Getting the Word Out
to Your Constituents

Effective communication is key to the success of regional development organizations. Even though there are many communication vehicles available, gaining access can be a challenge for struggling regions due to limited resources. However, many regions have successfully reached their communities and the media despite financial and technological limitations. They are conveying cost-effective messages that have produced a wealth of results.

Radio Makes Waves
“Because of the large turnover rate in local government here, we have to continually re-educate the public about what we do,” according to Richard Cavender, Executive Director of the Meramec Regional Planning Commission (RPC), an EDA funded district in St. James, Missouri.

Because their small staff of 26 often limits the Meramec RPC communications efforts, they hired a part-time professional journalist to develop a communications strategy. Since its development and implementation, the Meramec RPC has received generous coverage via news releases and local weekly newspapers.

The Meramec RPC also produces two programs on public radio that address numerous topics regarding economic and community development. Viewpoint is broadcast on KUMR-FM in Rolla, Missouri on the University of Missouri’s campus. The live call-in show, which is hosted by Cavender, airs for one hour each month. Transportation, education and solid waste management are some of the topics discussed. They also invite prominent state and local officials as guests to discuss these and other relevant issues.

Richard Cavender, Executive Director of the meramec RPC, hosts local radio program in Missouri

Regional Perspectives, airs once a month on KYRO-FM radio in Potosi, MO. It is a 20-minute live program where government officials are interviewed and current events affecting economic development in the community are reported. Perspectives, which was originally a one-half-hour recorded program, has recently switched to a live format. “Producing these shows is very beneficial because it’s not a blatant ad, but it is excellent exposure for us to promote the programs and initiatives that we are involved in,” Cavender said.

Cavender estimated that about 90 percent of the people in the region recognize the name of the Meramec RPC. However, only 10 percent say they understand what the RPC does. “Those numbers confirm the need for us to continually educate and re-educate government officials and the community,” Cavender said. “On the other hand, we have been successful because when people hear what we do, they say, ‘that organization is really doing something worthwhile. They help us do better.’ That gives us credibility,” he added.

Committing to the Message
Research and planning a communication strategy was key for the Lower Savannah Council of Governments (COG), an EDA funded district in Aiken, South Carolina. Eric Thompson, Executive Director, explained the importance of keeping their constituents informed about their activities. “We oversee a large amount of public funds, and it is important to us that we operate totally in the sunshine. That means announcing our actions and keeping the public informed about developments in our programs,” Thompson said. “We do many things to help our region that people would not know about if we did not have an aggressive communications program. It’s essential to get the word out about what we are doing,” he added.

The Lower Savannah COG, which covers six counties, first determined their target audience, then hired a communications consulting firm to help design a communications plan. “We built our strategy around three primary elements – publicity in local newspapers, a bi-monthly newsletter mailed to a targeted list of opinion leaders and public presentations by our staff to various groups concerning our programs. We also produce special publications during the year, including an annual report and program-specific brochures,” Thompson said.

As a result of careful planning, the Lower Savannah COG’s communications strategy has created more interest and increased involvement in and support for their programs. Thompson commented that their news releases regarding their Geographical Information System (GIS) program have generated requests for assistance from area groups; a newspaper story about their planning activities has generated more requests for planning help; and coverage of their grant awards has created more applications for grants. “Sometimes an aggressive communications approach seems like a two-edged sword in that it can create more interest and more work. But overall, it helps connect us to the communities we serve and increases the value of what we offer.” Thompson added, “ Most importantly, the regional organization is getting noticed, and the word is getting out about our programs. It is very satisfying when you get positive feedback about what you are doing.”

The December 2001 issue of the Lower Savannah Council of Governments newsletter is available via the Web at www.lscog.org

Technology Benefits and Disadvantages
Both Cavender and Thompson concurred that there are many benefits in using technology to communicate their messages. This includes instantaneous results via email. The Lower Savannah COG’s monthly newsletter can be accessed via the Web, and Cavender sends his news releases through email. Cavender added that the Meramec RPC plans to make their website, www.missourimeramecregion.org, an information hub where the media and their constituents can access current news and updates anytime. Even though the speed is a plus, he admitted that sometimes there is no way to determine if the people they want to reach are using that technology. “When we first started on this endeavor, about half the people we were trying to reach didn’t have email, but fortunately, more and more of the people we are trying to reach are getting email,” Cavender said.

Thompson commented that email has helped his organization keep their board members and key constituents informed on a real-time basis. He added that it has also made communicating more impersonal. “Sometimes, in order to truly communicate, there is no substitute for a person-to-person meeting with the participants looking at each other across the table,” Thompson said. “With the kind of technology we have today, there is a great temptation to avoid the time and trouble it takes to meet one-on-one.”

Getting Started and Keeping It Going
Based on their experiences in developing effective communication strategies, Cavender and Thompson offered important and helpful tips to remember when developing a communications strategy:

• Make your communications program a priority of your organization.

• Hire a professional to ensure it is successful.

• Work with the firm you hire to make sure the plan is implemented.

• Be open to new possibilities. “We originally hadn't considered doing a radio show, but when the opportunity presented itself, we took advantage of it,” Cavender said.

• Have a plan for individual programs. Sometimes it is necessary to look at each, consider the audience, and then determine the best communications vehicle.

• Think of ways to use your communications material in every thing you do. (e.g. a handout at a public meeting, a briefing packet for your board of directors or a direct mail piece to opinion leaders.)

• Repackage information in different formats. (i.e. Use the informa tion in a news release to create a letter to key constituents or newsletter article, or reprint it as an insert in your information packets. Take your news clippings and put them together in a packet and send them to your board members.

“Think of new ways to communicate. News releases, newsletters and annual reports are standard means of letting people know what you’re doing, but think of other ways as well,” Thompson said. “Sometimes a lunch meeting with a special speaker or theme is a great way to draw attention to what you’re doing. It’s all part of good communications.”

For More Information Contact: Richard Cavender of the Meramec RPC at 573/265-2993 or rac@meramecregion.org; Eric Thompson of the Lower Savannah COG at 803/649-7981 or lsadmin@scescape.net.

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