Just because it's online doesn't mean it's magic! Think about how much you, yourself, are solicited on Facebook, LinkedIn, radio and other media. Your consultation needs to carve out a little space between the pretty chat pictures, the teacher's email and the Facebook events.
To wisely identify the best communication tools for your consultation, consider the elements below and make a plan:
- Your available budget for this step: plan it now
- Your expert resources: what you can do in-house versus what will be done under contract
- Your target audience: be where your audience is!
- Identify the content and try to reuse the same content several times
Traditional media
- Invite a journalist to write an article on the subject of your consultation; it's free
- Buy an advertisement in the local newspaper
- Run a radio ad
- Print posters and put them up in public places visited by your target audience
- Distribute invitation cards to mailboxes
- Participate in a television show on the community channel
Electronic media
- Promote it on your website: an article, a banner, in the drop-down menu, a "Take part in the consultation" button
- Organize a webinar to transmit relevant information about the subject of your consultation
- Offer a live, online Q&A session to address citizens' concerns
- Write an article in your email newsletter
Social Media
- Post an image that represents your consultation well, that is polished and that will catch the eye
- Post examples of contributions such as a community proposal that stands out for its popularity or originality
- Share the evolution of participation (25 people have already spoken, will you be next?)
Be creative...
- Put up a banner inviting people to participate in your consultation, such as a "flag" on a stand in a park or on the side of a boulevard
- If you are targeting a less connected or technology-savvy population, offer the option to participate on paper or over the phone
- Offer participation prizes among all consultation participants: a pair of tickets to a show, a meal in a local restaurant, artisan products