Introduction
A participatory process — whether it’s a citizen consultation, a participatory budgeting initiative, or a community assembly — cannot succeed without clear, inclusive, and effective communication. Participation is not only about providing the opportunity to voice opinions but also about how citizens are informed and engaged throughout the process.
Poor communication risks creating confusion, disinterest, or even conflict. On the other hand, a well-designed strategy builds trust, broadens the audience of participants, and strengthens the legitimacy of decision-making.
This article presents a practical checklist to help organizers and facilitators communicate more effectively in every stage of a participatory process.
1. Define objectives and target audience
The first step is to clarify:
- What is the purpose of the communication? (inform, engage, gather opinions, motivate)
- Who is the target audience? (citizens, stakeholders, associations, institutions)
- Which channels do the recipients prefer to use?
As noted in What is digital democracy and why it matters today, clarity of objectives is essential for any initiative to succeed.
2. Create simple and inclusive messages
The language must be:
- simple, avoiding unnecessary jargon;
- inclusive, respectful of gender, cultural, and linguistic diversity;
- transparent, without ambiguity or hidden agendas.
Infographics, short videos, and FAQs can make content more accessible, especially for those with limited digital skills.
3. Choose the right channels
Each community has its communication habits. Examples include:
- Traditional channels: posters, flyers, public meetings.
- Digital channels: newsletters, social media, messaging platforms.
- Dedicated platforms: institutional websites or specific tools such as Concorder, which integrates communication, proposals, and voting in a single environment.
A multi-channel strategy helps reach diverse audiences, increasing inclusiveness.
4. Timing and continuity
Communication should not be limited to the launch of the process. It is important to:
- announce the start,
- keep participants updated during implementation,
- share results at the end.
As emphasized in Facilitation techniques for online and offline meetings, transparency throughout the entire journey strengthens trust and encourages ongoing engagement.
5. Ensure transparency and access to information
Every communication must allow citizens to:
- know who is organizing the process,
- understand the rules of engagement,
- access relevant documents,
- verify how decisions are made.
Transparency is a cornerstone of digital democracy (Digital democracy in Brazil: inclusion and challenges). Without clear information, the legitimacy of the process may be undermined.
6. Use interactive digital tools
Communication is more effective when citizens can interact. Useful tools include:
- online surveys,
- chats and discussion forums,
- collaborative digital whiteboards,
- informative chatbots (Chatbots and civic participation: what changes).
Concorder integrates many of these features, allowing communication, proposal collection, and voting to take place in the same digital space.
7. Monitor communication effectiveness
It is important to evaluate whether communication is achieving its goals. Some useful indicators include:
- number of participants reached,
- response rate to surveys and consultations,
- quality of the debate generated,
- feedback received.
This makes it possible to adjust the strategy as needed, increasing its effectiveness.
8. Avoid common mistakes
Some frequent mistakes to avoid (as already discussed in Mistakes to avoid in online participation):
- communicating only close to deadlines,
- using bureaucratic or technical language,
- overlooking channels accessible to less digitalized citizens,
- failing to follow through on promises made.
A practical checklist
Here is a quick checklist to keep at hand:
Conclusion
Effectively communicating a participatory process is not just about “informing” but about building an ongoing, transparent dialogue with citizens.
A clear, inclusive, and multi-channel strategy builds trust, fosters participation, and strengthens the legitimacy of decisions. In this sense, digital tools like Concorder can be valuable allies, enabling not only communication but also the direct integration of interactions and decisions within the same process.
