The Town of Qualicum Beach is looking to improve its communication strategy to ensure the town is a connected, engaged and informed community.
A consultant was hired to conduct a communications audit and a report revealed areas where the town’s strategy has been effective and also areas that require updates and improvements.
Corporate administrator and deputy CAO Heather Svensen presented the report to town council at a recent special meeting.
The guiding principles used to aid the research include exploring the community’s needs and to uncover how individual residents interact with the town and vice-versa; providing information that is timely, accessible and transparent to ensure residents have the information they require when they need it; exploring existing opportunities and uncover new ones for residents to stay engaged and involved with the town; and to create practices to both plan ahead for the town’s communications needs and also prepare response mechanisms for when the unexpected occurs.
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The goal now is to improve the town’s internet processes and flow of information and that will include improving the current public inquiry processes and response protocols to clarify, simplify and ensure accountability as well as, develop processes for identifying and responding to critical issues in a proactive and timely manner.
Another goal is to improve access to information for residents to build trust and encourage greater engagement with the town. That will include strengthening existing communication channels; develop a content strategy to ensure consisted, proactive and timely communications; and develop a consistent visual identity for the town to reinforce the authenticity and authority of communications.
The goal is also to encourage meaningful public participation with the town by increasing transparency and accessibility. This will entail clarifying formal procedures and opportunities for residents to provide input into the local decision-making process and to create more visible and informal opportunities for residents to engage with the town’s local decision making process.
A strategy will be implemented throughout the 2022-2023 fiscal year. It will involve leadership from the town, staff and support from external communications specialists.