The Purpose of Community Involvement
Carolyn Browne*
Principal
Carolyn Browne Associates
Sometimes in our drive to build a much-needed new facility, expand an over-used service or offer a new service for our communities, we forget to let our constituency know what is behind our sense of urgency. It's not enough that we know what is needed. We have to be sure we understand public perceptions of what is needed, and we must utilize effective ways of communicating with, and hearing from, the public. Which brings us to the subject matter of this new, on-going series of articles about community involvement programs.
Community involvement begins with a sincere desire to communicate and interact with the public and to better understand perceptions and attitudes relating to a particular project. People tend to respond positively when they are given accurate information and the parameters that affect decisions to be made; in other words, when they understand where their opinions will make a difference. It is important to explain from the beginning of a project which issues are set and where public opinion can influence the outcome.
In general, the objectives of a community involvement program may include one or more of the following:
- To learn about peoples' perceptions and knowledge about the project.
- To educate the public about possible alternatives and to clarify options; i.e. people need to know where their opinions will be wanted and be of value to the planners and decision-makers.
- To obtain responses to possible alternatives and to assess positive solutions.
- To measure changing levels of awareness and acceptance.
- To identify elements that will make a project more acceptable to the public in order to promote these elements through various media.
The objectives of a community involvement program influence which research and/or promotional tools will best serve the needs of those given the responsibility for directing a project and gaining public acceptance.
In the coming months, we'll do our best to provide an overview of all of the various elements that we call "community involvement," and we'll try to respond to any questions you send our way. Let us know if there is a particular topic you want discussed.
*Carolyn Browne is principal of Carolyn Browne Associates, a successful community involvement and marketing research firm in the Seattle Area since 1977. Carolyn's firm has handled numerous community involvement projects, marketing research surveys, focus groups, public workshops and strategic planning meetings for a broad range of large and small municipalities and for several state agencies. She is an associate member of Association of Washington Cities and is a frequent presenter and workshop leader at their conferences. Carolyn can be contacted at: chbrowne@earthlink.net.