most reliable source for information.

When considering the following tips 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 clarity will help to avoid confusion among audiences.

Sources of frustration for residents

During public discussions about policy changes or initiatives, at least three common frustrations arise:

• A lack of understanding about city government processes.
• A feeling that resident voices are not heard.
• A perception of inactivity or indifference among city officials.

These potential frustrations can be minimized through better communication. For example, city officials should ensure residents understand how public meetings — which are typical sources for news of coming changes — are structured and managed. Clearly explain when residents may speak and when city council members can respond.

Officials should also clarify the difference between routine council meetings and work sessions — the latter does not allow resident input. In any meeting, the city should communicate what the next steps are for discussion and decisions about specific change. Additionally, appoint an easily accessible contact person — available in person, by phone, or via email — who can answer questions or comments in a timely manner.

Organize your thoughts into key messages

Before delivering written or verbal communications, consider writing down your thoughts and organizing them into key messages. Key messages are statements that help tell your story, and the story of your city. They can help influence public perception, including what’s being said in newspapers and through word-of-mouth.

Key messages can help you to focus on your remarks, retain the attention of your audience, and increase the chance that your exchanges about proposed change remain civil and constructive.

When delivering messages, start with the benefits of a completed project rather than temporary inconveniences it might cause. Consider what is the reason for the change? What will be achieved despite short-term challenges — enhanced safety, cost savings, durability, weather or climate impact mitigation?

Be sensitive to the fact that the proposed change may impact some residents negatively. Acknowledge these effects, show empathy for those affected, and outline planned remedies for disruptions.

Engaging in personal conversation

In one-on-one discussions, use active listening to understand resident concerns and ensure they grasp your perspective about the proposed change. Active listening can involve several steps, including:

• Focus intently on the individual you are speaking with. Maintain eye contact and use gestures like head nodding. Pay attention to the speaker’s words and body language.
• Let them complete their thoughts before responding. Remember that sometimes they just need to vent.
• If something is unclear, paraphrase to confirm understanding.
• Use open-ended questions to encourage more detailed responses.
• Acknowledge feelings as valid; remember that every person is entitled to his or her viewpoint.

After the discussion, restate your understanding of the person’s concerns. Avoid hot-button language or politically charged terms. Above all, remember people may not always recall what you said, but they will remember how you made them feel.

Preparing for discussions

Regardless of your stance on a particular policy change, it benefits you as a city leader to understand and be prepared to discuss all options related to a proposal or policy decision. At a minimum, be prepared to discuss:

• Costs and timing, with their pros and cons.
• Who benefits and who does not from the change.
• What the change means to the entire community.

In your preparation, be sure to consider diversity in your community. Do you need to address any unique concerns they may have based on their age, race, ethnicity, religion, or economic status? Are there potential change outcomes in your community that might affect those audiences, but might not affect other residents?

Develop an elevator speech

When time is limited, prepare a concise “elevator speech” to communicate key points. An elevator speech is a clear, brief message that is typically delivered in 30-40 seconds, or the time it takes to ride from the top to the bottom of a building in an elevator.

According to the American Planning Association, a good elevator speech is:

• Engaging. You want the person listening to respond with “tell me more.”
• Memorable. Ensure they can repeat it when introducing you to others.
• Short. Limit the length of your speech.
• Simple. Avoid jargon, acronyms, or industry terms.

Practice proactive media relations

Don’t ever be shy about touting your city’s accomplishments. Develop a media relations strategy and contact reporters whenever there is good news to share, such as the opening of a new business or the addition of a K-9 officer to your police department.

During controversial changes, residents will be more receptive to discussing concerns in a productive manner if they are aware of past positive developments. That can be best accomplished by spreading good news through local newspapers, radio, television, and digital media.

If you haven’t built a working relationship with the local reporters, take the time to introduce yourself. Offer to be a reliable source on city policies, budget issues, or new developments. Your willingness to do this not only helps you to communicate change to your residents, but it also helps the reporter successfully do his or her job.

Now, go forth and communicate

We all know that change is often necessary to preserve or enhance the livability of a community. With that, city leaders should recognize that change can create uncertainty among residents. Clear and effective communication fosters understanding and buy-in among residents who live, work, and play in your community.

Don Reeder is public affairs coordinator with the League of Minnesota Cities. Contact: [email protected] or (651) 215-4031.