Interview: Public Engagement
Direct communication with the target audience
The need: Technical planning and communication must be more closely integrated
The days when planners could develop projects from concept to ground-breaking in the quiet of their own offices are over. Anyone wishing to carry out 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 members of the public, associations and elected representatives is a crucial factor in ensuring the project’s success.
Brigitte Kaltwasser, agency owner, and Daniela Hilpert, a PR consultant specialising in public engagement, discuss what lies behind the term and which factors contribute to success.
Citizen communication: what does it involve?
Kaltwasser: There are numerous terms associated with this relatively new discipline of communication. Some refer to it as acceptance communication, dialogue or participatory communication, whilst others simply call it project communication. The subtle differences between these terms are open to debate. Here at Kaltwasser Kommunikation, we call it public engagement because, for us, the public is the main target group of our communication. This is without neglecting other stakeholder groups in our communication strategy and tactics. We regard 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 public engagement?
Hilpert: Striking the right balance in communication is crucial. Not every initiative requires the same level of information and communication. ‘Information overload’ can even lead to a relatively insignificant initiative being perceived as something ‘major’ and ‘threatening’. Conversely, too little information can give rise to accusations of a ‘cover-up’ or of downplaying the issue. Each individual communication measure requires tact and an understanding of the specific region in which a project is to be implemented.
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 the run-up to the project and continuously throughout its entire course.
What are the prerequisites for successful public engagement?
Hilpert: From the very start, technical planning and communication must be closely interlinked. Only if communication is fully integrated by all project stakeholders from the outset can it realise its full 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 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 ‘personality of the project team members’ play here?
Kaltwasser: This factor can be decisive in certain circumstances. Projects are often met with mistrust, scepticism or rejection. Project team members must therefore 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 well-grounded personality and a confident, approachable manner. Having a consistent point of contact also helps to build trust.
Hilpert: And let’s not forget: having local roots can also be a key factor for success. At the very least, the relevant 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, representatives of associations and elected politicians 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 a dialogue with stakeholders, develop a feel for the regions, and continually review and adapt your own communication strategy.
The interview took place in front of a substation in Middle Franconia.
Read more:
Service: Public engagement
