Communications and Engagement Strategy

This Communications and Engagement Strategy is a commitment to our community

Introduction

This Communications and Engagement Strategy is a commitment to our community

The Strategy ensures our communications and community engagement practices are open, transparent, influential and meaningful and that we always close the loop. It is further, a commitment to continual improvement and achieving best practice to ensure optimal use of our limited resources. Our hope is that through this commitment we achieve an effective, co-working relationship with our community.

The Strategy supports the following objective and strategies of the Shire’s Strategic Community Plan:

Actively increase the level of engagement with the community to ensure our community has influence in the decisions that affect their lives

Establish and maintain a customer focused 
communications approach throughout which the 
community is informed, involved and empowered

Promote an organizational culture of safety, best 
practice and continuous improvement where staff 
live the brand

We have developed the Communications and Engagement Strategy as the framework that will guide Shire officers in their communication and engagement endeavours in line with our community’s needs and expectations.

Murray is on the move and in order for us to be effective stewards of our community, we need to successfully converse and engage so that the community are listened to and understood, expectations are managed and a shared vision motivates our efforts and achievements.

Informing the Strategy

1. Community Consultation

Between May 2018 and January 2019, we consulted with our community through several research initiatives, in order to inform a customer-focused Communications and Engagement Strategy that fosters a co-working relationship with our community through open, transparent and effective communication, engagement and interaction.

Techniques Employed:

• Community Perception Survey | MARKYT® Community Scorecard undertaken by CATALYSE®
Sent to all households within the Shire of Murray - 746 responses returned (online and hard copy)

• Out of the Loop Communications Review undertaken by Pollinate
Staff workshop | 12 community interviews | Survey – 342 responses received (intercept, online and hard copy)

Outcomes Identified through Consultation Efforts:

COMMUNITY

MAKE-UP

COMMUNITY 
LIFESTYLE, 
COMMUNICATION 
AND ENGAGEMENT PRIORITIES

COMMUNITY

PREFERRED 
COMMUNICATION 
AND ENGAGEMENT 
STRATEGIES 

EFFECTIVENESS 
OF CURRENT 
AND FUTURE 
COMMUNICATION 
METHODS 

THE FUTURE 
OF THE SHIRE’S 
COMMUNICATIONS 
AND ENGAGEMENT 
PRACTICES 

This Communications and Engagement Strategy is a commitment to our community

Learnings

Community Perception Survey

The Shire engaged strategic planning and research company CATALYSE®, to undertake our biennial community perception study through the administration of the MARKYT® Community Scorecard.

Communication methods/channels received average ratings with consultation rating the lowest

Highlighted a 
lack of awareness 
of Shire’s social 
media presence

Council leadership, 
advocacy, lobbying 
and informing 
about local issues 
were also average 
performance areas

Opportunity to improve community’s perception that staff and Council 
have a good 
understanding of 
community needs

Out of the Loop Communications Review

December 2018/January 2019

The Shire engaged strategic research consultancy Pollinate to undertake the Out of the 
Loop Communications Review, to better our understanding of our community’s 
communication preferences.

Feedback determined audience segmentation, messaging and communication
channel preferences.

Feedback has established the way forward for the Shire’s communications approach.

This Communications and Engagement Strategy is a commitment to our community

International Association for Public Participation

International Association for Public Participation

The International Association for Public Participation (IAP2) is an international federation of member affiliates that seeks to promote and improve the practice of community engagement, incorporating individuals, governments, institutions and other entities that affect the public interest.

IAP2 Australasia is the affiliate for Australia and New Zealand and is the world’s leading community engagement association.

According to IAP2, community engagement is:

“An intentional process with the specific purpose of working across organisations, stakeholders and communities to shape the decisions or actions of the members of the community, stakeholders or organisation in relation to a problem, opportunity or outcome.”

IAP2 states that community engagement is based on the belief that those who are affected by a decision have a right to be involved in the decision making process.

In order for engagement to occur, a level of influence derived from participants, must affect the decision made or action taken.

The IAP2’s Public Participation Spectrum can be used to identify the increasing level of impact organisations, stakeholders and communities can have on the decision/action. The level of participation can differ depending on goals, time frames, resources and level of interest