Agencies have ample tools, both digital and old-school, for communicating with the public and sharing details about programs, services and other concerns. But having many outreach options doesn’t mean that agencies deploy them wisely. They take, too often, a mass-market approach to constituent engagement rather than designing for specific audiences and preferences. Relying on outdated or incomplete data, agencies struggle to create messaging that addresses real-world needs.

Modern outreach strategies are personalized. Through interviews, focus groups and journey mapping, agencies can group constituents into personas with similar needs and experiences. End-to-end engagement campaigns distribute SMS messages only to people who want them, for example. And a modernized approach is proactive: looking for ways to connect individuals with benefits and services they may deserve.    

“Meeting folks where they are [using] the channels that make them feel comfortable is the best way to engage citizens about programs and services…,” said John Boerstler, General Manager, Federal, at Granicus. “It’s really about designing for [their] personas and understanding which channels they want to engage in.”

In this video interview, Boerstler explains how agencies can modernize their communications to better reach constituents. Topics include:  

• Specific communication shortfalls that agencies must address
• Why data is the linchpin of an effective, modern engagement strategy
• Case studies showing what successful outreach looks like in practice