Implementing Public Engagement

Public participation relies on sharing project information in a clear and understandable manner. Effective project communication includes three main steps: developing key messages, using the messages as the basis to develop communication materials and distributing the materials using multiple methods. For long-term projects, these steps may be repeated several times. Materials should also be revisited for any necessary updates after completion of Step 6, if applicable. Staff should work with their department’s Public Information Officer throughout this process.

Develop key messages

Develop a few high-level messages about the goals of a project and why it matters to the public. These messages should use clear, simple and inclusive language that is easy to understand. Messaging should also clearly inform the public about their participation opportunities, if any.

For example, a key message for the Parks Master Plan was, "The Parks Master Plan strives to create an equitable park system so that everyone has equal access to safe, clean and thriving park spaces. The public can provide input to help identify priorities for park investments and their community’s park and recreation needs."

For projects seeking public input, messaging should also clarify what other factors or constraints may influence the final decision besides public input. For example, a key message for the Chollas Creek Oak Park Trail is "Oak Park Trail is planned within an environmentally sensitive area, which means certain aspects of the trail—like its general route and width—are shaped by habitat protection guidelines. However, there are opportunities to shape the look and feel of the trail. Community input will help inform the design of features such as signage, landscaping, educational elements, and amenities."

Create communication materials

After developing key messages, create communication materials. Communication materials can include flyers, webpages and fact sheets. Developing communication materials can take considerable time depending on the material type and complexity of the project. Consider the following when creating communication materials:

• All materials should consider language access needs; provide translated materials as needed.
• Materials should follow document accessibility best practices.
• Materials should also include visual elements such as maps, diagrams, infographics, videos and photos, which can help make messages or complex information more engaging and easier to understand.

Distribute communication materials

Begin by developing a timeline for distributing communication materials. The distribution should coincide with project milestones, such as the project launch and drafts for public input. Consider the time needed to share information with key stakeholders.

• Share the materials using various outreach techniques (e.g. social media and webpages) for a broad reach.
• Share materials with the public and stakeholders.

Example Timeline for Developing Communication Materials

The approximations below can vary depending on the chosen communication materials.