Residents often say they don’t know what’s happening in their city, town or county. Usually that’s not a lack of access to information — it’s how that information gets communicated. When local governments treat communications as an afterthought, residents notice.

Local government professionals know a lot about many subjects, and most do it on tight budgets while wearing multiple hats. Immersed in that world every day, it’s easy to lose sight of how residents, visitors or utility customers actually experience a message. What you say matters, and so does how you say it.

Social media raises the stakes. Add jargon, acronyms or overly detailed explanations and a message that made sense internally falls flat with the public. Facts get shared out of context, reinterpreted or stripped of nuance, and a minor misstep can escalate into controversy in minutes.

At its core, communication builds trust, and every level of government could use more of that.

Use Common Language

Clear, concise messages are easier to understand and less likely to invite confusion or misinformation. Plain language, free of jargon and focused on essentials, makes information more accessible. When residents understand what you’re saying, they’re more likely to trust it, act on it and share it.

Here’s a good example: the Planning Department for the Town of Clayton, North Carolina, explained a complicated acronym (ETJ) with a short video reel and visuals: https://www.facebook.com/share/v/1Ho8RAiPBV/ 

Where Less is Essential

• Crisis alerts (evacuation notices, safety updates): Lead with the action residents need to take, not a lengthy explanation, and send it fast.
• Routine notices (trash pickup changes, holiday closures): Keep service announcements short and direct.
• Policy updates (new grant programs, zoning changes): Lead with the essentials and link out for detail.
• Social media (graphics, short video clips): Short posts outperform wordy explanations and carry less risk of misinterpretation or viral controversy.

A Cautionary Tale

Sometimes saying less prevents problems. A potentially polarizing organization recently held an event in one city’s downtown, sponsored and supported by local businesses. The city wanted to let residents know that roads and sidewalks would stay open. But when staff posted the update on social media, they added a line noting the event wasn’t city-sponsored, hoping to head off criticism that the city was funding it.

The statement was true, but the city had never drawn that kind of distinction before, and the extra detail backfired. It sparked criticism and hostile exchanges online, and some residents came away feeling the city wasn’t as neutral as it claimed to be. Trust takes years to build. It can take one social media post to lose it.

The lesson: stick to the facts that matter. Will streets be closed? Will access be affected? Anything beyond that risks manufacturing controversy where none needed to exist.

Questions to Ask Before Sending

• Is this information essential for residents?
• Am I using plain language instead of jargon or acronyms?
• Does this respect the audience’s time and attention?
• Could this be said in fewer words without losing meaning?
• Does it answer, “How does this affect me?”
• Are there links or resources for more detail?
• Am I sharing consistent information across platforms?
• Could this create confusion or controversy? 

Prioritize Communication

Communications should never be an afterthought. Public works, planning and public safety all require expertise, and communications is no different. Local governments should hire or contract with professionals who understand both strategy and execution. Prioritizing communications builds trust, strengthens transparency and makes every department’s work more effective.

“Less is more” in government communication doesn’t mean saying less or hiding information. It means delivering clear, simple and direct messages that respect the public’s time. By focusing on essentials, cutting jargon and prioritizing communications, local governments can build stronger connections with the people they serve, while lowering the risk of a social media firestorm.

Need help developing or refining the communications strategy for your organization? Reach out to us!