5 Quick Tips for Successful Public Engagement

Public engagement is all about two-way communication and exchange. It involves others in your work, from start to finish: sharing ideas, knowledge and experiences that guide you towards your goal. And it’s never been more important. But the path to genuine engagement is riddled with potential pitfalls. If you want to get it right, these quick tips might help.

What is the purpose of your public engagement? Your aim also needs to outline what you want people to do.

Establishing a clear aim for what you want to achieve with your project or activity is always important, and something lots of us are very familiar with. But in public engagement this overarching goal also needs to outline what you want people to do.

For anyone to participate effectively and meaningfully, everyone involved needs to understand both what the ultimate destination or goal is, and what their role is in getting there.

What endpoint are you hoping to reach? And what do you want to happen as a result of your public engagement? Do you want people to consult or collaborate? How often do you want them to contribute? Think carefully about why you want to engage with people and set out the broad parameters of their involvement as part of your aim.

2. Public engagement should benefit everyone. You’ve decided what you want — what’s in it for them?

Public engagement and involvement should benefit everyone: the person or organisation driving it and those participating in it.

You might have thought long and hard about how involving others in your work will make a difference and benefit your work before you even set your aim and objectives, but next you need to ask yourself: what’s in it for them? You know what value they can bring, but what can you offer them?

Depending on your area of work or project, people’s motivations will inevitably vary. Some of those you really need to involve will be very willing, but others might be more reticent. Understanding and addressing possible barriers and identifying the perceived benefits people will reap from participating early on is key before inviting anyone to take part in the public engagement process.

3. Is there anything that people can’t influence? Be upfront and open about the parameters of any involvement.

There are lots of things to consider before reaching out to people and inviting them to get involved in your work. It goes without saying that clear roles and goals for people’s involvement is one of the most important. From the outset, people need to know where, when and how they can input.

But part of building an honest, successful working relationship also means being upfront about anything those that participate can’t influence. Is there any element of your work or project they’re involved in that is non-negotiable? Exactly what are the parameters of their input or involvement?

You might find that participants themselves have their own limits or boundaries: they might have limited time to offer, or only want to be involved at particular points. Remember, regardless of your agenda, people need to be able to be involved as much, or as little, as they want to. An important part in establishing a strong partnership is both sides being clear about what they can bring to the table. So, be upfront and open about what will be required for a given activity or role — this will help both you and them manage this effectively, and support them in feeling comfortable with how they engage.

4. How easy is it to participate? Make sure any activity is convenient and appealing.

Are you making it as easy as possible for your target audience to get involved in your work?

There are lots of different ways to engage with people, depending on your project, what you’re trying to achieve and the scale of involvement you’re seeking. But no matter what method you choose, it needs to be appealing and convenient if you are going to actually get people to come onboard.

It’s all about turning their interest into involvement. Your target audience might really care about or be affected by the issue you want to address, but that doesn’t automatically mean that those same people are going to actually get involved unless it works for them.

It goes back to the question of ‘what’s in it for them?’ At the very least, you’re asking people to give up their time and share their thoughts, but there’s a good chance you’re asking them for a lot more. Particularly if your aim is collaboration.

With that in mind, the format of your engagement has to motivate and enable the right people to take part. Don’t decide on a method because it suits you or it’s an idea you or your colleagues like. Don’t make your target audience come to you. Make sure your activity or method of engagement meets them where they are — whether that’s a physical location, mindset or attitude, or a particular interest or activity. Put them at the centre of your planning and you increase your chances of successful, effective engagement.

5. Is it really two-way communication? Listen, feed back and move forward together.

We talk a lot about public engagement being, in essence, about two-way communication. But is there a genuine to and fro of contribued ideas, shared experiences and imparted knowledge? Are you really taking on board what those involved have to say? And, if so, are you responding? It means more than just giving people a channel to input.

You may have set up the mechanisms and opportunities for people to contribute or collaborate, but these need to be part of a bigger communication cycle rather than an end point. Whether it’s about moving things forward or feeding back on why something isn’t feasible, it’s important show that participants voices are heard and their input is valued. You might be the expert in your field, but everyone you involve is an expert in their own way.

Beyond their actual input, whatever that might look like, keep participants in the loop as your project or work progresses. There might or might not be further options for them to influence or be involved, but, in either case, it shows that you respect the time they’ve invested and their contribution.

Effective public engagement is about fostering a positive working relationship, building trust and giving participants confidence in you and the process. Show them that you really do see them as a partner in what you want to achieve.

Looking for advice on how to make the most of your public engagement activities? Then maybe our handbooks can help. Packed with concise, practical tips you can apply straight away.