Direct communication with the target audience

Requirement: Technical planning and communication must be more closely integrated

The days when planners could develop projects from concept to ground-breaking ceremony in the quiet of their own offices are over. Anyone wishing to realise projects such as the construction of new power lines, motorway routes or shopping centres today needs not only legal approval but, above all, public acceptance. To achieve this, early communication with citizens, associations and elected representatives is a crucial factor for the successful progress of a project.

Brigitte Kaltwasser, agency owner, and Daniela Hilpert, PR consultant specialising in public engagement, discuss what lies behind the term and which factors contribute to success.

Public engagement: What does it involve?

Kaltwasser: There are numerous terms surrounding this relatively young discipline of communication. Some speak of acceptance communication, dialogue or participatory communication, others simply of project communication. The various nuances are open to debate. At Kaltwasser Kommunikation, we call it citizen communication because, for us, the citizen represents the main target group of our communication. Without neglecting the other stakeholder groups in our communication strategy and tactics. We understand citizen communication, in its various forms, as a distinct, primarily independent and new discipline of communication.

How does this form of communication differ from the established repertoire of corporate communication?

Kaltwasser: In citizen communication, direct communication with the target group plays the central role. The media, as the traditional multipliers of corporate communication, take a back seat in terms of importance here. 

What is the greatest challenge in citizen communication?

Hilpert: The key is to strike the right balance in communication. Not every measure requires the same amount of information and communication. “Information overload” can even lead to a relatively insignificant measure being perceived as something “major” and “threatening”. Conversely, too little information can invite accusations of a “cover-up” or trivialisation. For every single communication measure, tact and an understanding of the specific region in which a project is to be implemented are required.

Kaltwasser: But it is also important to assess the relevant expectations in advance. We are talking here about a change of perspective. Ultimately, communication is always about managing emotions. And these emotions must be recognised and taken seriously both in advance and continuously throughout the entire course of the project.

What are the prerequisites for successful public communication?

Hilpert: From the outset, technical planning and communication must be closely interlinked. Only if communication is fully integrated by all project stakeholders from the start can it realise its potential. When it comes to informing stakeholders, the rule is: as early as possible, as specific and comprehensive as necessary. It is important to always highlight the options for action available to those involved during the project. Where are the opportunities for co-decision-making and where are the limits? This must be communicated clearly and openly from the outset.

What role does the factor of ‘project team members’ personalities’ play here?

Kaltwasser: This factor can be decisive in certain circumstances. Projects are often met with mistrust, scepticism or rejection. Project team members must then be able to convey credibility and sincerity authentically, express themselves clearly and in easily understandable language, and show respect and appreciation for the stakeholders’ concerns. This requires comprehensive technical expertise, but also a strong personality and a confident, approachable manner. Having a consistent point of contact also helps to build trust. 

Hilpert: And let’s not forget: regional roots can also be a decisive factor for success. At the very least, the local dialects should be understood and spoken. A language barrier is often also a barrier to acceptance. 

What makes this discipline so appealing?

Hilpert: No two projects are alike. This is because citizens, association representatives and elected officials in every region have different expectations, demands and motivations for getting involved in a project. There is no one-size-fits-all communication strategy when it comes to engaging with the public. The key here is to maintain dialogue with stakeholders, develop a feel for the regions, and continually question and adapt your own communication strategy.

The conversation took place in front of a substation in Middle Franconia.

Read more:

Service: Public engagement