Data Breakdown Tells a Story About Trust with Communities and Civic Organizations: Key Webinar Insights

by Tonya McKenzie

Recently, marketing and communications leaders came together for an insightful 30-minute webinar to discuss the latest findings from research done by Tony Cheevers and Researchscape. This panel, featuring Tonya McKenzie of Sand and Shores, Tony Cheevers of Researchscape, and Paul Omodt of Omodt & Associates Critical Communications, unpacked the public’s trust in municipal communications, engagement trends, and how local governments can better serve their communities.

Understanding Public Trust in Local Government

One of the most striking findings from the report was that 87% of respondents trust the information their local city provides, yet only 37% trust the people who lead their local government. This significant gap suggests that while municipal institutions maintain credibility, individual officials struggle to earn public confidence. Our panelists emphasized the importance of transparency and proactive engagement to bridge this trust deficit.

How the Public Prefers to Receive Information

The report also revealed how residents seek out and engage with local government updates. The top three preferred sources of information were:

• City websites (55%)
• Social media (29%)
• In-person visits to city hall (7%)

With over half of respondents relying on municipal websites, having a well-organized, user-friendly online presence is critical. Social media’s growing influence means cities must also maintain active and responsive accounts to keep their communities informed.

Civic Engagement: Who’s Talking and Who’s Listening?

Interestingly, while digital engagement is rising, 40% of respondents never comment about their local city government on social media. This suggests that while people consume municipal content, only a minority actively participate in discussions. Encouraging two-way conversations and leveraging interactive platforms like community forums or Q&A sessions could foster greater civic involvement.

Public Safety Communications: A Mixed Bag

When it comes to public safety, respondents largely trust their local fire department (94%) and police communications (78%). Additionally, 82% believe their city provides enough communication during public safety events. However, the panelists stressed that during crises, trust must be built in advance, ensuring that emergency communications are clear, timely, and accessible to all demographics.

Generational and Regional Differences in Engagement

The discussion also touched on demographic insights from the report. Different generations have distinct preferences for consuming municipal information:

• Millennials and Gen Z prefer social media updates.
• Boomers and Gen X lean toward websites and official emails.
• Residents in the South report higher trust in local governments compared to those in the Northeast.

Understanding these preferences can help municipalities tailor their outreach strategies to better connect with diverse communities.

Final Takeaways: Building Better Communication Strategies

The webinar concluded with practical advice for municipalities looking to enhance their communications:

• Prioritize trust-building initiatives through transparency and regular updates.
• Invest in a user-friendly website and digital tools that provide easy access to critical information.
• Encourage public dialogue on social media and community forums.
• Enhance crisis communication plans to ensure residents receive timely and accurate information.

In an era where misinformation spreads quickly, trust and accessibility in local government communication have never been more vital. The insights from this discussion serve as a roadmap for municipalities aiming to strengthen their relationships with the communities they serve in conjunction with public relations and communications professionals that thrive in this space.

Did you miss the live webinar? Watch the full recording here: Building Bridges: The Role of Trust Between Civic Organizations and Communities