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Inclusive Public Engagement Guide

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Inclusive Engagement Techniques and Approaches

Newsletters

What is it?

Newsletters inform the public about news, updates and public participation opportunities. They are typically sent to a subscribed contact list on an ongoing basis. Newsletters can foster transparency and serve as a regular means of communication with the public.

When to use it

Newsletters are an outreach technique best used for projects that are expected to span several months and will contain important information relevant to the public, or for an entire department. For example, the City Planning Department has a bimonthly newsletter updating the public on all current projects. The Economic Development Department has a project-specific newsletter for the San Diego Promise Zone to highlight business activity and resources or opportunities for community members and organizations within the Promise Zone.

A comprehensive list of newsletters for various elected officials, departments and programs can be found on the City’s Connect page.

How to do it

Before

  • City staff typically use platforms like Constant Contact, SalesMate, GovDelivery, Indigov and/or MailChimp to manage their format, content and distribution.
  • Create a standard newsletter template for the project.
  • Increase newsletter visibility by sharing sign-up links via social media and outreach materials, through other relevant newsletters and by embedding a sign-up option on the project's webpage.
  • Identify a realistic and consistent newsletter publication schedule (e.g. monthly, bi-monthly, quarterly) to maintain a consistent cadence.

During

  • Draft newsletter content, such as significant milestones, what is coming up, how the public can get involved and positive news, such as projects receiving awards.
  • If there are any opportunities for public engagement associated with the project, include a clear call to action.
  • For departments with an assigned Public Information Officer, the Public Information Officer can review for AP Style and check for clarity, grammar and conciseness.
  • Send the newsletter from a City group email account with a clear and concise subject line.

After

  • Review open and click-through rates to inform future email development.
  • Link published newsletters on the relevant department or project webpage for public awareness and consider sharing it with the relevant media contact to maximize reach.

Resource considerations

Cost: Moderate

There may be moderate costs to establish newsletter creation and distribution management platforms. Costs will depend on the number of newsletter contacts, users and more.

Time: Moderate

Preparing a newsletter may take up to a few weeks to write content and configure into the newsletter template. Time should also be allocated for Communications Department review before being published.

Capacity: Minimal

One team member can serve as the lead on newsletters to ensure inclusion of all relevant content and manage distribution. This person should also track newsletter success/open rate.

Other considerations

  • All newsletter content should be viewable within the email itself if possible; avoid PDF attachments.
  • Make it easy for people to opt out or unsubscribe from the newsletter.
  • Post newsletters on a City webpage for archive purposes and community members seeking that information.

How to make it more inclusive

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