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 images, the teacher 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
“Traditionnal” Medias
- Invite a journalist to write an article on the subject of your consultation; it's free
- Buy an ad in the local newspaper
- Advertise on the radio
- Print posters and put them up in public places visited by your target audience
- Distribute invitation cards in mailboxes
- Participate in a television show on the community channel
Electronic Médias
- Promote it on your website: an article, a banner, in the drop-down menu, a "Participate in the consultation" button
- Host a webinar to provide relevant information about your consultation topic
- Offer a live, online Q&A session to address citizens' concerns
- Write an article in your email newsletter
Social Medias
- Post an image that represents your consultation well, is polished and 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 participation in the locations where your consultation will take place, such as a standing "flag" in a park or on the side of a boulevard
- If you are targeting a less connected or technology-savvy population, offer the option of participating on paper or by phone
- Offer prizes to all consultation participants: a pair of tickets to a show, a meal at a local restaurant, artisan products