From rebuilding proposals after a city is hit with disaster to post-pandemic reopening plans, public engagement efforts by governments and other organizations are on the rise. There’s no question that getting input from stakeholders can result in better decisions, but with email inboxes full of survey requests and invitations to brainstorming sessions, it can feel like a lot for those you’re asking to participate. So, when is public engagement necessary, and are there some decisions you’re better off making without it?
First, what exactly is public engagement?
At its simplest, public engagement entails any process that uses public input to make a change. It’s sometimes referred to as stakeholder or community engagement or consultation as well.
At Dialogue Partners, we use the following definition:
Public engagement is a multi-way process that involves the public (anyone who is interested or affected by the issue under discussion) in problem-solving or discussion and links public input to the decision. It is not a single engagement event but rather a journey with an opportunity to build relationships and trust.
The term gets thrown around quite a bit, and it’s sometimes attached to activities that don’t truly represent public engagement. To evaluate whether an undertaking fits the definition, the chart below might help:
Getting public engagement wrong has big implications, particularly when it comes to building trust. During the pandemic, governments saw a rise in public trust as we looked to our leaders to guide us through the crisis. Generally, however, trust in government has been in decline over the years. Trust is fragile and needs to be nurtured.
Start with the relationship, not the project
Much of our professional lives revolve around projects, which have a clear start and endpoint. We tend to think about public engagement in that project context, but there is a danger that comes with that. Government and other organizations would get better and more genuine input if they broadened their engagement efforts to build trust. That way, when you want to consult and get feedback on projects or proposals, you’re not way behind the starting line.
When you foster a culture of using public engagement in the right situations, your organization creates a reservoir of trust that you can draw upon in critical decision-making situations. On the other hand, using “public engagement” because it looks good or with some hidden agenda will burn that public trust down faster than a straw house.
Still wondering how to decide whether a public engagement effort is the right thing to do? Let’s look at go factors and no-go factors next.
Go factors for public engagement
Remember that the process of engagement is for a purpose: to improve decision-making by involving the people most affected. It’s a relationship, not a transaction. If you can answer “yes” to the following questions, you’re likely on track for developing a public feedback process:
Will the effects of the proposed project or decision impact or concern the stakeholders involved?
Will input from your stakeholders improve the quality of the initiative’s results or the information you will share with decision-makers?
Is there an opportunity to learn from communities or share knowledge between groups?
Has there been a history or pattern of engagement on similar topics or projects that indicate comparable interest?
Is there uncertainly over the direct impacts the project or change will impose?
Are there no certain answers and several possible paths or options to move forward?
Is there an opportunity to align stakeholder values with your initiative?
Will stakeholder participation increase their understanding of the issues?
Will stakeholders have the opportunity to be involved early in the process and co-create a way forward together?
No-go factors for public engagement
After determining your “go factors,” take the extra step to review the situations that should give you pause about planning to engage stakeholders in your initiative:
Are you in a crisis or emergency? No one has the emotional or physical energy to contribute to the process. You likely need to take action rather than consult.
Are immediate actions necessary to maintain public safety? Related to the above--the focus is on making sure the situation is under control--leave decisions in the hands of relevant experts.
Is this a low-impact situation that will affect just a few people? Participation fatigue is real! Don’t waste the process of engagement on something that will have little impact. There’s likely no need for in-depth consultation on switching traffic lights to LEDs, for example.
Have you already made a decision, and regardless of the input you get, you can’t change the decision or direction you’re taking? This is a recipe for eroding trust with your stakeholders. Make sure that you will be able to use the input you get in a meaningful way.
Is your sole purpose to share information or educate the public? If this is the case, you will be better served by developing a public relations/awareness campaign.
Are you simply seeking buy-in or support for an initiative? Are you using public engagement as a cover for “selling” the plan you’ve already made? Remember that the goal of public engagement is to use the input you receive in some way.
Your mindset and intention matter
For an engagement initiative to be effective, you need the resources to put the right plan in place and then execute that plan. A haphazard approach without thoughtful planning endangers your reputation and the trust you’re trying to build or maintain with your stakeholders.
In other words, public engagement is a commitment to genuinely listen to what people have to say and do something with that information. Your relationship doesn’t end with public input. Participants have the right to know what you’ve gleaned from their feedback and how you will implement it as part of your ongoing operations or the specific project you’ve brought before them. How you manage this critical final step will influence whether folks are eager to participate again in the future or take a hard pass when the invitation arrives.
Ready to engage?
Preparing for successful public engagement and putting it into practice requires time and resources. Delivering real value from the process is where we excel at Dialogue Partners. Get in touch with us to find out how we can help.