Implementing Public Engagement

This section provides an overview of how baseline data can be used to guide planning for inclusive public participation. Collecting baseline data includes studying background and context and researching demographic data.

Study Background and Context

It is important to be familiar with the relevant historical background, existing community assets and context of each project. The public may have already provided input for a similar project or related topic, and it is important to be familiar with and acknowledge previous input that has been shared. Additionally, dynamics such as current events and economic conditions may affect the perception of the project. Understanding this context can help to foster meaningful participation, inform the development of appropriate engagement techniques and help prepare for any conflict that could arise during public participation. Below are examples of information to look at when researching community background and context:

• Project origin: Understand any past actions or plans that prompted the project.
• City staff and City Council offices: Consider reaching out to relevant departments as staff can often contribute valuable institutional knowledge and help identify previous studies and reports. City Council offices can also help provide insight into community dynamics.
• Past news stories and press: News stories, both current and historical, can offer a glimpse into public perception, concerns and issues that have been highlighted over time. An internet search can provide valuable insights into current and past news articles related to the project area, shedding light on public priorities, controversies or notable events.
• Previous plans, studies and reports: Consider reviewing past documents such as community plans, master plans, story maps, priorities reports and engagement summaries from past projects to identify recurring themes and community comments. Environmental Impact Reports (EIRs) can also contain significant information about the community and past public feedback.
• Past City hearings: Past City Council, Committee, or Commission hearings on related or similar projects may include key input previously shared by the public.
• Ongoing projects and recent projects: Understand any major ongoing projects in the project area, including awareness campaigns, construction projects and other efforts.
• Other public agencies: Other public agencies regularly conduct public engagement and people may have provided input on similar or related projects recently or in the past. Check for publicly available summaries from relevant engagement events conducted by other public agencies. It may also be worth reaching out to partners and key contacts at other agencies to learn about their public engagement experiences.
• Community meetings and events: Be aware of meetings, town halls and neighborhood gatherings to stay informed about current events, concerns and priorities within the project area.
• Ongoing media monitoring, online platforms, and tools: Monitor local newspapers, online news outlets and social media platforms to stay updated on current events, developments and issues impacting the project area. Leverage online platforms and tools, such as community forums and neighborhood social media groups to gather insights into community dynamics and discussions.  

Research Demographic Data

Demographics and statistics can help staff understand who lives in the project area and what their needs may be. Researching the demographic composition of a project area - including, but not limited to, age, gender, race, ethnicity and income - allows public participation to be tailored and provides a basis for effective communication across groups.

When researching demographics, it is important to use reliable, credible sources. The Local Demographics page provides U.S. Census data and information on how to access community-level data through SANDAG. If employing additional, external data, consider the credibility of a data source and the reputation of the data source publisher, the rigor and transparency of how it was collected, analyzed, and published, and its age in relation to the project. The geography of the data should be selected based off the project’s area of impact.

Data Analysis

City projects may vary in scope, scale and impact. As such, some projects may require more local geographic analyses to inform public participation. Analyzing data at the citywide level provides a broad overview of demographic trends and patterns. Zooming into smaller geographies such as census tracts or blocks offers more localized insights into community characteristics and needs. For projects that include a subarea of the City or a specific location, gather neighborhood or community plan area-level data from SANDAG’s Open Data Portal.

Findings

After compiling and analyzing the data, decide whether to summarize, document and publish any findings or results. Findings should be summarized in a clear and concise manner.