The pandemic forced public sector communications to adapt at an unprecedented pace. What began as crisis response has transformed into strategic opportunity.
Today, digital-first communication isn’t just an option—it’s essential for public sector organizations looking to drive meaningful engagement with stakeholders.
When I surveyed 236 marketing and communications managers after the pandemic, over 80% of respondents said the pandemic helped them become more agile. This inspired me to write “Engage with Impact“, a book highlighting the changing communications landscape with numerous interviews, case studies from nonprofits and public sector leaders, as well as a framework to transform your digital communications for social impact.
I spoke with David Pembroke, host of the GovComms Institute podcast, to talk about the book and explore the latest trends in digital comms.
Below is the full podcast interview, as well as a summary of our talk outlining the five key principles for public sector communications, with helpful action points for each principle.
1. Align policy objectives with communications strategies
The most successful government organizations involve communications teams from the beginning of policy development – not just at the end when it’s time to promote a finished report. This integration ensures that the communication strategy aligns with policy objectives to drive real impact. For example, the UN Environment Programme (UNEP) has integrated communications strategies into its policy planning process from day one, ensuring messaging aligns with organizational objectives from the start.
Key actions:
- Build relationships with policy teams through collaborative document creation
- Attend policy planning meetings to add a comms point of view to the organization’s theory of change
- Create messaging sheets on key policy issues to help everyone speak with one voice
2. Build trust through authentic storytelling
While AI tools can help streamline content creation, maintaining trust requires a human touch. Focus on amplifying authentic voices from your stakeholders and beneficiaries with human-centered storytelling. The Malala Fund exemplifies this approach by transforming their Assembly newsletter into a vibrant platform where girls worldwide share their experiences. This co-creation approach not only provides authentic content but also helps to build an engaged community of stakeholders.
Key actions:
- Identify and amplify stakeholder voices from your community
- Create platforms for beneficiaries to share their stories directly
- Develop content guidelines that preserve authentic voices while maintaining organizational standards
- Use multimedia formats like video to capture and share real experiences
- Balance institutional messaging with community-generated content
3. Create your own digital channels
Don’t rely solely on social media platforms. Recent changes to Twitter/X and other platforms demonstrate the risks of building your communication strategy on “rented land.” Organizations need to invest in owned channels to nurture direct relationships with stakeholders.
Key actions:
- Use social media to drive traffic to owned properties
- Maintain a strong website as your digital home base, with a digital content funnel that converts visitors into email subscribers
- Build content hubs that showcase your organization’s expertise with dedicated microsites for major initiatives
- Develop a robust email strategy with well-written, targeted newsletters for each of your audiences
- Organize engaging webinars and continue the conversation online with event participants
Watch the trailer of the book “Engage with Impact.”
4. Embrace controlled experimentation
We can all learn from the startup model of learning, experimenting, and adapting. Nonprofit organizations like Candid have found success by dedicating 10% of their resources to testing new content types and measuring results before scaling. For example, the social media team wanted to create short-form videos for social media but weren’t sure where to start, so they ran an experiment over a three-month period to evaluate the potential benefits of the new tactic.
Key actions:
- Set aside dedicated resources for experimentation with new tools
- Try new tactics and create clear metrics for measuring success
- Document learnings from both successes and failures
- Start small and scale what works
- Foster a culture that rewards creative thinking
5. Think digital-first, but stay human-centered
While digital tools and platforms enable broader reach, successful public sector communication still centers on human connection. Content must be crafted for increasingly short attention spans while maintaining authenticity and trust. It doesn’t have to be perfect either!
One example is when emergency teams captured unpolished footage of firefighters battling blazes on the front lines of forest firest in Alberta, as outlined in the Stories & Strategies podcast. These rough, honest videos got people’s attention and stopped them from scrolling.
The lesson here is that your corporate communications should showcase your uniqueness and personality, even if the editing isn’t perfect.
Key actions:
- Create videos with a strong hook and key message
- Don’t look for perfection! Raw, honest content will always win online
- Optimize content for digital consumption without sacrificing depth
- Use data analytics to understand audience behavior
Looking ahead
Public sector organizations face both opportunities and challenges in digital communication. While AI and other tools promise greater efficiency, the fundamental challenge remains: converting online engagement into meaningful action.
Success requires balancing creativity with authenticity and efficiency.
Recent examples like the extremely creative and impactful campaign by Make My Money Matter with Olivia Coleman highlight this challenge. Despite high video engagement, convincing viewers to take action remained difficult: the video was viewed 15 million times, but only 2,000 people went to the website and took action. This underscores the need for public sector communicators to focus not just on reach, but on creating clear, compelling paths to action.
For government communicators looking to drive impact in today’s digital landscape, the key is to remain agile, authentic, and always focused on serving stakeholder needs. By combining strategic thinking with digital capabilities, public sector organizations can transform their communications from one-way broadcasting to genuine community engagement.
Find out more by watching to the full podcast interview below or by visiting the GovComms Institute website. You can also download a free readers guide for “Engage with Impact” at engagewithimpact.com
Full interview with David Pembroke on the GovComms Institute podcast.
- Written by: Nicholas Bruneau
- Posted on: December 2, 2024
- Tags: communications trends, Digital Advocacy
