Desmond M. Connor
The following is an excerpt from Volume 29, Issue 3 (December 2001)
Overcoming Public Participation Challenges
by Going Online
Beverlee Loat, APR
Common challenges in consulting with the public have always revolved around how to develop trust and credibility, how to reach the "middle many" who could influence the process if they had incentive to get involved, how to explain complex information and how to be responsive amidst increasing expectations. While not intended to replace more traditional public participation techniques, an online communications strategy can help meet all of these challenges.
In a search of web sites to analyze, it's difficult to find organizations that might be considered models in using the web and online communications for public participation. Typically online information on a proposed project is relegated to a review of the project, some photos and postings of studies for downloading, none of which are conducive to building support. (Interestingly and symbolizing the origins of the Internet culture, there is no shortage of grassroots coalition sites using this medium to lobby against plant expansions and the like).
An overarching advantage of the web is the ability to interact with an audience. To use the web as an effective public participation medium, a site must be designed with these objectives:
- to create dialogue with publics;
- to be viewed as the key resource for timely, credible and in-depth project information; and
- the site must serve as a responsive touch point to the organization.
Using a new development project as a scenario, following are ten ways organizations can go online and improve their public participation processes:
- Consider a separate web site instead of pages off of your corporate site. The idea is to help the community develop some ownership in the site and encourage input. Be mindful of the site name: is it easy to remember, perhaps reflective of key messages? Also remember that the popular ".com" is for business (commercial) sites. Your site might be better positioned with the new ".info" name extension.
- Provide an "information foundation" which creates a common framework for discussions. Include information such as backgrounders, blueprints, fact sheets, minutes of meetings and speeches. The site may be easier to navigate when information is segmented according to stakeholder interests. For example, provide a special section for those interested in the historical aspects of the property and a section with technical detail for engineering-types. Also provide material that will help the media with their stories.
- Encourage dialogue on the site by designing numerous ways for visitors to ask questions and provide comments. From the queries received, a Frequently Asked Questions section can eventually be created. Your policy for protecting participants' privacy must be established and posted on the site to encourage participation and build trust.
- Consider a bulletin board or discussion forum on the site. Some may say this is too risky fearing only negative comments. However, better to have these electronic messages posted on a site where they can be accessed and monitored.
An active forum allows you to quickly and directly correct misinformation and rumour. Content analysis can be applied to online conversations for purposes of identifying emerging issues or community concerns and assessing key message penetration.
Risk can be mitigated by publishing rules for libelous or other inappropriate postings and explaining that the moderator will remove such messages. It is essential that this policy be posted at the start to avoid loss of trust and an uproar from site participants if postings are censored mid-course.
- Continually promote the web site. Include the web address on all communications materials. Encourage visitors to return often and build credibility by keeping the site as up-to-date as possible. Consider posting announcements and news releases on the site before distributing to the media (and then note on the site that you're doing this).
- Use animation and graphics to explain complex concepts and demonstrate change. For example, dynamically chart traffic levels to demonstrate improvement or use animation to show a property before and after project completion.
- Improve the transparency of your organization and create incentive for return visitors with a web-cam. A camera pointed to the property and linked to your web site allows people to watch what is happening in real time.
- Tapping third party experts is a common strategy to provide an audience with objective views. This can be done online by holding a live event on your project web site. For example, you can have a site event where people can ask opinions of an expert or one in which leaders from other communities can explain their experience with a similar project. With the web, your experts can be from most anywhere in the world for this event!
- Having an informative web site is a convenience that may encourage support from the mildly interested. At city council meetings you often see the same people opposing a development or other change. However, they are likely not representative of the community at large. From the general public's perspective, there may not be time to attend a public meeting or open house, let alone lend support. Your web site, however is available at visitors' convenience and sending an email to a councillor or an electronic "letter to the editor" can be set up as a simple procedure from your site.
- Be sure appropriate resources are dedicated to the web site and that the person managing it has the right qualifications. Managing the site is not a role for IT staff. The site manager must understand `netiquette and online culture, respond to queries with the appropriate tone and messaging, know how to create and facilitate online communities and, of course, be knowledgeable about the project and its communication strategy.
As you can see, implementing an effective online strategy for public participation involves much more than a posting of documents to a web site and can go far in overcoming common challenges. At its essence it requires applying to a fairly new medium what we already know about public participation: engaging in dialogue, encouraging a variety of voices and responding to those views.
Biographical Note
Beverlee Loat, APR is an online communications strategist and president of Communication Frontiers - Online PR Consulting. Her experience includes government affairs positions in the U.S. for the development industry and as a senior communications executive for a Canadian utility.
Beverlee would like to hear your comments and questions about this article. Email her at loat@communicationfrontiers.com or call her at 780/444-3250.
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DESMOND M. CONNOR
"Improving the Practice of Public Consultation"
407-5332 Sayward Hill Crescent, Victoria, BC, V8Y 2H8
Voice: 250-658-1323 Fax: 250-658-8110
connor@connor.bc.ca www.connor.bc.ca |
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