MMC holds first webinar, on basics of public communications

Massachusetts Municipal Communicators, a new MMA member group dedicated to enhancing municipal communications, held its first webinar on Oct. 15, covering the basic concepts of public communications and offering insights on how to reach the identified audience.

Easton Assistant Town Administrator Sean Dugan began by reiterating the increasing importance of effective municipal communications.

“Our job is to guide our leadership towards good engagement practices,” he said.

The public, he added, “demands accessibility and transparency in local government,” just as they get with private businesses.

Brianna Sunryd, public services manager at the Collins Center for Public Management at UMass Boston, shared how effective communication has a positive impact on the civic experience. Effective communication builds the public’s trust and involvement in their communities, while reducing the spread of misinformation.

Sunryd explained the concept of community mapping, which “helps reveal or highlight new allies and partners who can help share messages or provide access to tools and resources.”

Dugan and Sunryd concluded with three recommendations for effective engagement: map your community to know your audience and allies; create a checklist for staff to use to standardize outreach practices; and create templates for frequently used media types, such as press releases, grant announcements, and other documents.

Jeremy Warnick, director of media relations and content strategy for the city of Cambridge, moderated questions and answers, including inquiries about the effectiveness of various forms of media, including print newspapers, social media, and robocalls.

 

• Foundations of Municipal Communications presentation (22M PDF)