Plain Language, Real Impact: Rethinking How Cities Talk to Their Residents

The foundation of any effective media and messaging strategy is clarity of purpose and authenticity of voice. Municipal communications must shift from transactional engagement strategies to transformational ones. This means moving beyond metrics like impressions and likes, and instead focusing on long-term indicators of public trust, such as resident satisfaction, policy adoption rates, and sentiment change over time. When trust is the currency, clarity and transparency become non-negotiable.

A 2023 Pew Research Center study found that 65% of Americans believe government agencies do not communicate honestly or transparently, which directly correlates with lower public trust in institutions¹. This perception isn't just shaped by what is said publicly, but also by how it is said. If messaging relies too heavily on buzzwords, vague promises, or reactive statements, audiences begin to disengage or, worse, become skeptical. Municipal agencies must instead use voice and tone to convey genuine intent, provide historical and policy context, and prioritize listening as much as broadcasting.

Building Message Architecture with Audience Respect

Message architecture refers to the strategic layering of values, goals, and tone that informs every communication touchpoint. For local governments, this structure should be rooted in public service values like equity, accessibility, and accountability. Each message should answer three core questions: Who is this for? What do they need to know? Why should they care? When messages are structured with these questions in mind, they are more likely to resonate and prompt meaningful engagement.

Municipal communicators often default to internal language or policy jargon, which can alienate residents. For example, describing a zoning change as a "modification to the land use ordinance" might be technically accurate but fails to connect with a resident who just wants to know if they can build a garage. Reframing messages in terms of resident impact creates a more inclusive and accessible information environment. According to the Center for Civic Design, using plain language increases comprehension and participation across all demographic groups².

The Role of Curiosity in Public Messaging

Curiosity is the antidote to apathy. When government communications invite residents to explore, question, and contribute, they foster a sense of shared ownership over local initiatives. Instead of delivering polished, one-way announcements, communicators should design campaigns that prompt exploration. This includes interactive Q&A formats, participatory storytelling, and behind-the-scenes content that demystifies government processes.

For example, the City of Seattle's "Ask the Mayor" video series generated high engagement not because of flashy production but because it provided unscripted, direct responses to resident-submitted questions³. This format not only demonstrated transparency but also positioned curiosity as a valued civic trait. Creating space for curiosity shifts messaging from passive consumption to active participation, which is essential for long-term democratic