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Public
Engagement
guide
Town of Oakville’s Public Engagement guide
1
Public
Engagement
guide
2
Town of Oakville’s Public Engagement guide
What’s inside
What is public engagement? ......................................................... 4
Benefits ........................................................................................... 5
Guiding principles .......................................................................... 6
Public Engagement work plan
Developing a plan .......................................................................... 8
1. Getting started ......................................................................... 10
2. Determine the strategy ............................................................ 13
3. Implement ................................................................................ 18
4. Recommend and share ............................................................ 19
5. Evaluate .................................................................................... 20
Project example ............................................................................ 23
Appendix A
Tools and techniques ................................................................... 24
Appendix B
Communication plan .................................................................... 37
Town of Oakville’s Public Engagement guide
3
Why does the Town of Oakville have
a public engagement guide?
The Town of Oakville is a dynamic municipality that interacts with the public on
hundreds of projects, studies, initiatives, services and programs every year. Whether
we’re letting our residents know about plans to create a new park, looking for
feedback on a road improvement study or finding ways to enhance user experience at
our community and cultural facilities…we want to hear from our community.
The public engagement guide is our commitment to meaningful engagement and
provides the framework for what engagement is to us. It provides a range of flexible
techniques to engage the community in the activities and decision-making processes
of the town.
Who should use this guide?
Staff, Council and those assisting the town on a project, initiative, study or policy.
When should you use this guide?
For small and large projects that may be short or long-term. There is no one size fits
all for public engagement. Each project, initiative or study requires a unique approach
and adapted techniques.
Not sure if your project or initiative needs a public engagement plan?
Have a look inside! The guide provides a “how to” workbook.
4
Town of Oakville’s Public Engagement guide
What is public engagement
Public engagement is any process that involves the public in problem solving or
decision-making and uses public input to help make decisions. It means regularly
engaging the community on projects, studies, initiatives, services and programs.
We do this through:
Sharing information
Providing timely and reliable information that is
easy to find and understand.
Consulting
Keeping the community informed, listening to
and acknowledging input, and providing feedback
about how public input influenced the decision.
Involving
Working with the community to ensure that their
concerns and aspirations are directly reflected in
the alternatives developed and providing feedback
on how public input influenced the decision.
Collaborating
Looking to the community for advice and
innovation in formulating solutions and
incorporating their advice and recommendations
into the decisions to the maximum extent possible.
Empowering
Implementing what the community decides. This
is when decision-making is placed in the hands of
the community like voting in municipal elections.
Town of Oakville’s Public Engagement guide
5
The benefits!
• Public engagement helps us do a better job
• It brings attention to an important issue
• It identifies potential and existing concerns/areas of conflict
before they escalate
• The process brings individuals and groups together to identify
and/or develop recommendations and alternatives
• It helps stakeholders understand complexities of an issue
• It builds stakeholder support and shared ownership in the decision,
implementation and/or evaluation
• It leverages the wealth of talent in our community
• It helps Council understand the needs and priorities of the community
so decisions can be made with these in mind
• The benefits are long-term and the process is an investment in achieving
Oakville’s vision of being the most livable town in Canada
Even more benefits…
• Having a plan helps identify key steps/considerations so nothing gets missed
• The plan integrates public engagement and communications in one place
• Ensures public engagement is a part of a complete project plan
Our commitment
Public engagement is a key component of open and transparent government. It helps
us develop and deliver quality programs and services and achieve our vision of being the
most livable town in Canada.
This guide was developed from the town’s Public Notice and Engagement policy and
procedures to ensure open two-way communication with the community. It lays out a
simple but comprehensive plan for public engagement that staff, Council and the public
can rely on.
On some initiatives, public notice and engagement are mandated by legislation such
as the Municipal Act or Planning Act and sometimes it is not, such as when we build
a new facility or create a town budget.
This toolkit should be used for all
types of engagement, legislated or not.
6
Town of Oakville’s Public Engagement guide
Guiding principles
These eight guiding principles are the foundation for the town’s engagement
initiatives and strategies. Following the guiding principles is the most effective
way to build trust and to demonstrate the town’s commitment to the community.
1. Inclusion and mutual respect — ensuring public notice and engagement is
based on building trust and relationships that seek to involve all members of
the community.
2. Open two-way communication — working with the community in
a co-operative and collaborative way to share information and provide
opportunities for open and constructive dialogue.
3. Early involvement and timely communication — communicating as early
as possible in the engagement process and ensuring information is available in
a timely manner so the community can actively participate.
4. Clear and accessible communication — ensuring the use of plain language
and a wide variety of formats and channels of communication.
5. Fiscally sustainable — ensuring methods and resources for public notice and
engagement reflect the magnitude and complexity of the initiative.
6. Transparent and accountable — sharing information and having open
public engagement processes, final decisions and outcomes.
7. Environmentally sustainable — ensuring environmentally friendly public
notice and engagement methods.
8. Continuous improvement — evaluating and seeking better ways of
engaging the community and providing efficient and effective public notice and
engagement processes.
Keep in mind! Make sure you give Mayor and Councillors advance notice
of both town-wide and ward specific meetings.
Town of Oakville’s Public Engagement guide
7
Public
Engagement
work plan
A “how to” workbook
8
Town of Oakville’s Public Engagement guide
Developing a
public
engagement
plan
A successful public engagement process
involves five key steps.
1
Define
the project,
stakeholders
and level of
community impact
2
Determine
the strategy,
choose techniques,
establish measures
and timelines
Town of Oakville’s Public Engagement guide
9
Developing a
public
engagement
plan
3
Implement
the public
engagement
plan
4
Make
recommendations
and share results
5
Evaluate
the outcome
10
Town of Oakville’s Public Engagement guide
|
Define the project/issue/opportunity that
needs to be addressed, answered or resolved.
In most projects, there are usually elements that
cannot be influenced. This may be due to budget,
safety or legislative requirements. These elements
are the “non-negotiables” and need to be
communicated to stakeholders at the beginning of
the engagement. Do you have any? What are they?
List internal and external stakeholders.
See potential stakeholders on next page to help.
1
Getting
started
Define the project and
decision to be made,
list stakeholders,
determine level of
community impact.
Remember to connect with
Corporate Communications
early in the planning stage.
After a draft plan is started,
let them know about the
project and ask about any
advice or support they may
be able to provide.
Town of Oakville’s Public Engagement guide
11
1 |
Getting
started
Potential stakeholders
General Public
Those directly affected
Those indirectly affected
Groups and Organizations
Residents associations
Businesses and business
associations
Sport and recreation groups
Health organizations and
associations
Cultural groups and associations
Professional associations
Environmental groups
Charities and service clubs
Places of worship and religious
organizations
Not-for-profit organizations
Government Institutions
Town agencies, boards,
commissions
Other municipalities
Provincial government
Federal government
School boards and local schools
Town Council
Mayor and Members of Council
Town business units
and departments
Interdepartmental communication
is important. Other departments
may help identify potential
stakeholders.
Town’s accessibility advisory
committee
Town’s heritage committee
Keep in mind! Anyone who is affected by a decision should have the
opportunity to be involved in some way in the decision. Not all stakeholders
will be impacted in the same way or have the same level of interest in a
project. Knowing your stakeholders will help choose the best engagement
techniques to use (i.e. youth may want to participate through social media,
or to reach the silent majority you may want to use a survey or post mobile
signs in the community).
Keep in mind! Stakeholders do not have endless amounts of time to
offer so give them the opportunity to have a meaningful impact on your
project. Do not ask for input that cannot or will not be used.
12
Town of Oakville’s Public Engagement guide
Determine the level of community impact. Use the criteria below to determine
the level of community impact of your project. The level of impact will help
determine the public engagement goal and techniques to use.
|
|
|
|
*
Level 1 Local area/group Inform
• Low level of real/perceived impact or risk on local area, small community or
user group(s) of a specific program, service or facility in local area
• Small change or improvement to a program, service, facility
• Low or no risk of controversy or conflict in local area
• Issues or initiatives that are routine
• Providing information to the public (one-way communication) is most effective
Level 2 Town-wide Inform
• Low level of real/perceived impact or risk across the town
• Low or no risk of controversy or conflict in local area
• Issues or initiatives that are routine
Level 3 Local area/group Involve, consult or collaborate
• Moderate to high level of real/perceived impact or risk on local area, small
community or user group(s) of a specific service or facility
• Loss of or significant change to any facility, program or service to a local community
• Potential high degree of controversy or conflict
• Any impact on health, safety or well-being
• Public comments can have an impact on the design and development of a project
• Public buy-in is important for the project to be successful
Level 4 Town-wide Involve, consult or collaborate
• Moderate to high level of real/perceived impact or risk across the town
• Significant impact on attributes that are of high value to the town, such as
Council’s strategic goals
• Any impact on health, safety or well-being
• Potential high level of interest across Oakville
• Potential high impact at provincial or federal level
• Public comments can have an impact on the design and development of a project
Level 5 Empower
• Place decision-making with citizens or other stakeholders
Limited application that would include activities like voting in municipal elections.
Town of Oakville’s Public Engagement guide
13
Identify the overall public engagement goal.
Refer to the next page for descriptions.
|2
Determine
the strategy
Determine the public
engagement strategy,
choose techniques to
engage the community,
establish measures,
confirm timelines
and resources
Determine the public engagement strategy.
There are five types (goals) of engagement:
• Inform
• Consult
• Involve
• Collaborate
• Empower
Keep in mind! You may use more than
one type of engagement but in this
section you want to identify the overall
engagement goal for the project.
14
Town of Oakville’s Public Engagement guide
Five types of public engagement
These levels are based on the International Association for Public Participation.
What does it mean Examples
Inform
• Notify stakeholders of an issue,
project, decision
• To provide information to assist in
understanding the topic, options,
solutions and/or decisions
• To prepare stakeholders for
more forms of engagement
• Advising the community of a situation
or proposal
• Informing on a decision or direction
• No response is required, but people
may have opportunities for further
participation
Consult
• Obtain public feedback into
the priorities or decisions,
usually at one point in
the project planning or
implementation process
• Seeking comment on a proposal,
action or issue
• Seeking feedback on a service or facility
• Requiring a response but limited
opportunity for dialogue
• Option for people to seek a further
level of participation
Involve
• Work directly with stakeholders
throughout the process so
aspirations and concerns
are consistently understood
and considered prior to
decision-making
• Involving the community in a
discussion or debate
• Ensuring informed input through
briefings and information
• Adopting a more personal and
innovative approach through person
contact and meetings/session that
encourage participation
• Involving stakeholders at different
times in the planning process
(i.e. keeping informed and enabling
further comment)
Collaborate
• Partner with stakeholders
in various aspects of the
planning and decision-making
process, usually including the
development of alternatives
and identification of a
preferred solution
• Establishing a structure for
involvement in decision-making
(i.e. committee)
• Enabling ongoing involvement and
keeping informed
• Allocating responsibility in achieving
initiatives
Empower
• Place final decision-making in
the hands of the community
• Establishing a process that allows the
public to make an informed decision
Town of Oakville’s Public Engagement guide
15
InformConsultInvolveCollaborateEmpower
Our promise to the public What does it look like? Examples
• We will keep you informed
• We will provide timely and
reliable information that is
easy to find and understand
• Website
• Open house
• Fact sheet
• We will keep you informed,
listen to and acknowledge
input, and provide feedback
about how public input
influenced the decision
• Focus group
• Survey
• We will work with you
to ensure that your
concerns and aspirations
are directly reflected in the
alternatives developed and
provide feedback on how
public input influenced the
decision
• World café
• Tour
• We will look to you for
advice and innovation in
formulating solutions and
incorporate your advice and
recommendations into the
decisions to the maximum
extent possible
• Citizen panel
• Advisory
committee
• Charrette
• We will implement what
you decide
• Ballot
• Referendum
• Citizen jury
16
Town of Oakville’s Public Engagement guide
Identify the public engagement tools and techniques.
There are many online, in-person and media/advertising techniques below.
For descriptions, see Appendix A. Remember to review the Public Notice and
Engagement policy for notice requirements and timeframes. Use the next page
to identify the tools and techniques.
Tools and techniques
The symbols provide an easy way to identify how a tool or technique can be
used multiple ways. For example, a survey can be online and in-person (phone
or handout).
Online (
)
Citizen panel
Email
E-newsletter
Facebook
Fact sheet, FAQs
Oakville Idea Forum
Survey
Town Hall/public meeting
Twitter
YouTube
Voting
Website
In-person (
)
Advisory group,
committee
Charrette
Citizen jury
Comment form, card
Dot stickers
Fair, event
Focus group
Information kiosk
Interview
Kitchen table discussion
Open house
Presentation
Public hearing
Public information centre
Public information meeting
ServiceOakville
Symposium
Task force
Telephone hotline
Tour/field trip
Voting pad “clickers”
Workshop
World café
Media/Advertising
(
)
Digital screens
Mobile sign
Newspaper
News release
Poster
TV, radio
Keep in mind! Accessibility considerations of the participants, location and
materials. Public engagement efforts should reflect the magnitude and
complexity of the project or issue.
Town of Oakville’s Public Engagement guide
17
Measuring expected outcomes is important to evaluating whether you have
achieved the objective of engagement. Measures may include:
• Approval of the recommendations/resolution of the issue
• Completion of the project on time and within budget
• Satisfaction with the process
Tools and techniques.
Your corporate communications advisor can help you decide on the most effective
strategies and tools of engagement and help create a communications plan
(Appendix B) to go hand-in-hand with the public engagement plan.
Technique Description Audience Timing Cost/resources
Establish measures.
18
Town of Oakville’s Public Engagement guide
|3
Implement
Communicate the
plan and conduct
the engagement.
Communicate the plan.
Communicating the plan is important to the success
of public engagement. Different communication
strategies may be needed for different types
of engagement. By involving Corporate
Communications in steps 1 and 2, you should be
ready to get the message out.
Conduct the engagement.
The goal of all engagement activities is to provide
participants with an experience that is welcoming,
easy to participate in and efficient. Ensure proper
time and resources have been allocated so there is
meaningful engagement and input.
Keep in mind! Flexibility is important.
For example, if the scope of the project or
level of community impact changes, you will
need to refine the engagement methods
Logistics are key. When engagement is
in-person, choose locations near impacted
groups that are accessible or when online,
provide background material
Town of Oakville’s Public Engagement guide
19
3 |
Implement
|4
Recommend
and share
Make
recommendations,
share the results.
You will want to review all public
input and other critical information
you have researched or collected
to help determine the course
of action. Confirm adequate
stakeholder participation and input
was achieved during the public
engagement opportunities. Ensure
recommendations to Council are
clear, achievable and contribute to
the town’s vision to be the most
livable town in Canada.
Communicate the results.
It is important to inform the internal and external
stakeholders of outcomes, decisions and next steps.
Stakeholders value the follow-up and rationale for
the decision.
Be sure to report:
• What decisions were made
• Why those decisions were made
• How public input was used
Things to consider:
• Who do you need to communicate the decision
and rationale to?
• How will you report the findings from your
engagement process? What findings will
you present? What format will you use? (i.e.
online, electronic or printed report, detailed
or summary document). How will you promote
and distribute your findings?
• How will you manage feedback/reaction to the
decision and rationale?
Keep in mind! The follow-up reporting
should be done through similar communication
methods used throughout the public
engagement process.
20
Town of Oakville’s Public Engagement guide
|5
Evaluate
Evaluating the public
engagement process
and outcome.
Evaluate the process and outcome.
It is important to understand what went well and
what could be improved in future. It is recommended
that the project lead and communications lead
complete the worksheet on the next page together
and share with the project team.
Keep in mind! There are a number
of ways to evaluate the process
(in addition to the worksheet on the
next page). These can include informal
discussions, interviews, questionnaires
and evaluation forms.
Congratulations you have
completed your public
engagement plan!
Town of Oakville’s Public Engagement guide
21
5 |
Evaluate
Project name: ____________________________ Date of evaluation: __________________
Project Lead: ____________________________________________________________________
Communications Lead: ___________________________________________________________
What went well?
What can be improved for next time?
Evaluation worksheet
No Partial Yes
1. The public engagement process was followed 1 2 3
2. The issue was clearly defined before starting 1 2 3
3. The engagement goal reflected the magnitude and
complexity of the project 1 2 3
4. The level of community impact was accurate 1 2 3
5. Appropriate stakeholders were identified 1 2 3
6. A variety of engagement techniques were considered
to reach and involve stakeholders 1 2 3
7. Project results were communicated to stakeholders. 1 2 3
8. Measures were identified and achieved 1 2 3
9. The process stayed within allocated time, budget
and resources
1 2 3
10. The recommendations were clear, achievable and
contributed to the town’s vision 1 2 3
Calculate the average and check it against the performance ranges below.
From 1.0 – 1.5 Poor 1.6 – 2.0 Fair 2.1 – 2.5 Good 2.6 – 3.0 Excellent
Key questions to consider during the evaluation:
• Did the process reach the right people and ask the right questions?
• Did the people who got involved feel they were heard?
• Did the answers tell you what you needed to know?
22
Town of Oakville’s Public Engagement guide
Resources
• Appendix A - Public engagement tools and techniques (descriptions)
• Appendix B - Town of Oakville communication plan template
• Planning a public meeting checklist, with accessibility considerations –
oakville.ca
• Accessibility statements for public meetings, feedback, accessible formats/
communication supports – Portico
• Accessibility considerations when making a presentation – Portico
• Example of how many techniques might be used in one project - attached
Reference Material
• Public Notice and Engagement policy and procedures – oakville.ca
• Rzone procedure – oakville.ca
• Social Media Guidelines procedure – oakville.ca
Acknowledgements
The Town of Oakville wishes to acknowledge
the International Association for Public Participation (IAP2).
Town of Oakville’s Public Engagement guide
23
Project example
An example on how many techniques might be used in one project.
Project: Build a new community centre and twin pad arena
Stakeholders: Oakville community, sports and recreation groups, cultural groups,
residents in the ward
Level of Community Impact: 4
Steps/stages
of the project
Engage
the public?
Public
engagement goal
Technique
Announce funding and
beginning of project
Yes Inform – share
information to prepare
for involvement and
generate interest
• Information on
website
• News release
Determine what
services and programs
to provide
Yes Consult and Involve
– obtain ideas and
suggestions from the
community and other
stakeholders
• Online survey
• Comment cards
• Workshop
• World café
• Focus group with
user groups
Complete preliminary
design and site plan
concepts
Yes Consult - stakeholders
will have the opportunity
to provide feedback on
user needs
• Open house
• Focus group
Complete design details
of building
No n/a n/a
Issue and complete a
request for quotations
No n/a n/a
Construction starts Yes Inform – keep public
engaged and reduce
concerns/questions
• Information on
website
• News release
• Email to targeted
stakeholders
• Twitter, Facebook
Evaluate building and
move in
No n/a n/a
Hold a grand opening
ceremony
Yes Inform – invite the
public to attend
a ribbon cutting
ceremony and activities
• Information on
website
• News release
• Email invite
to targeted
stakeholders
• Twitter, Facebook
24
Town of Oakville’s Public Engagement guide
24
Appendix A
Public
Engagement
tools and
techniques
Ensure everyone feels welcome and can
participate - accessibility and inclusion are
essential!
Choose a venue that is accessible
(see our accessible meeting checklist),
ensure information and materials are in
plain language and available in alternate
formats (such as large font or an accessible
PDF online) and communication supports
have been planned as requested
(such as ASL interpreters).
Town of Oakville’s Public Engagement guide
25
Online
Note: When considering various tools and techniques, the Town of Oakville's website
should always be priority (listed at the end of this section)
Citizen panels
A demographically representative group of citizens to carefully examine an issue. A
panel is usually tasked to provide recommendations or undertake research of a pending
decision. Members are randomly selected, often through a civic lottery process.
Type of engagement: Collaborate
Level of community impact: 3-4
Considerations: A panel may provide feedback on more than one issue or on one
issue more than one time; Involves citizens providing feedback on a public problem or
issue; Time and resource intensive.
Email
Provide information to stakeholders and solicit input from the community.
Type of engagement: Inform, consult
Level of community impact: all
Considerations: Medium to high amounts of time are needed to read, respond and
direct input; Ensure there is a way to analyze responses to make data useful; Refer to
the town’s Electronic Messages and Anti-spam Compliance procedure for proper use.
E-newsletters
Online newsletter to promote town programs, services and events, latest community
news, council decisions, and engagement opportunities.
Type of engagement: Inform
Level of community impact: all
Considerations: the town has an e-newsletter distributed weekly to subscribers email
inbox directly – contact Corporate Communications to see if this can be used for your
project or issue; there are also e-newsletters for specific projects and departments.
Facebook
Social networking website where meetings, events, photos, programs, services can be
shared with followers (registered users). Followers can also provide feedback.
Type of engagement: Inform, consult
Level of community impact: all
Considerations: Social media offers a platform for discussion/feedback for those
who cannot or do not want to attend in-person activities. But remember that many
popular social media platforms are not fully accessible; Followers may share your message
so the potential audience reach is significant; Time/expertise needed to monitor and
respond; Corporate communications drafts and shares information for the town.
26
Town of Oakville’s Public Engagement guide
Fact sheets, FAQ’s
Provide information about a particular issue or project, usually one page on town
website or print out.
Type of engagement: Inform
Level of community impact: all
Considerations: Consider using question and answer style; Opportunity to clarify
information that is easy to read and reduces public concern; Minimal cost, depending on
distribution but low-to-medium staff effort to gather information and prepare effectively.
Oakville idea forum
Online citizen engagement tool where participants share their opinions and ideas
and vote or comment on others.
Type of engagement: Consult
Level of community impact: 3-4
Considerations: The town poses a question about a topic or project to gauge
community ideas and opinion. Residents provide ideas and can vote on ideas posted
by others. Set a duration of time for keeping the forum active – can be real time
or over a period of time; Time/expertise needed to monitor and respond; Social
media offers a platform for discussion and feedback for those who cannot or do not
want to attend in-person activities. But remember that many popular social media
platforms are not fully accessible.
Surveys (online, phone, mail, in-person, hand-out)
Surveys are a good way of getting a snapshot of opinions across a wide range of
demographic groups. It is critical to understand if the project/issue requires statistically
valid data or qualitative input (or both), this will determine what type of survey to use.
Type of engagement: Consult
Level of community impact: 3-4
Considerations: Significant time to develop a valid and reliable survey, can be costly;
Questions should be worded carefully so as not to influence an outcome; Surveys
work well for needs assessments and satisfaction levels for a representative number
of people, particular group or the entire community.
Town Hall/public meetings (online, in-person)
An organized large group meeting usually used to make a presentation and give the
public an opportunity to ask questions and give comments. Public meetings are open
to the public at large.
Type of engagement: Inform, consult
Level of community impact: 3-4
Considerations: Facilitators need to establish open and neutral environment for all
views to be shared; Emotions can be high and one perspective can dominate; People
learn by hearing others’ questions and comments; See our public meeting checklist.
Town of Oakville’s Public Engagement guide
27
Twitter
Social media messaging tool where brief messages are shared with followers.
Type of engagement: Inform, consult
Level of community impact: all
Considerations: Messages are brief, must be under 140 characters; Social media offers
a platform for discussion/feedback for those who cannot or do not want to attend
in-person activities. But remember that many popular social media platforms are not
fully accessible; Can be used to inform of issues (such as service disruptions), upcoming
meetings, events, programs; Followers may re-tweet your message so the potential
audience reach is significant; Time/expertise needed to monitor and respond;
Corporate communications drafts and shares tweets for the town.
YouTube
YouTube is a video sharing service that allows users to watch videos posted by other
users and upload videos of their own.
Type of engagement: Inform, consult
Level of community impact: 3-4
Considerations: The site allows users to upload, view, rate, share, and comment on videos.
Voting
The official choice you make in an election, meeting, etc., by casting a ballot, raising
your hand, speaking your choice aloud.
Type of engagement: Collaborate, empower
Level of community impact: 5
Considerations: Substantial cost to ensure voting process is valid; Intensive staff
resources; Encouraging the public to vote is important.
Website
Use to provide information on programs, services, projects, initiatives, etc.
Type of engagement: Inform
Level of community impact: all
Considerations: Websites can make information accessible and available to people
who have vision loss, learning disabilities or difficulty getting to public meetings;
Time and resource/expertise are required to create and maintain content
28
Town of Oakville’s Public Engagement guide
In-person
Advisory group, committees
A group of stakeholders or representatives of stakeholder groups that provide input
on a project or initiative.
Type of engagement: Consult, involve, collaborate
Level of community impact: 3-4
Considerations: Define the terms of engagement up front and the level of decision-
making responsibilities they hold; Volunteers must often dedicate substantial time;
Staff time to support and resource the committee can be substantial; One perspective
can dominate discussion; See Establishing an Advisory Group Guide attached.
Charrettes
The charrette is an intense problem-solving session where a facilitator leads a group
to alternative solutions. Charrettes are often used to design such things as parks
and buildings, or to plan communities or transportation systems. The charrette team
develops solutions resulting in a clear, detailed, realistic plan for future development.
Type of engagement: Involve, collaborate
Level of community impact: 3-4
Considerations: Trained facilitator is necessary; Be clear on the promise to
stakeholders about how their input will be used; Process is intensive and can be
expensive; Use of visual techniques in framing issues is helpful; Promotes joint
problem solving and creative thinking.
Citizen juries
A randomly selected and demographically representative panel of citizens to
carefully examine an issue and provide input. As the word “jury” suggests, this group
provides a recommendation or may be empowered to make the decision on behalf
of the decision-maker, and a consensus decision is usually required.
Type of engagement: Collaborate, empower
Level of community impact: 3-4
Considerations: Jury is informed by several perspectives, often by experts. Jurors then
go through a process of deliberations where subgroups may be formed to focus on
different aspects of the issue. Jurors produce a decision or recommendation in the
form of a citizens’ report. Usually a 3-5 day process; Involves citizens in developing a
thoughtful, well-informed solution to a public problem or issue; Time and resource
intensive; Jury is disbanded once the decision is made.
Town of Oakville’s Public Engagement guide
29
Comment forms, cards
A form given to people to provide feedback and return.
Type of engagement: Consult
Level of community impact: 3-4
Considerations: Effective questions take time to create, ensure they solicit information
that is useful for decision-making; Plan to accept feedback in a variety of ways. For
example, some people with low vision may prefer to give verbal rather than written
feedback; Results may not be representative of larger population.
Dot stickers
Dot stickers (any kind of sticker) are used to allow participants to weigh-in real time
during meetings, events, etc.
Type of engagement: Consult
Level of community impact: 1-4
Considerations: Used in the same way as voting pads but participation is not
usually anonymous; Provides immediate feedback from participants to help guide a
conversation or gauge participants’ understanding or feelings on an issue. They can
be used to identify priorities; Be clear about the objective of using stickers. Facilitator
is necessary.
Fairs, events
Use to build awareness or provide and share information about issues through
exhibits and interactive activities.
Type of engagement: Inform, consult
Level of community impact: 3-4
Considerations: Opportunity to highlight a project or initiative and share information
to a targeted and/or large audience; Conducive to media attention; May be expensive
with high degree of organization. Be prepared for crowds if advertised widely;
Weather could play a factor if outdoors.
Focus groups
Small selected group that are formed to test ideas, messages and gauge public opinion.
Type of engagement: Consult
Level of community impact: 3-4
Considerations: Skilled facilitator is necessary to encourage better levels of dialogue to
allow for insights, perspectives, ideas and suggestions; six to eight participants is ideal;
Be clear about the objective when inviting participants; If you are doing more than one
focus group, use the same process and questions so the results are comparable.
30
Town of Oakville’s Public Engagement guide
Information kiosks
A station where information is available. Can use to solicit input.
Type of engagement: Inform, consult
Level of community impact: 3-5
Considerations: Can be permanent or temporary; Staff resources needed to maintain
and monitor; Can use technology to make the kiosk interactive and to gather comments.
Interviews
A one-on-one meeting or small group discussion focused on a specific project or issue.
Type of engagement: Inform, consult
Level of community impact: 3-4
Considerations: an interview requires an established format with a set number of
questions. Do not be tempted to ask too many questions as people will likely speak
for longer than expected. Four to six questions are ideal; Provide interviewees with
information beforehand; Useful to share your notes with the interviewee afterwards
to ensure you captured all the main points; More than one interview should be done
with each interest group to make sure the information gathered is representative
and valid; Can help build rapport; Time needed to develop effective questions and
approaches upfront; Costs can increase if providing food and travel.
Kitchen table discussions
Also known as “coffee klatches” are informal meetings of community members
(without staff involvement) to discuss specific issues and share feedback.
Type of engagement: Consult
Level of community impact: 3-4
Considerations: Preparing a good kitchen table guide is essential – it should include
background information, discussion questions, and a form for completing feedback
and sending back to the project team; It can be difficult to get significant uptake as
these are mainly community-driven.
Open houses
Exhibits, plans, materials and are displayed in a station format where the public is
invited to tour through.
Type of engagement: Inform, consult
Level of community impact: 2-4
Considerations: Open houses were traditionally static information sharing events,
however by including interactive stations, and other ways of providing input, they can
be exciting and appealing to a wide range of people; Excellent opportunity to educate;
Fosters small group or one-on-one communication; Preparation of materials, handouts,
speakers and displays could be costly; Staff at open house should be well briefed; May
be difficult to document public input but can be used in combination with other ways to
gather feedback such as using comment cards; One perspective can dominate discussion.
Town of Oakville’s Public Engagement guide
31
Presentations
Presentations to organizations throughout the community is an excellent way of
building relationships and doing outreach.
Type of engagement: Inform
Level of community impact: 1-4
Considerations: Presentations are more likely to be well attended if they piggyback
onto existing meetings; Make a special effort to meet with groups that are harder
to engage, such as youth and immigrants, as they are often underrepresented in
public processes; Ensure your presentation is short and simple, as there will likely be
questions. Do not overwhelm your audience with too much information or jargon.
Speak clearly to your audience; Provide handouts so that people can review late.
Public hearings
Official meetings where individuals or groups are invited to make presentations. May
be formal or quasi-judicial meeting with legislated requirements. Typically used to
satisfy regulatory requirements. Dialogue is time-limited. Comments are recorded.
Type of engagement: Involve, collaborate
Level of community impact: legislated
Considerations: Designed around one specific issue; Staff experts needed to attend
and speak to issues, can be time intensive to prepare for hearing and costly; Examples
include: Ontario Municipal Board (OMB) and Licensing Appeal Committee. Feelings of
conflict may accompany this type of activity, ensure neutral environment.
Public Information Centre (PIC)
Use to provide information and receive public feedback on road/ engineering projects
from traffic calming to road design.
Type of engagement: Inform, consult
Level of community impact: 1-4
Considerations: Drop-in event with visuals (story boards) provided; Fosters one-on-one
communications; Staff provide information and answer questions as needed. Consultant
usually present to answer questions; Comment cards should be available; Non-statutory
unless chosen as public engagement type for class Environmental Assessments.
32
Town of Oakville’s Public Engagement guide
Public Information Meeting (PIM)
Use to provide information and receive public feedback on development
applications. Typically a PIM is held before recommendations to Planning and
Development Council.
Type of engagement: Inform, consult
Level of community impact: 3-4
Considerations: Non-statutory meeting held prior to legislated Planning and
Development Council meeting; Usually a workshop setting. Town planner makes a
brief presentation; Staff resources needed to attend meeting, provide information
and answers questions as needed.
ServiceOakville
The town’s main point of contact.
Type of engagement: Inform, consult
Level of community impact: all
Considerations: Staff are available Monday to Friday 8 a.m. to 5 p.m.
Symposium
A meeting or conference to discuss a particular topic. This may involve multiple
speakers and multiple aspects of the topic.
Type of engagement: Inform, consult
Level of community impact: 3-4
Considerations: Intended to expose participants to multiple aspects/views on one
topic; Facilitator is necessary; Can be costly to bring in speakers.
Task force
A small group of stakeholders or experts formed to develop a set of
recommendations, policy or proposal within a limited time.
Type of engagement: Involve
Level of community impact: 3-4
Considerations: Task forces should be kept small with clear guidelines; Findings of
a task force of independent or diverse interests will have greater credibility; Staff
support/prep time is intensive; Be prepared to work through to compromise.
Town of Oakville’s Public Engagement guide
33
Telephone hotlines
Use to take calls from the public to gather information about issues or gauge
concerns. Also used to provide information.
Type of engagement: Inform, consult
Level of community impact: 3-4
Considerations: Provide updates on project activities so people don’t get “the run
around” when they call. Create effective message with concise information; Controls
information flow and promotes image of accessibility; If telephony is in place, costs
are minimal; Have designated contact for prompt and accurate responses.
Tours and field trips – guided and self-guided
Group(s) of stakeholders tour specific site or sites.
Type of engagement: Inform, consult, involve, collaborate
Level of community impact: 3-4
Considerations: Opportunity for stakeholders to acquire greater knowledge about
an issue or project; Opportunity to build rapport; Costs of transportation must be
considered; Intensive planning and organization needed by staff; Can be used to
consult, involve or collaborate by providing an opportunity for people to discuss issues.
Voting pads
Also called clickers or audience response technology
Voting pads are hand-held devices that allow participants to weigh-in real time
during meetings, events, etc. anonymously.
Type of engagement: Consult
Level of community impact: 1-4
Considerations: Provides instant feedback from participants to help guide a
conversation or gauge participants’ understanding or feelings on an issue. They
can be used to identify priorities; Often participants are asked to choose an option
among multiple choice answers; they can be used to make the teaching session
more interactive and engaging; Be clear about the objective of using voting pads;
Facilitator is necessary.
34
Town of Oakville’s Public Engagement guide
Workshops
A meeting where a group of people (can be small or large) engage in intensive
discussion/activity on an issue and/or develop solutions.
Type of engagement: Involve, collaborate
Level of community impact: 3-4
Considerations: No more than 25 per cent of workshop time should be dedicated to
providing information; Ensure larger workshops offer opportunities for everyone
to participate; Participants should have opportunity to provide feedback; Excellent
for discussions on criteria or analysis of alternatives; Ability to draw on other team
members to answer difficult questions and fosters small group communication;
Several small group facilitators are necessary; Hostile participants may use a “divide
and conquer” approach of breaking into smaller groups.
World cafés
A meeting with an informal environment often modeled after a café. Groups of
people discuss a topic in response to predetermined questions at several tables.
Participants change tables during the process and focus on identifying common
ground in response to each question.
Type of engagement: Involve, collaborate
Level of community impact: 3-4
Considerations: The setting should feel inviting and not as formal as a standard
meeting format, i.e. small round tables covered with a tablecloth, coloured pens,
vase of flowers, about four to five chairs at each table; The process begins with
presenting questions to the large group about the specific issue or project and
desired purpose of the world café. There are three (or more) 15-25 minute rounds of
conversation for the small groups where each table deals with one question. At the
end of each 15-25 minute round, each member of the group moves to a different
new table. Staff or other designated facilitator/note taker should be the “table host”
for the next round, who welcomes the next group and briefly fills them in on what
happened in the previous round; After the small groups (and/or in between rounds),
individuals are invited to share insights or other results from their conversations
with the rest of the large group. The results can be collected visually, using a graphic
recording (i.e. flip chart with written ideas or post-it notes) in the front of the room.
Town of Oakville’s Public Engagement guide
35
Media/Advertising
Digital screens
Digital screens at Town Hall, community centres and arenas to provide information,
meeting dates/times and to promote town programs, services and events.
Type of engagement: Inform
Level of community impact: all
Considerations: Reaches those who attend town facilities in-person; Corporate
Communications designs digital screens, involve them early in the process.
Mobile (road) signs
Signs placed by the road to advertise a meeting or event.
Type of engagement: Inform
Level of community impact: 3-4
Considerations: Reach those who travel by the sign; Information must be easily
conveyed; Signs must be placed in accordance with the town’s sign by-law.
There are six specified locations to erect the sign, only three at a time.
There is a fee; There is a dedicated staff contact in Engineering and Construction
who coordinates placement.
Newspaper advertisements
Use to provide information or promote an event, project, program, service.
Type of engagement: Inform
Level of community impact: 2-5
Considerations: Medium cost; Medium time; Use plain language.
News releases
Use to inform media of an issue, project or event, town positions/ statements,
progress on projects or in response to events that have occurred that require a
town response.
Type of engagement: Inform
Level of community impact: 3-5
Considerations: Corporate Communications issues news releases for the town,
involve them early in the process.
36
Town of Oakville’s Public Engagement guide
Posters
Use to provide information/promote event, project, program, service.
Type of engagement: Inform
Level of community impact: all
Considerations: Graphic depictions work well. Use colour contrast where appropriate
to improve accessibility; Printing costs; design expertise.
Television, radio
Use radio talk shows and community TV segments to present information (and elicit
response) to a broad audience.
Type of engagement: Inform
Level of community impact: 3-4
Considerations: People may take the time to watch/listen rather than read; Can be
expensive if you are buying the time; Develop tools to measure impact on audience.
Town of Oakville’s Public Engagement guide
3737
Appendix B
Public
Engagement
communication
plan
38
Town of Oakville’s Public Engagement guide
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Background
One paragraph.
What is the situation we are facing? What do we know for sure? What led to this
project? What is the strategic priority? What is the history/evolution of the project
to date? Include a SWOT (Strengths, Weaknesses, Opportunities and Threats) where
applicable.
Business goal
What do you hope to achieve with this project? What are the expected outcome vs
output? What is your measure of success tied to the outcome (ie. increased revenue,
participation)? Is this a new policy or program? Are we trying to fix a problem?
Communications objective
How will communications support the client in achieving the business goals?
What are the expected communication outcomes? How would you measure
successful completion of the objectives? (Objectives need to be SMART – Specific,
Measureable, Achievable, Realistic and Timely). The objectives need to directly link to
the measurement/evaluation pieces in your plan.
Research and analysis
What don’t we know about the problem, audience perception, awareness,
knowledge or behaviour? What type of research is needed and/or doable? I.e.
Primary – poll, survey, enviro scan
Secondary – review existing materials such as previous survey results, literature,
media coverage, audience perception, reports, etc.
Target audience(s)/key stakeholders
Who is most affected by this project and has a stake in the process/outcome? Who
needs to buy-in? Who needs to know? The client usually knows the audience and can
assist you in establishing this list. Keep in mind demographic information to assist
you in determining what tactics are best suited to the audience.
Key messages (telling the story…)
1 The Vision Should link to the Strategic Plan
2 The Value Should clarify the value of the project – what will it achieve?
Why is it important
3 The Differentiator What is unique, different, exciting about this project?
4 Call to Action What do we need you to do, what is the process?
Town of Oakville’s Public Engagement guide
39
Strategy 1:
Strategy 2:
Strategy 3:
Strategy 4:
Approvals:
Communication roll out
Each communications strategy should try to follow the SMART formula if possible,
and should leverage the other. Ideally, strategies should move the target audience
from awareness, to knowledge, to perception, to behaviour. Depending on the stage
of the issue and/or campaign you may choose one or all of awareness, knowledge,
perception or behaviour.
Tactics Detail Audience Timing Cost Status
Evaluation
Remember to evaluate outcomes, not output. For example: How many people
attended an event and what was the overall sentiment vs. how many posters were
sent out promoting the event.
Objective and/or
strategy
Measure (one measure could
cover all of them)
Outcome/result
Post mortem results:
A post mortem should be conducted following every survey and the results/
comments from those meetings should be included in this evaluation section.
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Town of Oakville
1225 Trafalgar Road, Oakville
oakville.ca 905-845-6601
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