Public Engagement Isn’t About Getting People to Agree
In my years of experience working with organizations on complex projects – regulatory approvals, rezonings, and economic-development incentives – one truth has become clear: public engagement isn’t about getting people to agree with you. It’s about making them feel heard. That distinction matters.
Fundamentally, public engagement is the practice of building relationships with the people who matter most to your organization – those who can shape the success or failure of a project. It is people-centered, action-oriented, and grounded in trust, a quality that is increasingly difficult to secure. According to the 2025 Edelman Trust Barometer, 61% of respondents believe government and business make their lives harder and primarily serve narrow interests.
Building trust doesn’t happen by accident, and it doesn’t happen without clarity, connection, and purpose – all of which are communications challenges.
For organizations to be successful, they must build credibility and secure consensus by treating public engagement as what it really is: a strategic communications imperative. When done right, it moves people. When done wrong, it pushes them away.
Every Decision Is Now a Public Decision
Whether you’re advancing a public policy, building a new facility, or shifting a company’s direction, every decision today is public. The days of operating behind closed doors are over. Stakeholders expect transparency, and they’re not shy about holding organizations accountable. They want to be part of the process, not an afterthought.
The U.S. Office of Information and Regulatory Affairs’ 2024 Public Participation Report makes it clear that early and meaningful public engagement is not just beneficial, it is essential for building trust and securing public support for regulatory change.
However, public engagement isn’t just for governments or nonprofits – it’s essential across some of our key industries in North Carolina, including healthcare, energy, tech, and beyond.
In an era defined by skepticism and information overload, the ability to engage authentically builds legitimacy and resilience.
When Public Engagement Matters Most
- A utility company purchasing land for a new infrastructure project that faces community opposition
- A healthcare system navigating a merger or service reduction
- A municipality rolling out a new policy that directly impacts residents
- A developer seeking zoning approval for a commercial project
The common thread? These are moments when trust is fragile, opinions are entrenched, and the stakes are high. By the time the angry Facebook comments start, it’s already too late. That’s why engagement can’t wait until things go wrong – it must be part of the strategy from the start.
The Real Work Starts When People Disagree
Let’s be honest, this work is easy when people already agree with you. Our work begins when they don’t. Here’s how E&V approaches it – our five principles that turn resistance into partnership:
- Understand the landscape.
Effective engagement starts with listening. A thoughtful community assessment helps you understand who is affected, what they care about, and where the points of tension or alignment already exist. This means mapping stakeholders, understanding the landscape, and recognizing how different groups view the issue. When you get this right, the strategy is more likely to succeed.
- Tailor messaging – not one-size-fits-all.
Generic talking points don’t work. Effective engagement requires understanding what different audiences care about and framing your message accordingly. A neighborhood group worried about traffic has different concerns than a business coalition focused on economic impact – and your strategy should meet both where they are.
- Choose the right messenger.
Sometimes the CEO isn’t the right voice. Peer-to-peer engagement often beats top-down messaging. A local business owner, a trusted community leader, or even a satisfied customer can carry more weight than a polished executive.
- Create clear, doable calls to action.
Engagement without action is just conversation. People need to know what you’re asking them to do – whether that’s attending a meeting, submitting feedback, or simply staying informed. Specific, simple, and easy to follow wins every time.
- Use the right mix of channels.
In-person town halls, digital campaigns, social media, grassroots outreach – each has a role. The key is knowing when and how to deploy them, and ensuring they work together, not in silos. The message should feel consistent, whether someone hears it in a boardroom, sees it on Facebook, or reads it in the news.
Ready to Engage Differently?
Unsuccessful public engagement efforts share the same pitfalls: waiting until there’s opposition, treating engagement as a checkbox, and assuming that giving people a microphone means they feel heard.
Here’s the reality: without the right communications strategy, even the best intentions fall flat. Think less megaphone, more telephone.
If your public engagement strategy only works when people agree with you, it’s not a strategy. It’s a script.
But if you’re ready to build a strategic approach that turns resistance into partnership – let’s talk. E&V Strategic Communications has helped organizations across healthcare, energy, government, development, and beyond develop engagement strategies that move people and create trust.